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AMA Research have now published the Sixth edition of the "UK Garden Leisure Market Report 2000". The report is an up-to-date and comprehensive review of the garden leisure sector, which incorporates original research on this growth market. With over 100 pages, it provides excellent value for money.
Product areas covered are:
Garden Furniture
Barbecues
The Garden Leisure market was worth around £350 million at retail prices during 1999 and experienced strong growth compared with 1998. The Garden Leisure sector is a maturing market characterised by increasing share taken by added value products and users becoming more discerning in their choice of product. The report assesses the implications of these changes for suppliers, distributors and retailers.
Of Particular Interest:-
The report is written by marketing professionals with wide experience of home improvement products and provides a detailed quantitative assessment of major developments and a qualitative interpretation of trends.
Key areas of coverage in the report include:-
GARDEN FURNITURE
Market size by value – trends from 1990 through to 1999/2000. Recent market performance, current situation and reasons for trends, including positive and negative factors affecting the market. Future trend for overall garden furniture market - forecast to 2004, factors influencing future prospects. Household penetration levels of total garden furniture market. Product mix by type. Market share, key areas of growth, etc. Growth of upholstery. Mix by material, market shares, trends, growth in share of wood, share by material since 1990. Seasonality of garden furniture sales. Key suppliers of different types of garden furniture, leading companies within the garden furniture market - market shares, positioning etc. Distribution channels for garden furniture, channel shares, major companies involved in each channel. Changes in channel shares.
BARBECUES AND BARBECUE ACCESSORIES
Size of Barbecue market in both volume and value terms, 1990 through to 1999 with estimates for 2000 and forecasts to 2004. Reasons for recent trends, factors affecting the recent performance of the market. Forecasts for barbecue sales and justification for trends. Household penetration of barbecues – future growth prospects. Household penetration of barbecues by type, eg charcoal, gas, kettle, etc. Mix of barbecues by type, share by value, continuing growth of gas barbecues, other product trends. Barbecue accessory and fuel markets – size by value, recent trends. Seasonality of barbecue sales. Future prospects for the barbecue and accessories markets. Major manufacturers/suppliers of barbecues, market shares for 1999, company information. Other suppliers involved in the manufacturing or distribution of barbecues and associated products. Distribution of barbecues by channel, major chains/companies involved in each channel, growth areas.
GENERAL AND FUTURE PROSPECTS
The report contains over 100 pages of original research and comment on the UK Garden Leisure Industry providing incisive and thought provoking views on its future development.
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| The UK Garden Leisure Market 2000 - CONTENTS | Page | |
| 1 | INTRODUCTION | 6 |
| 2 | SUMMARY | 7 |
| 3 | ECONOMIC ENVIRONMENT | 10 |
| 3.1 | General | 11 |
| 3.2 | Inflation and Interest Rates | 12 |
| 3.3 | Unemployment & Consumer Spending | 12 |
| 3.4 | Housing & Construction | 12 |
| 3.5 | Conclusion | 13 |
| 4 | GARDEN FURNITURE | 14 |
| 4.1 | Definition and Market Size | 14 |
| 4.1.1 | Market Size & History | 14 |
| 4.1.2 | Current Situation | 17 |
| 4.1.3 | Future Prospects | 19 |
| 4.2 | Household Penetration | 22 |
| 4.3 | Material Definitions | 25 |
| 4.4 | Product Mix | 27 |
| 4.4.1 | Upholstery | 31 |
| 4.5 | Material Mix | 33 |
| 4.6 | Seasonality | 36 |
| 4.7 | Supply Structure | 38 |
| 4.7.1 | Market Share | 40 |
| 4.7.2 | Key Suppliers | 42 |
| 5 | BARBECUE UNIT SECTOR | 48 |
| 5.1 | Definition | 48 |
| 5.2 | Market Size | 48 |
| 5.2.1 | Market History | 48 |
| 5.3 | Disposable Barbecues | 54 |
| 5.4 | Household Penetration | 55 |
| 5.5 | Product Mix | 58 |
| 5.6 | Seasonality | 63 |
| 5.7 | Supply Structure | 64 |
| 5.7.1 | Market Shares | 64 |
| 5.7.2 | Key Suppliers | 65 |
| 6 | BARBECUE ACCESSORIES & FUEL | 69 |
| 6.1 | Barbecue Fuels | 70 |
| 6.1.1 | Key Suppliers | 71 |
| 6.2 | Barbecue Accessories | 71 |
