Last year, Easter fell into March whereas this year, Easter was in a rather dry and sunny April. A later Easter is linked to a shift away from interior projects and into gardening, says GfK.
Garden centres have been the standout growth channel this year, achieving 7.2% garden care value growth YoY. Strong sales of houseplants in garden centres correlates with the strongest growth categories. Plant fertiliser (+11.1%) and growing media (+5.1%) both drive total market value gain.
Another mild winter and early heat wave in April has been conducive to growing bug populations. Consumers increasingly elect to deal with the rising number of flies directly and this has caused a +39.7% increase in flying insecticide value YTD. The number of flying ants in July also helped control product sales.
The powered gardening market experienced modest growth over the year to date (Jan-Jun17). Value sales grew by 2.7%, supported by average price growth of 6.7%. Volume sales have slowed down, declining by 3.8% compared to last year.
The two largest categories, lawnmowers and grass trimmers, are driving the decline and combined account for 77% of total value sales. One area that continues to perform well is the cordless sector, which is up 31% this year.
Though powered gardening products are predominantly an instore purchase – online sales continue to gain momentum. Online value share has risen to 23% which represents an uplift of 17% compared to sales in the first half of 2016. This trend is likely to continue as more consumers prefer the product and price transparency that shopping online provides, as well as time the saving benefits.