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RANGE REVIEW: GARDEN & WOODCARE RANGE REVIE : GARDEN & W RANGE REVIE EW EW:


WOODCARE


AMA Research offers an insight into the domestic garden products sector , which it says is leaning towards a more ‘omni- channel approach’. But, with value placed on the in-store experience, we could see a battle


between the DIY multiples and garden centres f or market share.


THE MARKET IS


n total, the UK distribution ma rket


for an worth


domestic garden products was


estimated £4.9bn in 2017 at r etail selling prices (RSP).Thisr epresented an incr ease of 3% compared to the previous year, and the conr,, and the continuation h ea ch


o f a trend of 2-3% gr owth


year since 2015. Both the weather and the economy influence gr owth rates within the over all garde n products distribution market, and a continued str ong inter est in home impr ovement, which extends to the garden, has also impacted on gr owth in this sector. The market


comprises divers e


sub-sectors, each subject to dif ferent influences and trends. Investment


14 DIY WEEK 27 APRIL 2018


in ‘higher ticket’ items such as paving, walling and conservatories, for example, may be deferr ed if consumer confidence drops, while fencing sales may be boosted by wet and windy weather and ‘gr ow your own’ (GYO) may benefit from a desir e to lead a healthy lifestyle. The UKdomestic garden products market is diverse and comprises of six key sectors.


Horticultural products r epr esent the lar gest product sector within the gar den products market, accounting for an estimated 23% shar e of value. The garden sundries sector is diverse and accounts for the next lar gest share of the market wher e the more decorative and portable items, such as pots and planters have performed well, but tend to be lower value. Gar den buildings have a similar


UNDERGOING A STEADY AT


TRANSFORMA TIONATIO I


share to sundries and includes both conservatories and gar den rooms; whilst the former is a mature and highly priced competitive market, the latter is still developing. The gar den leisur e sector has risen in popularity in line with the trend towar ds ‘outdoor living’, this sector is expected to gr ow in shar e over the coming years. Garden equipment and garden chemicals account for the remaining market shar e. The latter may be consider ed more of a ‘commodity’ pr oduct, with broad availability and price competition acr oss channels.


Market transformation


A notable trend in the market has been the desir e to maximise recreational use of the gar den including for socialising and


However


dining ‘al fresco’. ’Outdoor living’ has therefor e helped to sustain growth in the sector as the garden is per ceived as an additional room in the home, while other practical uses include using the gar den for home working and storage, which has also r esulted in an incr ease in sales of garden buildings.


DIY multiples and gar den centr es are the key channels for distribution of domestic garden pr oducts, accounting for well over 50% of the marketplace, with DIY multiples accounting for the larger share. r,, the r espective percentage


shar es vary considerably acr oss the various gar den pr oduct categories. For example, garden centr es enjoy the largest proportion of horticultural products, as might be expected, whilst DIY has a great e r


www.diyweek.net


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