Value growth of 6% in the UK domestic garden leisure market in 2016 as customers upgrade

In 2016 the UK domestic garden leisure market - which includes garden furniture, barbecues and accessories - grew by 6% in value terms, compared with 2015.

The report AMA Research's Domestic Garden Leisure Market Report - UK 2017-2021 Analysis indicates that the performance of the market has been linked to improving economic conditions in recent years, also underpinned by reasonable spring and summer weather overall.

There has also been a trend towards higher priced items as people invest in their homes.

AMA said: "The barbecue market in 2016, for example, has been characterised by an element of trading up to more sophisticated models within each fuel sector, but also the continuation of the trend for replacing charcoal with gas.

"Other characteristics include a better-informed customer base who are seeking product improvements and innovations for replacements, as well as the desire to use garden spaces for more regular outdoor dining and entertaining."

Metal garden furniture has the highest share by value in 2016, closely followed by wood, with plastic/resin (including rattan effect) estimated to account for a slightly lower share. In recent years, metal and plastic have gained share at the expense of wood. However, evidence suggests that, whilst the trend towards weather-resistant all-year-round materials such as resin effect continues, there has been some renewed interest in different types of hardwood.

Distribution of garden leisure products is centred on the DIY multiples channel with share estimated at 44% in 2016.

AMA added that the growth of the internet sales has been a characteristic of the market in recent years with sales increasing for specialist e-tailers as well as other more traditional channels as omni-channel approaches are increasingly taken up.

Growth in the domestic garden leisure market is forecast by AMA to slow from 2016-17 onwards, with annual growth rates of 3-4% currently forecast to 2021.

The domestic garden leisure market is mature, with high household penetration levels, and volume growth is likely to be moderate in the short to medium term. In addition, the UK is facing economic uncertainty over the short-medium term as the Brexit process begins, added AMA.


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