Leaderboard: Garden Furniture
March 2021 Trading Focus (Archived)

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Each month, Insight DIY uses Kaiasm to track 474 things people ask for in the UK Garden Furniture sector, expressed in 5,046 different ways, and how well this demand is met by 1,331 market competitors. How well is your business doing this month?

Commentary from Steve Collinge: This month we’ve focused our attention on the highly competitive Garden Furniture Category. The Leaderboard matches what we know consumers have been searching for online for these product groups during the 13 week period to the end of March 2021, to how well this demand has been met by the UK’s leading retailers. The full retailer list is far longer than just the top 30 featured here and runs to over 1,330 companies.

Anything highlighted in blue is what we class as a ‘riser’ and anything yellow is a ‘faller’. Click on replay to re-run the 13 week animation again, click on any of the dates to see the position at that time or hover over a specific retailers name to see how they have tracked over this period.

With Lockdown easing in April and families preparing for the opportunity to meet outside for the first time in 2021, just about everyone in the UK has been preparing their outdoor space or garden for the first get together.

These days it seems like almost every Home and Garden retailer and grocer is offering a fairly credible garden furniture range and it’s a real revelation to see which companies are topping the list when it comes to meeting the search needs of UK purchasers.

We’ve come to expect Amazon, IKEA and Argos to dominate this space in recent years and although they still feature prominently, the young pretenders Wayfair, The Range and Dunelm are now giving them a real run for their money.

Take a look at the significant gains made by The Range, Asda and more particularly Dunelm as the period passes, whilst B&Q, Homebase and John Lewis are appearing also-rans in a category that they really should be owning.

Online Garden Furniture Specialists also figure strongly in this category with names like RattanDirect.co.uk, Primrose.co.uk and Rattan-GardenFurniture.co.uk all punching well above their weight and delivering through successful digital strategies.

Market Leaderboard
Top 30

Published 19th April 2021

Data range: 13 weeks to 27th March 2021

These are the websites who won the greatest share of the demand tracked in this subsector.

Key rises and falls over the last four weeks are highlighted in blue and yellow respectively.

With thanks to Flourish, a Kaiasm partner.

Steve Collinge: We particularly like this chart, which simply shows the change in demand for customer needs/searches over the last 13 weeks. No surprises that we’re seeing a massive increase in demand for garden furniture triggered by the warm and sunny couple of days we experienced in late February. We expect this demand to keep on rising during April as the weather improves and some consumers start spending the additional savings that have been building up during lockdown.

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Focus on March 2021

Steve Collinge: In this chart we show the product groups that have shown the greatest shift in consumer search demand, either positively or negatively during just the last 4 weeks. Again, no surprise that almost all garden furniture product groups are seeing significant growth, with the generic term ‘garden furniture’ being the start-point of search for the majority of consumers. Rattan furniture is clearly still very popular as are fire pits and chimineas, most important to see us through those very cold days, when we all still insist on sitting outside!

Don’t forget to click on the arrows to see the specific risers and fallers for Dunelm, Amazon, Asda and The Range, as it provides a valuable insight into the relative strengths of each business. Who’d have thought Dunelm would be so strong in the area of chimineas and fire pits, you can see their range here.

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