Mintel’s garden retail market analysis demonstrates that the industry is experiencing a surge in interest from 16-34 year olds. The rise in flat and apartment living is fuelling a demand for indoor gardening solutions and the market is capitalising on this, with areas such as the bathroom being identified as potential gardening spaces.
UK Garden Products Retail Market Research from Mintel
Mintel’s garden retail market research finds that gardening and outdoor products purchasing peaks among 16-34-year-olds. Their enthusiasm for gardening stems from a desire to create inviting outdoor areas for socialising and entertaining. This presents both opportunities and challenges for garden retailers, who need to adapt to a tech-savvy demographic that prefers online shopping and values sustainable gardening practices.
Although 77% of people have a private garden or outdoor space, this access is uneven: for example, in London, 40% of residents lack private gardens. Growing urbanisation and the shift towards flats and apartment living presents both challenges and opportunities for garden brands – demand for traditional gardening products like large planters and outdoor furniture is likely to dampen, but brands have the opportunity to innovate, offering products designed for compact and indoor spaces, making gardening more accessible to a wider audience.
Garden retailers have an exciting opportunity to evolve beyond traditional plant and pot sales by transforming into one-stop shopping destinations. Introducing non-gardening products, as well as on-site cafes or restaurants, brands can broaden their appeal, attract diverse audiences, and secure their place as hubs for both shopping and leisure.
UK Garden Product Retail Market Statistics
- UK garden retail market size:Â Market growth has slowed since the COVID-19 pandemic boom, however the market has still seen a 1.7% increase year-on-year.
- UK garden retail market innovation: With an increasing interest in urban gardening, consumers are looking for solutions that work within limited spaces such as balconies or small yards. This has prompted the development of compact and efficient gardening tools and products specifically tailored for urban environments.
UK Garden Products Retailing Market Report – What’s Inside?
Key Topics Covered in the Report
- Cost of living crisis and demographic shifts shaping the gardening market and the unique market opportunities socially driven, home-focused 16-34-year-old consumers present
- The most popular store-based and online-only destinations for garden product buyers and insights into the store preferences of different age and income groups
- How product quality, loyalty schemes, customer service and embracing department store-esque shopping can help garden retailers boost footfall and sales
- Opportunities for garden retailers to position themselves as leaders in wellness-oriented products and services and become the go-to brands for enhancing alfresco social experiences
- How innovations like the eBarrow, an “Airbnb for gardeners,” and plant-by-numbers are transforming the sector, making gardening easier and more accessible
Meet the Expert Behind the Analysis
This report was written by Steven Mayles, retail analyst at Mintel. Steven joined Mintel in 1988, graduating in 1987 from the London College of Printing with a Higher National Diploma in Business Studies. In his role as a Retail Analyst Steven writes Mintel’s series of European Reports. In addition to retail, Steven has gained considerable insight into automotive retail.
The future of the gardening market lies in capturing the interest of 16-34-year-olds. Not only do they actively participate in gardening but also lead in purchasing.
Steven Mayles
Retail Analyst
Collapse All
-
EXECUTIVE SUMMARY
- Opportunities for the garden market
- 16-34 -year-olds driving growth in the gardening market
- Rise in flat and apartment living creates opportunities for indoor gardening solutions
- Be more than a place to just buy plants and pots
- Market dynamics and outlook
- Market size & forecast
- Market predictions for the gardening market
- Outdoor living trend and urban gardening driving market growth
- Economic pressures, shifting demographics, unpredictable weather and urbanisation shaping the gardening market
- What consumers want and why
- 89% of consumers have access to outdoor spaces – like private gardens, balconies or allotments
- Graph 1: gardens and outdoor spaces as part of the home, 2024
- 80%, rising to 85% of 16-34-year-olds, have purchased items for their garden or outdoor space in the past 12 months
- Graph 2: purchases for gardens and outdoor spaces, 2024
- Garden buyers split shopping across channels
- Graph 3: type of retailer used for buying products for the garden and/or outdoor space in the last 12 months, 2024
- B&Q is the most popular store-based destination for garden product buyers, while Amazon dominates as the preferred online-only retailer
- Graph 4: retailer used for buying products for the garden and/or outdoor space in the last 12 months, 2024
- Store proximity is the leading factor driving where garden buyers choose to shop
- Graph 5: factors influencing consumer choice of retailer for garden or outdoor products, 2024
