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.

Please login to download the nine segment pen portraits

Watch the 'About' video here, or download the User Guide for more information:


Each segment has a 'pen portrait' describing them, their preferred products and how you can reach them. The nine 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 this User Guide we also show you how you can apply the pen portraits to Facebook advertising
The nine pen portraits are available for HTA members to download for free by logging in now
Interested in becoming a HTA member to benefit from the market information on offer?
Any questions?