Sales of core garden products and plants go through seasonal peaks and troughs because the main shopping season is from Easter to mid-summer, and the weather plays an important part in affecting demand. Wet or cold weather keeps people indoors and spending on the garden slumps. Garden specialists have developed robust strategies for compensating for the risks associated with this volatility. As well as weather-proofing more selling space, they are expanding ranges to incorporate goods and services that act as attractions to people.
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Table of Content
Figure 1: Actual and forecast consumer spend on garden products, 2008-18
Figure 2: Consumer spend on garden products, by segment, 2012
How many gardens?
Figure 3: Percentage of people with or without a garden or outdoor space, March 2013
Barbecuing in the garden
Companies and distribution
Figure 4: Retail sales of garden products, by outlet type, 2012
Figure 5: Percentage of garden products sales online, by value, 2008-12
Figure 6: Responsibility for the garden, June 2013
Figure 7: Types of garden, June 2013
Figure 8: Any garden products purchased in the last twelve months, by age and socio-economic group, March 2013
Figure 9: Garden products purchased in the last twelve months, March 2013
Figure 10: Garden products purchased in the last twelve months, bought any and bought any online, March 2013
Figure 11: Buying garden products, March 2013
Figure 12: Plans for the garden for the next twelve months, March 2013
Gardens associated with relaxation
Figure 13: Attitudes to the garden, June 2013
What we think
Issues in the Market
Are people flocking to buy garden products online?
Is there a future for independents in garden retailing?
How important are cafés and restaurants at garden centres?
Do DIY retailers have a strong following of garden shoppers?
Is competition intensifying?
Trend: Sense of the Intense
Trend: The Real Thing
Mintel Futures: Generation Next
Internal Market Environment
Who has a garden?
Figure 14: Type of garden, June 2013
Paving over the plot
Grow your own
Figure 15: Rainfall, percentage above or below monthly average, UK, 2012
Creating a rain garden
Garden titles have falling circulation
Figure 16: average net print per issue, gardening publications, 2011 and 2012
Figure 17: Digital edition Gardening magazines by average net circulation per issue (UK/RoI), July-December 2012
Many wait for allotments
Getting children gardening
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Broader Market Environment
Ageing population positive news for garden retailing
Figure 18: Trends in the age structure of the UK population, 2007-17
The socio-economic split
Figure 19: Forecast adult population trends, by socio-economic group, 2008-18
Consumer confidence rises
Figure 20: Trends in consumer sentiment for the coming year, April 2009-13
Figure 21: Consumer sentiment for the coming year, April 2013
Entertaining at home
Putting a price on the environment
Figure 22: PRIORITY PLACED ON BEING GREEN IN THE COMING YEAR, JANUARY 2012
A connected world
Figure 23: Technology products owned, September 2012-January 2013
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