Gardening may be one of the UK’s favourite pastimes, yet only a quarter of households currently buy seeds. For suppliers and retailers, this means that three-quarters of the market is still waiting to be engaged.  
This presents a huge opportunity. If more households could be encouraged to take up seed sowing, retailers would see greater footfall and sales, while suppliers would connect with entirely new audiences. However, many of these would-be gardeners face hurdles, whether it’s limited space, a lack of confidence, or simply not knowing where to start. For the Garden Trade, helping them overcome those barriers is both a challenge and an exciting growth opportunity.  
Breaking down the barriers.

Research shows that more than half of non-seed-buying households fall into the “novice gardener” category: they’re keen, but unsure. Often, they’re discouraged by jargon-heavy packaging, uninspiring displays, or the misconception that gardening requires a lot of time and space.  
For the trade, the message is clear: if we want to grow the category, we need to make gardening feel simple, welcoming, and achievable. We’ve put this at the heart of our purpose-driven model – helping everyone grow, from first-time sowers through to seasoned gardeners, as well as our retail partners who serve them.

The supplier’s role in making gardening accessible  

Suppliers are uniquely placed to open the door for beginners. Clear, practical guidance, engaging in-store experiences, and products designed for modern lifestyles all help remove the intimidation factor.

Practical solutions for today’s gardener
  
To support beginners at the start of their gardening journeys, we’ve developed a range of products and resources designed to make the growing process approachable and straightforward. Clear, step-by-step instructions on our packs take the guesswork out of seed sowing, while engaging point-of-sale displays provide practical advice and inspiration in-store. We’ve also created ranges specifically designed for smaller living spaces such as balconies and patios, ensuring that limited room doesn’t limit potential. For those with busy lifestyles, time-efficient varieties and easy-to-use grow-your-own kits offer a convenient way to enjoy the rewards of gardening without requiring extensive effort or expertise.
For retailers, these solutions aren’t just practical; they represent real commercial opportunities by tapping into evolving consumer needs, broadening appeal, and driving both category awareness and basket spend.  

Growing communities, knowledge, and sustainability  

Attracting more people to grow from seed is an integral piece in supporting consumers to experience the benefits of growing your own. Home growing can help households save money during the cost-of-living crisis, strengthen food security, and support more sustainable lifestyles. It also offers powerful educational opportunities, providing children with hands-on experience in how food is grown and why protecting the environment is essential.  
This is why we see partnerships between suppliers and retailers as so necessary. Together, we can align commercial ambition with community impact, positioning gardening as an essential part of a healthier, greener lifestyle.  

A call to the trade  

For our industry, the real opportunity isn’t simply in selling more; it’s in welcoming more people into gardening. By removing the barriers that hold novices back, retailers and suppliers can make gardening accessible, rewarding, and enjoyable for everyone.  
At Mr Fothergill’s, we believe collaboration and innovation are the seeds of future growth. By championing inclusivity and relevance, the Trade can nurture not only greater commercial success but also a stronger, more sustainable gardening culture for years to come.