Home ownership fall among under 35s poses challenge to garden market

The HTA's garden retail market analysis for 2013 has shown falling home ownership among under-35s has potential to affect consumer needs for garden products.

Whereas around 10 million under-35s owned their own homes in 1987, the current figure is nearer six million, said analyst David Denny. "High levels of home ownership in the late 80s and early 90s have carried through to high levels of present day spending on gardens by 45- to 65-year-olds.

"Twin opportunities exist. The first is to ensure consumers in their 40s and 50s continue to spend on gardens. The second is to ensure that the garden is seen as relevant by younger consumers."


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