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UK Garden Products Retailing Market Report 2023

UK Garden Products Retailing Market Report 2023

Market Intelligence Reports DIY and Garden Retail Retail UK

Stay ahead of the curve and future-proof your business with Mintel’s UK Garden Product Retailing Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the UK garden retail market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Key Topics Covered in this Report

The impact of the rising cost of living on the garden sector.
The return to pre-pandemic life and its impact gardening as a hobby.
How UK consumers shop for garden products and what they buy.
Attitude towards gardens, garden products and gardening.
Value-driven shopping behaviour influencing consumer shopping habits.

Current Garden Products Retail Market Overview

The garden products retail industry enjoyed a post-pandemic boom in 2020-21 but the cost-of-living crisis has caused market growth to stall in 2022, and we will see both the value and volume sales for the industry fall in 2023.

Gardening retail market size: Mintel estimates the market will decrease by 1.6% in 2023. Once the UK economy recovers we will likely see a slight rebound within the garden retail market.

UK Garden Retail Market Trends and Opportunities

Entertaining at home

As discussed in Mintel’s UK Consumer Trends, Attitudes and Spending Habits for the Home Market Report 2023, the cost-of-living crisis has caused consumers to save money by entertaining at home rather than going out. This is a positive development for the garden retail market, as consumers who are looking to use their garden to entertain will be looking to furnish their space with garden furniture.

Grow-your-own increasing appeal

During times of economic uncertainty, people have sought to become more self-sufficient. Mintel’s market research found that 47% of consumers have become more interested in growing their own food due to concerns over price rises. Retailers have the opportunity to offer consumers the ability to hone their gardening skills to grow their own produce. This would be particularly appealing to younger consumers, over half of whom view gardening as difficult.

What is Covered in this Report?

This report covers consumer products bought for the garden, including the following categories: growing stock (e.g. plants, shrubs, bulbs), gardening equipment (e.g. lawnmowers, hand tools), garden buildings (e.g. sheds, greenhouses), garden chemicals and growing media (e.g. compost, peat, fertilisers), garden furniture and barbecues (e.g. furniture, parasols, patio heaters), enhancement features and sundries.

This report also looks at key companies and brands in the UK garden retail sector, including Dobbies Garden Centres, Blue Diamond, Notcutts Nurseries, British Garden Centres, DJ Squire & Co, Cherry Lane, and more.

Additional Features Included with Your Purchase

Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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Purchase our full UK Garden Products Retailing Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Expert Insights from a Retail Industry Analyst

This report, written by Bridget McCusker, a leading home retail analyst, delivers in-depth commentary and analysis to highlight current trends in the UK Garden Products Retail market and add expert context to the numbers.

We see a polarisation of the garden market as those who are avid gardeners have fared better than some amidst the cost of living crisis. Those feeling the weight of the cost-of-living will push value higher up on their agendas especially when looking for ways to save when purchasing for their gardens. Garden product retailers have the opportunity to enhance their value proposition as consumers seek out greater value-for-money. Retailers can reduce the barriers, many find with gardening by offering value ranges and offering alternatives to traditional gardening.

