Garden Care categories boom with Evergreen Garden Care (EGC) leading the charge, accounting for a third of all growth.
With lockdown providing ample opportunity for us to spend time in our gardens, it’s no surprise that 2.7m new households entered the garden care category last year, resulting in a growth of 76.9% YOY[1]. For Evergreen Garden Care, the growth was above and beyond this at 84.1% YOY.
According to GfK data, between January and April 2021 the company grew ahead of the market and competitors, delivering +84% of value growth, most notably adding over £1m incrementally to the plant food category and adding over £2m incremental growth to the growing media category. This has been a particularly unusual season due to how fast sales began this year, but this doesn’t underestimate the growth that has been demonstrated across the gardening category.
House Plant Care is one of the fastest growing categories at +78% YTD – the category is becoming increasingly important with more consumers joining the houseplant trend, and the ability to enjoy gardening in any space. Evergreen Garden Care doubled its market share in this category - driven predominantly by the Miracle-Gro Pump & Feed with growing rate of sale by 93%YTD.
This year has not been without its challenges, with suppliers being forced to evolve and the industry-wide challenge of meeting the increased demand for growing media. The core range of the Miracle-Gro and Levington brands has been vital for this growth, providing new and novice gardeners the tools they need to start their gardening journey.
To find out more, visit www.evergreentrade.com
For more information, contact evergreengarden@wildcard.co.uk
[1] According to GfK data, YTD to April 2021