| 6.2.1 | Key Suppliers | 72 |
| 7 | DISTRIBUTION | 73 |
| 7.1 | Distribution Structure | 73 |
| 7.2 | Channel Share | 74 |
| 7.3 | DIY Multiples | 75 |
| 7.4 | Garden Centres | 79 |
| 7.5 | Catalogue Stores and Mail Order | 86 |
| 7.5.1 | Catalogue Stores | 86 |
| 7.5.2 | Mail Order Organisations | 87 |
| 7.6 | Department Stores | 89 |
| 7.7 | High Street Chains and Hardware Stores | 90 |
| 7.8 | Internet Suppliers and E-Shopping | 92 |
| 7.9 | Others | 93 |
| 8 | KEY MARKET INFLUENCES | 94 |
| 8.1 | The Housing Market | 94 |
| 8.1.1 | New Housebuilding Sector | 94 |
| 8.2 | House-Moving Levels | 98 |
| 8.3 | Personal Disposable Income & Savings Ratio | 100 |
| 8.4 | Population Profile | 102 |
| 9 | FUTURE PROSPECTS | 104 |
| 9.1 | Garden Furniture | 105 |
| 9.2 | Barbecues and Barbecue Accessories | 106 |
| Tables and Charts |
Page |
|
| Table 1: | UK Market For Garden Leisure £m RSP 1990 to 2004 | 7 |
| Chart 2: | UK Market for Garden Leisure 1999 - Value Mix by Product Type | 8 |
| Table 3: | The UK Domestic Garden Furniture Market £m at RSP - 1990 to 2000 | 15 |
| Table 4: | The UK Market For Garden Furniture 1996-2004 £m MSP | 20 |
| Chart 5: | UK Garden Furniture Market Constant 1990 Prices | 22 |
| Chart 6: | UK Garden Furniture – Penetration of Households | 23 |
| Table 7: | UK Mix of Garden Furniture - By Value 1999 | 28 |
| Table 8: | Garden Furniture Product Mix 1990 to 1999 - percentBy Value | 29 |
| Chart 9: | Garden Furniture Market – Mix By Type Of Material 1990 to 1999 | 34 |
| Chart 10: | UK Seasonality of Garden Furniture Sales | 37 |
| Table 11: | Some Key Companies & Materials(s) Used | 39 |
| Table 12: | UK Domestic Garden Furniture Market 1999 - Market Share | 41 |
| Table 13: | UK Barbecue Unit Market - Volume & Value £m RSP 1990 to 2004 | 49 |
| Chart 14: | UK Barbecue Market at Constant 1990 Prices | 54 |
| Table 15: | UK Household Penetration of Barbecues | 56 |
| Table 16: | UK Household Penetration by Type of Barbecue | 57 |
| Table 17: | UK Mix of Barbecue Types - percent by Volume 1990 to 1999 | 58 |
| Table 18: | UK Mix of Barbecues Sold in 1999 | 59 |
| Chart 19: | UK Mix by Value of BBQs Sold in 1990 to 1999 | 60 |
| Chart 20: | UK Seasonality of Barbecues Sales to Consumers | 63 |
| Table 21: | UK Barbecue Suppliers Market Shares 1999 | 65 |
| Table 22: | UK Barbecue Accessory Market 1991 to 2004 (£m RSP) | 69 |
| Table 23: | UK Distribution Channel Shares for Garden Furniture and Barbecues 1999 percent by Value | 74 |
| Chart 24: | DIY Multiples Garden Product Market 1999 - Share by Multiple | 76 |
| Chart 25: | Housing Completions 1990-2002 Great Britain ('000) | 95 |
| Chart 26: | Housing Starts 1993-2002 Great Britain (‘000) | 96 |
| Chart 27: | Value of New UK Housing Output and RMI Output (£m) | 97 |
| Chart 28: | Number of Property Transactions in England and Wales 1990-2002 | 99 |
| Chart 29: | PDI & Savings Ratio - 1984 to 1999 | 101 |
| Chart 30: | Age Distribution of the Resident UK Population 1998 (‘000) | 102 |
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The Garden Leisure market consists of garden furniture, barbecues and barbecue accessories and was worth an estimated £344 million during 1999. The table below illustrates the development of the total garden leisure market from 1990 with forecasts to 2004: -
| UK Market For Garden Leisure (£ million) at RSP -1990 to 2004 | ||
| Year | Market Size | percent Change |
| 1990 | 238 | - |
| 1991 | 254 | 3 |
| 1992 | 235 | -10 |
| 1993 | 218 | -9 |
| 1994 | 226 | 3 |
| 1995 | 262 | 15 |
| 1996 | 284 | 10 |
| 1997 | 316 | 13 |
| 1998 | 308 | -3 |
| 1999 | 344 | 12 |
| 2000(Est) | 377 | + 10 |
| 2001(Fcst) | 398 | + 6 |
| 2002(Fcst) | 420 | + 6 |
| 2003(Fcst) | 435 | + 4 |
| 2004(Fcst) | 452 | + 4 |
| Source: AMA Research/Trade Estimates |
In common with many other consumer durable sectors, the garden leisure market consists of products that are 'non-essentials' and are often deferred during times of economic uncertainty. However, the main differentiation in the garden leisure market is the influence of the weather during the summer months. Impulse purchases, which comprise a significant proportion of sales, are particularly affected by the weather thus adding to the volatile nature of the market. The product range is varied from the cheaper entry products, often impulse-purchase, through to the upper price range of luxury hardwood garden furniture and gas barbecues.
