International garden retail sales up for 2011

Ageing populations and rising popularity of outdoor living contribute to growth of garden market.

The garden market across the globe saw healthy growth in 2011, latest home and garden research from consumer industry analyst Euromonitor has shown.

Euromonitor head of home and garden research Cruz del Barrio said: "The global home and garden market reached sales of US $941bn in retail value terms in 2011. Growth of eight per cent was higher than the previous year, with developing countries playing an increasingly important role underpinning sales growth."

He added: "That said, developed countries remain the largest spenders on home and garden products by far. Germany, Switzerland, the Netherlands and Australia spent in excess of $2,000 per household in 2011."

Gardening proved to be one of the most resilient categories in 2011, delivering the strongest growth performance in many markets, from Spain to Japan, he said. "Ageing populations, the rising popularity of outdoor living and trends such as grow your own all contributed to growth in these countries where slow economic recovery continues to constrain consumer spending in other categories," he added.

Del Barrio forecast home and garden was set to deliver a polarised performance over the next five years.

Only China is expected to report double digit growth through to 2016 while several developed countries, including high spenders Switzerland and Australia, will contract. On a broader industry level, it is anticipated that total revenue will increase by three per cent compound annual growth rate (CAGR), with Asia Pacific accounting for an increasing share with seven per cent CAGR.

Ikea was the largest home and garden company in 2011 with 3.3 per cent global retail value sales. It was the only company able to achieve more than one per cent of total value sales in 2011.

Easter sales - Weather dampens trading

UK garden product sales saw a 53.2 per cent value decline over the Easter weekend compared with 2011, according to GfK.

Account director Simon Foy said: "Easter is an important trading period for the DIY sector and weather conditions always play a significant part in the performance of key sectors.

"Unfortunately, this year with the weather not as good as last Easter, it was a difficult trading period for the garden categories with sales more than halving year on year."


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