Abstract
INTRODUCTION and OVERVIEW
AMA Research are pleased to announce the publication of the 3rd edition of the
report 'Garden Rooms and Buildings Market Report - UK 2011-2015
Analysis'. The report represents an up-to-date and comprehensive review of
the growing garden rooms and buildings market.
Included in the definition of 'garden rooms and buildings' are: log cabins,
modular garden rooms and timber framed garden buildings as well as
insulated tree-houses, shepherds huts and modern designs such as spherical
rooms.
The garden rooms and buildings market saw good growth between 2004-08
supported by the increase in homeworking and the relatively immature nature of
the market. The market fared less favourably in 2009 due to difficult
economic conditions, but medium term prospects are generally optimistic
reflecting underlying consumer interest.
Areas of particular interest:
- Review of market structure - performance in 2009-11, with short term
prospects into 2012.
- Review of major product groups - analysis of product sub-sectors
where appropriate.
- Identification of key market influences - consumer interest,
homeworking, product design, environment, housing transactions etc.
- Review of key suppliers and distributors for all product groups -
shares, trends, market developments.
- Future prospects up to 2015 - future growth expectations and
possibilities and threats to the market.
Some of the companies featured include:
1st Choice Leisure Buildings, Barretts Leisure, BillyOh, Blue Forest UK, Crane
Sheds and Summerhouses, Dunster House Limited, Eurovudas, Eurowood, Finnforest
UK, Forest Garden, Garden Adventure, Garden Affairs, Garden Lodges, GardenEco,
Grange, Green Retreats, Gudrum Classics, Halls, Henley Garden Buildings,
Hillhout (UK), Homelodge Buildings, Homestead Timber Buildings, InsideOut
Buildings, Kybotech, Lillevilla, LogCabins4Gardens.co.uk, Lugarde, Luoman Oy,
Mercia Garden Products, MPB Garden Buildings, Newbury Garden Buildings,
Palladium, Pinelog, Rooms Outdoor, Rowlinson Garden Products, Sanctuary Garden
Offices, Scandinavian Log Cabins Direct, Shedstore, Simply Summerhouses and
Garden Buildings, Smart Garden Offices, Solid, Taylors Garden Buildings, The
Garden Building Centre (GBC), The Garden Escape, The Garden House, The Home
Office Company, The Qube, Valcke & Zoon, Weka Holzbau.
Key areas covered in the report include:
MARKET STRUCTURE
- Definition of the garden rooms and buildings market - detached
from main house and generally suitable for all year round use - key
products included.
- Market size by value 2004-2010, including and excluding
installation, electrics and other accessories added. Forecasts from
2011-2015
- Market size by volume 2004-2010, with forecasts of 2011-2015.
- Key influences on the market in 2010-11 and up to 2015 -
planning permission, increase in homeworking, housing transactions,
sustainability, price and availability of timber, performance of UK economy,
etc.
PRODUCT MIX
- Overview of key product sectors - log cabins, modular,
timber-framed and 'others'.
- Share by volume and value - differences between product
sectors, growth markets.
- Mix between self-assembly and installed - differences
between products, key added value items.
- Recent trends, charges in product mix, growth in added-value designs,
market prices, forecasts of future developments.
SUPPLIERS AND DISTRIBUTION
- Overview of the market - distribution flow-chart indicating key routes to
market.
- Supply structure - including review of key suppliers by product
groups.
- Market share by volume and value for the major suppliers -
key players, overview of market position, distribution strengths etc.
- Profiles of key suppliers - buildings only suppliers/complete package
suppliers etc.
- Distribution overview - DIY outlets, on-line and mail order
retailers, garden centres, builders and timber merchants, direct supply,
others - key players in major channels (market shares), review of
Internet Gardening sector (specialists/Non-specialists).
- Channels of distribution share by volume - recent trends, future
prospects.
- Channels of distribution share by value - recent trends, future
prospects.
GENERAL & FUTURE PROSPECTS
- Review of prospects in 2011-2015. Short term prospects in 2011-12
and medium term prospects up to 2015. Future trends likely to affect this
market.
- Review of socio-economic factors influencing this market, such as
disposable income, age distribution, housing trends etc.
SUMMARY OF REPORT CONTENTS
garden rooms and buildings market fared less favourably in 2009 due to
difficult economic conditions and falling numbers of housing transactions.
