- Language: English
- Published: February 2011
- Region: United Kingdom
Internet Garden Products Market - UK 2010-2014
- Published: April 2010
- Region: United Kingdom
- 87 pages
- AMA Research
This unique report comprises a detailed study of the developing online garden products market and analyses current trends by product sector. It reviews recent market trends and forecasts over the next few years for both specialist garden e-tailers and non-specialists in this market. The report provides both online retailers and product suppliers with a detailed and comprehensive review of this dynamic market.
The Internet garden products market has experienced strong growth over the last 5 years as increasing numbers of consumers gain access to the Internet and confidence to shop online. It is estimated the market was worth over £150 million in 2009 – which includes both ‘specialist e-tailers’, that primarily sell garden products and use the Internet as their main distribution channel, and non-specialists which offer garden products online but this does not represent their main product range or distribution channel.
Key features of the report include:
- Detailed Assessment Of Internet Market – Analysis Of Market Structure And Recent Developments.
- Mix of Specialist Garden E-Tailers And Non-Specialist Suppliers In The Internet Garden Products Market.
- Market Size Estimates And Forecasts Of Market Developments To 2014
- Internet Market - Analysis By Product Group
- Market sizes, supplier mix and sector trends
- Product sectors included: horticulture, garden buildings, garden leisure, garden equipment, garden chemicals and garden sundries.
Areas of particular interest:
- Unique review of Internet Garden Products market – market value estimates, market segmentation, product mix estimates.
- Market sizes and trends of the major product sectors. Online e-tailers are expanding the number of garden products they offer as well as diversify into other product groups.
- Review of key suppliers - profiles of the main garden products e-tailers and non-specialists (DIY Outlets, Argos / Mail Order, Merchants, Garden Centres, Screwfix etc) - market positioning, product specialisations, sector strengths etc
- Operating characteristics - comment on attributes of Internet garden products websites.
Leading suppliers mentioned in the report include:
Argos, Asda, B&Q, BBQ.co.uk, Calgary Just Companies Ltd, crocus.co.uk, Ferndale Lodge, Focus, Garden Centre Online, Garden Direct, Garden Products Online, Garden Supply Direct, Garden XL, Garden4less, Gardening Direct, Gardening Express Ltd, Gerrico Ltd, Great Little Garden, GreenFingers Trading Ltd, Hall’s Garden Supplies, Homebase, J D Williams & Company Ltd, Keengardener Ltd, Kybotech Ltd, Lighting for Gardens Ltd, Moneta UK, MowDIRECT, Otto UK, Robert Dyas, Sainsbury’s, Screwfix, Shedstore LP, Shop Direct Home Shopping, Simply Paving, Taylors Garden Buildings, Tesco, The Garden Superstore, The Gardener’s Friend, The Internet Gardener, The Urban Garden, Ventina Holdings, Water Garden Ltd, Wickes, Wilkinson.
Key areas covered in the report include:
INTERNET GARDEN PRODUCTS MARKET SIZE, STRUCTURE, TRENDS AND INFLUENCES
- Overall Internet market - size by value 2005-2014, annual rates of change, current trends and future prospects.
- Definition of ‘online’ – range of online operations – specialist garden e-tailers, non-specialists (DIY Outlets, Argos / Mail Order, Screwfix, etc) with online operations - shares by channel.
- Structure of the overall garden products distribution market as well as the Internet distribution channel – relative market performance 2005-2014.
- Internet trends - including overall UK, broadband and regional access, typical purchaser profile by age and sex, trends in online household goods purchases and reasons for purchasing online.
- Buying trends - including online research and user expectations, growth in social networking, influence of customer reviews and blogs, use of price comparison websites, growth in online advertising.
- Future Prospects – forecasts up to 2014, key drivers, changes in supply structure.
- Internet Channel - Overall product mix – share by value – horticultural, leisure, equipment, buildings, chemicals, sundries - growth sectors.
- Product groups reviewed: horticulture, garden buildings, garden leisure, garden equipment, garden chemicals and garden sundries (garden decoration, fencing, trellis & garden structures, decking, water & transfer products and propagation & netting).
