The market for ‘domestic garden buildings and structures’
is estimated to have grown by around 3.5% in 2015. Following a relatively flat
period in 2010 to 2013, growth accelerated in 2014 and continued to perform
well in 2015, buoyed by improving consumer confidence and spending, which
stimulated demand for all product groups covered in AMA’ Research’s report. The
sector is broad, ranging from lower value sheds and greenhouses, through to
high value garden rooms and tree houses.
The sector is influenced by a range of factors,
reflecting the diversity of products. For example, at the top end the trend
towards homeworking has continued, and there is a growing need to provide
accommodation for parents and children unable to enter the housing market,
which has driven demand for garden rooms. Also benefiting the market are the
increasing use of garden buildings for leisure activities as well as the trend
for upgrading specification and increased customisation of buildings, while at
the lower end there has been an increase in outdoor storage solutions other
than the traditional shed. The weather can also have a significant impact - for
example, summerhouse sales are very seasonal and poor weather during the key
sales period tends to have a significant impact on annual sales, while stormy
and windy weather can stimulate demand for damage replacements (sheds,
greenhouses etc.).
Some sectors in this market are mature and household
penetration is high, leaving limited scope for significant market growth and
placing greater emphasis on upgrading and replacement products. Sheds &
storage represents the largest product sector with a 35% share, followed by
garden buildings ‘for all year use’, and log cabins and summerhouses, each
accounting for over 20% of the market. The sheds and storage sector is mature
and has been affected negatively by the trend towards buying cheaper sheds, but
has seen steady growth in recent years, while the log cabin and summerhouse
sectors were more markedly affected by the economic downturn.
DIY multiples are the leading channel in the distribution
of garden buildings and structures and are estimated to hold a share of around 40-45%.
However, overall distribution is fragmented, with ‘online, mail order and
catalogue’ companies, garden centres and direct supply, grocery multiples and
high street retailers, all accounting for some share in this market. While the
internet continues to have an impact on how consumers interact with retailers,
many garden building sectors are mature and the Internet is now considered an
established sales channel in the garden products market. Going forward, it is
therefore unlikely that it will see the level of share gains achieved in recent
times, though some further growth is forecast.
The overall market for ‘domestic garden buildings and
structures’ is forecast to experience growth of between 3-5% per annum to 2020.
Factors expecting to drive growth include an improving economy & growing
consumer spending, improving housebuilding & house moving levels, possibly a
sustained ‘grow your own’ sector, as well as pent up demand for other garden
buildings as disposable incomes recover. However, market growth may be limited
by the decreasing size of the average garden size in new housing, as well as
the large proportion of flats and apartments expected to be built to meet the
Government’s housing targets.
“The shed and
greenhouse sectors are mature and more dependent on replacement purchases;
consequently growth rates are forecast to be more modest in the medium and long
term with annual growth rates of 2-4% to 2020” said Andrew Hartley,
Director of AMA Research. “In contrast,
garden rooms and other buildings used for working, accommodation and leisure
represent less mature sectors with high potential for growth”.
Pent up demand is likely to provide opportunities, but
the unpredictable UK weather also influences the market to a certain extent
which may impact on growth rates in any given year. However, it is likely that
homeowners will continue to upgrade, with increasing specifications and
customisation. It is also likely that homeworking levels will continue to grow,
particularly as faster broadband coverage reaches all parts of the UK, and this
should continue stimulating demand for garden offices.
The ‘Garden
Buildings and Structures Market Report – UK 2016-2020 Analysis’ report is
published by AMA Research, a leading provider of market research and
consultancy services with over 25 years’ experience in the construction and
home improvement markets. The report is
available now and can be ordered online at www.amaresearch.co.uk or by calling 01242
235724.