Gardening Review - UK - September 2007

TABLE OF CONTENTS

• Issues in the MarketMain issues
• Definition
• Abbreviations
• Market in Brief
• Weather and severe competition drive down market value
  • Figure 1: Trends in the value of the garden products market, 2002-07
• Too much focus on price, not innovation
• Number of homes with gardens continues to grow
• Lack of time, lack of knowledge, impacting on gardening
• Different strokes for different folks
• Gardening going green, slowly
• Competitive Context
• Key points:
• General leisure spend
  • Figure 2: Consumer expenditure on selected leisure goods and activities, 2002-06
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points:
• Past market performance
  • Figure 3: Estimated household spend on garden products, 2002-12
• Present market performance
• Future market performance
• Growing Stock
• Key points:
• Purchasing trends
  • Figure 4: Types of plants purchased annually, 2002-06
  • Figure 5: Expenditure on seeds, bulbs, plants, trees or shrubs in the last 12 months, 2002-06
• Key players
• Plants, shrubs and trees
  • Figure 6: Selected suppliers of plants, shrubs and trees, August 2007
• Seeds and bulbs
  • Figure 7: Leading suppliers of seeds and bulbs, August 2007
• Garden Buildings, Garden furniture and BBQs
• Key points:
• Ownership trends
  • Figure 8: Trends in ownership of garden products/buildings, 2002-06
• Purchasing trends
  • Figure 9: Trends in purchasing of garden products/buildings, 2002-06
  • Figure 10: Expenditure on garden furniture in the last 12 months, 2002-06
  • Figure 11: Expenditure on greenhouses in the last 12 months, 2002-06
• Key players
  • Figure 12: Key players in the buildings, furniture and BBQs sector, August 2007
• Garden Equipment and Tools
• Key points:
• Ownership trends
  • Figure 13: Trends in ownership of gardening equipment, 2002-06
• Purchasing trends
  • Figure 14: Trends in purchasing of gardening equipment, 2002-06
  • Figure 15: Expenditure on lawnmowers, 2005 and 2006
  • Figure 16: Expenditure on garden tools in the last 12 months, 2002-06
  • Figure 17: Expenditure on electric hedge trimmers, 2002-06
• Key players
  • Figure 18: Key players of garden equipment and tools, August 2007
• Garden Chemicals and Growing Media
• Key points:
• Purchasing trends
  • Figure 19: Types of control products purchased annually, 2002-06
• Key players
  • Figure 20: Key players in the garden chemicals and growing media sector, August 2007
• Other Garden Products
• Ownership trends
  • Figure 21: Trends in ownership of other garden products, 2002-06
• Purchasing trends
  • Figure 22: Trends in purchasing of gardening equipment, 2002-06
  • Figure 23: Expenditure on garden sprays in the last 12 months, 2002-06
  • Figure 24: Expenditure on garden sprinklers in the last 12 months, 2002-06
• Key players
  • Figure 25: Key players in the other garden products sector, August 2007
• Brand Communication and Promotion
• Fragmented supply structure restricts national promotions
• Trade bodies take up the cudgels
• Shows and exhibitions important 'shop window'
• Below-the-line promotions popular
• Gardeners by Type
• Key points:
  • Figure 26: Type of gardener, April 2007
• Market still holds plenty of potential
• Buyers polarise
• Lack of knowledge: a growing issue?
• Few actually Anti-Gardening
• Rent-A-Gardeners happy to spend?
• Women seize the initiative
• Many men are reluctant gardeners
• Time and lack of knowledge other restraints
• Makeover Gardeners time-poor, cash-rich
• Lure of TV too much
• Age and marital circumstances influence Rent-A-Gardeners
• Future Gardeners or those without garden have other priorities
• Gardeners by Type -- Detailed Demographics
  • Figure 27: Most popular type of gardener, by gender, age, socio-economic group, marital status, presence of children, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and detailed lifestage groups, April 2007
  • Figure 28: Type of gardener, by gender, age, socio-economic group, marital status, presence of children, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and detailed lifestage groups, April 2007
• Garden Usage
• Key points:
  • Figure 29: How the garden is used, April 2007
• Age significantly affects use of gardens
• Games with the grandchildren
• Enjoying the fruits of their labour
  • Figure 30: Type of gardener, by most popular garden uses, April 2007
• Bare basics for socialising homeowners
  • Figure 31: Type of gardener, by other garden uses, April 2007
• Garden Usage -- Detailed Demographics
  • Figure 32: Most popular uses for the garden, by gender, age, socio-economic group, marital status, presence of children, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and detailed lifestage groups, April 2007
  • Figure 33: Next most popular uses for the garden, by gender, age, socio-economic group, marital status, presence of children, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and detailed lifestage groups, April 2007