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.”
Award Winners
- Ireland’s Large Garden Centre of the Year - Arboretum Home & Garden Heaven The judges recognized that this family-run business provides an unrivalled shopping experience at its Carlow base where it employs over 70 people. Based on a ten acre site, Rachel Doyle, along with her sons Barry and Fergal have developed a comprehensive plant offer, with a team of qualified plant experts on hand, inspirational gardens, along with a café and homeware area all under the one roof. They have recently added the first fully covered Planteria in Ireland, which has a retractable roof to allow patrons shop regardless of the weather.
- Ireland’s Small Garden Centre of the Year – Cois na hAbhann, Garden, Home & Lifestyle Centre Wexford based, Cois na hAbhann’s success, deemed inspirational by the judges, is driven by the Nolan family who have run the business since it opened in 2007. They were the first small garden centre to achieve the 5 Star Gold standard, the highest award within the Bord Bia Garden Industry Awards.
- Ireland’s Landscape Business of the Year – BHL Landscapes Ltd BHL Landscapes, established in 1975 and based in Waterfall, near Cork City, deliver a comprehensive range of landscape services throughout the Munster region focusing on landscape construction, design, grounds maintenance and grass-based sports facilities.
The Bord Bia Quality Assurance Programme has been instrumental in raising standards within garden centres and landscape businesses across Ireland. Today’s awards seek to recognise those within the programme have met the highest industry standards and that consistently strive for excellence. Commenting on the winners, Carol Marks, Development and Marketing Specialist, Bord Bia added, “It has never been easier for people to identify Ireland’s best garden industry providers. The Bord Bia award serves as a visible badge of merit for consumers to look out for when visiting these award winning garden centres, or availing of landscape services.”
Research Overview
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.
- A copy of full report can be accessed
Industry Support & Upcoming Events
Bord Bia supports the industry through a wide range of activities including consumer and trade promotions, business support programmes, and the provision of support for innovation, branding, product development and market research.
The GLAS business trade show, supported by Bord Bia, takes place on the 23rd July and will be attended by key retail buyers. Bord Bia’s annual gardening and lifestyle show, Bloom will return to the Phoenix Park, Dublin for its ninth year from Thursday, 28th May until Monday, 1st June.
Later this year, the Retail Excellence Ireland Garden Centre Group, in association Bord Bia and the industry will launch a new promotional campaign to create awareness and demand amongst the core gardening target market and the 30 to 45 year old audience. The campaign seeks to bring growing to the fore, and reposition it to make it more appealing as has been the case with cooking in recent years.