34 | Sector Focus: Decking & Garden Products
AMA RESEARCH HIGHLIGHTS REMARKABLE RESILIENCE
functional garden structures,” the report summary went on to say. “Innovations in product design, emphasising versatility, durability, and eco-friendliness, are driving market evolution, with a growing focus on integrating smart technologies for enhanced functionality and convenience.” The report notes that the sector had seen “significant fluctuations since 2019” with a recovery to the tune of an 11% growth driven by the new working from home phenomenon and the increased interest in outdoor living. However, notes the report, economic pressures from Brexit, the war in Ukraine “and other factors” led to a slight decrease in 2023 and the first quarter of 2024. The report points out the varying performance of the
Above: Powersheds’ 8x12 power chalet log cabin
According to AMA Research, the overall garden buildings and structures market has shown remarkable resilience in recent years. In its summary of its “Domestic Garden Buildings and
Structures Market Report – UK 2024-2028 (which can be accessed in full at
https://www.amaresearch.co.uk/report/ domestic-garden-buildings-and-structures-market-report- uk-2024-2028/) it says that following the disruptions of the Covid-19 pandemic, the market witnessed “a notable surge in value, indicative of a more than 20% increase”. AMA Research’s analysis went on to say that this
resurgence “is underpinned by evolving consumer preferences, coupled with a heightened emphasis on outdoor living spaces amidst changing lifestyles and work-from-home trends. Moreover, the market continues to respond to stringent building regulations, particularly those pertaining to environmental sustainability and structural safety”. “Key insights highlight the market’s reliance on housing and outdoor construction activities, with particular significance placed on the burgeoning demand for multi-
different sub-sectors of the market. “Garden sheds and storage remains the largest segment, driven by versatile usage and innovations in materials and design,” said the report. “Log cabins and summerhouses constitute 22% of the market, evolving with better insulation features to support year-round use, though still facing supply challenges. Garden Rooms have seen significant growth due to the shift towards home offices and leisure spaces, becoming a high-value segment with premium features.” Meanwhile, garden structures such as gazebos and
pergolas represent a smaller niche at 3% but benefit from the trend towards outdoor living and entertainment. The report adds that demand for greenhouses was
sustained by the trend for grow-your-own produce, especially during the pandemic. “Overall, while the garden buildings market faces short- term pressures from economic conditions, its long-term prospects are favourable, supported by trends in home improvement and a potential resurgence in the housing market,” says the report. “Most garden buildings also benefit from not requiring planning permission, enhancing their appeal to consumers looking for straightforward home enhancements. ■
◄ demonstrated the growth in the outdoor entertaining category. “At the same time, our classic Emily benches and the ‘oriental style’ Cherry Blossom bench also demonstrated that beautifully designed, quality products will always be in demand,” said Mr Davison. “Finally, within the grow your own (GYO) category, our new beehive style Eco Hive composter and both the Tall and Compact Botanical Greenhouses, which were new to the market in 2024, also performed incredibly well.”
As the focus for new product development was on outdoor entertaining products, such as the outdoor kitchen and pizza oven table, Zest made the decision to attend Solex rather than Glee last season.
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“We wanted to showcase our outdoor entertaining products to furniture buyers who attend this show rather than Glee,” said Mr Davison. “The Outdoor Kitchen attracted a lot of interest and also won the Award for Best New Individual Product.”
While outdoor entertainment may have topped Zest’s product development agenda, plenty of its other products have performed well.
“Planters and raised beds are still a core element of our range and in our experience tend to be less impacted than other categories,” said Mr Davison. “It’s a very competitive category; however, we have definitely noticed an increasing focus on sustainability and having a range which is produced using ethically sourced timber that
is PEFC certified is receiving increasingly positive feedback from our customers.” Big ticket, statement pieces have also performed well for Zest.
“Having large statement pieces in outside spaces is a trend and we are seeing increasing evidence of this as part of the trend towards creating outdoor entertaining spaces,” said Mr Davison.
“Our range of gazebos has definitely benefited from this, and they will be featured strongly in future product ranges. The need for a ‘statement piece’ on a smaller footprint is why we have launched the Stirling arbour as a covered dining space, which delivers exactly the option the market needs. “Consumers are looking for focal points that add both visual impact as well as
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