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How Britain Shops for Gardening | Verdict Consumer Report

How Britain Shops for Gardening | Verdict Consumer Report

Summary

How Britain Shops Gardening is part of Verdict's How Britain Shops series, which surveys 12,000 shoppers online to gauge how the nation shops across 12 different retail sectors. The report provides valuable insights into the UK gardening shopper demographics and shopping habits as well as gardening retailers' performance in relation to the shopping drivers deemed important by consumers.

Key Findings

  • Use retailer ratings across eight key metrics to benchmark the performance of retailers in the gardening market
  • Understand what channels shoppers are using to make purchases and see how this varies across regions and demographics to improve customer targeting
  • Identify what factors gardening shoppers find important, and how well retailers satisfy the expectations of their shoppers
Summary

Gardening is weighted toward female consumers in the UK, with 51.8% of shoppers belonging to this gender group. While female consumers make up the majority of gardening shoppers, they lag behind male consumers in shopping frequency.

Store is still the main channel used for gardening shopping, with 57.4% of gardening consumers buying in store and taking their purchases home immediately.

Despite capturing higher shares of the gardening market, specialists Wyevale and Dobbies are increasingly challenged by general merchandisers and grocers.

Reasons To Buy
  • How much better off do gardening shoppers feel in comparison to last year?
  • Which gardening retailers have the highest share of visitors and purchasers?
  • What are the primary channels used for gardening shopping?


  • Overview
  • Main Conclusions
    • Gardening consumer profile: female, older and affluent
    • Gardening spending to increase
    • South West is the gardening hub of the UK
    • Store has the greatest appeal
    • B&Q remains top
    • General merchandisers and grocers challenge specialists
    • Wyevale is the top converter
    • Dobbies needs to improve conversion
    • Amazon outperforms with online offer
  • Sector Analysis
    • Sector summary
      • Spending continues despite negative sentiment
    • Shopping frequency
      • South West has the most frequent shoppers
        • Table Frequency of gardening shopping trips by region (%), 2015
        • Table Frequency of gardening shopping trips by demographics (%), 2015
    • Channel spend
      • Store is the dominant channel
        • Table Channels used in the last year by gardening shoppers by region (%), 2015
    • Penetration of shoppers
      • Gardening is weighted toward females, older and affluent
        • Table Top 10 retailers' share of regional gardening shoppers (%), 2015
    • Conversion
      • Gardening is the third best converting sector
        • Table Average conversion of gardening retailers by region (%), 2015
    • Shopping around
      • B&Q customers shop around least
  • Retailer Rankings
    • Importance of shopping drivers
      • Value for money, quality and price matter most
    • Retailer ratings
      • Dobbies scores the highest in quality
        • Table Gardening retailer ratings for shopping drivers (rated out of 10), 2015
      • Poundland is the winner in price
        • Table Gardening retailer ratings for shopping drivers (rated out of 10), 2015
        • Table Gardening retailer ratings versus driver importance, 2015
  • Methodology
    • Table Sample sizes by sector, 2015
    • Access to additional data
  • Appendix
    • About Verdict Retail
    • Disclaimer

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