Following the upward trend in recent years, the indications are that Ireland’s gardening market could be set to grow again this year.
A Bord Bia report on research carried out by IPSOS MRBI in 2015 showed that Irish people spent €614 million on their gardens in the previous year. This is up 22% on the previous research carried out in 2011. Landscaping, referring to any consumer spend on garden design and maintenance, is valued at €118 million, demonstrating an increase of 22% since 2011. Females are the biggest purchasers across most of the categories, while the over-55s are dominating the consumer spend. Garden products, such as garden furniture and BBQ equipment, have also seen their market share bounce in 2014 to €303 million, compared with €218 million in 2011. Independent garden centres and DIY garden centres hold close to a 50% share of the garden market, valued at €513 million.
Ireland’s gardening market is showing strong signs of recovery, and trends in general would suggest that this year will see another increase.
AMES TRUE TEMPER
Ames True Temper has announced the launch of its new Darby range upgrade as part of its two-year brand revitalisation programme. “This review has been a work in process for almost two years now,” said Niall Nugent, Sales and Marketing Director. “We felt the timing was right to give the Darby brand a complete overhaul.
“We invested heavily in various forms of market research, including a major online survey to identify consumer shopping habits when it comes to tools, followed by some very detailed focus groups in both Ireland and the UK, to validate what we were proposing in terms of additional features and benefits. Listening to the consumers responsible for buying our tools gave us a very clear insight into their needs and requirements. Darby is the market leader within the professional tool sector in Ireland and with additional upgrades such as extra large footsteps, longer collars, new steel D grips and many more added features, the brand position is securely fastened for a long time to come.”
BORD NA MÓNA
This season, Bord na Móna is launching the Growise brand. Growise features colourful packaging enhanced with clear and easy-to-understand advice, and instructions to ensure customers are able to choose the right products for the best results, according to the company.
“The range of composts are carefully balanced to meet the nutritional needs of plants at different growth stages, from getting started to a grow-your-own range of planters and growing bags,” a Bord na Móna spokesperson said. “The range contains a minimum of 25% alternative green compost. The multi-purpose compost ensure healthy and vigorous plants at all stages of growth under a wide variety of situations, in addition to Bord na Móna’s specialists, soil improvers and bark range.”
The Bord na Móna Growise multipurpose compost gained a ‘Best Buy’ accolade in 2015 for Growise Multipurpose from Which?, and is nominated again this year. Complementing the Bord na Móna Growise brand is the well-known range of Shamrock composts and decorative bark. “Bord na Móna is all about giving our trade customers the reassurance of buying best-in-class, with seasonal point of sale support solutions while ensuring the consumer gets great results every time,” a company spokesperson said.
DS SUPPLIES LTD
DS Supplies Ltd advises that its range of artificial grass and hedging, along with its anti-slip decking strip, provide a quick, simple and low maintenance solution, which can be easily installed by any avid DIY enthusiast.
“Our artificial grass and hedging are realistic-looking and maintenance free,” a spokesperson said. “Ideal for domestic and landscaping projects, from lawns to playing surfaces, our artificial grass enables your customer to use and enjoy their garden all year round.”
DS Supplies Ltd also stocks accessories which work in conjunction with its artificial grass, such as shock pads, which it says are ideal for play surfaces, butyl and jointing tape, and fixing pins. Its artificial hedging provides a fast and effective solution to brighten up any area or to provide privacy, a company spokesperson said.
“Timber decking is one of the most popular and attractive features in Irish gardens; however, in wet, frost or icy conditions, it can be extremely dangerous, causing countless slips and falls each year. Our innovative antislip strip is designed by Retrofit. This profile fits into the existing grooves of your decking boards creating a discreet, safe anti-slip pathway.”
HYGEIA
The Hygeia group manufactures and markets a range of agricultural, veterinary and gardening products for both Irish and UK markets. The group says its mission is to create and market quality agrochemicals and home and garden products, each with its very own strong unique selling points and always at a competitive price to the Irish market.
