RANGE REVIEW: OUTDOOR LIVING RANGE REVIE : OUTDOOR LIIVING RANGE REVIE EW EW:


SUNNY SALES D


AMA Resear ch of


omestic gar den leisure products, including garden furniture, barbecues and accessories, ar e estimated to account


for ar ound 12-13% of the overall domestic gar den pr oducts sector in the UK. As household penetration levels ar e high, r eplacement sales dominate the market.


The garden leisur e market has seen over 25% value growth at retail selling prices between 2013 and 2017, driven by the continued trend towar ds gr eater utilisation of the garden to entertain and a tr end towards higher-quality products, as well as more aspirational pr oducts to reflect a particular style or design look - something that has of fset the growing levels of price competition to some extent.


Market performance is also heavily dependent on the weather particularly in spring and summer with consumers being more likely to invest in their gardens during warm, sunny spells. Since spend on garden leisur e pr oducts can be considered a discretionary purchase, the sector is fected by consumer


d summer


r,, r,,


also directly aff and are, ffected by


confidence and the wider economic situation. A large percentage of garden leisure products are imported susceptible to


therefore, currency fluctuations.


Growth levels in the sector have slowed in r ecent years, and factors that may have contributed to this include a slowdown in house moving activity, as a result of a fall in consumer confidence levels, high levels of price competition and longer-term factors, such as an incr ease in higher -density housing pr ojects with smaller gar dens.


y, Growth opportunities from


In terms of pr oduct mix, gar den furnitur e dominates the market, accounting for over half of garden leisur e sales by value. The gar den furnitur e sector has performed well in r ecent years, having benefitted replacemen t


a strong


sector and generally favourable The


weather conditions. 24 DIY WEEK 20 JULY 2018 trend


towards pur chasing pr emium and aspirational materials, such as better -


quality wood, has also supported market gr owth. However


However r,, the sector


is matur e and ther e is fierce price competition, especially at the lower end of the market.


Garden furniture may comprise a combination of materials, with metal, wood and plastic most commonly used. W


d. Woven Wo popular, given th resin


products have become increasingly r,, given their versatility and


and


minimal maintenance requirements, and there is also a trend towards using sustainable woods, as these materials are appealing aesthetically and provide a premium feel. More lightweight, non-corrosive materials, such as aluminium, have maintained interest in the metals sub-sector. Barbecues account for around a fifth of the garden leisure market, having gained shar e in recent years, as a r esult of the trend towards outdoor living in general and the gr owing uptake of outdoor heating enabling


lighting seasonal use. “Prospects for the “Prospects for the


garden leisure market remain positive,


supported by heating and lighting innovations”


We Wedding. y,


supported by heating and lighting innovations”


Sales also generally incr ease during mor e favourable weather and


other occasions, such as the Royal Additionally


a strong replacement market, as consumers seek to upgrade to the latest models with added functionality or higher value types such as gas and hooded barbecues. Wi


Within the barbecue sector r,,


charcoal barbecues dominate by volume incorporating a wide range of price points, fr om low value disposable trays to premium party- style charcoal barbecues, while gas barbecues have a higher price point and ther efor e dominate the market by value; although price competition is becoming more prevalent in this sector too.


key spor ting event s and tionally, ther e is


longe r


Accessories, such as patio heaters and chimeneas, fuel and barbecue accessories, including cooking utensils, barbecue tools and covers, tend to be lower value pr oducts and the sector is heavily influenced by weather conditions and impulse sales. Barbecue and patio heater fuels repr esent the lar gest sub-sector and ther efore the sector has performed well in line with developments in the barbecue sector. Outdoor heaters ar e also a growth ar ea, as pr eviously mentioned.


Positive forecast


DIY multiples r emain the lar gest distribution channel within the garden leisure market and have an estimated share of over 40%. They provide a combination of wide ranges with a selection of price points, value for money and the convenience of Click & Collect services. Garden centr es tend to focus on pr emium products with a higher average selling price, but have faced fier ce competition in r ecent years, particularly fr om the internet channel. Garden


leisure products


generally have a higher proportion of internet sales than other garden areas, with over a fifth of garden leisure products believed to be sold online. Some of the specialist e-tailers offer own-label pr oducts


offers further insightfffers further insight into the UK outdoor living market where fierce competition


on price remains but a trend for purchasing aspirational and premium products continues to support growth.


alongside other


leading brands,


be increasing within the garden leisure products sector, especr, , especially among non-specialists such as DIY multiples. As in many other retail sectors, consumers have become more confident in comparing prices and ordering online and the sheer bulkiness of garden furniture makes online ordering appealing to many consumers.


and the popularity of ‘Click & Collect’ services is also thought to be incr


Pr ospects for the garden leisure market remain positive, supported by heating and lighting innovations encouraging mor e active use of garden space throughout the year in combination with the


year r,,


spell of dry and sunny weather and events such as the football W Cup taking place.


recent Wo


World


Other key sporting events, which are scheduled to take place over the forecast period may also contribute to a short-term uplift in sales of garden leisure products; provided that weather conditions remain favourable. In terms of products, chimineas and fire pits look likely to continue to gain in popularity, supporting the use ofy,, supporting the us r,, renewable fuels such as


popularity cheaper


wood. Overall, forecasts are for steady growth in the garden leisure market of around 3-4% per annum until 2021.


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