DIY And Gardening in Australia
Euromonitor International's DIY And Gardening in Australia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 40 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
Housing Not Likely To Recover Till 2008
The largest determinant of DIY and gardening sales, the housing market, is in a state of malaise. Given the series of interest rate rises, with suspicions of more to come, it is unlikely that the housing market will significantly recover before 2008. Although some homeowners made the most of this pause, to renovate their homes for their own satisfaction, the desire to renovate as an investment slowed.
The Driest Continent on Earth
Australia is currently in the midst of the worst drought of modern times, with most of the country, operating under water restrictions. Whilst this is damaging the gardening market, some DIY sectors are in fact benefiting, as consumers replace their dying gardens with patios and other structures, or investing in more water-efficient plumbing solutions. Although the drought is expected to break sometime in 2007, the shock that this climatic change gave Australians, and the behavioural changes it prompted are likely to continue for some time.
Big Box Retailers Grow Bigger
Retailers are the largest powers in the DIY and gardening market, as they became the focal point for Australia’s DIY culture. These retailers are characterised by the ‘big box’ format, which use huge warehouses as outlets, providing both economies of scale and a larger than life presence in the market. The Bunnings chain was the primary perpetrator of this trend.
Chinese Imports Chop Prices
Pressure from Chinese imports reduced profit margins across a number of categories in both DIY and gardening, as new competitors such as Global Machinery Company (GMC) and private labels from the major retailers embraced the possibilities of low cost supplies and created a value segment in the DIY market. Whilst this took some share from traditional players and lowered average prices, the primary effect was to extend the market for DIY and Gardening products by making consumption more affordable to a new group of consumers.
The Amazing Shrinking Garden
Not only is the gardening market finding itself under pressure from climatic conditions, but social trends as well, as Australians migrate towards progressively larger houses, taking up space where the garden used to be. Others are moving into inner suburbs, where due to higher population density, they hardly have gardens at all. The result is that gardening is finding itself catering to an ever smaller market.
Laziness, the new Australian trend
Whilst DIY provides a sense of accomplishment for many Australians, for others it creates much frustration and disappointment. Australians consequently grasped the opposing philosophy, ie Do-it-for-me (DIFM), leaving larger scale project to the experts. This trend was ironically fuelled by DIY shows, which increasingly featured projects that are clearly beyond the abilities of the average Australian. The gardening retail market was particularly affected by this trend, as such outlets are traditionally shunned by professional gardeners.
Table of contents
DIY AND GARDENING IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Housing Not Likely To Recover Till 2008
The Driest Continent on Earth
Big Box Retailers Grow Bigger
Chinese Imports Chop Prices
The Amazing Shrinking Garden
Laziness, the new Australian trend
KEY TRENDS AND DEVELOPMENTS
Housing Market Slows
Australian Garden Under Attack
Media turns against DIY
Do-It-For-Me
Girls Just Wanna DIY
Bottom of the Market Grows
Bunnings the centre of Australian DIY Culture
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
BARBEQUES GALORE LTD - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Barbeques Galore Ltd: Key Facts
Summary 3 Barbeques Galore Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Barbeques Galore Ltd: Competitive Position 2006
CYCLONE INDUSTRIES PTY LTD - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cyclone Industries Pty Ltd: Key Facts
Summary 6 Cyclone Industries Pty Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Cyclone Industries Pty Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Cyclone Industries Pty Ltd: Competitive Position 2006
GLOBAL MACHINERY CO - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Global Machinery Co: Key Facts
Summary 10 Global Machinery Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Global Machinery Co: Competitive Position 2006
ORICA LTD - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Orica Ltd: Key Facts
Summary 13 Orica Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Orica Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Orica Ltd: Competitive Position 2006
WATTYL LTD - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Wattyl Ltd: Key Facts
Summary 17 Wattyl Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Wattyl Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 19 Wattyl Ltd: Competitive Position 2006
DIY IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011