The snow in the run up to Christmas was ‘a disaster’ many would say. Others view is ‘it was not helpful’. Retailers who quickly got their fresh trees undercover, brought fuel, shovels, rock salt and birdcare to the front traded remarkably well.

So in 2011 any reasoned predictions will happen if we make them. So what does 2011 have in store for us?

Spencer Goodall Consumer Trade Manager at DLF Trifolium, suppliers of Johnsons Grass Seed says:

‘It will be a good year for lawn care.  Lawns throughout the UK have suffered serious damage due to the adverse winter weather. This will lead to strong demand and increased grass seed sales for their repair. Our Quick Fix product is ideal for this and will be a very strong seller during 2011. Retailers need to make it prominent within their lawn care display and give staff that little extra bit of training in what the product is about and how to make their lawn healthy again’.

Economists and just about everybody else other than the bankers themselves say ‘heady carelessness brought about the banking crisis when all caution was thrown to the wind. However exercising great caution now will not be the way out of this mess. Entrepreneurs taking calculated risks will be’.

So as Maz Stokes Sales and Marketing Manager at Vital Earth says:

‘We must try out new things in 2011 - taking the odd risk and working on speculative ideas.   Vital Earth did this in 2010 launching Chicken PooTM and outstripped sales projections by  over 1000%.  For 2011 we have the very first plant food made from recycled green waste - VitalizerTM - the multi-purpose fertiliser with no added chemicals.  It ticks the consumer’s boxes of green, easy, convenient and safe.’

Continuing that ‘green’ and ‘grow your own’ line Chris Ramsden at Suttons who supply seeds and plants suggests:

 ‘We are capable of producing a good year - weather or no weather! -  Grow your own will continue, at least holding the levels of sales we have seen during the last two years. With a little effort and good communication there is still much more we can make of this trend. Our grafted veg plants will be an even bigger hit in 2011, particularly the tomatoes and chillies.

Stewart Garden see growth still from the GYO market too. One of the resistances, from consumers with smaller gardens in particular, to GYO is the look of it all. ‘Manufacturers have driven innovation significantly and the look and feel of these Decorative Planters is better than ever. Practical yet decorative planters are key to our range’ says Nigel Thompson, Sales Director at Stewarts ‘now retailers need to inspire those consumers to use these not just for growing flowers. 6 Runner Bean plants growing up a wigwam in one of our Wave planters look good and will taste fantastic.’

The ravages of the coldest December since records began will help sales of plastic containers too. ‘The frost damage to terracotta and other ceramic pots last winter was significant and we saw an upsurge in demand for the more sustainable plastic ones in spring 2010. Now with even lower temperatures just gone, as consumers see one of the clear benefits of plastic versus other materials we will see sales climb. Consumers like the longevity and the sustainable option that plastic gives them’.

The other major topic on the lips of the nation, other than the weather has been the VAT rise. Affecting every one of us either in business or as a consumer what will it do to your spending habits?

Sales Director of RKW Nigel Moult, distributors of a wide range of leisure products says: 

‘2011 will be a difficult year for the luxury end of the outdoor leisure sector with the squeeze on disposable income due to increases in fixed costs - energy, insurance costs and so on. However silver lining to this cloud is that we will see an increase in the fast moving value items. Consumers may also think twice about their overseas holidays preferring to stay at home & enjoy their outdoor space, giving increased momentum to the garden product retailers, particularly around school holidays and the extra Bank Holiday squeezed in between Easter and May Day for the Royal Wedding. This will see a lift in sales particularly for things like garden games and other items linked with family leisure time in the outdoors’

Linked to Nigel points of less overseas holidays and more family time at home is the view from Vicky Nuttall, Marketing Manager at Forest Garden. ‘Consumers are keen to buy more locally produced products in their drive for a more healthy and environmentally conscious lifestyle. Our timber raised bed and mini greenhouse are UK produced products that epitomises the way the consumer is thinking, bringing all these things together. They care about what they eat and how it is grown so will make considered purchasing choices with products to help them grow their own.’’

Cutting costs is key to success, but to use another well worn phrase ‘working smarter not just harder’ will yield the results you want in 2011, and suppliers and retailers working together will make it a good one!

Neil Gow is Director of the Garden Industry Manufacturers Association (GIMA) who represent many suppliers to the garden retail trade. More details are available on the association and all the products supplied by their members on the website www.gima.org.uk.

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