Gardeners under 35 the biggest spenders, says research by Stewart
Primary research conducted by UK manufacturer, Stewart, has revealed that gardeners in the 25-34 year old age bracket are the biggest spenders on gardening products. They are also the most enthusiastic about growing their own fruit and vegetables.
The study, carried out among a representative sample of UK gardeners, measured the levels of involvement and average annual spend of people across the 25-34, 35-54 and 55+ age groups.
Based on the amount of time they spend on gardening, respondents were categorised as keen, occasional or rare.
Gardeners aged 25-34 spend more than those in the higher age groups, with an average annual outlay of £300 per head compared to the £240 per annum per head spent by 35-54 year olds and £200 by those aged 55 and over.
Nearly 30% of the money spent by keen gardeners under 35 goes on seeds, propagation, pots and hanging baskets, suggesting that this group is driving the grow your own movement. Some 88% of respondents in the group are actively growing fruit, vegetables and other plants from seeds or bulbs in these products. By contrast, just 23% of respondents age 55+ say they grow their own fruit and vegetables this way.
The study revealed that much of the use of pots and propagators among keen gardeners under 35 is attributable to limited outdoor space. The group is also the most likely to involve children with gardening and to prefer recyclable plastic products. Under 35s use the internet to research products and get new ideas and have a good idea of what they need when they arrive to shop at garden centres.
A significant finding across all age groups is the increasing preference for lightweight plastic planters - such as those manufactured by Stewart Garden – compared to planting directly into the ground.
Gardeners in the 35-54 age group are revealed to be biggest users of compost (69%), suggesting that they may have larger gardens and, therefore, more space for larger products. This finding is consistent with the insight that many in this group grow their own produce in the ground, rather than in pots and hanging baskets.
Other significant findings from Stewart’s recent research study show that April – June is the busiest gardening period and that across all age groups, 46% would welcome more gardening advice and help in store.
Although gardeners under 35 are the key target audience for grow your own products, the 55+ age group accounted for 28% of respondents in the study, showing they are also hugely important to manufacturers and retailers of gardening products.
Stewart Garden is responsible for grow your own products, watering, pots, propagators and garden accessories and sundries. These are available in over 1,600 outlets across the UK and Eire including major DIY outlets such as Homebase and Wilkinson and garden centres across the UK such as Dobbies and Klondyke/Strikes, The Garden Centre Group and some 600 plus independent garden centres.
If you are interested in viewing the results of this research to see how it could benefit your store consumers knowledge, you can either: visit Stewart Garden at the garden trade show Glee, in Birmingham NEC from the 15- 19 September 2013, Stewart Garden will be exhibiting on stand 5FO1. Or you can contact Nigel Thompson on 0777 1976125 or 0203 657 5230, or email Nigel on: ThompsonN@stewartcompany.co.uk
Emma De Maio
Tel: 07921 160 134
Email: firstname.lastname@example.org or email@example.com
The survey was conducted with a nationwide sample of 390 participants. If you would like further information please contact Emma De Maio, redheadPR, on 07921 160 134 or firstname.lastname@example.org
Stewart - backgrounder
Stewart is the UK market leader in the manufacture and supply of technical plastic moulded products for the gardening, home and professional catering sectors. The company offers an extensive portfolio of products ranging from garden planters and propagators, to food containers and specialist storage products. Three specialist divisions also work across the aerospace, automotive and medical industries.
The company employs 70 permanent staff and 30 seasonal workers at a purpose-built 178,000 sq ft facility in Banbury, Oxon, which opened in September 2012. The factory and distribution centre includes state of the art machinery giving Stewart a world class advantage over its UK competitors.
It enjoyed a turnover of £13 million in 2010.
Stewart is headed by CEO Richard Butler who built his career in the technical plastics and rubber sector and has worked for leading manufacturers in the aerospace and automotive sector.
Originally established in 1945 the company was the subject of a BIMBO (buy-in/ management buyout) in June 2011. ECI, the mid-market private equity specialist, invested £12 million in the company in a deal that valued the business at £17 million.
Stewart Garden produces grow your own products, watering, pots, propagators and garden accessories and sundries. These are available in over 1600 outlets across the UK and Eire including major DIY outlets such as Homebase and Wilkinsons and garden centres across the UK such as Dobbies and Klondyke/Strikes, The Garden Centre Group and some 600 plus independent garden centres.
Stewart Garden plays an active role in the gardening and leisure industry through its membership of:
- GIMA – the Garden Industry Manufacturers Association
- Gardenex – the Federation of Garden and Leisure Manufacturers Limited
- HTA – the Horticultural Trades Association
Stewart won the House Beautiful Best Product Garden Category in 2005 and the K londyke Dry Goods Supplier Award in 2010. The company was a GIMA Awards - POS Finalist in 2009, and Best of British Finalist in 2011. It’s Heat and Grow Thermostatic Propagator was top in the Which? Gardening Best Buy test on windowsill propagators 2011.
Stewart Home provides food storage and homewares products. These comprise of the Refine, Essentials and Seal Fresh food and drink storage collections, offering hygienic storage in a wide range of colours and shapes.
Stewart Catering supplies the Gastronorm and Seal Fresh food storage ranges to the catering industry and specialist cook shops via wholesale and cash and carry outlets.
Other Stewart divisions are:
Each division of Stewart is BS ISO 9001-2000 and TS16949 accredited and operates from the company’s manufacturing, warehousing and distribution centre in Banbury, Oxon.
For more information visit www.stewartlimited.co.uk