Despite the relative immaturity of the market, it fell by 8% in value. Hardest
hit was the lower end of the market, particularly log cabins, and the very
high premium and luxury end for timber framed buildings and 'other' garden
buildings. Although modular garden rooms also declined, the sector performed
better than other products as the number of homeworkers increased. Volumes
also fell, although by a lower amount. Log cabins continue to lose market
share in favour of more up-market modular garden rooms.
The market for garden rooms and buildings was worth an estimated £110m
at retail selling prices in 2010, including value added services, e.g.
installation. This was 14% down on the previous year. By mid-2011, the
forecasts are that the market would be down about 5% further to around
£105m in 2011.
The main reason for installing a garden room or building is to increase the
amount of living space for a householder. The key market benefits of
installing a garden building as opposed to other options, e.g. extension or
conservatory, include the faster speed of installation, the general absence of
planning permission, lower cost and minimal disruption to the customer.
There are 3 main types of garden buildings: modular garden rooms, accounting
for 43% by value, log cabins at 32% and timber framed buildings at 24%.
However, by volume log cabins are the largest market estimated at 77%. As the
market has developed, there has been an increase in the choice of roof
finishes available, e.g. EPDM and the provision of different colours, as well
as a trend to different shaped garden buildings. Homeworking has increased in
popularity in recent years and this has contributed to sales of garden
buildings.
Garden rooms and buildings are distributed through a range of different
channels including DIY outlets and builders merchants, online, by mail order
and through garden centres. More manufacturers are selling direct via their
own websites. There is a diverse range of large and small manufacturers
including subsidiaries of large European groups, medium-sized UK companies and
family businesses. Log cabins are usually sold as self-assembly, but other
garden buildings such as modular garden rooms and timber framed buildings tend
to be sold with installation included. Higher value modular garden rooms and
timber framed buildings are expected to see higher growth at the expense of
log cabins. Since these products usually include installation and other added
value services within their price, the market will be positively affected by
these changes.
While 2011 is set to be a difficult year, future prospects for the market are
more favourable in 2012 as the economy and the sector come out of recession
and start to return to growth. The volume of units sold is estimated to
increase at a lower rate than the increase in the value of the market to reach
approximately 31 - 32,000 units in 2015. This trend is expected to continue in
the medium to long term due to growth at the premium end of the market and the
increased share of modular and timber framed garden buildings at the expense
of lower value log cabins.
Table of Contents
CONTENTS and LIST OF TABLES & CHARTS
1 INTRODUCTION
- 1.1 BACKGROUND
- 1.2 SOURCES OF INFORMATION
2 SUMMARY AND FUTURE PROSPECTS
- 2.1 SUMMARY
- 2.2 FUTURE PROSPECTS
3 ECONOMIC ENVIRONMENT
- 3.1 GDP
- 3.2 INFLATION & INTEREST RATES