- Product groups – definition, market size and product review including recent trends and factors affecting sector.
- Internet distribution mix for each product group – specialist garden e-tailers and non-specialists.
- Overview of Internet sector – fragmented structure, recent developments, role of Internet within overall Garden Products distribution.
- Market shares – mix between specialist garden product e-tailers and non-specialists.
- Review of leading specialist garden e-tailers, including company profile, share overview, product ranges. Estimates of overall product mix.
- Summary of other significant non-specialist suppliers with an online presence, including estimated shares of key supplier channels (Catalogue / Mail Order, DIY, Others).
- Market positioning of Internet retailers – specialists / non-specialists, product strengths, areas of differentiation.
- Future Prospects – market size forecasts to 2014, factors influencing future growth prospects, longer term prospects / market maturity??
- Functionality -website design, optimisation measures, search facility, secure payment features.
- Pricing & Distribution - including comment on online price positioning compared to other suppliers, delivery times, cost of delivery, order processing, delivery service, returns policy etc.
- Marketing & Customer Support - word of mouth promotion, effectiveness of online advertising, social networking, impact of customer reviews, live help facility, email facility, FAQs.
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1.2 SOURCES OF INFORMATION
2. SUMMARY & FUTURE PROSPECTS
2.2 FUTURE PROSPECTS
3. ECONOMIC ENVIRONMENT
3.2 INFLATION & INTEREST RATES
3.4 HOUSEHOLD CONSUMPTION
3.5 HOUSING & CONSTRUCTION
3.7 POPULATION PROFILE
4. UK MARKET FOR INTERNET GARDEN PRODUCTS
4.2 MARKET OVERVIEW
4.2.1 Overall Garden Products Market Size
4.2.2 Overall Garden Products Distribution Market Structure
4.2.3 Garden Products Distribution Channel Mix
4.2.4 Internet Distribution Channel Structure
4.2.5 Market Size of Total Internet Garden Products Market
4.2.6 Distribution Mix of Total Internet Garden Products Market
4.3 INTERNET MARKET TRENDS AND INFLUENCES
4.3.2 Internet Access
4.3.3 Internet Purchases of Household Goods
4.3.4 Online Research
4.3.5 Purchasing over the Internet
4.3.6 Social Networking and Blogs
4.3.7 Price Comparison Websites
4.3.8 Online Advertising
4.3.9 Advantages and Disadvantages of Trading Online
4.3.10 Selling on the Internet and the Law
5.1 OVERALL PRODUCT MIX
5.2 PRODUCT TRENDS
5.2.2 Garden Buildings
5.2.3 Garden Leisure
5.2.4 Garden Equipment
5.2.5 Garden Chemicals
5.2.6 Garden Sundries
5.3 PRODUCT MARKET INFLUENCES
5.3.1 The Housing Market
5.3.2 Mix of Housebuilding Completions
5.3.3 Housing Transactions
5.3.4 Consumer Characteristics
5.3.5 Other Influences
6.2 SPECIALIST GARDEN E-TAILERS
6.2.1 Market Shares
6.2.2 Key Suppliers
6.2.3 Product Mix for E-tailers
6.3.1 Non-specialist Channel Shares
6.3.2 Key Suppliers
7. OPERATIONAL CHARACTERISTICS
7.3 SHOWROOM FACILITY
7.4 LOGISTICS AND RETURNS
7.5 MARKETING AND PROMOTION
7.6 CUSTOMER SUPPORT
CHART 1: UK INTERNET GARDEN PRODUCTS MARKET 2005-2014 – BY VALUE (£M RSP) 8
CHART 2: INTEREST RATES AND INFLATION (CPI) FROM 1992-2014 13
CHART 3: PDI & SAVINGS RATIO AT CURRENT PRICES 1992-2014 14
TABLE 4: EXCHANGE RATE FLUCTUATIONS 2004-2010 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 16
