Executive Summary
The market for horticultural products is large and is still expanding, with an estimated value of £2.59bn in 1998. However, as the industry has a potential customer base of around 85% of the adult population, the opportunities are enormous.
The main impetus behind development of the industry has been marketing. The traditional outlets for growing stock were the garden nurseries. While the quality of product was usually good, the range of stock available was often limited and advertising was virtually non-existent. Gardening hardware was limited to the independent hardware store and the retail department store chain, with the only other alternative being mail order.
The do-it-yourself (DIY) shed, of which there are less than 1,000 and the garden centre, of which there are over 2,000, have changed the face of the industry which has developed as a separate entity over the last 20 years. Indeed, they can be said to have created the industry. By doing this, the supply side has been greatly expanded. Manufacturers both large and small have targeted the gardener, some producing solely for the industry, others seeing it as a profitable diversion.
The growing together of garden centres under public limited companies (PLCs) has added a competitive edge to retailing. This trend is still in its infancy, but should eventually prove a serious alternative to the sheds.
The advantage that many garden centres hold is that of site and space. Many are now looking beyond the garden to take advantage of the trend towards ‘destination shopping’. The large centres, are now introducing gifts, books, china, leisure wear and even furniture, to their ranges, as well as the traditional ‘home-made’ food products.
There has been little addition to the number of retail outlets in both the sheds and garden centres sector. There, has, however, been an increase in the size of retail outlets, garden centres in particular. For the sheds, there is still uncertainty as to the part that horticultural retailing will play in their future.
With real growth set to average around 2% per annum into the next century, the prospects remain good for all well-managed sectors.
Thirteenth Edition 1998
Edited by Lisa Morrison
ISBN 1-85765-844-2
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