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KN52108

KEY NOTE HORTICULTURAL RETAILING AUGUST 1998

Overview

ISBN 1-85765-844-2

GO TO LATEST EDITION

Table of Contents

Executive Summary

Back to Retailing & Wholesaling Index

TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

PRODUCT SECTORS

RETAILERS

MARKET TRENDS

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 1: Estimated UK Market for Garden Products (£m at rsp), 1998

Table 2: The UK Market for Growing Stock (£m at rsp), 1992-1997

Table 3: UK Sales of Agrochemicals to the Garden Household Market (£m at msp), 1992-1997

Table 4: The Amount of Active Ingredients in Garden and Household Use (000 kilograms) 1992, 1994, 1996 and 1997

Table 5: The UK Market for Tools and Equipment (£m at rsp), 1992-1997

Table 6: Approximate Size of the Lawnmower Market by Product Type (number), 1997

Table 7: Estimated Breakdown of Sales of Garden Products by Type of Retail Outlet ( percent), 1997

Industry Background

HISTORY

INDUSTRY CONCENTRATION

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 8: Leading Groups of Garden Centres in the UK by Number of Outlets, 1997

Table 9: Major DIY Store Chains in the UK (number of outlets), 1997

Table 10: Main Media Advertising Expenditure on Major Gardening Sectors (£000), 1994/1997

Table 11: Main Media Advertising Expenditure by Nurseries and Garden Centres (£000), 1997

Table 12: Main Media Advertising Expenditure on Lawnmowers (£000), 1996 and 1997

Table 13: Main Media Advertising Expenditure on Gardening Tools (£000), 1996 and 1997

Table 14: Main Media Advertising Expenditure on Garden Furniture and Accessories (£000), 1996 and 1997

Table 15: Main Media Advertising Expenditure on Garden Buildings (£000), 1996 and 1997

Table 16: Main Media Advertising Expenditure on Total Hortichemical, Compost and Fertiliser Products (£000)

Strengths, Weaknesses, Opportunities and Threats (SWOT)

GARDEN CENTRES

DIY SHEDS

INDEPENDENTS (DIY GOODS, HARDWARE, GARDENING)

MAIL ORDER

Buying Behaviour

SIZE OF GARDENS

ATTITUDES TO GARDENING

THE MARKET FOR RETAILERS

CONSUMER PROFILE

CONSUMER BEHAVIOUR

GARDEN ORIENTATION

GARDENING EXPENDITURE

OWNERSHIP OF GARDEN TOOLS AND EQUIPMENT

NEW PURCHASES

Table 17: Approximate Size of Garden and Allotment (000 adults), 1992 and 1997

Table 18: Regional Distribution of Gardens by Size ( percent adults), 1997

Table 19: Distribution of Gardens by Social Grade ( percent), 1997

Table 20: Distribution of Gardens According to Age of Main Gardener ( percent adults), 1997

Table 21: Principal Garden Orientations (000 adults cultivating and percent), 1992, 1995 and 1997

Table 22: Gardeners Having Bought Growing Stock in the Past 12 Months (000s and percent adults), 1997

Table 23: Gardeners' Annual Expenditure in Previous 12 Months of Seeds, Bulbs, Plants, Trees or Shrubs (000 and percent), 1992, 1995 and 1997

Table 24: Gardeners' Annual Expenditure in Previous 12 Months on Fertilisers and Weedkillers (000 and percent), 1992, 1995 and 1997

Table 25: Ownership by Households of Garden Tools and Equipment ( percent of households), 1984, 1992 and 1997

Table 26: Purchases of New Garden Tools/Equipment in the Previous 12 Months (000 households), 1992, 1995 and 1997

Outside Suppliers to the Industry

GROWING STOCK

GROWING AIDS

GARDEN TOOLS AND MACHINERY

WATERING SYSTEMS

GARDEN BUILDINGS, FURNITURE AND ANCILLARY PRODUCTS

Current Issues

ECONOMIC TRENDS

THE FUTURE OF THE DIY SHED

THE FUTURE OF THE GARDEN CENTRE

DIY SHEDS VERSUS GARDEN CENTRES

Table 28: Indices of Earnings and Retail Sales Growth in the UK (index 1990=100), Q1 1996 to Q1 1998

Forecasts

POPULATION FORECASTS

RETAIL FORECASTS 1999 TO 2002

SECTOR TRENDS

Table 29: Actual and Projected UK percentage Population by Age ( percent and millions), 1991-2021

Table 30: Estimates of the Number of Households in England (000), 1996-2011

Table 31: Forecast Sales of Major Gardening Sectors at Constant 1997 Prices (£m at rsp), 1999-2002

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

The market for horticultural products is large and is still expanding, with an estimated value of £2.59bn in 1998. However, as the industry has a potential customer base of around 85 percent of the adult population, the opportunities are enormous.

The main impetus behind development of the industry has been marketing. The traditional outlets for growing stock were the garden nurseries. While the quality of product was usually good, the range of stock available was often limited and advertising was virtually non-existent. Gardening hardware was limited to the independent hardware store and the retail department store chain, with the only other alternative being mail order.

The do-it-yourself (DIY) shed, of which there are less than 1,000 and the garden centre, of which there are over 2,000, have changed the face of the industry which has developed as a separate entity over the last 20 years. Indeed, they can be said to have created the industry. By doing this, the supply side has been greatly expanded. Manufacturers both large and small have targeted the gardener, some producing solely for the industry, others seeing it as a profitable diversion.

The growing together of garden centres under public limited companies (PLCs) has added a competitive edge to retailing. This trend is still in its infancy, but should eventually prove a serious alternative to the sheds.

The advantage that many garden centres hold is that of site and space. Many are now looking beyond the garden to take advantage of the trend towards `destination shopping'. The large centres, are now introducing gifts, books, china, leisure wear and even furniture, to their ranges, as well as the traditional `home-made' food products.

There has been little addition to the number of retail outlets in both the sheds and garden centres sector. There, has, however, been an increase in the size of retail outlets, garden centres in particular. For the sheds, there is still uncertainty as to the part that horticultural retailing will play in their future.

With real growth set to average around 2 percent per annum into the next century, the prospects remain good for all well-managed sectors.

Text © 1998 Key Note

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