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How Britain Shops for Gardening | Verdict Consumer Report

How Britain Shops for Gardening | Verdict Consumer Report

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Executive Summary

How Britain Shops Gardening is part of Verdicts How Britain Shops series, which surveys 12,000 shoppers online to gauge how the nation shops across 12 different retail sectors. The report provides valuable insights into the UK gardening shopper demographics and shopping habits as well as gardening retailers performance in relation to the shopping drivers deemed important by consumers.

Key Findings

Use retailer ratings across eight key metrics to benchmark the performance of retailers in the gardening market

Understand what channels shoppers are using to make purchases and see how this varies across regions and demographics to improve customer targeting

Identify what factors gardening shoppers find important, and how well retailers satisfy the expectations of their shoppers


Gardening is weighted toward female consumers in the UK, with 51.8% of shoppers belonging to this gender group. While female consumers make up the majority of gardening shoppers, they lag behind male consumers in shopping frequency.

Store is still the main channel used for gardening shopping, with 57.4% of gardening consumers buying in store and taking their purchases home immediately.

Despite capturing higher shares of the gardening market, specialists Wyevale and Dobbies are increasingly challenged by general merchandisers and grocers.

Reasons To Buy

How much better off do gardening shoppers feel in comparison to last year?

Which gardening retailers have the highest share of visitors and purchasers?

What are the primary channels used for gardening shopping?

1 Overview

2 Main Conclusions

2.1 Gardening consumer profile: female, older and affluent

2.2 Gardening spending to increase

2.3 South West is the gardening hub of the UK

2.4 Store has the greatest appeal

2.5 B&Q remains top

2.6 General merchandisers and grocers challenge specialists

2.7 Wyevale is the top converter

2.8 Dobbies needs to improve conversion

2.9 Amazon outperforms with online offer

3 Sector Analysis

3.1 Sector summary

3.1.1 Spending continues despite negative sentiment

3.2 Shopping frequency

3.2.1 South West has the most frequent shoppers

3.3 Channel spend

3.3.1 Store is the dominant channel

3.4 Penetration of shoppers

3.4.1 Gardening is weighted toward females, older and affluent

3.5 Conversion

3.5.1 Gardening is the third best converting sector

3.6 Shopping around

3.6.1 B&Q customers shop around least

4 Retailer Rankings

4.1 Importance of shopping drivers

4.1.1 Value for money, quality and price matter most

4.2 Retailer ratings

4.2.1 Dobbies scores the highest in quality

4.2.2 Poundland is the winner in price

5 Methodology

5.1 Access to additional data

6 Appendix

6.1 About Verdict Retail

6.2 Disclaimer

Figure 1: How much better off gardening shoppers feel compared to last year (%), 2015

Figure 2: How much extra gardening shoppers feel they are spending compared to last year (%), 2015

Figure 3: Gardening share of shoppers (%), 2015

Figure 4: Demographic profile of gardening shoppers (%), 2015

Figure 5: Frequency of gardening shopping trips (%), 2015

Figure 6: Channels used in the last year by gardening shoppers (%), 2015

Figure 7: Percentage of consumers who shop for gardening by demographics (%), 2015

Figure 8: Percentage of consumers who shop for gardening by region (%), 2015

Figure 9: Percentage of gardening shoppers visiting the top 10 retailers (%), 2015

Figure 10: Percentage of gardening shoppers purchasing from the top 10 retailers (%), 2015

Figure 11: Proportion of shoppers who are frequent or occasional shoppers at the top 10 gardening retailers (%), 2015

Figure 12: Average rate of conversion for all sectors (%), 2015

Figure 13: Top 10 retailers conversion for gardening (%), 2015

Figure 14: Average number of gardening retailers each shopper visited and purchased from in the last year, 2015

Figure 15: Average number of gardening retailers purchased from by region, 2015

Figure 16: Average number of other gardening retailers purchased from for the top 10 retailers, 2015

Figure 17: Importance of shopping drivers to gardening shoppers (rated out of 10), 2015

Table 1: Frequency of gardening shopping trips by region (%), 2015

Table 2: Frequency of gardening shopping trips by demographics (%), 2015

Table 3: Channels used in the last year by gardening shoppers by region (%), 2015

Table 4: Channels used in the last year by gardening shoppers by region (%), 2015

Table 5: Top 10 retailers share of regional gardening shoppers (%), 2015

Table 6: Average conversion of gardening retailers by region (%), 2015

Table 7: Gardening retailer ratings for shopping drivers (rated out of 10), 2015

Table 8: Gardening retailer ratings for shopping drivers (rated out of 10), 2015

Table 9: Gardening retailer ratings for shopping drivers (rated out of 10), 2015

Table 10: Gardening retailer ratings versus driver importance, 2015

Table 11: Sample sizes by sector, 2015

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