B&Q and YouGOV release report into the Great British Garden

[PRESS RELEASE]

To celebrate the opening of a credit crunch RHS Chelsea this May B&Q commissioned YouGOV to create a state of the nation report into the Great British Garden, and the Great British Gardener. As RHS Chelsea sees the big budget gardens cut and a return to grass roots gardening celebrating smaller urban gardeners the horticultural experts at B&Q wanted to explore how Brits are using their gardens, how the credit crunch is affecting the nation’s new found passion for gardening and how gardens are used throughout the country. This May B&Q is delighted to sponsor Drusilla Stewart & William Beresford of All Seasons Landscaping’s debut urban garden at RHS Chelsea; the Help for Heroes Sanctuary Garden has been built for heroes, by heroes, and to raise awareness and funding for Help for Heroes. Matt Sexton, B&Q Director of Seasonal said: “It is no secret that Brits have been embracing their gardens in the last two years. It has become less of a patch of grass to an outdoor room used for BBQs, growing food and generally enjoying.” • The research shows that Brits love their gardens with two thirds of those with outside space (94 per cent) claim it is decidedly important to them. • Use of allotments, although still small, is on the increase. Of those with allotments, almost a quarter report they have taken one in the last year. It is estimated that there are 100,000 on waiting lists for allotments in the UK • Gardeners are more active in their gardens than two years ago – with more time being the biggest reason for this – perhaps caused by the need to stay at home more due to lack of funds to go out. • Growing vegetables and fruit is on the increase – this is partly from a desire to grow more vegetables at home but also from a wish to save money amongst a substantial element. The fall of sales of organic food and drink by up to a fifth is echoed by the increase in those growing their own vegetables specifically because they can no longer afford organic food (38 per cent) due to the recession • What consumers want for their gardens is water focused – with jacuzzis and swimming pools topping the list. • Consumers think they are generally environmentally considerate when gardening – this is supported with over half of those who garden claiming they do not use peat and a quarter claiming they use less than two years ago. The Great British garden • Majority (94 per cent) of the UK population have ownership or use of some type of outside space. This is mainly a back garden (84 per cent) closely followed by front garden (74 per cent ). • Unsurprisingly the region with the highest number of adults without ownership/use of any form of outside space is London (14 per cent). In comparison 97 per cent of those in Midlands Northern Ireland have outside space. • Results also reveal some demographic differences, with the likelihood of not owning/having use of outside space decreasing with age. Whereas 15 per cent of 18 to 24 year olds do not have any access to outside space, this figure drops steadily with age; 25 to 34 (14 per cent), 35 to 44 (5 per cent), 45 to 54 (4 per cent) and over 55’s (2 per cent). Showing the traditional property ladder still exists. • According to property experts a garden can add 17 per cent to the value of a house2. Having a garden is generally seen as adding value to a property. Half of the UK population who own/have access to a garden, claim they would pay more for house/flat price if it meant they would have outside space. Londoners (57 per cent) and those living in the East of England (57 per cent) and Northern Ireland (62 per cent) are more likely to pay more to have outside space. • When asked how important it is to have outside space, 85 per cent of UK adults with outside space said that it is important (with 65 per cent saying extremely important). • There are some demographic differences as importance of having outside space increases with age. Whereas amongst the younger generation (18 to 24) 67 per cent state that outside space is important to them, this figure increases to 91 per cent amongst the over 55 age group – presumably due to the time and energy required for tending a garden. • It’s evident from the results that not having ownership/use of outside space is determined more by monetary and practical reasons than choice. 8 out of 10 UK adults without any form of outside space say that they would like some space. Furthermore the main reasons given for not having outside space is ‘can’t afford a flat or house with outside space’ (40 per cent) and ‘the area I live in is too urban for outside space’ (21 per cent). In comparison only two per cent said that they couldn’t be bothered with the extra work outside space requires. Matt Sexton, Director of Seasonal of B&Q said: “Lack of outdoor space doesn’t have to be a barrier to being a gardener. For instance hanging baskets are an old favourite which have been given a new lease of life with urban gardeners using them to grow cherry tomatoes and strawberries on city centre balconies.” Dig for Britain • Actual ownership/use of allotments in the UK is still relatively low (2 per cent) however amongst those with an allotment, almost a quarter (23 per cent) reported having use of one only in the past 12 months • The main reason cited