The supermarkets are enjoying their best sales of outdoor living products for three years - despite the recent spate of bad weather.
Tesco has picked up on the trend for lime green and bright pink in its picnic sets and specialist garden tool sets for women and children. Other retailers are stocking country-style, chintzy fabrics for garden furniture, for example, 'Bistro sets', including a wrought iron table at £64.94 and chintzy fabric-cushioned metal tables and chairs at £79.93. Barbecues in trendy shades are also driving sales.
Manufactured goods sales from outlets other than DIY stores and garden centres (mostly supermarkets) rocketed by 142% from £46m to £110m between May 2006 and May 20007, according to The Horticultural Trades Association Garden Industry Monitor.
According to industry analysts GfK, April was the best month for sales since it began auditing barbecues in 2004, boosted by sunny Easter weekend weather.
Supermarkets say there is now more innovation and style in gardens and homeowners are updating what was serviceable but not stylish. Tesco has collapsible chairs priced at £6 to £8 and a bright green starter barbecue pack with tools for £16.97. It is trying to sell to smaller families who want summer living but don't have large gardens.
Supermarkets are also selling pop-up and pull-up tents and garden tools in bright colours for children. Though they have been around for a few seasons, they are becoming an important part of the seasonal offer. Football-shaped barbecues, low-slung sun seats and sunshades are likely to be other hot trends, according to Garden Industry Manufacturers Association director Neil Gow.
And the supermarkets' offer is likely to evolve further if Tesco beats rival bidder Sir Tom Hunter to win garden centre chain Dobbies. The buyer is likely to radically alter the market for garden centre suppliers, who may be forced to accept lower margins in the future.
Other supermarkets are sure to follow Tesco and try to improve their green credentials as well as find new spaces to sell high-margin barbecues and garden furniture by finding garden centres to buy.
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