The volatility of the garden leisure market is partly a result of general economic activity, but more importantly the influence of the weather in any given year. Since 1990, the market has recorded overall value growth of 44 percent to reach an estimated value of £344 million during 1999, and is forecast to experience further underlying annual value growth of 4-6 percent to 2004.
The value mix between the three sectors of the garden leisure market during 1999 is illustrated in the following chart:
UK Market for Garden Leisure 1999 - Value Mix by Product Type
Source: AMA Research/Trade Estimates
The garden furniture sector, although susceptible to the vagaries of the weather during the summer months, is currently benefiting from a higher focus on the garden as an area for increased leisure activities and design possibilities. The sector recorded value growth of 11 percent during 1999 to reach an estimated £226 million, and forecasts indicate similar growth rates during 2000 (dependent of course upon the weather during the remainder of the year) to reach approximately £250 million by the end of the year.
The key drivers for growth have been the focus placed upon the garden by lifestyle magazines and television programmes as an area for entertainment and relaxation. In addition, consumers are continuing to trade-up to better quality, higher value hardwood and metal items as replacements for existing garden furniture.
In terms of material mix, during 1999 wood accounted for 38 percent of the garden furniture sector in value terms followed by plastic/resin with 31 percent and metals with 29 percent. In terms of market leadership Oasis Leisure, Li-Lo Leisure and Hartmann are the leading suppliers with estimated individual market shares of 4-9 percent. Other suppliers include Barlow Tyrie, Grossfillex, Keter, Kettler, Nova and Sauvagnat.
The combined value of the barbecue and barbecue accessories sector during 1999 was an estimated £118 million, representing an increase of 13 percent compared with the £104 million achieved in 1998. Barbecue units recorded value growth of 11 percent during 1999 to reach an estimated £50 million and barbecue fuels and accessories increased by 15 percent to reach £68 million. The two sectors are currently benefiting from the trend to outdoor entertaining, and barbecuing is increasingly becoming accepted as an alternative method of cooking during the summer months. In addition the rate of use has also increased with consumers now using barbecue cooking for normal meals rather than just entertaining.
In parallel with the garden furniture sector, the barbecue and accessory sectors are also continuing to benefit from "trading-up" activities. As a result of the trend to better quality product, gas barbecues grew share to an estimated 52 percent in value terms, charcoal achieved 47 percent, but electric barbecue units now represent less than 1 percent of the sector. In volume terms, charcoal barbecues still dominate the sector with over 72 percent, highlighting their lower than average unit price. Barbecue fuels accounted for an estimated 74 percent of the barbecue fuels and accessories sector.
The leading companies within the barbecue units market are Char-Broil, Coleman, Landmann, Crosslee and Sunshine Barbecues with individual market share estimated to be 8-14 percent. Major suppliers in the barbecue fuels sector include Big K, Chartan Aldred, Parlour Products and Rectella International.
The major distribution channels for garden leisure products are DIY multiples, garden centres, department stores/high street chains and catalogue stores/mail order. In value terms, the DIY multiples dominate the sector and are continuing to take share from other distribution channels. The garden centre sector is characterised by a larger proportion of higher value/quality items such as hardwood garden furniture and gas barbecues.
Text © 2000 AMA Research
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