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HTA Gardening Continuum

Using data collected through a series of national surveys, the HTA developed the Gardening Continuum. This profiles the UK population by gardening interest and likelihood to buy or do some form of gardening.

The continuum identifies the following five broad types of gardener:

Category of Gardener

Description

Proportion of the GB population

Very Keen Gardeners

Those who positively enjoy gardening, are interested and knowledgeable and spend time pursuing what is really an established hobby.

13%

Quite Keen Gardeners

Those who claim to be quite interested and who make a positive claim about enjoyment. Although they actively work in their own gardens, they do not express a desire to increase the amount of gardening that they currently do.

11%

Marginal Gardeners

Those who do some gardening, are not hostile to gardening and express a willingness to do more.

30%

Not Keen Gardeners

Those who do some gardening, but do not wish to do more, coupled with negative attitudinal responses indicating that the gardening undertaken is not because it interests them. Largely those who see gardening as a chore.

27%

Definitely Hostile

Those with a place to grow outdoor plants who do very little or no gardening and who have totally negative attitudes to, or interest and enjoyment in gardening, with low knowledge and absolutely no wish to do more.

16%

Unavailable

This group do not lack interest in gardening nor do they lack knowledge. However, they do little or no gardening, possibly due to insurmountable obstacles such as health or domestic responsibilities.

3%

The Marginal Gardener is the source of opportunity for the industry. Marginal Gardeners are likely to be between 30 and 45 years old with the potential to buy more gardening products and to make more of their outdoor space. It is campaigns such as PlantforLife that aim to help 'Marginals' get more from their garden by giving them the inspiration, knowledge and the confidence to have a go.

The report 'The Great British Gardener: A profile of Gardeners in 2006' provides a detailed analysis of gardens and gardening in Great Britain.

 



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Last updated: 25/09/2009 12:53

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