2022
9
UK Garden Product Retailing Market Report 2022
2022-07-01T04:12:17+01:00
OX1103053
2195
152589
[{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
"The year ahead will be a lean one for the garden product sector as a financial squeeze follows two years of remarkable pandemic-driven growth. Retailers and brands must focus on…

UK Garden Product Retailing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Garden Product Retailing market report identifies consumer attitudes towards gardens and gardening products, the impact of inflation and future innovations in the gardening market. This report covers the gardening market size, market forecast, market segmentation and industry trends for the Garden Product Retailing market in the UK.

Current Market Landscape 

Despite broad pandemic-driven uncertainty experienced by many consumers in 2020 and 2021, the garden product retail market saw sales surge by 10% and 20%, respectively. With consumers spending more time at home throughout the pandemic, expenditure was redirected away from other discretionary sectors toward the home improvement and gardening industry. As costs rise, the UK gardening market will experience low inflation-driven growth in the coming year.

 

UK Gardening Market Share and Key Industry Trends

Spending in the UK gardening market will be tested in the coming year due to surging inflation, a supply chain crisis and the conflict in Ukraine that has led to a cost-of-living crisis for consumers in the UK. Given the garden industry’s discretionary nature, the growing financial uncertainty is set to cause tighter budgets, which may see more price-sensitive consumers cutting back on their garden projects or trading down.

Gardening is perceived as an expensive hobby, meaning that the sector could lose many of the new shoppers it engaged for the first time in the pandemic-years if retailers do not seize the opportunity to increase consumer confidence and reiterate the value of gardening.

  • 46% of UK gardeners perceive that gardening is an expensive hobby.
  • 79% of those with an outdoor space have purchased garden products.
  • 75% of consumers believe that a well-designed garden can act as an additional room of the house.
  • 47% of those aged 25-34 who have access to a garden or outside space say they had picked up the hobby since the pandemic.

 

Future Market Trends in UK Garden Products Retailing Market

With flexible working still common for many consumers in the UK, there is still an opportunity for retailers and brands in the sector to engage with more consumers. On top of this, the new pandemic gardeners represent a new customer base with the potential to grow their spending over their lifetimes.

Looking further ahead, an ageing population will require the gardening industry to evolve and innovate to engage urban consumers and younger shoppers with more diverse hobbies.

 

Read on to discover more details or take a look at all of our UK Retail Market Research.

Quickly Understand

  • The impact of the cost-of-living crisis on the sector.
  • What the sector will look like post-COVID-19?
  • How do UK consumers shop for garden products and what do they buy?
  • Consumer satisfaction with garden product retailers.
  • Attitudes towards gardens, garden products and gardening.

 

Covered in this Report

Product Types:  Growing stock, gardening equipment (lawnmowers, other power tools, hand tools, irrigation equipment), garden buildings, garden chemicals and growing media, garden furniture, barbeques, enhancement features and sundries, food outlets, kitchenware, clothing and stationery.

Brands:  Dobbies, Blue Diamond, British Garden Centre Group, The Works, Mountain Warehouse, Cherry Lane, Lakeland, Hillier Nurseries Group, DJ Squire & Co., Notcutts Nurseries,  Klondyke Group Ltd, Haskins Garden Centres Ltd, Otter Nurseries, Wyevale, Tesco, Waitrose, Aldi, M&S, John Lewis.

Expert Analysis from a Specialist in the Field

This report, written by Piers Butel, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The year ahead will be a lean one for the garden product sector as a financial squeeze follows two years of remarkable pandemic-driven growth. Retailers and brands must focus on maintaining engagement with the new shoppers they picked up in the last couple of years. With consumers already concerned with the cost of the hobby, value will be key to keep consumers purchasing garden products.”

