Consumers in the 25-34 age group are the biggest spenders on gardening products, according to new research by pots manufacturers Stewarts.

The study also suggests they are the most enthusiastic about growing their own fruit and vegetables, especially in pots and containers.

The research sampled UK consumers across the 25-34, 35-54 and 55+ age groups to find out about their levels of involvement and average gardening spend. 

Based on the amount of time they spend on gardening, respondents were categorised as keen, occasional or rare.

The survey found that the 25-34s have average annual outlay of £300 per head, compared to £240 per annum per head spent by 35-54 year olds and £200 by the over 55s.

Nearly 30% of the spend by keen gardeners under 35 goes on seeds, propagation, pots and hanging baskets, suggesting that this group may be driving the grow-your-own movement. Some 88% of respondents in the group are actively growing fruit, vegetables and other plants from seeds or bulbs in containers. By contrast, just 23% of respondents age 55+ say they grow their own fruit and vegetables this way.

Limited outdoor space is a likely driver of container growing for the under 35s. The group is also the most likely to involve children with gardening and to prefer recyclable plastic products. Under 35s use the internet widely to research products and get new ideas and have a good idea of what they need before they get to the garden centre.

A significant finding across all age groups is the increasing preference for lightweight plastic planters, as against planting in the ground. 

Gardeners in the 35-54 age group are revealed to be biggest users of compost (69%), suggesting that they may have larger gardens, with more space for larger products. In this group, the study says, many do prefer to grow in the ground.

Across all age groups, almost half of all respondents said they would welcome more gardening advice and help in store.

Although gardeners under 35 are the key target audience for grow your own products, the 55+ age group accounted for 28% of respondents in the study, so this is clearly still an important group for manufacturers and retailers of garden products.