Growth in gardening current value sales in 2013 was down marginally on 2012, and also slightly slower than the review period CAGR. This was mainly due to maturity and the sluggish pace of economic recovery in Canada. Current value growth was also hampered somewhat by rising urbanisation and increasingly busy lifestyles, which fuelled a trend towards smaller gardens and left many Canadians with less time to spend on gardening tasks. At the same time, the performance of the entire category was undermined by its limited appeal among younger Canadians, who tend to spend less time gardening than so-called ?baby boomers? and often prefer to grow fruit and vegetables instead of flowers, shrubs etc. Similarly, in line with the growing trend towards ethical consumerism, many consumers are now more inclined to reuse or repurpose gardening products instead of buying new ones every year or at the end of each season. Together with increasing price competition, this also contributed to the slowdown in gardening current value sales growth in 2013.