Gardening in the United Kingdom - New Report Available

Gardening is a traditionally popular hobby and even a passion among UK consumers, with this still true to a certain extent. However, younger generations appear slightly less enthusiastic. This is partly due to demographic shifts, with a higher percentage of younger consumers growing up in flats in urban areas in comparison to previous generations. These consumers were thus less exposed to gardening during their childhood. Also, those consumers growing up in the 1990s onwards were generally less exposed to outdoor activities, as TV, video games and later the internet claimed a large share of free time in their youth. There is a widening age divide in how gardening is perceived and younger consumers are generally less likely to spend a lot of time and money looking after a garden in comparison to older generations. Inspired by TV home and garden décor shows over the last decade, some are also opting to convert outside space into totally or partially decked or paved areas in order to minimise maintenance. Many of those that keep garden spaces meanwhile spend little time or money looking after their gardens or occasionally use the services of professionals.

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Competitive Landscape

Gardening is extremely fragmented in the UK, with the leading companies only accounting for 2-4% value share each. The leader is Scotts with 4% of value, followed by Robert Bosch with 3% and Husqvarna with 2%. "Others" meanwhile accounted for a dominant 60% value share in the year, with this chiefly due to the dominance of small specialists in horticulture. Within horticulture, "others" accounted for a striking 80% value share in 2014.

Industry Prospects

There is expected to be a growing focus on gardeners in their 20s and 30s in the forecast period. Many of these novice gardeners are inexperienced and thus prefer products that remove any guesswork and minimise effort. Scotts notably proved successful targeting this group towards the end of the review period, with launches such as Miracle-Gro Magic Start Double Action Planting Mix, with this product set to see a strong performance in the forecast period. William Sinclair Horticulture has meanwhile announced that consumers aged 28-40-years-old will be the target of its major marketing push in 2015. In order to appeal to this group, there is also expected to be a growing focus on online marketing via social media networks, with Twitter, Facebook and YouTube becoming increasingly significant.

Gardening Market Research

Analyse key trends and developments in United Kingdom for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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