RESEARCH / 07
Bord Bia’s research on the value of the garden market reports sales of €1.2bn after a record year for gardening
CONSUMER GARDENING SPEND IN 2020 -
THE HIGHEST EVER
R
ecent Bord Bia research has shown that consumer spending on gardening reached its highest level ever in 2020, at €1.2bn. This represents an increase of more than half compared with 2018. The sales surge was driven by record levels of spending on garden products of more than 75% against 2018 and on outdoor plants, sales of which grew by more than 51% against 2018. Additionally, all segments measured showed double digit growth and total market spend was 14% higher than the previous record high reported in 2007/08. The IPSOS Value of the Garden Market 2020 study for Bord Bia has been carried out biannually since 2001 using qualitative and quantitative research methods. The objective of the research is to measure spend, source of product and
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motivation for purchase of amenity products at a household and individual level. The research findings were presented to industry at Bord Bia’s virtual Spring Plant Fair on the 9th March 2021, which provides a platform for Irish ornamental growers to meet commercial buyers and secure orders for the coming spring season. The study generated strong interest and impressive coverage, with a total of 30 pieces of national and regional placements, including 4 high profile broadcast placements on Morning Ireland and Ray D’Arcy on RTE Radio 1 and Business Breakfast and Lunchtime News on Newstalk, and prominent coverage in the Irish Times. Carol Marks, Horticulture Sector Manager, Bord Bia, remarked that, “2020 was an extraordinary year for gardening activity due to Covid 19, amplified by a particularly warm and sunny
HORTICULTURECONNECTED / www.horticultureconnected.ie / Spring 2021
