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Market Analysis: Ornamental Growers Urged To Explore Export Opportunities

24 June 2014

More than 1,000 new jobs could be created in the UK ornamentals sector if growers capitalise on opportunities to export more, according to new research.

A report commissioned by trade bodies the HTA and HDC reveals that the ornamentals sector currently contributes nearly £1 billion to UK economy along with providing 15,000 full-time jobs.

According to the report, exports only account for £50 million (5%) of UK growers’ sales. It has identified the following four European market segments with varying degrees of potential:

  • Emerging East – former eastern bloc countries where spending on ornamentals is currently low but growing rapidly
  • Northern and Alpine Affluence – mainly affluent Nordic countries with high living standards and high per capita spend on ornamentals. Growth in this market is more modest, but still high and led by imports
  • Squeezed South – countries with struggling economies and a market with less potential due to falling per capita spend on ornamentals
  • Mature Mainstay – markets such as Holland where domestic production is substantial, meaning the competition for UK exporters is likely to be fierce.

The report also looked into how UK growers could increase their appeal in home markets. Alongside price competitiveness, the major challenge highlighted was improving flexibility of ordering. Encouragingly, UK garden centres rated the quality of UK produced ornamentals as superior to imports.

To help growers explore the export opportunities on offer, the HTA and HDC have developed an Overseas Markets Tool Kit that provides statistics on the market potential of 30 European countries.

Read the full report here

Alternatively a summary is available too

For other Market Analysis articles, click here…

 

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