Piers Butel
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for the garden products sector
      • Figure 1: Category outlook, 2022-27
    • The market
    • Market size and forecast
      • Figure 2: Market size for garden products sector, 2018-22
    • 2022 growth will be low and inflation-driven
      • Figure 3: Market forecast for garden product sector, 2017-27
    • Garden plants and garden care are the largest segments
    • Garden centres take top spot in 2021
    • Planned drops as inflation concerns grow
      • Figure 4: Trends in spending on the home, 2020-22
    • Companies and brands
    • Garden centres diversify offerings to broaden appeal
    • New technology in-store to help customers learn more and find products
    • Advertising expenditure recovers in 2021 but remains below pre-pandemic levels
    • The consumer
    • Almost nine in 10 consumers have access to some sort of outdoor space
      • Figure 5: Gardens and outdoor spaces, 2022
    • Some 79% of those with an outdoor space have purchased garden products
      • Figure 6: Purchases for gardens and outside spaces, year-on-year comparison, 2021 and 2022
    • In-store retail still important for consumers
      • Figure 7: In-store or online shopping, 2022
    • Sector is fragmented with many channels at play
      • Figure 8: Retailers used to purchase garden products, 2021 and 2022
    • Shoppers are satisfied with their choices
      • Figure 9: Satisfaction with key factors at garden product retailer shopped at most frequently, 2022
    • Shoppers are satisfied with their choices
      • Figure 10: Attitudes towards gardens, garden products and gardening, 2022
  3. Issues and Insights

    • Cost-of-living crisis represents a challenge for the sector
    • New gardeners need support; the sector should help them
  4. Market Size and Performance

    • Pandemic-struck 2020 saw consumers turn to gardening
    • 2021 saw garden sales surge further amid high demand
    • 2022 to see growth slow despite rising prices
      • Figure 11: market size for garden products sector, 2018-22
      • Figure 12: Market size chart, 2017-22
  5. Market Forecast

    • Immediate outlook is uncertain for garden sector
      • Figure 13: Category outlook, 2022-27
    • 2022 growth driven by inflation
    • End of restrictions will see focus shift away from the home
    • Flexible working means consumer demand will be maintained
    • Uncertainty as the world continues to struggle with unknown factors
      • Figure 14: Market forecast for garden product sector, 2017-27
    • Learnings from the last income squeeze
      • Figure 15: Consumer spending on garden products, 2019-14
    • Market drivers and assumptions
      • Figure 16: Key economic drivers, 2016-26
    • Forecast methodology
  6. Market Segmentation

    • Cost-of-living crisis to see consumers cut back on big-ticket items
      • Figure 17: Garden market segmentation, broad segments, 2021 and 2022
    • Consumers to switch spend to lower-ticket items
    • Supply-chain disruption to remain an issue for some segments
      • Figure 18: Garden market segmentation, by segment, 2018-22
  7. Channels to Market

    • Garden centres take top spot in 2021
      • Figure 19: Retailers used for garden products, 2022
    • Food options at garden centres help bring shoppers in-store
    • DIY retailers continue to offer more for gardeners
    • Financial uncertainty can give discounters an edge
    • Shoppers turn to online for furniture, tools and cooking items
      • Figure 20: Use of online-only retailers for garden products by category, 2022
  8. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • GDP reached pre-pandemic levels in November 2021…
    • …but the post-COVID-19 bounce back will be followed by a period of slower growth
    • Employment has held up better than expected
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 21: Household financial wellbeing index, 2018-22
    • …and concerns over inflation are coming to the fore
    • Majority of consumers have access to outdoor spaces
      • Figure 22: Gardens and outdoor spaces, 2022
    • Older population means a greater focus on gardens
      • Figure 23: Trends in the age structure of the UK population, 2016-26
    • Single occupant households continue to grow
      • Figure 24: UK household occupancy, 2016 and 2021
    • Renters less likely to be keen gardeners
      • Figure 25: Housing situation by age group, 2022
    • Planned spend begins to drop as inflation concerns grow
      • Figure 26: Trends in spending on the home, 2020-22
  9. Competitive Strategies

    • Fiscal 2020/21 results impacted by COVID-19 pandemic and supply chain disruption
    • Horticultural know-how and expertise a competitive differentiator
    • Additional goods and experiences to strengthen destination appeal of garden centres
    • Rewarding loyal customers grappling with the rapidly rising cost of living
    • Responsible retailing high on the agenda
      • Figure 27: Garden centres, turnover, 2016/17-2020/21
    • Slowdown in garden centres acquisition activity following Wyevale break-up
      • Figure 28: Little Dobbies store, Bristol, 2022
      • Figure 29: Garden centres, store numbers, 2016/17-2021/22
    • Fewer browsers in-store drag on 2020/21 store sales
      • Figure 30: Garden centres, sales per outlet, 2016/17-2020/21
    • Non-specialists’ ramp up garden and outdoor living offering
  10. Launch Activity and Innovation

