How Are Consumers Searching For Garden Products Online?

Door4, a specialist in home and garden performance marketing, has conducted an in-depth analysis of current search trends in the gardening sector. This study highlights the categories and products gaining traction among UK consumers while also identifying those seeing a decline in interest.

“While search volumes have naturally decreased from the extraordinary peaks seen during the UK's lockdowns, many categories have stabilised at levels notably higher than pre-pandemic figures” says Sean Dwyer, Door4’s Managing Director. “This represents a sustained shift in consumer interest rather than a simple decline, with particularly encouraging patterns for equipment suppliers.”

Core garden equipment, such as lawnmowers, hedge trimmers and strimmers, have remained at a consistent level of interest. But the data shows a rising interest in robot and cordless lawn mowers, where searches for robot lawn mowers have skyrocketed by over 222%, while cordless lawn mowers have seen an impressive 250% increase. These trends emphasise the growing consumer demand for innovative, time-saving, and convenient gardening solutions. Interestingly, the data suggests the "research season" for robot lawnmowers is getting longer each year, with meaningful search volume extending further into summer months in recent years.

Another trend to watch according to the research is how outdoor tiles are outshining traditional paving. While searches for patio and garden paving have shown only modest growth over the past decade, outdoor tiles are emerging as the frontrunner, with search interest steadily climbing. This trend underscores an evolving preference for sleek, modern outdoor aesthetics.

It’s also a positive story for Greenhouse manufacturers and retailers, as Greenhouse-related searches have exceeded pre-Covid levels since 2022, signaling robust and sustained interest in these products among UK gardeners.

Looking at how consumers are laying their lawns, there are some clear trends. Searches for grass seed have gradually risen over the past ten years, and turf remains a consistent favourite. However, artificial grass has seen the steepest decline, reflecting shifting consumer preferences toward natural lawn solutions.

Garden shed searches exhibit pronounced seasonality, confirming that brands need to be on the ball to optimise their spend for these peaks. Awareness campaigns are most effective in early spring, with targeted sales efforts yielding the best results in April. A secondary spike occurs in September, following a quiet summer period.

A final key takeout from the research is how garden brands can broaden their discoverability. While searches for garden-related advice have halved compared to the 2020-21 lockdown period, “garden inspiration” remains the most searched term in this category. The seasonal pattern of inspiration-seeking presents a clear opportunity for brands to engage audiences with fresh ideas, especially during the February to May period when search interest is most active.

“The data underscores the importance of understanding evolving consumer preferences and leveraging search trends to drive business growth in the gardening sector,” says Dwyer.

He adds: “Analysing search trends offers businesses a unique window into the collective mindset of their target audience. By examining what users are searching for, companies can gain real-time insights into consumer interests, concerns and preferences. This data enables businesses to identify emerging trends, seasonal behaviours and shifts in demand – especially valuable in the gardening sector. 

“Companies can use these insights to refine their content strategies, ensuring they create relevant and engaging materials that align with current search queries. For example, producing blog posts, videos, or social media content that directly addresses trending topics can improve visibility and engagement. Ultimately, leveraging search trends helps businesses remain agile, data-driven, and consumer-focused, which is critical for long-term success in a dynamic market landscape.”

Source : Door4

Image : Sergii Kolesnikovi / Stock / 2150199075

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