The value of Ireland’s gardening industry is growing for the first time since 2011 according to Bord Bia research launched today. The ‘Garden Market Value’ research, carried out by Ipsos MRBI, shows Irish consumers’ gardening spend has increased by 22% since 2011 to reach €631 million in 2014. The figures were released in Dublin today at Bord Bia’s annual Garden Industry Awards. A total of 38 garden centres and 17 landscape service providers were recognised, in addition to a number of special category award winners.
Speaking at the event, Aidan Cotter, Chief Executive, Bord Bia stated,
“The awards are a timely showcase of the industry’s sheer perseverance and hard work, as these businesses are continually investing in infrastructure and procedures to attain a Bord Bia Quality Award. The commitment to excellence of these award recipients inspires confidence in the sector’s continued growth and expansion as is evident in the positive findings from Bord Bia’s garden market research. The growth can not only be attributed to the signs of economic recovery, the increase in consumer confidence, and the good summer weather, but also the industry’s progression and determination to meet the needs of consumers.”
- Ireland’s garden market is showing strong signs of recovery, particularly in the areas of purchase of outdoor and flowering plants and landscaping services. Key research findings include:
- Outdoor and flowering plants, which include hanging baskets, hedges, shrubs and herbaceous plants, are valued at €126 million, up from €112 million in 2011 with purchase frequency increasing by a fifth.
- Landscaping, referring to any consumer spend on garden design and maintenance, is valued at €118 million, demonstrating an increase of 22% since 2011.
- Females are the biggest purchasers across most of the categories, while the over 55s are dominating the consumer spend.
- Garden products, such as garden furniture and BBQ equipment, have also seen their market share bounce in 2014 to €303 million, compared with €218 million in 2011, indicating that consumers were spending more time outdoors as a result of the good weather.
- Independent garden centres and DIY garden centres hold close to a fifty per cent share of the garden market valued at €513 million.
- Grow It Yourself remains popular with circa 4% of adults in Ireland purchasing herbs, salad and root vegetables to grow at home. Almost half of the spending on herbs, fruit and vegetables for planting are by those under 35.
- The market for fresh cut flowers remained static at €50 million since 2011. Consumer spent €16 on average when buying flowers and these were mainly purchased for the home or as a gift. Over 40% of these purchases were through discounters and supermarkets while florists accounted for 40% of spend also.