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Garden Products Retailing - UK - June 2015

Garden Products Retailing - UK - June 2015

"The garden products market was helped by good weather and improved consumer confidence. Spend is expected to grow by helped by a real upturn in personal disposable income which should boost consumer confidence further. The long-term trends are for market growth, but individual years can be volatile, affected by the weather, particularly in the key spring season."

- Jane Westgarth, Senior Retail Analyst

This report answers the following key questions:

Is online shopping for garden products growing market share?
What are the technical trends that will affect garden shopping?
Can garden centres attract more under-45s?


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Garden spending boosted by higher consumer confidence
Figure 1: Consumer spending on garden products, 2010-20
Improving point of sale presentation boosts plant sales
Figure 2: The garden market, by segment, 2015 (est)
DIY shops and garden centres capture 59% of the market
Figure 3: Distribution of garden products, by type of retailer, 2014 (est)
Figure 4: Garden centre operators, turnover (excluding VAT), 2013-14
More gardening for third age and retired
Figure 5: Garden purchasers, April 2015
Figure 6: Garden products purchased in the last 12 months, April 2015
Figure 7: Retailers used for garden products, April 2015
Figure 8: Influential factors in choice of where to buy garden products, April 2015
ISSUES & INSIGHTS
Is online shopping for garden products growing market share?
What are the technical trends that will affect garden shopping?
Can garden centres attract more under-45s?
THE MARKET
What you need to know
Improved consumer confidence boosts garden spending
Weather can create volatility
Plants make up 29% of spend
GYO and projects in a day are important
Entertaining in the garden boosts demand
Almost 23 million gardens in the UK
Market size and forecast
Figure 9: Consumer spending on garden products, 2010-20
Segment performance
Seasonal planting
More entertaining in the garden
Garden chemicals
Cordless and robot mowers
Stylish sheds
Wild birds
Figure 10: The garden market, by segment, 2015 (est)
Figure 11: Consumer spend on garden products, by detailed segment, 2010-14
Market drivers
Ownership of gardens
Figure 12: Type of garden, April 2014
Allotments for 2% of households
GYO fruit and veg
Front gardens could be revived
Rainy days
Figure 13: UK average rainfall, mm, by month, 2013 and 2014
Ageing population
Figure 14: Trends in the age structure of the UK population, 2009-19
KEY PLAYERS
What you need to know
Growing pressure from non-specialists
Wyevale and Dobbies are the largest chains
Dobbies opening joint-sited stores with Tesco
Many other successful garden centres
Investment in online shopping
More click and collect
Channels to market
New competitive pressures
Growth of non-core ranges
Major position for DIY stores
Rise of the budget chains
The rise of online and multi-channel
Figure 15: Distribution of garden products by type of retailer, 2014 (est)
Garden centres
Figure 16: Garden centre operators, turnover (excl VAT), 2010-14
Profitability of garden centres
Figure 17: Garden centre operators, operating profits, 2010-14
Wyevale has four times more stores than nearest competitor
Figure 18: Garden centre operators, outlet numbers, 2011-15
Sales per outlet
Figure 19: Garden centre operators, sales per outlet (excluding VAT), 2010-14
Trading online
Figure 20: Garden centre operators, online activity, 2015
A coffee and something to eat
Figure 21: Garden centre operators, catering summary, 2015
Creating more reasons to spend
Figure 22: Examples of concessions featured at garden centres, 2015
Space allocation summary
Outdoor space allocation overview
Figure 23: Garden products retailers outdoor space allocation, May 2015
Indoor space allocation overview
Figure 24: Garden products retailers indoor space allocation, May 2015
Figure 25: Garden products retailers total outdoor – Indoor percentage space mix, May 2015
Concessions and trading partners
Figure 26: Wyevale Garden Centres Hillingdon, Bonmarché, May 2015
Figure 27: Garden products retailers concession/trading partner split by percentage of total selling space, May 2015
Figure 28: Garden products retailers detailed space allocation estimates, May 2015
Brand communication and promotion
Advertising spend on the increase
Figure 29: Main monitored advertising expenditure, garden products, 2011-14
Advertising peaks in April
Figure 30: Main monitored advertising expenditure, garden products, by month, 2013-14
B&Q tops the advertisers
Figure 31: Main monitored advertising expenditure, garden products, by advertiser, 2011-14
Television accounts for half of adspend
Figure 32: Main monitored advertising expenditure, garden products, by media type, 2014
Innovation
Garden centre refurbishments
Café and restaurant additions
Online and mobile developments
THE CONSUMER
What you need to know
80% of over-55s have a planted garden
Huge participation in shopping for the garden
Plants and shrubs drive customer traffic
DIY stores are the most popular destination
Factors influencing choice
Presence of a garden or outside space
86% have a garden
Figure 33: Garden ownership, April 2014
Purchasing for the garden
Figure 34: Garden purchasers, April 2015
Purchasing for the garden increases with age
Figure 35: People with a garden or outside space who bought garden products, by age, April 2015
Garden purchases
Figure 36: Garden products purchased in the last 12 months, April 2015
Figure 37: Repertoire of garden products purchased in the last 12 months, April 2015
Retailers used for garden products
Figure 38: Retailers used for garden products, April 2015
Figure 39: Retailers used for garden products, repertoire, April 2015
Influential factors in choice of where to buy garden products
Figure 40: Influential factors in choice of where to buy garden products, April 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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