Bridget McCusker
Research Analyst

Collapse All

Overview
- Key issues covered in this Report
- Products covered in this Report
Executive Summary
- The five-year outlook for the garden product sector
  - Figure 1: Category outlook, 2023-28
- The market
- Market size and forecast
  - Figure 2: Market size for Garden Products retailing, 2018-23
- 2023 growth will be impacted by the cost of living crisis
  - Figure 3: Market forecast for the garden sector, 2017-27
- Garden plants and garden care remain the largest segments
  - Figure 4: Garden market segmentation, broad segments, 2022 and 2023
- Supermarkets take the top spot
  - Figure 5: Retailers used for garden products, 2023
- Companies and brands
- Dobbies remains the leading garden centre
  - Figure 6: Little Dobbies opening in Cheltenham, 2023
- Advertising expenditure ahead of pre-pandemic levels
  - Figure 7: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, 2019-22
- The consumer
- Most consumers have access to some sort of outdoor space
  - Figure 8: Gardens and outdoor spaces, 2023
- The majority with an outdoor space have purchased garden products
  - Figure 9: Purchases for gardens and outside spaces, year-on-year comparison, 2021-23
- Retailers need to offer a seamless multichannel offering
  - Figure 10: In-store or online shopping, 2023
- Supermarkets take the top spot
  - Figure 11: Retailers used to purchase garden products, 2023
- Price is driving garden product purchasing
  - Figure 12: Reasons to choose retailers to purchase garden products, 2023
- The rising cost of living has impacted consumer segments within the garden sector
  - Figure 13: Attitudes towards gardens & garden products, 2023
Issues and Insights
- Cost of living crisis driving consumers to spend their money on the home
- Staying in the home rather than going out
- Grow-your-own increases in appeal
- The gardening sector aims to become more sustainable
- Retailers developing recycling schemes
- Garden centres can offer further sustainable measures
- UK legislation impacting the garden sector
- Peat ban set to come into effect in 2026
Market Size and Performance
- Amidst Covid-19 lockdowns, people turned to their outdoor spaces
- Economic uncertainty begins to impact consumer spending
- Many continue to reduce their discretionary spending
  - Figure 14: Market size for Garden Products retailing, 2018-23
Market Forecast
- Cost of living crisis hinders growth previously experienced in the garden sector
  - Figure 15: Category outlook, 2023-28
- Cost of living crisis continues into 2023
  - Figure 16: Market forecast for the garden sector, 2017-27
- - Figure 17: Market size and forecast – value sales of garden products, 2017-27
- Learnings from the last income squeeze
- Forecast methodology
Market Segmentation
- Grow-your-own initiatives can provide an opportunity for garden retailers
  - Figure 18: Garden market segmentation, broad segments, 2022 and 2023
- Value remains a key reason for shopping
- Weather impacting the start of the 2023 season
  - Figure 19: Garden market segmentation, by segment, 2019-23
Channels to Market
- Supermarkets take top spot in 2022
  - Figure 20: Retailers used for garden products, 2023
- Garden centres need to offer an experience
- Consumers seek out the online retailers for bigger purchases
  - Figure 21: Retailers used for garden products, 2023
Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Further interest rate increases will hit mortgage-holders
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021…
  - Figure 22: Household financial wellbeing index, 2016-23
- …and most people are feeling the effects of price rises
  - Figure 23: All store-based household goods retail sales (excluding fuel), non-seasonally adjusted year-on-year performance by value and volume, 2023
Competitive Strategies
- Garden centres are in the hands of Mother Nature
- Experiences drive footfall to Garden Centres
  - Figure 24: Garden centres, turnover, 2017/18-2021/22
- Garden centre openings slowdown
  - Figure 25: Garden centres, store numbers, 2017/18-2021/22
- Dobbies continues to be the leading garden centre
  - Figure 26: Garden centres, sales per outlet, 2017/18-2021/22
Launch Activity and Innovation
- Innovating the garden space for urban areas
  - Figure 27: Auk’s Evergrow system, 2023
- - Figure 28: Grobrix system, 2023
- Expertise at your fingertips
  - Figure 29: Urban cuisine’s liv vegetable garden, 2023
- Grocery retailers extend their garden and outdoor offerings with partnerships
  - Figure 30: Waitrose foodhall in Dobbies in Tewkesbury, 2023
  - Figure 31: Homebase concession in Tesco, 2023
- J. Parker’s value range
- Social Media promotes the importance of hobbies
- WFH continues to shape the garden sector
