|
Gardening - The Consumer - UK
Mintel International Group Ltd. - 10/1/2004 - 93 Pages - ID: GN1060262
URL: http://www.marketresearch.com/product/display.asp?productid=1060262
Online Download - $1,795.00
Hard Copy Mail Delivery - $1,795.00
Abstract
Public libraries have never been short on gardening books, and there has certainly been no recent shortage of books on the history of the British garden and its gardeners.
A Little History of Gardening, by Jenny Uglow (Chatto & Windus), is a new 2004 title that reminds us of some basic developments in this history, from the initiation of 'gardening for pleasure' in the 12th Century through to the vistas of Capability Brown and the Victorian explorers and gatherers of exotic plants from the colonies. For the wealthy, fashion has always played a role in designing and stocking the garden, and fashion is a theme of this annual review of gardening consumers in the UK.
For gardening as a hobby to be fashionable, and for the design of even modest suburban gardens to be influenced by fashion, is by no means far-fetched when one considers that everything from children's clothing, cars and home décor through to mobile phones, holiday destinations and kitchen gadgets are now prone to this influence. Fashion depends, however, on several other driving forces behind the garden market that this review must not ignore.
Media coverage of gardening - and other home design matters - exploded in the 1990s and continues to exert a crucial influence on garden style, and the outdoor room phenomenon, extending the kitchen and/or living room into the garden area, is by no means fading away. (Patio heaters to extend the leisure use of the garden are among the literally 'hot' items in garden centres currently.) Environmental issues must also not be forgotten, with topics such as organic gardening being closely linked to media coverage and, perhaps, to fashions in the garden.
Using the consumer research, this report will explore ways in which the commerce of gardening can exploit the fashion impulse in the modern view of gardens. The people who need to be encouraged to spend more on their gardens are those who will almost take the view that the garden is a fashion accessory alongside the equally trendy car and designer home. Essentially, they are busy young professionals. It is a familiar irony of the garden market that the keener the gardener is on traditional gardening methods, the lower the amount spent on the garden.
Table of Contents
Introduction and Abbreviations
Definitions
Consumer research
Lifestage and Special Groups
ACORN
Abbreviations
Premier Insight
Taking the pain out of gardening
Educating newcomers
The development of low-cost but stylish IKEA-type garden centres
Organic the way forward
Summary of Key Report Findings
Gardens are available to most of the population
Non-gardening leisure uses have multiplied
Outdoor living influencing the market values
Lifestage is still crucial for active gardening
Instagardeners are a more lucrative target market
Messages from the media
Retailers responding to the fashion trends
The future lies with the Late Bloomers
But the immediate prospects could be overcast
Market Factors
The key macroeconomic influences
Figure 1: PDI and consumer expenditure, at constant prices, 1999-2009
Confidence underpinned by the housing market
Home ownership is here to stay...
Figure 2: Stock of dwellings in Great Britain, by tenure, 1951-2002
...which increases responsibility for a garden
Leisure lifestyles, the media and the modern garden
Gardening becomes 'the new rock 'n' roll'
Demographic factors: mixed messages
Figure 3: UK population, by age group, 1994-2009
Different households, different demands
Figure 4: Household composition, 1979-2002
The role of the gardening retailers
Market Size and Segmentation
Figure 5: Household spending on garden products, at current and constant prices, 1999-2004
Figure 6: Sales of garden products, by broad category, 2000-04
Growing stock - towards the instant garden
Furniture and BBQ - the outdoor kitchen/diner
Buildings and structures - fashion and colour in the garden
Enhancement features - decorating the outdoor room
Equipment, tools and sundries - the practical necessities remain
Garden chemicals and growing media - dogged by controversy
The Consumer
Presence of a garden
70% of gardens are fairly conventional
Figure 7: Garden ownership, August 2004
Garden ownership by demographic analysis
Figure 8: Garden ownership, by gender, age, socio-economic group and working status, August 2004
Figure 9: Garden ownership, by marital status and detailed lifestage groups, August 2004
Figure 10: Garden ownership, by ACORN categories, tenure, area and region, August 2004
Figure 11: Garden ownership, by supermarket, media usage and commercial TV viewing, August 2004
Who does the gardening?
Figure 12: The level of gardening undertaken, August 2004
Who does the gardening by demographic analysis
Figure 13: Gardening involvement, by gender, age, socio-economic group and working status, August 2004
Figure 14: Gardening involvement, by marital status and detailed lifestage groups, August 2004
Figure 15: Gardening involvement, by ACORN categories, tenure, area and region, August 2004
Figure 16: Gardening involvement, by supermarket, media usage and commercial TV viewing, August 2004
Consumer Attitudes and Targeting Opportunities
What's the main purpose of a garden?
