Results from this report will be useful to anyone targeting the UK gardener, both keen and amateur, and findings will be particularly useful to manufacturers and retailers of powered garden tools. Manufacturers and retailers of garden furniture will benefit from research into ways in which gardens are used, e.g. for dining, socialising, etc. – all of which impact on that market.
Key market trends have been derived from a combination of primary and secondary research, and primary research takes the form of in-depth interviews with key players in the market.
This report examines the UK gardening market, and covers a wide range of topics including:
- Where consumers garden
- Gardening habits
- What gardens are used for
- Garden products/brands used and owned (including powered garden tools)
- The role of new technology in gardening (and in other household tasks)
- Retailers used to purchase garden products/brands (including powered garden tools)
- Gardeners’ shopping habits when buying products for the garden
- Future gardening intentions.
Methodology
For this report, YouGov SixthSense commissioned a survey among its online panel, drawing on a nationally representative sample of 2,881 adults aged 18+. From this base, 2,111 claimed to be gardeners. Fieldwork was conducted between 9th and 13th February 2012.