- Consumers overwhelmingly agree having a garden or outdoor space is beneficial to their health and wellbeing
- Graph 6: consumer attitudes towards gardens and outdoor spaces, 2024
- Retailer activity
- Blue Diamond the top garden centre by sales
- Innovations making gardening easier and more accessible
- Garden centre advertising hits record high
- Graph 7: total above-the-line, online display and direct mail advertising expenditure by garden centres, 2020-24*
-
MARKET DYNAMICS
- Market size
- Market growth has slowed since the COVID-19 pandemic boom
- Graph 8: market size for the garden product sector, 2020-24
- Squeezed budgets and socialising in the garden
- Market forecast
- A positive long-term outlook
- Gardens as social spaces and compact gardening solutions drive future growth
- Market segmentation
- Garden leisure and buildings the stand out categories in 2024
- Graph 9: estimated garden market segmentation, broad segments, 2023 and 2024
- Volatile weather dampen plants and garden care spending in 2024
- Market Drivers
- Economic pressures forcing consumers to rethink gardening budgets
- Graph 10: spending on the garden, 2024
- Growing interest in gardening among younger people presents a significant opportunity for retailers
- Graph 11: participation in at-home gardening activity, 2023
- Unpredictable weather challenges inspiring innovation in the garden retail sector
- The shift towards flats and apartment living presents both challenges and opportunities for the gardening market
- Graph 12: accommodation type, all households, 2021
-
WHAT CONSUMERS WANT AND WHY
- Gardens and outdoor spaces
- Nearly nine in 10 consumers have access to some sort of garden space
- 77% of consumers have a private garden or outdoor space
- Graph 13: gardens and outdoor spaces as part of the home, 2020-24
- Access isn’t evenly distributed, in urban areas like London, 40% of consumers lack a private garden
- Graph 14: gardens and outdoor spaces, by area, 2024
- Graph 15: gardens and outdoor space, by housing situation, 2024
- Home owners a lucrative target for garden makeovers
- City dwellers a growing opportunity for garden retailers
- No garden, no outdoor space, no problem. Plantaform brings the garden indoors
- Shopping for the garden
- Eight in 10 have bought items for their garden or outdoor space in the last 12 months
- Consumers investing in garden and outdoor spaces to create functional home extensions and enhance relaxation
- Graph 16: purchases for gardens and outside spaces, 2021-24
- Purchasing of gardening and outdoor products peaks among 16-34 year-olds
- Graph 17: purchases for gardens and outdoor spaces, by age group, 2024
- Garden retailers stand to capture new market opportunities targeting socially driven, home-focused 16-34-year-olds
- 16-34-year-olds show the most intent on spending on garden furniture
- Smart garden furniture and BBQ solutions can capture the attention of younger consumers
- Gardening and outdoor products purchasing peaks among higher income earners
- Graph 18: purchases for gardens and outdoor spaces, by annual household income, 2024
- High-income earners prioritise quality, sustainability and personalised services
- Collaborations with premium and eco-conscious brands can strengthen your position within this market
- Financial struggles limit gardening budgets for lower-income earners
- Flexible payment options like buy now, pay later are a way to support garden shoppers with tighter budgets
- Bundles can be a cost-effective way for customers to invest in gardening essentials without overspending
- How they shop for garden products
- Most gardeners shop in-store
- Graph 19: how products for the garden and/or outdoor space were bought in the last 12 months, 2024
- 16-34-year-old garden buyers, the largest purchasing group, shop mainly online
- Graph 20: how products for the garden and/or outdoor space were bought in the last 12 months, by age group, 2024
- Smartphone-friendly sites and social commerce can capture 16-34-year-old garden buyers
- Graph 21: garden and/or outdoor space products purchasing through online devices in the last 12 months, 2024
- VR and AR offer garden retailers an opportunity to improve the online shopping experience and drive sales
- Where they buy garden products
- Garden shoppers are not loyal to a single type of store but instead shop across multiple channels
- Graph 22: type of retailer used for buying products for the garden and/or outdoor space in the last 12 months, 2023-24
- Garden buyers store choice based on needs – quick buys at supermarkets, plants and advice at garden centres, and project supplies at DIY stores
- Supermarkets for Gen Z and Younger Millennials, DIY and home stores for Older Millennials and Gen X, garden centres for seniors
- Graph 23: type of retailer used for buying products for the garden and/or outdoor space in the last 12 months, by age group, 2024
- Insights into garden buyers of different age groups store preferences
- Low-income garden buyers shop mostly in supermarkets, while affluent gardeners prefer to shop at garden centres
- Graph 24: type of retailer used for buying products for the garden and/or outdoor space in the last 12 months, by annual household income, 2024
