Latest News: Our Annual Review is now live. Read the HTA Annual Review 2022

Find out more!

The HTA segmentation model groups UK households into nine segments based on their demographics, life-stage, attitudes and hobbies; as well as the size of their gardens, garden spending, garden contents and what they use the garden for. 

Each segment has a 'pen portrait' describing them, their preferred products and how you can reach them. The nine pen portraits can help your business to:

  • Understand your customers and their wants, needs and motivations
  • Identify new potential customer groups in your local area, or the customers best suited to a particular promotional strategy
  • Target and reach specific audiences for particular promotional campaigns - in this User Guide we also show you how you can apply the pen portraits to Facebook advertising

Sign in to view the full page

Some of our content is exclusively for HTA members; use the links below to log in or sign up.

Log in to your accountDon't have an account? Become a member