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Updates about the Horticulture Wales project, along with industry news and opinion.

Market Analysis: Young Homeowners Spend Twice The National Average On Gardens

21 May 2014

Homeowners aged 25 to 34 spend more than twice as much on their gardens and outside spaces compared to the UK average.

Gardening 1 (1000px * 739px)According to a new study by Lloyds Bank Insurance, the age-group spent an average of £747 on their gardens last year, double the overall national average of £366.

Nearly a third of respondents claimed the reason why they spend on so much on their garden was because of a simple ‘love of gardening’ (29%) – only 14% said it was to increase the value of their house.

Overall, more than a third of young homeowners (34%) are spending more to improve their outdoor spaces, with a similar figure (33%) admitting to spending more than they did five years ago. Of the 2,000 24 to 34-year-olds surveyed, almost a third (29%) had purchased plants in the last year, with nearly a fifth (19%) owning a greenhouse.

The research follows the announcement earlier this spring of an industry-wide campaign starting next year that will aim to target the 30-45 age bracket.

The Garden Industry Marketing Board (GIMB), which brings together representatives from a number of trade associations and major gardening businesses, commissioned research which found that this age group have “aspirations to have a lovely garden but do not want to do the work” – they can be put off by terms such as “gardening” or “growing” in the belief that they don’t have the required technical expertise.

Therefore the campaign will focus on inspiring consumers to get excited about their “outdoor spaces” as a broader concept, and encouraging them to undertake more achievable and manageable projects.

For other Market Analysis articles, click here…

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