- Insights into the store preferences of different income garden buyers
- Retailers used to purchase garden products
- B&Q the top destination for garden product shoppers who buy in-store or online
- B&Q is the most popular store-based destination for garden product buyers, while Amazon stands out as the leading online-only retailer
- Graph 25: retailer used for buying products for the garden and/or outdoor space in the last 12 months, 2024
- B&Q increase the number of garden products available for on demand delivery
- Discounter targets market disruption with new garden-focused concept
- eBay’s growing popularity signals a shift to buying second-hand
- Factors influencing consumers’ choice of retailer for garden or outdoor products
- Garden buyers place the highest importance on store proximity when deciding where to shop
- Garden buyers prioritise convenience, variety, and quality when choosing a retailer to shop with
- Graph 26: factors influencing consumer choice of retailer for garden or outdoor products, 2024
- Store proximity is the biggest influence on where garden buyers shop
- Graph 27: percentage of garden products buyers garden product buyers who base their retailer choice on the convenience of location (eg close to home), by area, 2024
- Big box garden retailers experimenting with compact urban store formats
- Pop-up stores are a smart urban solution for garden retailers
- Click-and-collect can bridge the convenience gap
- Wider product range is key to winning over four in 10 garden buyers
- Garden product expansion ideas
- Product quality is a key differentiator
- Garden retailers can demonstrate commitment to quality by emphasising durability, offering guarantees, and prioritising sustainability
- Staff expertise plays a vital role in influencing where garden buyers shop
- Graph 28: percentage of garden products buyers whose choice of retailer to shop with is influenced by knowledgeable staff (eg for plant care advice, product recommendations), by age group, 2024
- Boost footfall with on-the-floor expert gardening advice
- Bring the in-store gardening advice experience online with livestream Q&As
- Garden retailers have a golden opportunity to rethink loyalty schemes to make them more impactful
- Graph 29: percentage of garden products buyers whose choice to shop with one retailer over another is influenced by a loyalty scheme (eg for exclusive discounts, deals), by age group and financial situation, 2024
- Engage customers with personalised, seasonal and eco-friendly discounts and rewards
- Gamification and mobile loyalty cards are trends garden retailers can leverage to their advantage
- Opportunities for garden retailers to drive customer growth through word-of-mouth marketing
- Graph 30: percentage of garden products buyers whose choice to shop with one retailer over another is influenced by recommendations from friends/family, by age group, 2024
- Amplify word-of-mouth with referral scheme
- Partnering with influencers can reach a wider audience
- 16-34-year-olds and high income earners place a high emphasis on the availability of non-gardening categories
- Graph 31: percentage of garden products buyers whose choice to shop with is influenced by the availability of other departments (eg pet care, grocery), by age group and annual household income, 2024
- Gardening and pet products under one roof can attract dual-purpose younger shoppers to garden centres
- Dobbies experiential pet shopping experience
- 14% of garden buyers consider an on-site café or restaurant relevant to their choice of retailer
- Graph 32: percentage of garden products buyers whose choice to shop with one retailer over another is influenced by an on-site café/restaurant, by age group, 2024
- Boost loyalty and footfall through dining deals and rewards
- Aligning café/restaurants with sustainability strengthens your green values, appealing to eco-conscious customers
- Not all visitors are seeking a full meal – by offering a variety of dining options, garden retailers can attract a wider audience
- Attitudes towards gardens and outdoor spaces
- Strong agreement that a garden boosts wellbeing, is a good place to socialise, but a struggle to maintain
- Gardens boost health and wellbeing, are a good place to entertain guests, but upkeep can be a challenge
- Graph 33: consumer attitudes towards gardens and outdoor spaces, 2024
- Leveraging the health and wellness benefits of gardens and outdoor spaces presents a promising opportunity for garden retailers
- Graph 34: percentage of consumers who agree having a garden/outdoor space is beneficial to health and wellbeing, by age group and description of current home, 2024
- Opportunities for garden retailers to position themselves as leaders in wellness-oriented products and services
- First of its kind gardening-for-wellbeing app
- Garden centre retail opportunities with wellness brands
- Garden product retailers can become the go-to brands for enhancing alfresco social experiences
- Graph 35: percentage of consumers who agree a garden/outdoor space is a good place to entertain guests, by age group and description of current home, 2024