“Innovation, quality and excellence are the core attributes that Hygeia works to,” a company spokesperson said. “The company is constantly creating and developing new products to satisfy the consumer, while still caring for and improving the environment. Having succeeded at developing market-leading brands such as Mosgo, Hytrol and Green Force, Hygeia is now pleased to add the Goulding Garden Care brand to its portfolio.”
Hygeia has announced that it has been awarded exclusive distributorship to the Irish market of Sutton’s Seeds, Pest-Stop and Johnsons Lawn Seed, adding that it is dedicated to manufacturing, blending and packing the highest-quality garden care products. “Our sales force covers the entire country. Hygeia is proud to be selling Irish products and proud to be trusted by farmers and gardeners throughout the country for over 75 years.”
BOSCH
The new Bosch AFS 23-37 brush-cutter, distributed by Origo, is a garden tool for versatile cutting of overgrown areas. It features an interchangeable metal blade for cutting brambles and a 3.5mm extra-strong cutting line for cutting rough grass weeds and nettles.
“This Bosch brush-cutter is easy to use and convenient,” a company spokesperson said. “Its 950-watt powerful motor delivers outstanding cutting performance while not compromising on control and comfort with an adjustable strap and handle. The innovative blade system on the new Bosch ART 23-10.8Li is up to 12 times longer-lasting than previous blades. The small yet powerful motor and a 10.8V/2 Ah battery allows for ease of use and manoeuvrability.” Bosch says the ART 23-10.8LI is effortless to use, with a consistent quality of cut from an innovative durable cutting system, resulting in uninterrupted use and perfect results.
The new Bosch Rotak 43LI with Powerdrive+ motor with 36V/4.0Ah lithium-ion battery gives up to 90 minutes run time, suitable for lawns up to 500m² and no risk of cutting the cable. The new Bosch AQT 33-11 electric pressure compact washer is a high efficiency self-priming metal pump designed to provide more power and require less effort for effective cleaning.
RONSEAL
“Gardening enthusiasts can perk up their pots, tackle their terracotta and freshen up their fences with Ronseal’s colourful Garden Paint collection,” according to the company. The woodcare specialists’ range offers householders the chance to brighten up and weather-proof all kinds of outdoor spaces, garden accessories and furniture. Featuring a wide-ranging palette that can be used on wood, metal, terracotta, brick and stone, it includes everything from pretty neutrals like Sage and Slate to bold tones such as Purple Berry and Peacock.
“Whether you’re planning a colour scheme or just cheering up an unloved bench, it’s the perfect way to show your garden some love ready for the new year,” according to Ronseal. “Application couldn’t be easier. The range is rainproof within 60 minutes and touch dry in four hours – so you can get two coats done in a day.” Ronseal Marketing Manager, Kate Sitch, said: “We’re known for our long-lasting, high performance wood stains and the Ronseal Garden Paints range builds on this solid reputation. We know using colour is a great way to transform tired spaces so we’re delighted to be able to offer such a broad, versatile range. We’re looking forward to seeing it in action.”
WHELEHAN GARDENING
Whelehan Gardening, through its supply partner, The Scotts MiracleGro Company, plans to bring new and innovative products to the Irish market this year.
A number of new products are set to be introduced. A new, improved, Miracle-Gro Rose and Shrub Plant Food range will be unveiled. The long-established granular formulation is being re-packaged and a new liquid formulation being added, the company has advised. Also this year, Roundup Optima will be launched. The company says this is Roundup’s most effective product yet, offering better performance and value for money, treating 50% more weeds with the same pack size. The Evergreen Grass Seed range will be launched on the Irish market this year. Included in the range will be Evergreen Fast Grass Lawn Seed. This product is designed to give consumers fast results by ensuring rapid germination.
In addition to TV advertising for Roundup and Evergreen, Whelehan Gardening will continue to support the existing brands in the portfolio in 2016, including Weedol, Pathclear, Evergreen Complete, Roseclear, Miracle-Gro, Patch Magic, Patio Magic, BugClear and more, with in-store promotions and media advertising.
