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Internet Garden Market Report - UK 2014-2018 Analysis

  • June 2014
  • -
  • AMA Research
  • -
  • 93 pages

AMA Research are pleased to announce the publication of the 3rd edition of the report ‘Internet Garden Market Report - UK 2014-2018 Analysis’. 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.

This report provides both online retailers and product suppliers with a detailed and comprehensive review of this rapidly changing market.

The market includes ‘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). Consumer shopping behaviour is changing, influenced by digital technology, with consumers increasingly demanding a multi-channel approach, which has lead to a developing omni-channel strategy that provides a seamless shopping experience regardless of the channel used.

Key features of the report include:

• DETAILED ASSESSMENT OF INTERNET GARDEN PRODUCTS MARKET – analysis of market structure and developments.


• MIX OF SPECIALIST GARDEN E-TAILERS AND NON-SPECIALIST SUPPLIERS IN THE INTERNET GARDEN PRODUCTS MARKET.


• MARKET SIZE ESTIMATES AND FORECASTS OF MARKET DEVELOPMENT TO 2018.


• 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:

• Overview of Garden Products market –size/forecasts to 2018.


• Review of Internet garden products market – market value estimates at over £300m in 2013 - market segmentation, online product mix estimates, forecasts to 2018.


• Continuingly evolving competitive market as non-specialists realise the benefits of online trading.


• Review of key internet suppliers - profiles of the main garden products e-tailers and non-specialists.


• Market forecasts – growth prospects in 2014-2018, key sectors, opportunities.


Leading suppliers mentioned in the report include:

Calgary Just Companies, crocus.co.uk, Dobbies Garden Centres, Garden Direct, Garden Supply Direct, Garden XL, Garden4less, Gardening Express, Gerrico, Great Little Garden, Greenfingers Trading, Hall’s Garden Supplies, Hillier Garden Centres, J D Williams & Company, Jersey Choice, Keengardener, Kybotech, Lead the Good Life, Lighting for Gardens, MBL Group, Meika, Moneta UK, MowDIRECT, Notcutts, Otto Group, Parker Dutch Bulbs (Wholesale), Shedstore, Simply Paving, Summer Garden and Leisure Building, Taylors Garden Buildings, The Garden Centre Group, The Garden Superstore, The Internet Gardener, Timber Garden, Water Garden.

Key areas covered in the report include:

MARKET OVERVIEW

• Overall Garden products market – size, structure and forecasts 2008-2018 – relative market performance, key drivers. Distribution channel mix shares, role of Internet etc.


• Overall Internet garden products market - size by value 2008-2018, annual rates of change, current trends, future prospects. Comparisons of Internet sector and total market 2008-18.


• Definition of ‘online’ channels – specialist garden e-tailers, non-specialists with online operations (DIY Outlets, Argos / Mail Order, Screwfix, etc). Channel shares, trends.


• Future Prospects – forecasts up to 2018, key drivers, changes in supply structure.


PRODUCT TRENDS

• Overall product mix of Internet channel – share by value by product group within the Internet channel.


• Review of product groups: 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 review of recent trends and factors affecting each sector.


• Internet distribution mix for each product group – specialist garden e-tailers and non-specialists – relative shares, differences between sectors, trends etc.


SUPPLIER TRENDS

• Overview of Internet garden products sector – fragmented structure, role of Internet within overall garden products distribution.


• Market shares – mix between specialist garden product e-tailers and non-specialists, blurring of definitions, changing trends, new market entrants, product mix estimates etc.


• Review of leading specialist garden e-tailers – key players, market shares, product ranges, profiles, strengths & weaknesses etc.


• Summary of leading non-specialist suppliers with an online presence, including estimated shares of key supplier channels (catalogue / mail order, DIY, others) – changes / trends.


• Market positioning of Internet retailers – specialists / non-specialists, areas of differentiation – major variations between product sectors.


INTERNET TRENDS & OPERATIONAL CHARACTERISTICS

• Internet trends - including overall UK ownership, e-retail market, broadband and mobile access, typical purchaser profile by age and gender, trends in online household goods purchases, online retail strategies.


• Buying trends - including online research and user expectations, growth in social networking, influence of customer reviews and blogs, online advertising.


• Pricing & Distribution - online price comparison tools, price matching facility, available discounts/vouchers. Comment on delivery times, cost of delivery, order processing, delivery service, returns policies etc.


• Marketing & Customer Support - word of mouth promotion, effectiveness of online advertising, social networking, impact of customer reviews, live help facility, email facility, videos, FAQs.

