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Outdoor Structures, 2018

Outdoor Structures, 2018

Summary

The Outdoor Structures, 2018, report offers comprehensive insight and analysis of the outdoor structures market (including forecasts up to 2023), the major players, the main trends, and consumer attitudes. It provides in-depth analysis of the following: the hot issues impacting the market, strategies for success, market sizes and forecasts, retailer profiles, retailer market shares, consumer data and future outlook. The report focuses on garden buildings, fencing and garden features. Consumer data is based on our 2018 UK outdoor structures survey, using a panel of 2,000 nationally representative consumers.

2017 and 18 were slow years for the category, as wetter weather and squeezed disposable income led to a further slowdown in growth. However, over the next five years, other outdoor structures categories proved more resilient as consumers seek to make their gardens more practical, more productive and/or more enjoyable places to spend time.

Scope

  • As consumers look to exploit the potential of their existing properties, rather than move, the outlook for outdoor structures is also reasonable with summerhouses and garden buildings will be at the forefront of this.
  • In spite of their recent struggles, B&Q and Homebase remain atop the outdoor structures market. However, the garden centres and general merchandisers channel will become a growing threat.
  • Consumers are becoming more likely to research their outdoor structures prior to purchase, and to spend considerable time doing so.
Reasons to buy
  • Uncover how online will shape the outdoor structures market and customer decision journey over the next five years.
  • Find out which retailers are the most under threat from rise of the discounters.
  • Discover which retailers will become a greater threat within outdoor structures and how other retailers can defend their share.
  • Maximise sales opportunities by better understanding why shoppers buy new outdoor structures and what encourages shoppers to select a particular retailer.
  • Adjust your strategy to better reflect what customers consider most and how they conduct pre-purchase research?


ISSUES AND STRATEGIES
Main issues in outdoor structures:
Tapping into the potential of the garden
Storage and the challenge of getting more from less
Online growth has lagged
Customer reviews carry growing significance
Strategies for success
THE MARKET
The sector at a glance
Overall sector size and growth
Sector size and growth: sheds
Sector size and growth: garden storage
Sector size and growth: garden buildings
Sector size and growth: greenhouses
Sector size and growth: paving
Sector size and growth: fencing
Sector size and growth: decking
Sector size and growth: garden features
Category growth and size by sub-category, 2018-20e
Online dynamics
Channels of distribution
THE RETAILERS
Retailer prospects
Market shares
Retailer profiles
B&Q
Homebase
Wickes
Wyevale
B&M
Argos
Amazon
THE CONSUMER
Headlines
Penetration and profiles
Outdoor shopper location and experience
Net agreement statements
Research process
Purchase motivation
Channel usage
Retailer usage
Considered and used conversion
Drivers of retailer choice
METHODOLOGY
What is included
Market sizing
List of Tables
Category growth and size by sub-category, 2018-20e
Channels of distribution, 2018e and 2023e
Table of key comparatives for top 10 retailers, latest financial year
Penetration by product, 2018
Average spend by subcategory
Average spend by product
Room purchased for overall outdoor structures, 2018
Retailer usage by subcategory, 2018
Retailer usage by demographics, 2018
Considered, used and conversion for overall outdoor structures, 2018
Channel usage for overall outdoor structures, 2018
Channel usage for dining and garden storage, 2018
Channel usage for dining and fencing, 2018
Channel usage for other outdoor structures, 2018
Drivers of retailer choice
Drivers of retailer choice by customer, 2018
Online fulfilment for outdoor structures, 2018
List of Figures
Market size - total market, 2017-23e
Market growth - total market, 2017-23e
Market volume growth - total market, 2017-23e
Market inflation growth - total market, 2017-23e
Market size - sheds, 2017-23e
Market growth - sheds, 2017-23e
Market size - garden storage, 2017-23e
Market growth - garden storage, 2017-23e
Market size - garden buildings, 2017-23e
Market growth - garden buildings, 2017-23e
Market size - greenhouses, 2017-23e
Market growth - greenhouses, 2017-23e
Market size - paving, 2017-23e
Market growth - paving, 2017-23e
Market size - fencing, 2017-23e
Market growth - fencing, 2017-23e
Market size - decking, 2017-23e
Market growth - decking, 2017-23e
Market size - garden features, 2017-23e
Market growth - garden features, 2017-23e
Category growth and size by sub-category, 2018-20e
Online market size and penetration, 2017-23e
Online and offline market growth, 2017-23e
Channels of distribution, 2018e and 2023e
Top 10 outdoor structures retailers, 2018e
Change in share among top 10 outdoor structures retailers on 2017
Outdoor structures market share for B&Q, 2016-18e
Retailer demographics for B&Q, 2018
Customer share overall by category for B&Q, 2018
Outdoor structures market share for Homebase, 2016-18e
Retailer demographics for Homebase, 2018
Customer share overall by category for Homebase, 2018
Outdoor structures market share for Wickes, 2016-18e
Retailer demographics for Wickes, 2018
Customer share overall by category for Wickes, 2018
Outdoor structures market share for Wyevale, 2016-18e
Retailer demographics for Wyevale, 2018
Customer share overall by category for Wyevale, 2020
Outdoor structures market share for B&M, 2016-18e
Retailer demographics for B&M, 2018
Customer share overall by category for B&M, 2018
Outdoor structures market share for Argos, 2016-18e
Retailer demographics for Argos, 2018
Customer share overall by category for Argos, 2018
Outdoor structures market share for Amazon, 2016-18e
Retailer demographics for Amazon, 2018
Customer share overall by category for Amazon, 2018
Overall penetration for outdoor structures, 2018
Profile by demographics for outdoor structures, 2018
Penetration by region for outdoor structures, 2018
Overall penetration for sheds, 2018
Profile by demographics for sheds, 2018
Penetration by region for sheds, 2018
Overall penetration for garden buildings, 2018
Profile by demographics for garden buildings, 2018
Penetration by region for garden buildings, 2018
Overall penetration for paving, 2018
Profile by demographics for paving, 2018
Penetration by region for paving, 2018
Overall penetration for decking, 2018
Profile by demographics for decking, 2018
Penetration by region for decking, 2018
Overall penetration for fencing, 2018
Profile by demographics for fencing, 2018
Penetration by region for fencing, 2018
Overall penetration for garden storage, 2018
Profile by demographics for garden storage, 2018
Penetration by region for garden storage, 2018
Overall penetration for greenhouses, 2018
Profile by demographics for greenhouses, 2018
Penetration by region for greenhouses, 2018
Overall penetration for garden features, 2018
Profile by demographics for garden features, 2018
Penetration by region for garden features, 2018
Current housing location, all shoppers and outdoor structure shoppers, 2018
Net agreement statements on gardening from outdoor structure shoppers, 2018
Skill level for outdoor DIY from outdoor structure shoppers, 2018
Purchase motivation for overall outdoor structures and subcategory, 2018
Research process for outdoor structures, 2018
What did customers research when buying outdoor structures, 2018
Time spent on research process for outdoor structures, 2018
Channel usage for researching overall outdoor structures, 2018
Channel usage for purchasing overall outdoor structures, 2018
Online fulfilment for outdoor structures, 2018
Retailer visited for outdoor structures, 2018
Retailer usage for outdoor structures, 2018
Retailer usage by demographics for overall outdoor structures, 2018
Retailer consideration, usage and conversion for overall outdoor structures, 2018
Drivers of retailer choice, overall outdoor structures, 2018
Drivers of retailer choice, overall outdoor structures by retailer, 2018

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