CHART 5: AGE DISTRIBUTION OF THE RESIDENT UK POPULATION MID-2008 (‘000) 17
TABLE 6: UK DOMESTIC GARDEN PRODUCTS DISTRIBUTION MARKET 2004-2014 – BY VALUE (£M RSP) 21
CHART 7: DISTRIBUTION STRUCTURE FOR DOMESTIC GARDEN PRODUCTS 23
CHART 8: UK GARDEN PRODUCTS DISTRIBUTION CHANNEL MIX, 2009 BY VALUE 24
CHART 9: INTERNET DISTRIBUTION CHANNEL STRUCTURE FOR DOMESTIC GARDEN PRODUCTS 26
TABLE 10: UK INTERNET GARDEN PRODUCTS MARKET BY VALUE (£M RSP), 2005-2014 27
CHART 11: COMPARISON OF OVERALL AND INTERNET GARDEN PRODUCT SALES 2005 – 2014 (INDEX 2005=100) 30
CHART 12: DISTRIBUTION MIX IN TOTAL INTERNET GARDEN PRODUCTS MARKET – % BY VALUE, 2009 31
CHART 13: UK HOUSEHOLDS WITH INTERNET ACCESS - % SHARE 2006-2009 34
CHART 14: INTERNET PURCHASES OF HOUSEHOLD GOODS - % SHARE 2006 - 2009 35
CHART 15: ONLINE PURCHASER PROFILE FOR HOUSEHOLD GOODS BY AGE CATEGORY 2009 35
CHART 16: ONLINE RESEARCHER PROFILE BY AGE CATEGORY 2009 36
TABLE 17: KEY REASONS FOR PURCHASING OVER THE INTERNET (% MIX) - CONVENIENCE, PRICES, EASE OF USE ETC 37
CHART 18: TRANSACTIONAL WEBSITES – SOURCE OF TRAFFIC - 2009 38
TABLE 19: BENEFITS TO ‘E-TAILERS’ OF PRICE COMPARISON WEBSITES 39
TABLE 20: KEY ADVANTAGES AND DISADVANTAGES OF TRADING ONLINE 41
CHART 21: INTERNET SALES - GARDEN PRODUCT MIX (HORTICULTURAL, LEISURE, EQUIPMENT, BUILDINGS, SUNDRIES, CHEMICALS)– % BY VALUE, 2009 45
CHART 22: DISTRIBUTION MIX IN TOTAL INTERNET HORTICULTURE PRODUCTS MARKET – % BY SPECIALISTS / NON-SPECIALISTS BY VALUE, 2009 46
CHART 23: DISTRIBUTION MIX IN TOTAL INTERNET GARDEN BUILDINGS MARKET – % BY SPECIALISTS / NON-SPECILAISTS BY VALUE, 2009 49
CHART 24: DISTRIBUTION MIX IN TOTAL INTERNET GARDEN LEISURE MARKET – % BY SPECIALISTS / NON-SPECIALISTS BY VALUE, 2009 51
CHART 25: DISTRIBUTION MIX IN TOTAL INTERNET GARDEN EQUIPMENT MARKET – % BY SPECIALISTS / NON-SPECIALISTS BY VALUE, 2009 53
CHART 26: DISTRIBUTION MIX IN TOTAL INTERNET GARDEN CHEMICALS MARKET – % BY SPECIALISTS / NON-SPECIALISTS BY VALUE, 2009 55
CHART 27: UK TOTAL DOMESTIC MARKET FOR GARDEN SUNDRIES 2009 – BY VALUE 57
CHART 28: DISTRIBUTION MIX IN TOTAL INTERNET GARDEN SUNDRIES MARKET – % BY SPECIALISTS / NON-SPECIALISTS BY VALUE, 2009 58
TABLE 29: GB HOUSE BUILDING COMPLETIONS 2004 TO 2010 – BY VOLUME (‘000 DWELLINGS) 61
CHART 30: HOUSEBUILDING COMPLETIONS - % MIX BY HOUSES/FLATS, 2001-2009 62
TABLE 31: NUMBER OF PROPERTY TRANSACTIONS IN ENGLAND AND WALES, 2006-2009 (‘000) 63
CHART 32: AGE DISTRIBUTION OF THE RESIDENT UK POPULATION MID-2008 (‘000) 64
CHART 33: DISTRIBUTION MIX IN TOTAL INTERNET GARDEN PRODUCTS MARKET – % BY VALUE, 2009 66
TABLE 34: SPECIALIST E-TAILER GARDEN PRODUCTS MARKET - % MARKET SHARE BY VALUE 2009 68
TABLE 35: PRODUCT MIX 2009 - % SHARE BY PRODUCT SECTOR FOR THE SPECIALIST GARDEN E-TAILERS (£M RSP) 73
TABLE 36: NON-SPECIALISTS INTERNET GARDEN PRODUCTS MARKET - % MARKET SHARE BY VALUE 2009 75
The Internet garden products market has shown exceptional levels of growth over the last five years as increasing numbers of consumers gain access to the Internet and confidence in shopping online. In 2009, 70% of households in the UK have Internet access, an increase of 28% compared to 2006. Increasing numbers of consumers are purchasing online. Of those that bought goods or services online in 2009, 47% had bought household goods, compared to 24% in 2006.
