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What is the demographic information around people in the UK that practice home gardening?
Hello and thank you for your question regarding the demographic information on people in the UK that practice home gardening. The short answer is the that the typical gardener in the UK is a white female aged 55 years and older that does not have children living with her. Additionally, UK adults spend £1.5 million annually on plants for their home gardens, with an average of £30,000 spent during their lifetimes. Interest from younger demographics in gardening is also increasing as 75% of millennials expressed that they enjoy growing plants.
METHODOLOGY
To accurately respond to the question, I have ensured to limit my research to recent and reputable sources such as market reports, studies, and articles. Some of these sources are the Guardian, Digital Strategy Consulting, and the UK Horticultural Trades Association. I first began by providing statistics on the demographics of people partaking in gardening in different age groups. Next, I included information on their interests and the future growth of gardening in the country.
FINDINGS
There are more than 27 million people in the UK that take part in gardening. More than two-thirds of adults in the UK visit a garden centre every year, and they spend a total of £1.5 million annually on plants for their personal gardens. Overall, people in the UK spend an average of £30,000 on gardening during their lifetime.
Home gardening is generally practised in the UK by older demographics aged 40 years and older. Consumers aged 45-54 years old tend to be the highest spenders on garden products, while regular gardeners in the UK are 67% more likely to be over 55 years of age. Out of which, approximately 57% are women. As such, the typical gardener in the UK is a white female aged 55 and older. The average age has increased compared to two decades ago as younger generations today tend to be more focused on careers and are living in urban areas. As a result, the majority of the younger demographic are not purchasing houses and settling down until later in their lives. At which time, they will have more time to spend on gardening.
The older demographic group tends to have 9% above average income, and are 83% likely to be empty nesters (55 years and older and not living with children). Additionally, one in every four UK adults gain inspiration for their home gardens from gardening television programs.
Home gardening is also increasing with younger groups, while they often cannot afford to spend as much time and money on gardening as older groups. However, according to a survey by the Royal Horticulture Society, 89% of 16-24 year olds in the UK have a garden or grow a plant. In 2014, younger home owners (25-34) spent an average of £747. Moreover, interest continues to grow, especially as more emphasis is being placed on healthy eating and habits.
INTERESTS
Within this group, 67% are the main shoppers in the household. As such, there is a correlation between their gardening hobby and the type of food they purchase and consume. They prefer locally grown and organic produce. 47% of which are more likely to be concerned of the origin of their food, and 40% consider their diet to be healthy. This group is also more likely to purchase from brands that are ethical and environmentally friendly.
Female consumers comprise 51.8% of gardening shopping in the UK, while their male counterparts tend to shop more often. Looking at interest in terms of age groups, 75% of millennials enjoy growing plants, 79% have grown a plant, and 72% have helped with gardening in the past.
FUTURE GROWTH
Gardening is expected to grow in popularity in the UK over the next 5-10 years as the benefits of gardening continue to come to light. Some of these benefits including healthy eating, an increase in life expectancy, providing an alternative to exercise, and increasing personal happiness. It is helpful in relieving stress and bringing the mind a sense of peace and wellbeing. Additionally, as the life expectancy in the UK has risen to 81 years old, an increase in gardening from adults aged 65 years and older will be seen.
CONCLUSION
To summarize, the typical gardener in the UK is a white female aged 55 years and older that does not have children living with her. Additionally, UK adults spend £1.5 million annually on plants for their home gardens, with an average of £30,000 spent during their lifetimes. Interest from younger demographics in gardening is increasing as 75% of millennials expressed that they enjoy growing plants. Furthermore, interest in gardening is expected to continue to grow in popularity as more health benefits are associated with it.
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