THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
The Papers
Retail Solutions
Food & Drink
Fall in home ownership to impact gardening retail sector
Image courtesy of Gardening Direct

A new report has identified how a fall in home ownership for the under 35s will impact the horticulture retail market in years to come.


Fall in home ownership to impact gardening retail sector

A new report has identified how a fall in home ownership for the under 35s will impact the horticulture retail market in years to come.

The Horticulture Trade Association’s latest Garden Market Retail Analysis report shows that the market was slightly down in 2013 with plant sales hardest hit due to the very cold March and April weather.

However, the report identifies that round 1.5 million fewer people now claim to have a garden or allotment now than in 2007, with around 40% of this fall attributable to changes in Greater London.  It also reveals that renters tend to spend around 55% of the amount that home owners do on gardens.

With the fall in home ownership very significant among the under 35s, the report estimates that spending among 35 to 64 year olds  in ten years time will equate to approximately 2% of market value, rising to approximately 6% of market value in 20 years.

Horticulture Trade Association chief executive Carol Paris said: “Given that per capita spend on gardens tends to be higher in some countries on the continent where home ownership is low, this is as much as opportunity as a threat at this stage to engage renting households in their gardens.  

“Easy and portable solutions that enable people to take their garden with them when they move are going to become even more important as we encourage younger gardeners to enjoy their outdoor space. Future building polices and developments such as the Garden City initiative will also provide further potential opportunities if the wide benefits of plants and gardens to society and the the environment are taken into account.”

The report also suggests that there may be opportunities to provide more products and services for older consumers who began gardening in the late eighties and early nineties when there was a gardening boom led by TV programmes such as Ground Force. It said: “As these consumers continue to enjoy gardening, opportunities may emerge for providing products and services to enable them to continue to enjoy gardening into old age.”


Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Conference
The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
The 11th HR Summit 2019, Hallam Conference Centre, 44 Hallam St, Marylebone, London W1W 6JJ
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy