Home Food Gardening: U.S. Market Trends & Opportunities

 
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Published Jan 13, 2021 | 145 Pages | Pub ID: LA16470677
Home Food Gardening: U.S. Market Trends & Opportunities

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Many consumers have a food garden and engage in food gardening because they enjoy gardening, like the outdoors, and think it is satisfying to care for plants and see their work yield results.

More consumers are planting a food garden because they:
  • think produce grown at home is healthier or more nutritious
  • believe that homegrown produce tastes better
  • want to know where their food comes from and what impact it has on the world
  • are questioning whether factory farming is good for people or the environment due to concerns about climate change
In 2020, the coronavirus pandemic had a significant effect on food gardening activity. Packaged Facts has found that over 25% of consumers agree they are planting a food garden because of the pandemic. Survey results also reveal that those who live in a household with a food garden are more likely to be concerned about the pandemic, to report negative personal effects, and to be changing their habits as a result of the coronavirus.

As consumers have been staying at home more and looking to find new hobbies, many have taken up gardening for personal enjoyment or simply as a more productive way to spend their time. With a focus on “what’s next” and current consumer trends, Home Food Gardening: U.S. Market Trends & Opportunities is packed with insights about consumer trends, behavior, and motivations to help food and beverage producers, producers of gardening consumables and gardening equipment, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Home Food Gardening: U.S. Market Trends & Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about what consumers think about food gardening, who currently has a food garden, and what gardening products and services consumers are buying/using.

Scope

Home Food Gardening: U.S. Market Trends & Opportunities is the go-to source for a complete understanding of U.S. consumer trends in food gardening. This report combines Packaged Facts’ extensive monitoring of the food and beverage and gardening market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and across the broader food and beverage market.

Historical and forecast data are available for consumption and production of fresh produce, retail sales of lawn and garden consumables, and demand for power lawn and garden equipment and home and garden pesticides. Consumption, production, sales, and demand values of these items are provided for 2009, 2014, 2019, and projected for 2024.

Home Food Gardening: U.S. Market Trends & Opportunities examines product marketing; surveys retail channel trends; and analyzes consumer trends and motivations. This report contains dozens of numerical tables and charts, as well as numerous product photographs.

Report Methodology

The information contained in Home Food Gardening: U.S. Market Trends & Opportunities was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.

Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.

Supplementing Packaged Facts’ exclusive survey is analysis of the 2020 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, and perception of health benefits in foods.

