Digging for growth in 2016

The garden hand tools market has seen positive development in 2016 with 6% and 3% volume and value growth respectively year to date to September. The largest months of the year (May to July) all reported strong growth, in fact only two months of 2016 have seen declines.  Those periods were January and April, the latter being affected by the seasonality of Easter in 2016 vs. 2015.

Digging tools have been the standout sector within the market, growing ahead of the category at 9% volume and 6% value growth. Within digging, forks represent the largest proportion of sales but it is the growth seen in spades which has been important in growing category sales this year, albeit at a lower average price than seen a year ago.

Elsewhere there has been volume growth in secateurs, which is the largest sector of the market, but as with spades, there has been an overall decline in average price resulting in stable value development over the last year.  With such a range of brands, products and price sectors within the market competition remains as intense as ever.

(Garden Hand Tools, GfK Panelmarket, Jan-Sep 2016)

For further information please contact Simon Foy in the UK on +44 (0)20 7890 9602 or email Simon.Foy(at)gfk.com

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