2021
9
UK Garden Products Retailing Market Report 2021
2021-06-12T04:10:35+01:00
OX1046053
2195
139435
[{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
“With consumers staying at home like never before, home improvement and new hobbies have been on the agenda for many. As a result, interest in gardening has experienced a boom…

UK Garden Products Retailing Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Gardening Products market, including the behaviours, preferences and habits of the consumer.

Research for this report shows that in a year of uncertainty the UK’s gardens and outdoor spaces have become more important than ever. 63% of those with access to gardens or outdoor spaces say that they were spending more time in them than before the outbreak, and 32% said that they had taken up gardening as a hobby. The COVID-19 pandemic has led to considerable changes in consumer behaviour, some of which are here to stay. With national lockdowns keeping the UK’s population at home and travel bans stopping international holidays, many consumers turned to their gardens for relaxation and stress relief in 2020. The extension of restrictions into 2021 and continued uncertainty around international travel will likely see the sector experience further growth in the year to come. Garden centres, however, will be keen to fully reopen their profit-generating cafes and restaurants as soon as possible.

Overall, the future looks rosy for the garden product sector but there are potential areas of concern. As with all sectors, online retail has had a disruptive influence on garden product retailing. Online-only non-specialists like Amazon are making in-roads and new digital specialists like Patch Plants are proving popular with younger consumers in particular. Traditional garden product retailers would do well to develop multichannel strategies to compete in the new digital space within the gardening products market.

The influx of new consumers into the garden product market represents a huge opportunity for retailers. The 32% of respondents who said they had taken up gardening as a hobby tend to be younger and, if a fraction of these consumers continue gardening for the rest of their lives, they represent a significant source of income. Retailers should look at ways to encourage these newcomers through easy-to-follow advice and support. Schemes focusing on easy-care plants and gardens designed for urban dwelling will likely do particularly well.

Read on to discover more details or take a look at all of our UK Household, House and Home market research.

Quickly understand

  • The continuing impact of COVID-19 on consumer behaviour and the garden products sector
  • How UK consumers shop for garden products and what they buy
  • The performance and popularity of key channels for garden product retailing
  • Attitudes towards gardens and outdoor spaces

Covered in this report

Brands: Dobbies, Sainsbury’s, Next, Aldi, Blue Diamong, Notcutts, Squires, Klondyke, British Garden Centres, QD/Cherry Lane, Hillier, Hillview, Wyevale, Homebase, Box & Sprout’s, B&Q, Wilko.

Expert analysis from a specialist in the field

Written by Piers Butel, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With consumers staying at home like never before, home improvement and new hobbies have been on the agenda for many. As a result, interest in gardening has experienced a boom over the last year. New gardeners have more purchasing options than ever before with online retailers, garden centres, supermarkets and DIY stores all active in the market. Mintel expects retailers and brands to work hard over the coming years in engaging and developing loyalty amongst these newcomers.
Piers Butel
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on garden product retail sector
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on garden product retailers, May 2021
    • The market
    • Market size and forecast
      • Figure 2: Market size and forecast for garden product retailing, 2016-26 (prepared on 4 April)
    • Garden plants and care remain the largest segments
    • DIY retailers the most popular retail choice
    • Consumers planning home spending in the next three months
      • Figure 3: Hours of bright sunshine experienced by the UK in 2020 by month, Jan-Dec 2020
    • Companies and brands
    • Year of consolidation for garden centres
    • Diversification across the sector
    • Smaller formats targeting urban gardeners
    • Digital marketing overtakes press
    • The consumer
    • Nine out of ten adults have access to a garden or outdoor space
      • Figure 4: Gardens and outdoor spaces, April 2021
    • Gardening goods is the most popular category
      • Figure 5: Purchases for gardens and outside spaces (net), April 2021
    • A multichannel approach is vital
      • Figure 6: In-store or online shopping, April 2021
    • Many different channels are at play in the garden product sector
      • Figure 7: Retailers used for garden products, year-on-year comparison, April 2020 and April 2021
    • Access and convenience are still king for consumers
      • Figure 8: Factors influencing choice of retailer, April 2021
    • Gardens vital for mental health and stress relief
      • Figure 9: Attitudes towards gardens and outdoor spaces, April 2021
  3. Issues and Insights