    • Plants at the click of a button
    • Spear and Jackson collaborate with leading influencer to offer expert hints and tips
    • New garden megastore expected to attract 1 million visitors per annum
    • One of the UK’s largest food halls opens in Crimple garden centre
    • Improving gardening skills
    • Plant pot recycling initiative to help prevent plastic waste ending up in landfill
    • Time-saving ‘Plant Finder’ touchscreen kiosk
    • Garden products from used coffee grounds
    • Fridge-like gardening gadget that makes it easy to grow plants inside, any time of the year
      • Figure 31: LG’s Tiiun indoor-garden, 2022
    • eCommerce-ready garden furniture to help retailers with their online sales
  11. Advertising and Marketing Activity

    • Advertising expenditure recovers in 2021 but still below pre-pandemic levels
      • Figure 32: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, 2018-21
    • End of COVID-19 restrictions coincide with big surge in barbecue advertising spend
      • Figure 33: Total recorded above-the-line, online display and direct mail total advertising expenditure on garden products (20 largest categories), 2018-21
    • B&Q the highest-spending advertiser on garden products
      • Figure 34: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, by leading advertisers, 2018-21
    • TV, digital and press account for three quarters of the total advertising expenditure
      • Figure 35: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, by media type, 2021
    • Nielsen Ad Intel coverage
  12. Gardens and Outside Spaces

    • 88% of consumers have access to an outdoor space, but one in 10 have an extremely small space
      • Figure 36: Gardens and outdoor spaces, April 2022
    • The most prolific garden products purchasers are also the most likely to have a private garden or outdoor space
      • Figure 37: Access to gardens/outdoor spaces by age, 2022
  13. Shopping for the Garden

    • Purchasing level unchanged on a year earlier
      • Figure 38: Purchases for gardens and outside spaces, year-on-year comparison, 2021 and 2022
    • Women the most prolific garden products purchasers
    • Higher-income consumers the biggest purchasers of garden products
      • Figure 39: Purchases for gardens and outside spaces, 2022
  14. In-store and Online Shopping

    • Garden products purchasing process shifting back in-store
      • Figure 40: In-store or online shopping, 2022
    • In-store advice and information peaks among Baby Boomer and Gen Z shoppers
      • Figure 41: In-store or online shopping, by age, 2022
  15. Retailers Used to Purchase Garden Products

    • Garden centres take top spot for garden products in 2022
    • DIY store ranges skew towards furniture but continue to broaden
    • Online only retailers and supermarkets offer convenience options
      • Figure 42: Retailers used to purchase garden products, 2021 and 2022
    • Garden centres attract older consumers
    • Younger shoppers most likely to pick up items in supermarkets
      • Figure 43: Retailers used to purchase garden products, by age, 2022
  16. Satisfaction with Garden Product Retailers

    • Consumers generally satisfied with garden product retailers
      • Figure 44: Overall satisfaction with garden product retailer shopped at most frequently, 2022
    • Quality, availability and choice are satisfactory
    • Sustainability and product information are areas for improvement
      • Figure 45: Satisfaction with key factors at garden product retailer shopped at most frequently, 2022
  17. Key Driver Analysis for Garden Product Shopping

    • Methodology
    • Consumers are happy with breadth of range, quality and availability
    • Retailers could improve on information they provide
    • Sustainability offers a way for retailers to differentiate themselves
      • Figure 46: Key drivers of overall satisfaction with garden product retailers, April 2022.
      • Figure 47: Overall satisfaction with garden product retailers – key driver output, April 2022
  18. Attitudes towards Gardens and Garden Products

    • Consumers willing to pay more for ethical products
    • Environmentally friendly materials and good causes appeal
    • Good causes can also help generate good will
      • Figure 48: Attitudes towards garden products and ethical practices, 2022
    • Novice gardeners need help to start and maintain the hobby
    • The cost of the hobby is an area of concern for consumers
      • Figure 49: Attitudes towards gardening as hobby, 2022
    • Good food can help generate footfall
      • Figure 50: Attitudes towards garden retailers and on-site food, 2022
    • Encourage young gardeners with good food
      • Figure 51: Interest in food service at garden retailers, 2022
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix: Key Driver Analysis

    • Interpretation of results
      • Figure 52: Overall satisfaction with GARDEN PRODUCT RETAILERS – key driver output, APRIL 2022
      • Figure 53: Satisfaction with garden product retailers, april 2022
  21. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 54: Mintel forecast with intervals, 2022-27
      • Figure 55: Mintel market size and forecast at constant prices, 2017-27
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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*databooks not available with UK B2B Industry reports.

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