Report calculates rising value of gardening sales

Gardening grew by three per cent in current terms in 2015, leading to value sales of £3.9bn, thanks to an improving housing market and an increase in home ownership, according to the latest Home & Garden report by Euromonitor International.

Robotic models: driving growth in lawnmower category - image: © Marianne Majerus Garden Images
Robotic models: driving growth in lawnmower category - image: © Marianne Majerus Garden Images

Driven by growth in robotic and ride-on models, lawnmowers performed well in 2015 with current value growth of three per cent, as did gardening power tools. By 2020, 12 per cent of expenditure on lawnmowers will go to robotic models, up from 10 per cent in 2015.

The market researcher forecasts gardening to show growth at a one per cent compound annual growth rate at constant 2015 prices over the period 2015-20, reaching sales of £4.2bn in 2020.

Private labels such as B&Q's Verve range performed very well in 2015, gaining one per cent in value share over the previous year to hold 18 per cent. Growth in 2015 was fuelled by the entry of new cost-conscious gardeners in their 20s and 30s as well as by a widening range. Private label notably gained a percentage point in value share of gardening hand tools in 2015, rising to 35 per cent.

Euromonitor predicts price competition among manufacturers and a decline in unit prices due to the growing impact of internet retailing. Retailers are expected to reduce prices and raise promotional activity to stay competitive in an increasingly challenging environment.

Sander den Boer of Euromonitor International said: "Although the long-term implications of the Brexit vote are unclear, the decision to leave the EU is expected to have a few short-term effects on the UK gardening market. The vote quickly led to a sharp slowdown in the housing market. Combined with a drop in consumer confidence, this is likely to cause a volume sales decline in big ticket items, such as lawn mowers and gardening power tools. Nonetheless, as consumers are now more likely to postpone extensive garden renovations, they may start using some products more, such as pest control and herbicides, to keep their garden in a well-maintained state.

"The currency drop of the pound against the euro and the dollar that was recorded directly after the Leave vote is likely to lead to a short term increase in price. Sales in categories such as gardening tools, lawnmowers and horticulture are expected to register a decline as a result of the exchange rate fluctuation. This is especially likely for those products that are manufactured or grown abroad, giving British brands a competitive advantage.

"As the UK will not leave the EU for at least another two years, trade is unlikely to be directly impacted in the short term. The uncertainty that follows potentially protracted negotiations between the EU and the UK, however, may dampen trade as companies postpone investment decisions until after an agreement has been reached. This is likely to lead to further price increases on the UK gardening market."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

What's in store for garden retail in 2017?

What's in store for garden retail in 2017?

Impact of Brexit, inflationary pressures, houseplants gaining popularity and online market.

Growing media - Everything to play for

Growing media - Everything to play for

Exchange rate issues are likely to dominate the growing media market in 2017 as suppliers continue to innovate, Matthew Appleby reports.

What will be the key garden trends in 2017?

What will be the key garden trends in 2017?

Gardening trends for 2017 could include cacti, urban gardening, living walls and unusual foods, a round-up of reports from analysts and retailers has shown.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Garden retail Top 100 GARDEN CENTRES

Our exclusive ranking of garden centre performance by annual turnover. NEW: 2016 listing just published

Garden Centre Prices

GARDEN CENTRE PRICES w/e 16 November 2016
GARDEN CENTRE PRICES w/e 19 October 2016
GARDEN CENTRE PRICES w/e 21 September 2016

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here