    • New customers mean a new opportunity and a new challenge
    • Having a multichannel strategy is key
  4. The Market – Key Takeaways

    • COVID-19 pandemic leads to surge in spending on the garden
    • Leisure segment benefitting from behavioural shifts
    • DIY retailers still first choice for most consumers
    • Consumers planning spend in the coming months
  5. Market Size and Forecast

    • Garden product sector recovers after initial lockdown worries
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on garden product retailers, May 2021
    • Sales surge amid a boom in home projects
      • Figure 11: Market size and forecast for garden product retailing, 2016-26 (prepared on 4 April)
      • Figure 12: Market size and forecast – value sales of garden products, 2016-26
    • Market drivers and assumptions
      • Figure 13: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 29 April 2021)
    • Learnings from the last recession
      • Figure 14: Consumer spending on garden products, 2019-13
    • Forecast methodology
  6. Market Segmentation

    • All key segments experiencing growth in 2021
      • Figure 15: Garden market segmentation, broad segments, 2020 and 2021
    • Growing interest in garden leisure in particular
    • New trends here to stay into 2021
      • Figure 16: Garden market segmentation, by segment, 2017-21
  7. Channels to Market

    • DIY retailers ahead in a crowded marketplace
      • Figure 17: Retailers used for garden products, April 2021
    • Supermarkets trade on convenience
    • DIY retailers take advantage of gardening boom
    • Garden centres continue to broaden their offering
    • Aldi and Lidl focus on price
    • Online retail surges amidst lockdown
      • Figure 18: Use of online-only retailers for garden products by category, April 2021
  8. Market Drivers

    • Gardens and outdoor spaces are accessible for the majority
      • Figure 19: Gardens and outdoor spaces, April 2021
    • An ageing population presents an opportunity for the sector
      • Figure 20: Trends in the age structure of the UK population, 2015-25
    • Affluence remains a differentiator
      • Figure 21: Which of the following have you bought for your garden and/or outside space in the last 12 months? – NET: Any bought, by household income, April 2021
    • Average household size remains largely constant
      • Figure 22: UK households, 2015 and 2020
    • Renters less keen on gardening
      • Figure 23: housing situation, by age group, April 2021
    • COVID-19 led to volatility in consumer confidence
      • Figure 24: Consumer financial confidence, Jan 2015-Mar 2021
    • Consumers spending on the home over 2020
      • Figure 25: Trends in spending on the home, January 2019-April 2021
    • Gardens have been used in new ways over the last year
      • Figure 26: Behaviours relating to gardens since the COVID-19 outbreak, April 2021
    • The weather can have a dramatic effect on performance
      • Figure 27: Hours of bright sunshine experienced by the UK in 2020 by month, Jan-Dec 2020
  9. Companies and Brands – Key Takeaways

    • Dobbies takes pole position following Wyevale’s exit
    • Increasing diversification blurring lines between channels
    • Brands turning to technology to engage consumers
    • Advertising spend plummets amid uncertainty
  10. Competitive Strategies

    • Consolidation in the market
    • Diversification of offerings
    • Garden centres suffer under enforced restaurant closures
    • Non-specialists continue to expand into garden products
    • Dobbies leads the way following Wyevale collapse
      • Figure 28: Garden centre retailers, turnover, 2015-2019
    • 2020 saw little change in store estate numbers
      • Figure 29: Garden centres, store numbers, 2015-20
    • Dobbies’ turnover per store drops following acquisitions
      • Figure 30: Garden centre retailers, turnover, store numbers, turnover by store, 2018 and 2019
  11. Launch Activity and Innovation

    • Virtual events launched to engage consumers remotely
    • Smaller formats to reach out to urban dwellers
      • Figure 31: Homebase garden centres at Next, April 2021
      • Figure 32: Little Dobbies in Bristol, April 2021
    • New technology helping home growers
    • Subscription service aims to disrupt the garden products sector
      • Figure 33: Box & Sprout’s grow your own herbs kit, April 2021
    • Schemes launched emphasising benefits of gardening
  12. Advertising and Marketing Activity

