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KN52107

KEY NOTE HORTICULTURAL RETAILING AUGUST 1997

Overview

ISBN 1-85765-717-9

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Table of Contents

Executive Summary

Back to Retailing & Wholesaling Index

TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET POSITION

PRODUCT SECTORS

MARKET TRENDS

Table 1: The UK Market for Garden Goods by Main Sectors (£m and percent), 1996

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 2: The UK Market for Green Garden Goods (£m at rsp), 1991-1996

Table 3: The UK Market for Garden Tools and Equipment (£m), 1990-1996

Table 4: Breakdown of the UK Market for Powered Tools According to Retail Outlet by Value ( percent), 1996

Table 5: Breakdown of the UK Market for Hand Tools According to Retail Outlet by Value ( percent), 1996

Table 6: Breakdown of the UK Market for Irrigation Equipment According to Retail Outlet by Value ( percent), 1996

Table 7: The UK Market for Garden Furniture, Barbecues and Garden Buildings (£m at rsp), 1991-1996

Table 8: Breakdown of the UK Garden Furniture Market According to Retail Outlet by Value ( percent), 1996

Table 9: The UK Market for Garden Chemicals by Main Product Sectors (£m at rsp), 1991-1996

Table 10: Sales of Pesticides to the Garden/Household Market (£m at msp), 1991-1996

Table 11: The Amount of Active Ingredients in Garden and Household Use (000 kilograms), 1995 and 1996

Industry Background

RECENT HISTORY

DISTRIBUTION

INDUSTRY FRAGMENTATION

TRADE ASSOCIATIONS

Table 12: UK Sales of Gardening Products by Retail Outlet by Value ( percent), 1996

Table 13: Number of Horticultural Specialists by Turnover Size (£000), 1996

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 14: Leading Groups of Garden Centres in the UK (number of outlets), 1996

Table 15: Major UK DIY Multiples (number of outlets), 1996-1997

Table 16: Main Media Advertising Expenditure by Nurseries and Garden Centres (£000), 1995 and 1996

Table 17: Main Media Advertising Expenditure on Hortichem, Compost and Fertilizer Products (£000), 1995-1996

Table 18: Main Media Advertising Expenditure on Lawnmowers (£000), 1995-1996

Table 19: Main Media Advertising Expenditure on Garden Buildings (£000), 1995-1996

Table 20: Main Media Advertising Expenditure on Gardening Tools (£000) 1995-1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PROFILE

SIZE OF GARDENS

GARDEN ORIENTATION

GARDEN EXPENDITURE

OWNERSHIP OF GARDEN TOOLS AND EQUIPMENT

NEW PURCHASES

Table 21: Ownership of Gardens ( percent adults), 1996

Table 22: Visitors to Garden Centres (000 and percent), 1996

Table 23: Buyers at Garden Centres (000 and percent), 1996

Table 24: Buyers at Garden Centres by Household Income Level (000 and percent), 1996

Table 25: Approximate Size of Garden and Allotment (000), 1995 and 1996

Table 26: Principal Garden Orientations (000 adults cultivating and percent), 1995 and 1996

Table 27: Annual Expenditure on Growing Stock (000 of gardeners and percent) 1995 and 1996

Table 28: Annual Expenditure on Fertilisers and Weedkillers (000 of gardeners and percent), 1995 and 1996

Table 29: Ownership of Garden Tools and Equipment ( percent of households), 1984-1996

Table 30: Purchase of New Garden Equipment (000 adults), 1995 and 1996

Outside Suppliers to the Industry

INTRODUCTION

GREEN GARDEN GOODS

GARDEN TOOLS AND EQUIPMENT

WATERING EQUIPMENT

GARDEN CHEMICALS

GARDEN FURNITURE AND FEATURES

GARDEN ACCESSORIES

Current Issues

THE ECONOMY

GARDEN CENTRES

CORPORATE ACTIVITY

WOOLWORTH

JOHNSONS

NEW PRODUCT DEVELOPMENTS

UK BULB GROWERS GROUP

Forecasts

SECTOR TRENDS

FORECASTS 1997 TO 2000

CONCLUSIONS

Table 31: Forecast UK Market for Garden Goods by Value at 1996 Prices (£m at rsp), 1997-2000

Table 32: Forecast Sales for Green Garden Goods at 1996 Prices (£m), 1997-2000

Table 33: Forecast Sales of Garden Tools and Equipment at 1996 Prices (£m), 1997-2000

Table 34: Forecast Sales of Garden Furniture, Barbecues and Garden Buildings at 1996 Prices (£m), 1997-2000

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

Horticultural retailing represents a fast growing sector of the UK consumer market. The market for garden goods is extensive and can be classified under five main categories. These are: green garden goods, or garden stock, which includes seeds, bulbs, and nursery stock; tools and equipment; garden care, i.e. fertilisers and chemicals; garden buildings and furniture, including barbecues; and ancillary products. Total retail sales were estimated at £2.5bn in 1996.

The gardening market has been affected by the recession since the early 1990s, which resulted in minimal real growth. The situation has, however, improved in recent years, due to the recovery in the housing market and an increasing proportion of empty nesters, i.e. preretirement people who have more leisure time to spend on gardening.

The underlying trend towards instant gardening continues to grow in 1996, which is reflected in the increasing popularity of patio and container gardening, with consumers buying more convenient products such as prepacked bulbs, annual bedding plants and soluble fertilisers. In power tools and equipment, the main development has been the introduction of cordless technology, as can be seen in Black & Decker's new gardening range which comprises lawnmowers, hedge trimmers, grass trimmers, garden shrubbers and grass shears.

1996/1997 has seen greater orientation towards gardening by the leading do-it-yourself (DIY) multiples, which has put increasing pressure on the garden centres. An increase in the concentration of the garden centre trade looks likely in the near future, as the leading chains step up their expansion programmes. The future survival of the traditional garden centres depends on how quickly they can adapt to changes in a highly competitive market environment.

The future looks promising for UK horticultural retailing, as sales of garden goods will benefit from the increasing trend towards instant gardening, while rising home ownership, together with the expected rise in the 45 to 54 age group over the next decade, i.e. keen gardeners, should further stimulate market growth.

Key Note forecasts that UK gardening sales will grow by an average of 4.8 percent year-on-year, from £2.62bn in 1997 to £3.02bn by the year 2000.

Text © 1997 Key Note

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