- Added-value décor features can attract customers and position brands as leaders in creating outdoor spaces that inspire and impress
- Garden centres could introduce at-home catering services for outdoor events
- Gardening advice is more than just an add-on service – it’s an opportunity to foster long-term loyalty and drive sales
- Graph 36: percentage of consumers who agree maintaining a garden/outdoor space can be challenging, by age group, December 2024
- A gardening app can be a game-changer
- Bloomin’ Easy gardening app
- Real-time gardening advice via video calls builds confidence and loyalty
- Boost store footfall with expert advice, personalised consultations, and hands-on workshops
- Transform your store into a go-to hub for gardening advice with innovative tech
- Leverage social media to make garden maintenance less daunting
- Garden and outdoor gifts can act as a gateway to grow customers and sales
- Graph 37: percentage of consumers who agree garden/outdoor products are a good gift option, by age group, 2024
- Foster a lifelong passion for gardening and nurture future customer growth with gardening gifts for kids
- Bundles, personalisation, and budget-friendly options can boost gardening gifts’ appeal
- Opportunity for experience-based gardening gifts
- A commitment to sustainability resonates strongly with younger generations
- Demonstrate an intent to reduce environmental impact and avoid greenwashing
- Local sourcing offers unparalleled transparency for consumers wanting to know where their plants come from
- Garden product retailers can drive sales through themed in-store displays
- Graph 38: percentage of consumers who agree themed in-store displays of garden/outdoor products (eg Mediterranean-themed, tropical) is a good way to get inspiration for their garden/outdoor space, by age group and household income, 2024
- Bring garden displays to life with interactive features
- Enhance themed displays with customisation options
- Plant-swaps are an opportunity for brands to demonstrate environmental stewardship and attract customers
- Graph 39: percentage of consumers who find a local ‘plant-swap’ initiative (ie an event to exchange unwanted plants and seedlings) appealing, by age group, 2024
- Plant-swaps gives customers another reason to visit your store
- Environmental awareness fuels interest in garden tools and equipment rental
- Wilko tap into appetite for hire
- Eco-friendly tool and equipment hire is a key sustainable gardening solution
-
RETAILER ACTIVITY
- Competitive strategies
- Blue Diamond the largest garden centre business by sales
- Blue Diamond blending sustainable practices with customer experiences
- Notcutts sales rebound
- Hillier boosts sales and engagement with acquisitions, concessions and food hall concept
- Dobbies has the most stores, but closures and acquisitions signal a change in future leadership
- EV chargers presents a compelling opportunity for garden centres to attract customers, increase dwell time and drive on-site spend
- Launch activity and innovation
- Electrifying the Wheelbarrow
- ‘Airbnb for gardeners’ lets you rent garden space
- Custom garden design made easy with Plant By Number maps
- On-demand garden products home delivery service
- Recreational attractions can help garden centres attract more families
- Garden centre reimagining their space to cater for wellness enthusiasts
- Turn quieter gardening months into a revenue boost with festive events
- Dobbies now do Too Good To Go plant bags
- Following Titchmarsh’s example, garden brands can demystify gardening and convert hesitant buyers
- Advertising and marketing activity
- Garden products and garden centre advertising spend increasing
- Graph 40: total above-the-line, online display and direct mail advertising expenditure by garden centres, 2020-24*
- Graph 41: total above-the-line, online display and direct mail advertising expenditure on garden products, 2020-24*
- Dobbies the top garden centre advertising spender
- Dobbies encourage shoppers to ditch online shopping for a more joyful, real-life experience
- Homebase tailored garden solutions campaign
- Hillier Garden Centres ticks all the boxes with its first TV campaign
- Campaigns placing a strong emphasis on sustainability, enhanced living space, and elegant outdoor décor
-
APPENDIX
- Supplementary data – market dynamics
- Prices creeping up
- Graph 42: CPI and gardens, plants and flowers inflation rate, 2022-24
- Perception of the state of the cost of living crisis in the UK
- Graph 43: “Do you think the UK’s cost of living crisis is…”, 2025
- Supplementary data – leading retailers
- 74% of garden centre advertising spend is TV, door drops and direct mail
- Graph 44: proportional distribution of above-the-line, online display and direct mail advertising spend by garden centres, by media type, 2024*
- Market forecast data and methodology
- Market size and forecast: underlying data
- Market forecast and prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Abbreviations and terms
- Methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 2,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount is applied directly at checkout
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
