The assumption that gardeners and wildlife lovers go hand in hand looks to be a safe one, according to the latest HTA Market Information special report...

The feature explores the crossover in demographics and interests between keen gardeners and those who love wildlife and looks at how the industry can tap into this.  It also highlights some garden businesses who are already working with their local Wildlife Trust.

People who regularly do gardening as a hobby or get a good deal of pleasure from their gardens are more likely to enjoy learning about nature and wildlife than the general population.

* 24% of keen gardeners usually watch environmental/wildlife programmes on TV

* 47% of keen gardeners bought wild bird food in the last year (versus 24% of the general population)

* Gardeners are twice as likely to be a member of a wildlife or animal trust

* 46% of garden lovers agree they would never buy toiletries or cosmetics that were tested on animals.

The hedgehog design on the HTA’s National Garden Gift Card continues to sell more than all the other designs put together.

People with an interest in wildlife are more likely than average to get a good deal of pleasure from their gardens or regularly do gardening as a hobby. The report finds that the average British adult spends £87 per year on the garden, but the average garden spend amongst Wildlife Trust members is more than twice as high.

While only 17% of HTA members are currently working with their local Wildlife Trust, 55% are interested in doing so.

Key benefits of such collaboration include:

• Showing customers that you are supporting a cause that is important to them
• PR and brand awareness – helping to reach larger new audiences
• Education for business and staff alike which can be passed onto customers

The report includes case studies with: Black Birches Garden Centre and Shropshire Wildlife Trust, Squires Garden Centres and Surrey Wildlife Trust, Bosworth’s Garden Centre and the Wildlife Trust for Bedfordshire, Cambridgeshire & Northamptonshire.

You can download the full report here.