- 3.3 UNEMPLOYMENT
- 3.4 HOUSEHOLD CONSUMPTION
- 3.5 HOUSING & CONSTRUCTION
- 3.6 STERLING
- 3.7 POPULATION PROFILE
- 3.8 CONCLUSIONS
4 THE UK GARDEN ROOMS AND BUILDINGS MARKET
- 4.1 DEFINITION
- 4.2 KEY MARKET BENEFITS
- 4.3 MARKET SIZE
- 4.4 MARKET CHARACTERISTICS
- 4.5 MARKET VOLUME
- 4.6 KEY INFLUENCES
- 4.6.1 Planning permission
- 4.6.2 Homeworking
- 4.6.3 Changing Lifestyles
- 4.6.4 Housing Transactions
- 4.6.5 Sustainability
- 4.6.6 Price and Availability of Timber
5 PRODUCT MIX
- 5.1 PRODUCT DEFINITION AND MARKET SHARE
- 5.2 LOG CABINS
- 5.3 MODULAR GARDEN ROOMS
- 5.4 TIMBER FRAMED BUILDINGS
- 5.5 'OTHER' GARDEN ROOMS
6 SUPPLIERS AND DISTRIBUTION
- 6.1 OVERVIEW
- 6.2 SUPPLIERS
- 6.2.1 Supply Structure
- 6.2.2 Market Shares
- 6.2.3 Key UK Suppliers
- 6.3 DISTRIBUTION
- 6.3.1 DIY Outlets
- 6.3.2 Online and Mail Order Retailers
- 6.3.3 Garden Centres
- 6.3.4 Builders and Timber Merchants
- 6.3.5 Other Retailers
TABLES AND CHARTS
- TABLE 1 THE UK GARDEN ROOMS AND BUILDINGS MARKET 2006-2011 BY VOLUME AND
VALUE (FULL PROJECT VALUE) £M RSP
- TABLE 2 THE UK GARDEN ROOM AND BUILDING MARKET 2012-2015 £M RSP
(FULL PROJECT VALUES)
- CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 1992-2015
- CHART 4 PDI & SAVINGS RATIO AT CURRENT PRICES 1992-2015
- TABLE 5 EXCHANGE RATE FLUCTUATIONS 2006-2011 - STERLING TO THE DOLLAR, AND
THE EURO, SPOT RATES
- CHART 6 AGE DISTRIBUTION OF THE RESIDENT UK POPULATION MID-2008 ('000)
- TABLE 7 THE UK GARDEN ROOM AND BUILDING MARKET AND FORECASTS 2006-2015
£M RSP (FULL PROJECT VALUES)
- TABLE 8 THE UK GARDEN ROOM AND BUILDING MARKET AND FORECASTS 2006-2015
£M RSP (BUILDINGS ONLY - EXCLUDING VALUE ADDED SERVICES)
- TABLE 9 THE UK GARDEN ROOM AND BUILDING MARKET AND FORECASTS 2006-2015 BY
VOLUME
- CHART 10 UK HOMEWORKERS WORKING MAINLY FROM HOME 1999-2011 (MILLIONS)
- CHART 11 NUMBER OF UK RESIDENTIAL PROPERTY TRANSACTIONS (COMPLETIONS) WITH
VALUE OF £40,000 OR ABOVE 2007-2011 ('000)
- TABLE 12 UK PRODUCTION, IMPORTS, EXPORTS & APPARENT CONSUMPTION OF TIMBER
PRODUCTS* 2006-2010 ('000M3)
- CHART 13 PRODUCT MIX OF UK MARKET FOR GARDEN ROOMS & BUILDINGS BY VOLUME
2010 - LOG CABINS, MODULAR BUILDINGS, TIMBER FRAMED ETC
- CHART 14 SEGMENTATION OF UK MARKET FOR GARDEN ROOMS AND BUILDINGS BY
PRODUCT AND VALUE - 2010 (£M RSP)
- CHART 15 MIX OF UK GARDEN ROOMS & BUILDINGS MARKET BY UNITS SOLD -
SHARE BY SELF-ASSEMBLY & PROFESSIONALLY INSTALLED - BY VOLUME 2010
- CHART 16 DISTRIBUTION OF GARDEN ROOMS AND BUILDINGS
- TABLE 17 SELECTION OF MANUFACTURERS OPERATING WITHIN THE MAIN PRODUCT
GROUPS
- TABLE 18 UK GARDEN ROOMS AND BUILDINGS MARKET - 2010/2011 SUPPLIER
SHARES BY VOLUME
- TABLE 19 THE UK GARDEN ROOMS AND BUILDINGS MARKET 2010/2011 - SUPPLIER
SHARE BY VALUE
- TABLE 20 THE UK GARDEN ROOMS AND BUILDINGS MARKET 2010/2011 - CHANNELS OF
DISTRIBUTION SHARE BY VOLUME
- TABLE 21 THE UK GARDEN ROOMS AND BUILDINGS MARKET 2010/2011 - CHANNELS OF
DISTRIBUTION SHARE BY VALUE
- CHART 22 GARDEN & LEISURE PRODUCTS SHARE BY MAJOR MULTIPLE 2009
- CHART 23 DISTRIBUTION MIX IN TOTAL INTERNET GARDEN BUILDINGS MARKET - %
BY SPECIALISTS / NON-SPECIALISTS BY VALUE, 2010
- TABLE 24 GARDEN CENTRE MARKET SHARES 2009 BY VALUE
GARDEN ROOMS AND BUILDINGS MARKET REPORT - UK 2011-2015 ANALYSIS published by AMA Research in October 7, 2011. This report price starts from US $ 1150.
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