The Internet garden products market is estimated to be worth £163 million at Retail Selling Prices (RSP) in 2009, a 28% increase on the previous year. This market estimate includes both e-tailers, that primarily sell garden products and use the Internet as their main distribution channel, and non-specialists, that offer garden products online but this does not represent their main distribution channel. Within the overall market, the different product sectors will display different growth profiles dependent on the factors and influences affecting each sector.
This market is dependent on both the uptake in usage of the Internet as a source of buying garden products by consumers and the factors impacting on the overall garden product market. Overall the gardening sector tends to cope fairly well with economic downturns. The health of the market is dependent on a range of factors including the prevailing economic conditions, the housing market, consumer confidence & spending and the weather. Despite the economic downturn, 2009 has been a reasonable year for most garden product sectors, with prospects for 2010 relatively positive; although sales in the early months have been negatively impacted by poor weather. The trend to ‘grow your own’ has been a key driver impacting on the horticultural, tools and buildings sectors.
The Internet has removed some barriers to entry that had previously benefited traditional store-based retailers and other suppliers. This has allowed small and medium size e-tailers to enter the garden products market, creating a new competitive dynamic. In response to this growing competition, increasing numbers of store-based and catalogue companies have entered the online e-retail sector.
The outlook for this market continues to be positive despite the current UK economic climate, with the market value forecast to reach an estimated £316 million at RSP by 2014. The number of new Internet ‘start-ups’ in the garden products market is likely to increase, as more companies appreciate the benefits of trading online, this includes both e-tailers and non-specialist retailers. It is likely that the Internet will drive growth of garden product sales as consumers search to find best prices and value products. As the market matures e-tailers and other online suppliers will become increasingly competitive with the products, prices and support they offer. The future performance of the Internet garden products market is likely to be driven by overall trends in online e-retail shopping and levels of consumer confidence and expenditure. New technology and new IT products will expand choice and availability. Traditional retailers will continue to play a large part in the future of garden products retail as a significant number of people will always prefer to shop in store.
- Calgary Just Companies Ltd
- Ferndale Lodge
- Garden Centre Online
- Garden Direct
- Garden Products Online
- Garden Supply Direct
- Garden XL
- Gardening Direct
- Gardening Express Ltd
- Gerrico Ltd
- Great Little Garden
- GreenFingers Trading Ltd
- Hall’s Garden Supplies
- J D Williams & Company Ltd
- Keengardener Ltd
- Kybotech Ltd
- Lighting for Gardens Ltd
- Moneta UK
- Otto UK
- Robert Dyas
- Shedstore LP
- Shop Direct Home Shopping
- Simply Paving
- Taylors Garden Buildings
- The Garden Superstore
- The Gardener’s Friend
- The Internet Gardener
- The Urban Garden
- Ventina Holdings
- Water Garden Ltd