    • 2020 saw a sudden drop in advertising spend
      • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on garden products, 2016-2020
    • Spending reached its highest in April
      • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on garden products, 2019 and 2020
    • Garden furniture receive the most ad-spend
      • Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on garden products (20 largest categories), 2016-20
    • Retailers drop out of top ten
      • Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on garden products (10 leading advertisers), 2016-20
    • Digital overtakes press and catches up with TV
      • Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on garden products, by media type, 2020
  13. The Consumer – Key Takeaways

    • Opportunities to appeal to new gardeners amid a change in the way we live and work
    • Vast majority of UK adults are potential garden product customers
    • Retailers should work to engage the small but hyper-engaged allotment owning group
    • A balance of in-store and online is key for retailers
    • DIY retailers remain the most popular choice for consumers
    • Accessibility is a key concern for consumers
    • Brands should stress health and wellbeing benefits of gardening
    • Social media can be a powerful tool to engage with today’s gardeners
  14. Impact of COVID-19 on Consumer Behaviour

    • Nearly 20% of consumers spending more on their home or garden
      • Figure 39: Consumer purchasing on home and garden products, 1-12 April 2021
    • COVID-19 has led to a surge in ecommerce
      • Figure 40: Changes in consumer behaviours due to the COVID-19 pandemic, April 2021
    • Gardens more important than ever in the midst of a global pandemic
      • Figure 41: Changes in behaviour since the COVID-19 pandemic, April 2021
    • Younger consumers taking up gardening
    • Influx of city dwellers into the hobby
      • Figure 42: Changes in behaviour since the COVID-19 pandemic, by area lived in, April 2021
    • Newcomers more likely to be affluent
      • Figure 43: Changes in behaviour since the COVID-19 pandemic, by household income, April 2021
  15. Gardens and Outside Spaces

    • An overwhelming majority have access to an outdoor space
      • Figure 44: Gardens and outdoor spaces, April 2021
    • Older adults most likely to have a garden or outdoor space
      • Figure 45: Access to gardens/outdoor spaces by age, April 2021
  16. Shopping for the Garden

    • Majority of UK consumers have purchased a garden product in the last 12 months
      • Figure 46: Purchases for gardens and outside spaces (net), April 2021
    • Younger shoppers focus on entertaining in the garden
    • Less affluent shoppers are increasingly engaged
    • Men like tools, barbecues and hot tubs
    • Those with access to allotments are heavy purchasers
    • Fruit and vegetable plants the big-movers in 2021
      • Figure 47: Purchases for gardens and outside spaces, year-on-year comparison, April 2020 and April 2021
  17. In-store and Online Shopping

    • The online channel is vital across the path to purchase
      • Figure 48: In-store or online shopping, April 2021
    • Rural-dwellers more reliant on the online channel
  18. Retailers Used to Purchase Garden Products

    • DIY retailers the most popular place to purchase garden products
    • Little change in channel preferences year-on-year
      • Figure 49: Retailers used for garden products, year-on-year comparison, April 2020 and April 2021
    • Older shoppers favour garden centres
    • Nearly 40% of consumers shop via just one channel
      • Figure 50: Repertoire of types of retailers shopped at, April 2021
  19. Factors Influencing Choice of Retailer

    • Convenience is king for garden product purchasers
      • Figure 51: Factors influencing choice of retailer, April 2021
    • Priorities vary widely depending on age
      • Figure 52: Factors influencing choice by age, April 2021
  20. TURF Analysis – Garden Products Retailing – June 2021

    • Methodology
    • Retailers should focus on ease of access before expanding their offering
      • Figure 53: TURF analysis – garden products retailing, April 2021
      • Figure 52: Table – TURF analysis – garden products retailing, April 2021
  21. Attitudes Towards Gardens and Outdoor Spaces

    • Gardens are important for development and relaxation
      • Figure 53: Attitudes towards gardens and outdoor spaces, April 2021
    • Younger adults more likely to be inspired by social media
    • Those with allotments focused on growing produce
      • Figure 54: Agreement with statements by type of garden or outside space, April 2021
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  23. Appendix – Market Size and Forecast

    • 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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