for having an allotment is to grow vegetables. Just over three quarters (76 per cent) of UK adults with an allotment decided to use an allotment so that they can grown their own vegetables. • A third also reported that they want to grow their own vegetables in order to save money. Steve Guy, B&Q Seasonal category trading manager said: “70 per cent of all seeds sold at B&Q are now for vegetables – the highest ratio it has ever been. The bestselling are the more traditional British vegetables, onion, carrot, peas, beans, tomatoes and lettuce.” Time spent in Gardens The importance that the UK population place on outside space is even more evident with the amount of time that they say they spend in their gardens. During the summer months, almost two thirds (64 per cent) of people living in the UK with a garden say they use it on a daily basis and a further 23 per cent say they use it at least a few times a week. Unsurprisingly the amount of time spent in the garden does diminish quite significantly during the winter months, down to on average of 1.6 days a week. Gardens appear to be growing in popularity, as almost a quarter of the UK population say they spend more time in the garden now compared to two years ago. Only 12 per cent say that they now spend less time in their garden and 59 per cent spend about the same time as two years ago. The biggest change in behaviour has been in North East of England with almost a third (31 per cent) spending more time in their garden than two years ago. Results suggest that gardening could be the latest ‘trend’ as ‘I have started doing more gardening’ is the main reason given for why people have been spending more time in their garden. Gardening also tops the list of what adults say they do in their gardens (71 per cent). Kelly Merry, B&Q buyer garden furniture said: “Just as people have distinct taste in their furniture for their home, they now demand their outdoor furnishings to reflect their personality. This year we’re offering traditional wooden furniture but are also offering brightly coloured outdoor beanbags, sleek contemporary seating and even an outdoor bed.” How much time are consumers spending on actual gardening? • There is a net trend towards consumers who garden spending more time actually working on their garden. 29 per cent of gardeners (consumers who work on their gardens) say they spend more time now than two2 years ago versus 13 per cent who spend less time. • More time is a major factor in why gardeners are spending more time working on their gardens – almost half (48 per cent) of those spending more time gardening do because of increased time at home. • In the main, gardeners see working on their garden as a mix of a hobby and a chore at the very least. 41 per cent see it purely as a hobby and 41 per cent see it as a mix of hobby and chore. • Another major reason for more time being spent is the desire to grow more vegetables – 39 per cent of those spending time working in their garden. In fact 24 per cent of those spending more time working on their garden are actively trying to save money by growing vegetables. Joclyn Silezin, B&Q horticulture buyer said: “We find that customers want to spend time in their garden but they also want to save time by buying plug plants and bedding plants for an instant effect. Using packs of bedding plants from just a few pounds a pack it really is possible to transform an outdoor space in a weekend.” What do people grow in their garden? • 77 per cent of UK consumers with a garden already grow or are planning to grow things in their garden this year. • Of those, the majority are or will be growing flowers (88 per cent), followed by shrubs (69 per cent) and lawns (66 per cent). Raised beds are most popular in the East Midlands (27 per cent), East of England (26 per cent), West Midlands (27 per cent) and the South East (27 per cent). • Fruit, vegetables and herbs are quite prolific (42 per cent, 47 per cent and 53 per cent respectively) in UK gardens. This is more the case in southern areas – the South East, South West and East. As we would expect, vegetables are grown by the majority of allotment users (93 per cent) but are less popular on balconies and roof gardens (18 per cent). • Of those who grow vegetables, 38 per cent agree that they are doing so as they can no longer afford organic vegetables from the shop but 51 per cent disagree. • And also of those who grow edible plants (herbs, fruit, vegetables), this does not supersede flowers as the plant of choice – just 29 per cent agree they are growing more vegetables as opposed to flowers these days. It is estimated that people save over £200 a year* on their grocery bill by growing their own produce. Sales at B&Q also reflect the trend for people ‘giving it a grow’. Sales of greenhouses have increased by 157 per cent year-on-year. Sales of vegetable seeds are on the increase too (128 per cent up in season year on year). What do they have in their gardens? • Just over a quarter (26 per cent) of people living in the UK with a garden would describe the space as ‘a well kept green space’, one fifth describe it as ‘a basic lawn with no frills’ and 17 per cent as an ‘urban garden of patio and pot plants’. • The top five items in UK gardens are; garden table and chairs (66 per cent), shed (58 per cent), patio (55 per cent) , BBQ set (41 per cent) and garden lightning (34 per cent). The less traditional and somewhat extravagant items such as Jacuzzi, swimming pool are still not prevalent amongst the UK population. • But in terms of what people aspire to have in their garden, it is all about water. 