Rain blamed for 2011 garden power sales fall

The garden power category had a difficult year in 2011 after a strong 2010, according to GfK.

The long dry periods of 2010 resulted in a longer season and extended sales of garden power further into the year. Coupled with sporting events such as the football World Cup, this helped drive sales of garden-related products as consumers looked to turn their gardens into an entertainment space.

In contrast, volume declines of eight per cent total garden power were reported in 2011 year to date, although price increases have driven value growth to just under one per cent, particularly for lawnmowers and blower vacuums.

The year started strongly with the extra royal wedding bank holiday. However, this drive in sales was not maintained as the weather failed to match 2010.

The value growth in lawnmowers came through the rotary category as consumers moved away from hover offerings, despite hover's much higher price point - 44 per cent above rotary.

The only category of garden power not to suffer volume declines last year was grass shears and garden hand tools. This reflects a move back to grass from decking by gardeners.

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