A YouGov SixthSense report into the DIY and garden industry reveals that more than a third (34%) of UK adults are now growing fruit and vegetables, with almost half (44%) of home-growers taking up the practice in the past year.
The ‘green’ trend seems to be sweeping each part of the nation at a different rate; Wales records the greatest proportion (40%) of those who grow their own within the UK, whereas Northern Ireland (20%) and Scotland (25%) have not yet wholly embraced the green-fingered craze. It does seem to appeal across all socio-economic lines and age groups, however.
Rising food prices, the recession, the prevalence in the media of ‘grow your own’ enthusiasts and chefs such as Nigel Slater endorsing the practice, have been quoted as some of the reasons for the increased interest.
However, it seems some can’t be tempted – 23% say they are currently not at all interested in planting and maintaining their own crop, while another 17% claim they simply do not have the time to ‘grow their own’. In addition to lack of time, it seems lack of space is also a major reason why many do not garden crops at home, with 22% claiming that they do not have the requisite cultivatable land.
Environmental enthusiasm
James McCoy, Research Director for YouGov SixthSense, suggests that the garden centre sector could capitalise strongly on this rising trend. The number of people turning to home gardening ‘implies an opportunity to ensure plenty of information is given in-store, on-pack and online to minimise the chances of failure and sustain enthusiasm amongst new growers’.
The players who are most likely to profit from these new trends are established garden centres and DIY outlets. The YouGov market report found that 1 in 5 of the 2,021 adults surveyed had bought compost, seeds and tools in the past six months and estimates a 33% consumer penetration for B&Q, while Homebase trails behind, with a smaller 21% of shoppers saying they have bought gardening equipment, plants or garden furniture there in the past six months.