CHAPTER 1: EXECUTIVE SUMMARY
Reasons for Food Gardening
Food Gardening Trends
Key Demographics
Scope
CHAPTER 2: COVID-19 EFFECTS ON CONSUMERS
HIGHLIGHTS
MORE THAN ONE-FOURTH OF CONSUMERS ARE PLANTING A FOOD GARDEN BECAUSE OF THE CORONAVIRUS
Figure 2-1 “Because of the coronavirus pandemic, I am planting a food garden.” (percent of consumers)
CONSUMERS WITH A FOOD GARDEN ARE MORE CONCERNED ABOUT THE CORONAVIRUS
Table 2-1 Coronavirus Concerns: “I am concerned about the…” (percent of consumers)
MORE CONSUMERS WHO REPORT THEY OR SOMEONE IN THEIR HOUSEHOLD HAS A FOOD GARDEN ARE EXPERIENCING
NEGATIVE PERSONAL EFFECTS OF THE PANDEMIC
Table 2-2 Coronavirus Concerns: “The coronavirus has negatively affected my…” (percent of consumers)
EVEN MORE REPORT NEGATIVE EFFECTS ON FRIENDS/FAMILY
Table 2-3 Coronavirus Concerns: “The coronavirus has negatively affected…” (percent of consumers)
EFFECTS ON WORK ARE HIGHER AMONG FOOD GARDENERS
Table 2-4 Coronavirus Concerns: “Because of the coronavirus, I…” (percent of consumers)
CONSUMER CONCERNS ABOUT SAFETY ARE RISING IN THE WAKE OF THE PANDEMIC
Table 2-5 Coronavirus Concerns about Safety and Food Waste: “Because of the coronavirus, I am…”(percent of consumers)
EATING HABITS ARE CHANGING
Table 2-6 Coronavirus Eating Habits: “Because of the coronavirus, I am eating…” (percent of consumers)
FIRST TIME USE OF CONVENIENT FOOD ORDERING METHODS IS HIGHER AMONG FOOD GARDENERS
Table 2-7 Coronavirus Food Purchase Habits: “Because of the coronavirus, I have for the first time
used…” (percent of consumers)
INCREASING USE OF CONVENIENT FOOD ORDERING METHODS IS HIGHER AMONG FOOD GARDENERS
Table 2-8 Coronavirus Food Purchase Habits: “Because of the coronavirus, I am…” (percent of consumers)
CHAPTER 3: FACTORS AFFECTING GARDENING ACTIVITY AND FOOD PURCHASES
HIGHLIGHTS
PLANT-BASED EATING AND SUSTAINABILITY ARE BUZZWORDS IMPORTANT TO THE GENERAL PUBLIC
Figure 3-1 Magazine Covers Reflect the Issues of Importance to General Consumers
CLEAN LABEL TRENDS ARE IMPORTANT TO FOOD GARDENING, AS HOME GARDENING PRODUCES THE CLEANEST FOODS
DRIVERS OF FOOD PURCHASE DECISIONS
Figure 3-2 Drivers of Food Purchase Decisions over the Last 10 Years, 2010-2020
More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on
Foods to Buy
Figure 3-3 Changes to the Importance of Drivers of Food Purchase Decisions over the Last 10 Years,2010-2020
Influential Labels in Food Purchasing Decisions
Figure 3-4 Influential Labels When Purchasing Food, 2020
Half of Consumers Say Whether a Food Is Processed Affects Purchasing Decisions
Figure 3-5 Impact of Whether a Food Is Considered to Be Processed, 2010 vs. 2020
A Majority of Consumers Want to Know Where Food Comes From
Figure 3-6 Influence of Food Production Factors, 2020
Sustainability Is Important to Many Consumers
Figure 3-7 Importance of Sustainability When Purchasing Food Products, 2020
Most Consumers Think Knowing Whether Food Choices Are Environmentally Sustainable Is Hard
Figure 3-8 Difficulty in Knowing Whether Food Choices Are Sustainable, 2020
HEALTH BENEFITS IN FOODS
One-Fourth of Consumers Seek Health Benefits from Foods
Figure 3-9 Seeking Health Benefits from Foods, 2020
Nutrients Considered Healthy by Consumers
Figure 3-10 Perceived Healthfulness of Food Characteristics, 2020
Most Sought After Nutrients
Figure 3-11 Most Sought After Nutrients in Foods, 2020
Perception of Health Differences in Products
Figure 3-12 Perception of Health Differences in Food Characteristics, 2020
FOOD SAFETY ISSUES
Most Consumers Are Not Very Confident in the U.S. Food Supply
Figure 3-13 Consumer Confidence in the U.S. Food Supply, 2020 (percent of consumers)
Foodborne Illness Still Tops Food Safety Concerns Among Consumers, but COVID-19 Has Caused
Consumer Concern About the Safety of Prepared Foods
Figure 3-14 Most Important Food Safety Issues Today, 2020 (percent of consumers)
Young Consumers Less Likely to Trust the Government in Product Recalls
Figure 3-15 Top Information Sources for Recalls by Age Bracket, 2019 (percent of consumers)
New Information Can Change Level of Concern About Chemicals in Food
Figure 3-16 Level of Concern Before & After Statement about Arsenic Content in Foods & Beverages,2019 (percent of consumers)
CONVENIENCE USED TO MEAN UNHEALTHY FOODS, BUT MEAL DELIVERY SERVICES ARE MAKING CONVENIENT AND
