The Domestic Garden Leisure market fell in value terms during 2012, but has since started to recover and was estimated to be worth over £500 million in 2013, reflecting an estimated growth of 12% compared to 2012. This estimate relates to domestic sales only and excludes the wider commercial market for garden furniture.
Expenditure on garden leisure products has been
volatile in recent years due to a combination of key factors such as consumer
confidence, the economic climate, and the weather. Positive drivers for the
market include; good weather on bank holiday weekends, sporting events and the
trend for greater utilisation of outdoor space.
The largest sector of the garden leisure market is garden
furniture, which accounts for over 60% in 2013. Metal and plastic garden
furniture have gained share at the expense of wood as consumers have moved away
from traditional towards more contemporary styles. The plastic category has
been boosted in recent years by the popularity of rattan style garden furniture
made of all-weather materials.
The barbeque sector has benefited from the trend to
trade up from charcoal to gas barbecues, the increasing interest in dining
outside and added value from product development, with 2014 a good year for the
sector. Own brands dominate this sector of the market accounting for an
estimated 45-55% share.
Garden leisure products are increasingly sourced and
manufactured abroad, particularly in the Far East and Eastern Europe. The main
route to market for garden leisure products is through DIY multiples which
dominate the market with over 40% market share.
However, garden centres are losing share in this
sector, with the more recent trend towards greater internet sales continuing –
both from specialists and general retailers. The garden centre market is
dominated by a number of large national and regional groups and there has been
some consolidation in this market which is expected to continue in the coming
Sales will always be subject to the impact of the
weather which can cause wide fluctuations on an annual basis, but our estimates
for the domestic garden leisure market for 2014 and beyond are for good
underlying growth given continued improvement in the economy and favourable
weather. The trend for outdoor dining and use of the garden for socialising has
benefited the garden leisure market - and is likely to continue.
Other factors driving growth in the garden leisure
market in the medium to long term include; a general interest in
environmentally friendly products creating added value, continued media
interest in the garden as an aspirational living space, continued product development
and a trend towards higher quality/value products in both furniture and
barbecues, though average prices for better quality products have fallen in
garden leisure sector is likely to remain a vibrant market, with plenty of
suppliers and a wide range of products on offer.” said Andrew Hartley,
Director of AMA Research. “Future product
developments are likely to be driven by fashion, demographics and housing/garden
styles and sizes, and the ageing population will result in more people having
time to spend in the garden – with older age groups also more inclined to use
barbecues than 15-20 years ago.”
Leisure Market Report - 2014-2018 Analysis’ report is published by AMA
Research, a leading provider of market research and consultancy services within
the construction and home improvement markets. The report is available now and
can be ordered online at www.amaresearch.co.uk or by calling