Advertising and Marketing Activity
- Advertising expenditure exceeds pre-pandemic levels
  - Figure 32: Total recorded above-the-line, online display and direct mail advertising on garden products, 2019-22
  - Figure 33: Monthly total recorded above-the-line, online display and direct mail advertising on garden products, 2022-23
- Post-pandemic life drives garden furniture advertising spend
  - Figure 34: Total recorded above-the-line, online display and direct mail total advertising expenditure on garden products (25 largest categories), 2019-22
- Enhancing garden space drives advertising
  - Figure 35: Total recorded above-the-line, online display and direct mail advertising expenditure on garden Products, by top 20 advertisers, 2019-22
- TV & Digital lead with a 70% of advertising expenditure
  - Figure 36: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, by media type, 2022
- Nielsen Ad Intel coverage
Gardens and Outdoor Spaces
- The vast majority of consumers have access to outdoor space
- - Figure 37: Gardens and outdoor spaces, April 2023
- Less than a quarter of 16-24 years old have access to a balcony
  - Figure 38: Gardens and outdoor space, based on age and gender and location, 2023
Shopping for the Garden
- Purchasing for the garden experiences a slight dip
  - Figure 39: Purchases for gardens and outside spaces, year-on-year comparison, 2021-23
- Purchasing for the garden remains polarised due to the cost of living crisis
- Affluence drives garden purchasing
  - Figure 40: Purchases for gardens and outside spaces, 2023
- Younger consumers are purchasing garden furniture and décor
- 51% of consumers aged 16-24 are purchasing garden furniture and décor. These consumers are looking to create a space to entertain. Some 18% of men aged 16-34 are buying bbq, grills and pizza ovens. With the return of consumers moving into cities, they lack the space to create a large entertaining area that they will look to maximise their limited space with a few key outdoor furniture items pieces for entertaining.
  - Figure 41: Purchases for gardens and outdoor space based on age, 2023
In-store and Online Shopping
- Online channels remain vital for consumers
  - Figure 42: In-store or online shopping, 2023
- Women are more likely to conduct research prior to purchasing
- The online channel remains popular for those residing in rural areas
Retailers Used to Purchase Garden Products
- Supermarkets are the lead channel for buying garden products in 2022
  - Figure 43: Retailers used to purchase garden products, 2023
- Customers seek DIY and Home furniture retailers for decorating their outdoor space
- B&Q takes the lead
  - Figure 44: DIY & Home retailers used to purchase garden products, 2023
- Garden centres are the most popular retailer for rural consumers
  - Figure 45: Garden centres used to purchase garden products, 2023
- Supermarkets offer low prices and convenience for garden shoppers
  - Figure 46: Retailers used to purchase garden products, 2023
Reasons for Shopping for Garden Products
- Consumers seek value for money amidst the cost of living crisis
- - Figure 47: Reasons to choose retailers to purchase garden products, 2023
- Knowledgeable staff drives visits to garden centres
- Garden centres food offering drives footfall
- Value-for-money drives consumers to supermarkets
  - Figure 48: Reasons to choose Retailers to purchase garden products, 2023
- Value ranges provide a competitive advantage for retailers
  - Figure 49: Turf analysis – garden product retailing, march 2023
Attitudes towards Gardens and Garden Products
- Challenges many perceive with gardening
  - Figure 50: Attitudes towards garden products, 2023
- Those consumers who are retired are less likely to find gardening difficult
  - Figure 51: Attitudes towards gardening being viewed as an expensive hobby, 2023
- Gardening can offer some control amidst economic uncertainties
  - Figure 52: Attitudes towards grow-your-own food, 2023
- Rising cost of living makes gardening seem less appealing
  - Figure 53: Attitudes towards gardening and outdoor spaces, 2023
- The home becomes the place to entertain
  - Figure 54: Attitudes Toward entertaining in the garden, by what garden products have been purchased, 2023
- Younger city-dwellers feel the need to entertain at home
  - Figure 55: Attitudes towards entertaining friends at home, by household income and location, 2023
- Sustainability remains a priority for younger consumers
Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
Appendix – Forecast Methodology
- Market forecast and prediction intervals
  - Figure 56: Mintel forecast with intervals, 2022-27
- Market drivers and assumptions
- Forecast methodology

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