The RHS Chelsea Flower Show celebrates its centenary this year but the show has seen more change in the last ten years than in the first ninety combined. Today, one of the most prestigious horticultural shows in the world still has gorgeous flower displays, but exhibits are more about new business ideas and new concepts, businesses promoting green credentials, the role of nature in today’s world and the merging of indoor and outdoor living.
The global gardening and outdoor living industry is worth some $187Bn (MarketLine, 2012) and is traditionally broken down into garden tools, growing media, plants, sheds and greenhouses, paving, fencing and garden decoration. Europe accounts for 40% of the market at $73.6Bn with Germany capturing 18% of the market value ($13.3Bn). France ranks second with 12.5% market share ($9.2Bn) followed by Spain and the UK with 8.5% ($6.4Bn).
The industry has resisted well to the economic downturn – shielded by the resilience of its historic consumers – typically middle-class suburbia represents the single largest buying category – and helped by new buyer categories such as interior and urban architects. A changing attitude towards outdoor appreciation and green working environments is the strongest driver of the industry today. Vertical gardens such as those pioneered by Patrick Blanc, are becoming increasingly commonplace in the modern city.
Supermarket chains and other retailers’ moves into the garden market are also affecting consumer behaviour. Waitrose’s move to become a ‘serious player’ in the garden market has already impacted supply chains and shopping habits. But the biggest current threat to traditional garden centres and gardening retailers is the online retail and mail order channels. Increasingly consumers research and purchase products online, particularly for big ticket items like garden furniture. Extreme weather patterns that have become more frequent in recent years may also pose a significant threat to industry dynamics.
While the internet may be ubiquitous, trade shows such as the RHS Chelsea Flower Show with 550 exhibitors and 157,000 visitors, play a crucial role as they act as a nexus for new ideas, trends and concepts that are defining the industry.
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