Garden Consumer Segmentation

The HTA segmentation model groups UK households into nine segments based on their demographics, life-stage, attitudes and hobbies; as well as the size of their gardens, garden spending, garden contents and what they use the garden for.

Each segment has a 'pen portrait' describing them, their preferred products and how you can reach them. These can be downloaded below.

About Our Segmentation

Watch the short video or download the Segmentation User Guide for more information.

Download the Segmentation User Guide

Gardening Elders

Mainly retired and over 65, they’ve lived in their houses for a long time. They’re keen gardeners who turn to ‘expert’ sources for information, and like to share their knowledge with family & friends.

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Garden Prouds

Wealthy mid-to-late-life professionals in large houses with moderate interest in gardening and high spend. Their garden is a space to be proud of, where they like to host family & friends. Quality is really important to them as well as time-saving amid their busy lives.

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Family Focus

The garden is a place for adults to socialise and children to play. They like to grow plants and edibles, but are not particularly expert gardeners. They spend highly on garden leisure and visit garden centres a lot, both for the garden and for seasonal events.

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Convenience Gardening

The interest in gardening within this segment tends to be over-shadowed by busy lifestyles. Gardens are not necessarily large, but they still want and enjoy a nice garden and spend around about average on them.

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Aging Ambivalents

They have time to spend on their gardens, but they’re not overly keen gardeners or high-spenders - partly due to small garden size and partly due to lack of money. They may go to garden centres to relax or window shop, but they have few strong feelings on gardens.

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Al fresco Aspirations

They tend to have a small garden, patio, balcony or no garden at all. Young, affluent and career-focused, the idea of stylish entertaining in their gardens appeals, and some would like to know how to get the best from their outdoor space, despite not pursuing it as a hobby.

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Backyard Barbecues

They maintain the garden to a basic standard, and also use them for barbeques or gatherings in summer. They are disinterested in gardening as a hobby and are unlikely to be willing to pay a premium for quality.

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Bare & Basics

They don’t care much about their small gardens or gardening and have little money to spend on them. They may feel helpless to improve their garden and have given it over to their children to play in. The chances are the garden has very little in it.

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What Garden?

Their low incomes and young age make this the lowest spending segment of all. If they have a garden at all it’ll be very small and any garden spend tends to be occasional and most likely driven by price.

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The pen portraits can help your business to:

Understand your customers and their wants, needs and motivations
Identify new potential customer groups in your local area, or the customers best suited to a particular promotional strategy
Target and reach specific audiences for particular promotional campaigns - in the Segmentation User Guide we also show you how you can apply the pen portraits to Facebook advertising

Get in touch

If you have any questions about our segmentation or other research, please contact the Market Information team using the details below

Horticulture House

Chilton

Didcot

Oxfordshire

OX11 0RN

[email protected]