The number UK households with gardens could be declining, according to the latest HTA analysis.
Around 1.5 million fewer people than in 2007 claimed to have a garden or allotment, although the report (2014 HTA Garden Market Retail Analysis) the picture is skewed by findings in Greater London, wheres 40 per cent of the fall was recorded.
Ther report identifies size of gardens and the levels of home ownership as key factors that will impact the market over the coming years.
The market was slightly down in 2013 with plant sales hardest hit due to the very cold March and April weather.
Falls in home ownership are now “very significant” among under 35s compared to the historic levels back to 1987. Renters tend to spend around 55% of the amount that home owners do on gardens. Increasing home ownership levels through the late 80s and early 90s helped fuel the Ground Force ‘boom’ in garden spending. “Indeed as these consumers continue to enjoy gardening, opportunities may emerge for providing products and services to enable them to continue to enjoy gardening into old age,” say HTA.
The report looks at what falling levels of home ownership among the under 35s today could mean for garden spending in 10 and 20 years time, when these consumers reach the ‘core gardening’ age groups (35-64). The projected fall in spending among the 35-64s in 10 years time attributable to falling home ownership equates to approximately 2% of market value, rising to approximately 6% of market value in 20 years.
HTA chief executive Carol Paris said: “Given that per capita spend on gardens tends to be higher in some countries on the continent where home ownership is low, this is as much an opportunity as a threat at this stage to engage renting households in their gardens.”
Easy and portable solutions that enabled people to take their garden with them when they move would become even more important as we encourage younger gardeners to enjoy their outdoor space, she added.
Future building polices and developments such as the Garden City initiative would also provide further potential if the wide benefits of plants and gardens to society and the environment were taken into account.”
The 2014 report includes a breakdown of data for the regions plus Scotland and Wales on garden spend, access to gardens, changes in age profile of the population and home ownership.
Price £395 for HTA members, £795 for non-members. Members who purchased the 2013 report will receive a discount.
More details (and free executive summary download): the-hta.org.uk/marketinformation