Underpinned by the performance of the overall garden products market, the Internet garden products market has grown to an estimated size of around £308 million in 2013. The Internet channel accounted for an estimated 8% share of the overall garden products market in 2013. The market includes the ‘specialist e-tailers’ (which 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).The structure of the Internet distribution channel has changed substantially in recent years. Initially, the Internet garden products market was typically characterised by a large number of small specialist garden products e-tailers that traded purely on the Internet.
However, increasing numbers of traditional store-based retailers have recognised Internet retailing as a growth area and developed transactional websites. Consequently consumers now expect online retailing as part of a companies offering with the result that the multi-channel approach is now developing into an omni-channel approach, in which a seamless shopping experience is provided to the consumer regardless of the channel used. This approach allows companies to monitor their customer base by gathering data about their customer browsing behaviour, purchasing history and demographics from each platform used. They will subsequently be more able to use customer data to provide a fully customised online shopping environment, including individualised web pages, targeted advertising & offers and specific product suggestions.
In 2013, the Internet channel accounts for around 8% of the overall garden products market, although selling over the Internet tends to favour some product categories over others, with garden leisure, garden equipment and horticulture being key products for sales online. There are also significant differences in mix between the specialists and non-specialists by product group. For example, garden sundries and chemicals are dominated by the non-specialists, whilst the specialist e-tailers compete well in garden leisure and horticulture.
The outlook for the Internet garden products market continues to be positive with market value forecast to reach over £700m by 2018, accounting for an estimated 15% share of the overall garden products distribution market. The future performance of the Internet garden products market is expected to be driven by overall trends in online shopping & technological improvements, the speed and scale of conversion of the non-specialists as well as other more product related factors. However, it is likely that the pace of growth will start to slow as Internet channel development starts to mature.

