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UK Insights

Green fingered Brits

Richard Keogh

Managing Director, Consumer, at Kantar Media UK

Consumer Leisure 22.05.2014 / 10:00

Gardening image

Are you one of the Britain's 12 million gardeners?

Key Numbers

  • 12 million British gardners
  • 67% Are the main shoppers
  • 33% More likely to shop at Waitrose or M&S

With the 2014 Chelsea Flower show in full bloom, insights from Kantar Media TGI reveal a great deal about the lives, motivations and online habits of British gardners.

There are 12 million British adults who regularly garden and they tend to be older and female. They are 67% more likely than the average British adult to be 55 years or older and 57% of them are women.

With an average family income 9% above average, many amongst this gardening group have a disposable income. This group are 83% more likely to be classified as 'Empty Nesters' (55+, married/living as a couple, and do not live with son/daughter). They are also 64% more likely than the average to own their home outright.

67% are main shoppers in their household (i.e. responsible for the bulk of the grocery shopping). Because of their gardening hobby, the origin and type of food they consume is really important to them and translates into their shopping habits. These main shoppers are 47% more likely than the average to pay attention to where their food is grown. They are also 40% more likely to consider their diet very healthy.

This group is 54% more likely than the average main shopper to be characterised as 'ethical empathisers', who purchase food based on reasons such as environmental friendliness of the brand, origin and ingredients. These ethical gardeners are also 33% more likely to shop at Waitrose or Marks & Spencer for their groceries.

Source : Kantar Media

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