Published on 29 - February - 2012
Garden industry valued at £893m last yearA new report by market research company Key Note estimates the industry has grown by 2.1% since 2010, and the firm predicts its value will hit £1bn by 2015.
The research primarily focussed on sales of lawnmowers, powered tools and equipment, hand tools and water management equipment from home improvement stores, garden centres and online. Major brands reportedly dominated sales, and the industry's improved performance was credited to consumers' increased interest in gardening.
Key Note said: "Gardening is increasingly seen as an enjoyable activity that is good for human health and the environment. In addition, home grown food allows consumers to save money during the economic crisis. Furthermore, gardening is a popular pastime with retirees and, as baby boomers finish their careers, the number of people taking up gardening activities is expected to increase."
Despite reporting the market as suffering from over-saturation and tool purchases being cut back as consumers deem them "non-essential," Key Note said "new life" was being breathed into the industry. This came, according to the report, in the form of new developments in product lines which enhance consumer experience, including the lithium-ion battery, cordless products and ergonomically designed pieces of equipment.
"However," Key Note added, "economic difficulties should not be forgotten ... The closure of Focus DIY is evidence of the impact the downturn is having on the market. 2012 is likely to be a challenging year for the industry.
"Nevetheless, [we] believe that if manufacturers utilise the surge in gardening's popularity to their advantage, by launching campaigns, kits and tools that facilitate the gardening experience, then continued industry growth can be expected."
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