Table Of Contents

Internet Garden Market Report - UK 2014-2018 Analysis
1. INTRODUCTION 6
1.1 BACKGROUND 6
1.2 SOURCES OF INFORMATION 6
2. SUMMARY and FUTURE PROSPECTS 8
2.1 SUMMARY 8
2.2 FUTURE PROSPECTS 11
3. ECONOMIC ENVIRONMENT 14
3.1 GDP 14
3.2 INFLATION and INTEREST RATES 15
3.3 UNEMPLOYMENT 16
3.4 HOUSEHOLD CONSUMPTION 17
3.5 HOUSING and CONSTRUCTION 17
3.6 CONCLUSIONS 18
4. UK MARKET FOR INTERNET GARDEN PRODUCTS 20
4.1 DEFINITION 20
4.2 MARKET OVERVIEW 21
4.2.1 Overall Garden Products Market Size 21
4.2.2 Overall Garden Products Market Structure 25
4.2.3 Garden Products - Distribution Channel Mix 27
4.2.4 Internet Distribution Channel Structure 28
4.2.5 Market Size and Forecasts of Internet Garden Market 31
4.2.6 Distribution Mix of Total Internet Garden Products Market 35
4.3 INTERNET MARKET TRENDS AND INFLUENCES 37
4.3.1 E-commerce Market 37
4.3.2 Internet Access 38
4.3.3 Online Research 42
4.3.4 Purchaser Profile 43
4.3.5 Social Networking, User Reviews and Blogs 43
4.3.6 Online Shopping Trends 44
4.3.7 Digital Advertising 48
5. PRODUCTS 50
5.1 OVERALL PRODUCT MIX 50
5.2 PRODUCT TRENDS 51
5.2.1 Horticulture 52
5.2.2 Garden Buildings 55
5.2.3 Garden Leisure 58
5.2.4 Garden Equipment 61
5.2.5 Garden Chemicals 64
5.2.6 Garden Sundries 66
5.3 MARKET INFLUENCES 71
5.3.1 The Housing Market 71
5.3.2 Mix of Housebuilding Completions 72
5.3.3 Consumer Characteristics 74
5.3.4 Weather 75
6. SUPPLY and DISTRIBUTION STRUCTURE 76
6.1 OVERVIEW 76
6.2 OVERVIEW OF SPECIALIST GARDEN E-TAILERS 77
6.2.1 Market Shares 78
6.2.2 Key Suppliers - Specialist Garden Etailers 79
6.3 NON-SPECIALISTS 84
6.3.1 Non-specialist Channel Shares 85
6.3.2 Key Suppliers
CHART 1 UK INTERNET GARDEN PRODUCTS MARKET SIZE AND FORECASTS 2008-2018 - BY VALUE (£M RSP) 9
TABLE 2 GDP DATA - 2011-2014 - KEY CONSTITUENT ELEMENTS 14
CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 1994-2018 16
CHART 4 PDI and SAVINGS RATIO AT CURRENT PRICES 1995-2018 17
TABLE 5 UK DOMESTIC GARDEN PRODUCTS MARKET AND FORECASTS 2008-2018 - BY VALUE (£M RSP) 22
CHART 6 DISTRIBUTION STRUCTURE FOR DOMESTIC GARDEN PRODUCTS 26
CHART 7 UK GARDEN PRODUCTS DISTRIBUTION CHANNEL MIX - 2013 BY VALUE 27
CHART 8 INTERNET DISTRIBUTION CHANNEL STRUCTURE FOR DOMESTIC GARDEN PRODUCTS 30
TABLE 9 UK INTERNET GARDEN MARKET AND FORECASTS 2008-2018 BY VALUE (£M RSP) 31
CHART 10 COMPARISON OF OVERALL AND INTERNET GARDEN PRODUCT SALES AND FORECASTS 2005 - 2018 (INDEX 2005=100) 34
CHART 11 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN MARKET - SPECIALIST E-TAILERS / NON-SPECIALISTS - % BY VALUE 2013 36
CHART 12 UK E-COMMERCE MARKET - % SHARE OF TOTAL RETAIL SALES 2009 - 2013 37
CHART 13 GB HOUSEHOLDS WITH INTERNET ACCESS 2009 - 2013 39
CHART 14 GB USERS WITH MOBILE INTERNET ACCESS 2009 - 2013 40
CHART 15 MOBILE INTERNET USE - % ACCESS BY AGE GROUP 2013 40
CHART 16 MOBILE INTERNET USE - % MIX BY DEVICE USED 2013 41
CHART 17 ONLINE RESEARCHER PROFILE BY AGE CATEGORY 2013 42
CHART 18 ONLINE PURCHASERS OF HOUSEHOLD GOODS BY AGE AND GENDER 2013 43
TABLE 19 ONLINE RETAILER STRATEGIES 2013 47
CHART 20 ONLINE ADVERTISING - % MIX BY SECTOR 2013 (PAID FOR SEARCHES, DISPLAY ADS, PAID FOR CLASSIFIEDS ETC) 48
CHART 21 INTERNET SALES - GARDEN PRODUCT MIX (HORTICULTURAL, LEISURE, EQUIPMENT, BUILDINGS, SUNDRIES, CHEMICALS) - % BY VALUE, 2013 51
CHART 23 DISTRIBUTION MIX IN TOTAL INTERNET HORTICULTURE PRODUCTS MARKET - % BY SPECIALISTS / NON-SPECIALISTS BY VALUE - 2013 53
CHART 24 PRODUCT MIX IN TOTAL HORTICULTURE PRODUCTS MARKET - % BY VALUE - 2013 54
CHART 25 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN BUILDINGS MARKET - % BY SPECIALISTS / NON-SPECIALISTS BY VALUE - 2013 56
CHART 26 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN LEISURE MARKET - % BY SPECIALISTS / NON-SPECIALISTS BY VALUE - 2013 59
CHART 27 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN EQUIPMENT MARKET - % BY SPECIALISTS / NON-SPECIALISTS BY VALUE - 2013 62
CHART 28 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN CHEMICALS MARKET - % BY SPECIALISTS / NON-SPECIALISTS BY VALUE - 2013 65
CHART 29 UK TOTAL DOMESTIC MARKET FOR GARDEN SUNDRIES 2013 - BY VALUE (WATER, FENCING, PAVING, POTS/PLANTERS, DECKING, LIGHTING ETC) 67
CHART 30 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN SUNDRIES MARKET - % BY SPECIALISTS / NON-SPECIALISTS BY VALUE - 2013 68
CHART 31 HOUSING COMPLETIONS 2009 TO 2018 - UK (‘000) 72
CHART 32 HOUSEBUILDING COMPLETIONS - % MIX BY HOUSES / FLATS ENGLAND 2001/02-2012/13 73
CHART 33 AGE DISTRIBUTION OF THE RESIDENT UK POPULATION MID-2012 (‘000) 74
CHART 34 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN PRODUCTS MARKET (SPECIALIST E-TAILERS / NON-SPECIALISTS) - % BY VALUE - 2013 77
TABLE 35 SPECIALIST E-TAILER GARDEN PRODUCTS MARKET - % SHARE BY VALUE 2013 78
TABLE 36 NON-SPECIALISTS INTERNET GARDEN PRODUCTS MARKET - % MARKET SHARE BY VALUE 2013 (DIY MULTIPLES, MAIL ORDER/CATALOGUE, OTHERS)

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