17 per cent would like to have a Jacuzzi and 17 per cent a swimming pool. 15 per cent would like a water feature and 13 per cent wish they could have a river or stream. • And not least, 12 per cent would like a hunky gardener! Steve Guy, B&Q Seasonal category trading manager said: “The water feature has been a garden must-have for over a decade. We’re also finding that customers are looking to enjoy their gardens during summer nights, adding pond lights and accent lights to highlight key plants to enjoy while they BBQ.” How much do consumers spend on their gardens? • Although consumers claim they are spending more time in their gardens, they don’t expect to spend much more in the coming year on small spend items such as seeds, pots and small equipment. Just 19 per cent of consumers who spend money on their garden expect to spend more in the next 12 months versus 14 per cent who think they will spend less. • Spend on gardens is not expected to take over from home technology purchases just yet – just 21 per cent agree they are more likely to spend on their garden than a TV or stereo versus 44 per cent who disagree. • However, nearly one in four of consumers with a garden make small spend purchases for their garden once a month or more. This is mostly likely for people living in a house (25 per cent) than a flat (10 per cent). Interestingly, there’s not much difference in this between homes with kids and homes without, EXCEPT for homes with teenage kids (aged 14-17) where only 17 per cent make gardening purchases once a month or more. This is also least likely in NI, Wales and Yorkshire and Humberside. • Of the consumers who say they spend money on their garden (on small spend items), the average spend is over £20 a month (£23.40) which is lowest again in East midlands, NI and Yorkshire & Humberside. • In terms of the next 12 months, planned larger purchases amongst garden owners are low. The top items planned to be bought in next 12 months are; garden lighting (8 per cent), table and chairs (7 per cent), vegetable plot (7 per cent) and shed (5 per cent). The items consumers aspire to such as Jacuzzis, swimming pools and tree houses don’t really get a look in. 50 per cent of those with a garden don’t plan to buy anything for their garden in the next 12 months. How much do consumers spend in other outside spaces? • Allotments • Although base sizes are limited, those with an allotment are more likely than those with gardens to spend more in the coming year – 21 per cent of allotment users say they will spend more against just 7 per cent who say they will spend less. • Allotment users are more frequent buyers of small spend items for their allotment with 59 per cent saying they make purchases once a month or more. Actual spend per month however is similar to those who spend money on their garden – an average of £22.20. • Balcony and roof terrace owners / users • Spend on balconies and roof terraces is lower, as would be expected. Of those who make small spend purchases for their space an average of £13.60 a month. They are also much less likely to make small spend purchases once a month or more – only 12 per cent compared to 24 per cent of garden owners. What is the consumer attitude to environmentally friendly gardening? • Nearly two-thirds of consumers with a garden or allotment claim to be considerate of the environment when gardening. And this seems to be supported with just over half (53 per cent) of the UK population that do actually garden not using peat in their garden. • A quarter of gardeners say they are using less peat than 2 years ago versus 2 per cent that say they use more. In addition, (amongst those who say they know what peat is), understanding of what peat free means is getting there – 38 per cent of gardeners know that peat free means compost that has been made without harming the environment. However, a further 19 per cent think peat free is a multi-purpose compost and 26 per cent of gardeners don’t know. • There is a still a way to go - more than a quarter of gardeners (27 per cent) don’t look at the peat content in their compost and only 16 per cent always look for peat free. This is worse amongst gardeners that don’t grow fruit or vegetables in their gardens where only 8 per cent always look for peat free compost. • However, a quarter of gardeners say they are using less peat than two years ago versus just two per cent saying they use more. Gin Tidridge, B&Q One Plant Home Manager said: “By their nature gardeners are ‘green’, growing plants, creating habitats for wildlife and food for insects. As a business we’re committed to making it easy and affordable for customers to live and enjoy life more sustainably – from bird boxes, peat free compost to organic vegetable plants our aim is to help gardeners have an even more positive impact on the environment with every minute they spend in the garden.” http://www.diy.com/diy/jsp/bq/templates/content_lookup.jsp?content=/aboutbandq/2004/press_office/company/2009/british.jsp&menu=aboutbandq

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