Figure 17: How garden is used, August 2004
Garden ownership by how the garden is used
Figure 18: Uses of the garden, by type of garden owned, August 2004
Level of gardening done by how the garden is used
Figure 19: Uses of the garden, by gardening involvement, August 2004
Garden usage by other uses
Figure 20: How the garden is used, by other uses, August 2004
Figure 21: How the garden is used, by other uses, August 2004
Attitudes towards gardening
Figure 22: Attitudes towards gardening, 2000-04
Attitudes towards gardening by type of garden owned
Figure 23: Attitudes towards gardening issues, by type of garden owned, August 2004
Attitudes towards gardening by level of gardening activity
Figure 24: Attitudes towards gardening, by gardening involvement, August 2004
Gardening Target Groups
Green Thumbers (18% of sample or 8.8 million adults aged 15+)
Instagardeners (24% of sample 11.7 million adults)
Late Bloomers (12% of sample 5.9 million adults)
Gardening Groaners (45% of sample 22 million adults)
Gardening target groups by demographic analysis
Figure 25: Gardening target groups, by gender, age, socio-economic group and working status, August 2004
Figure 26: Gardening target groups, by marital status and detailed lifestage groups, August 2004
Figure 27: Gardening target groups, by ACORN categories, tenure, area and region, August 2004
Figure 28: Gardening target groups, by supermarket, media usage and commercial TV viewing, August 2004
Garden type and level of gardening by target group
Figure 29: Garden type and level of gardening undertaken, by gardening target group, August 2004
Garden usage by target group
Figure 30: How the garden is used, by gardening target group, August 2004
Optimum target groups
Figure 31: Optimum target groups for marketing to gardeners, August 2004
The Consumer - How the Garden is Used: Detailed Demographics
Most popular uses of garden by demographic sub-groups
Figure 32: Most popular uses of the garden, by gender, age, socio-economic group and working status, August 2004
Figure 33: Most popular uses of the garden, by marital status and detailed lifestage groups, August 2004
Figure 34: Most popular uses of the garden, by ACORN categories, tenure, area and region, August 2004
Figure 35: Most popular uses of the garden, by supermarket, media usage and commercial TV viewing, August 2004
Next most popular uses of garden by demographic sub-groups
Figure 36: Next most popular uses of the garden, by gender, age, socio-economic group and working status, August 2004
Figure 37: Next most popular uses of the garden, by marital status and detailed lifestage groups, August 2004
Figure 38: Next most popular uses of the garden, by ACORN categories, tenure, area and region, August 2004
Figure 39: Next most popular uses of the garden, by supermarket, media usage and commercial TV viewing, August 2004
The Consumer - Attitudes Towards Gardening: Detailed Demographics
Most popular attitudes towards gardening by demographic analysis
Figure 40: Most popular attitudes towards gardening, by gender, age, socio-economic group and working status, August 2004
Figure 41: Most popular attitudes towards gardening, by marital status and detailed lifestage groups, August 2004
Figure 42: Most popular attitudes towards gardening, by ACORN categories, tenure, area and region, August 2004
Figure 43: Most popular attitudes towards gardening, by supermarket, media usage and commercial TV viewing, August 2004
Next most popular attitudes towards gardening by demographic analysis
Figure 44: Next most popular attitudes towards gardening, by gender, age, socio-economic group and working status, August 2004
Figure 45: Next most popular attitudes towards gardening, by marital status and detailed lifestage groups, August 2004
Figure 46: Next most popular attitudes towards gardening, by ACORN categories, tenure, area and region, August 2004
Figure 47: Next most popular attitudes towards gardening, by supermarket, media usage and commercial TV viewing, August 2004
Least popular attitudes towards gardening by demographic analysis
Figure 48: Least popular attitudes towards gardening, by gender, age, socio-economic group and working status, August 2004
Figure 49: Least popular attitudes towards gardening, by marital status and detailed lifestage groups, August 2004
Figure 50: Least popular attitudes towards gardening, by ACORN categories, tenure, area and region, August 2004
Figure 51: Least popular attitudes towards gardening, by supermarket, media usage and commercial TV viewing August 2004
The Future
Are the good times over?
Fashion and frivolity in the garden
The pace of learning cannot be forced
Why do it all yourself, why not DFY?
Responsibility lies with the retailers
Forecast
Scenario 1
Figure 52: Forecast of the gardening target groups, Scenario 1, 2004-09
Scenario 2
Figure 53: Forecast of the gardening target groups, Scenario 2, 2004-09
Scenario 3
Figure 54: Forecast of the gardening target groups, Scenario 3, 2004-09
|