HEALTHY MEALS WITH LOCAL AND FRESH INGREDIENTS
Figure 3-17 Meal Plans That Are Convenient and Prepared Specifically for You with Only Premium
Ingredients
Figure 3-18 Putting Good Food on Every Table with Prepared Meals Heavy on Plants and Whole-Food
Ingredients
Figure 3-19 Meal Delivery Service Promotes Healthy Diets That Contain Whole, Unprocessed
Ingredients
COMPANIES ARE INVESTING IN BLOCKCHAIN AND BIG DATA TO SATISFY CONSUMER DESIRES FOR TRANSPARENCY
TRENDS IN FRESH PRODUCE
Consumption and Production of Fresh Produce
Table 3-1 Production and Consumption of Fresh Vegetables, Fruits, and Nuts, 2014-2019, 2024P
(billion pounds and billion dollars at the manufacturers’ level)
Consumers Are Trying to Increase Intake of Fresh Fruits and Vegetables
Merchandising Is Key to Selling More Produce
Opportunities for New Fresh Produce Products
Figure 3-20 Snack-Sized Vegetables Appeal to Consumer Desire for Convenient and Healthy Snacks
Figure 3-21 Value-Added Products Make Healthy Meal Prep Easier
Local/Seasonal Produce in Supermarkets
Figure 3-24 Whole Foods Local Foragers Promotional Video
Imperfect or “Ugly” Produce Has Become an Attractive Option for Consumers, but Food Waste
Claims Are Being Re-Examined
Figure 3-25 Imperfect Produce Is Marketed as a Way to Fight Food Waste and Save Money
Figure 3-26 Exposés on Imperfect Produce Say Farms Aren’t Wasting Perfectly Good Produce
CONSUMERS THINK SMALL AND MEDIUM BUSINESSES HAVE MORE CREDIBILITY
Figure 3-22 Kombucha Espouses Clean Label Sentiments and Is Certified Organic
COMMUNITY SUPPORTED AGRICULTURE AND FARMERS’ MARKETS
Figure 3-23 Fresh Fork Market CSA Sign Up
FRESH PRODUCE SOLD AT STORES IS LESS NUTRITIOUS THAN PRODUCE GROWN AT HOME DUE TO DEGRADATION
FARM TO TABLE DINING – OUT AND AT HOME
CHAPTER 4: GARDENING AND MARKETING TRENDS
HIGHLIGHTS
EASY TO USE AND LOW MAINTENANCE PRODUCTS
Figure 4-1 Potting Mixes with Controlled Release Fertilizer and Moisture Controls Are More Convenient and Easier to Use for Container Gardening
PLANT PARENTS AND MILLENNIALS
DO-IT-FOR-ME (DIFM) SERVICES
Figure 4-2 Lawn Care Companies Provide Services to Consumers for the Health and Look of Their Yard
Table 4-1 Who Performs Landscaping or Lawn & Garden Maintenance at Home by Urban, Suburban,and Rural Environment, 2020 (percent of consumers)
ENJOYMENT OF CARING FOR A LAWN & GARDEN
Table 4-2 “I Enjoy Caring for My Lawn & Garden” by Gender and Age Bracket, 2020 (percent of
consumers with a yard, lawn, or garden space)
Figure 4-3 Lawn Maintenance & Gardening Participation Insights, 2020 (percent of those who have a yard, lawn, or garden space)
ORGANIC GARDENING
Figure 4-4 Reasons for Shortages of Organic Fertilizer in 2020
COMMUNITY GARDENS
Figure 4-5 Repurposed Property Became a Public “Food Forest” in 2019, Providing Many Community
Benefits
XERISCAPING AND WATER MANAGEMENT
Figure 4-6 Xeriscaped Front Yard Highlights Native, Drought-Tolerant Plants and Rocks that Conserve Water
INDOOR GARDENING AND HYDROPONICS/AEROPONICS
Figure 4-7 Indoor Gardens Available in a Range of Sizes from Small Tabletop Units to Large Floor Units
Figure 4-8 Indoor Gardens Start Small but Can Include Large Wall Units that Employ Vertical
Gardening to Save Space
Figure 4-9 Artificial Intelligence Can Make Growing a Home Garden Easier Than Ever with Analysis and Automatic Optimization of Humidity, Temperature, and Lighting
URBAN GARDENING
Figure 4-10 Kits for Urban Gardeners Utilize Upcycling and Small Spaces to Grow Food
Figure 4-11 Urban Gardening Supplies Focus on Gardening Using Decks, Patios, Balconies, and Walls
CONTAINER GARDENING
Plastic
Figure 4-12 Numerous Colors and Styles of Plastic Planters
Terra Cotta
Figure 4-13 Terra Cotta Planters Are Widely Available and Often Low Cost
Wood
Figure 4-14 Do-It-Yourself Wood Planter Box Instructional Video on YouTube
Grow Bags
Figure 4-15 Grow Bags Come in Large Sizes and Are Very Economical Compared to Other Containers
Raised Beds
Figure 4-16 Raised Beds Provide Many Benefits to Gardeners with a Yard, but Are Relatively
Expensive to Purchase
OUTDOOR LIVING
Figure 4-17 Outdoor Living Trend Exemplified by Photographs on Pinterest
BEE-FRIENDLY AND WILDLIFE GARDENS
Figure 4-18 Seed and Plant Bundles Sold to Focus on Attracting Pollinators
HOME CANNING AND FOOD PRESERVATION ACTIVITY UP
HOME GARDENING AS A LIFESTYLE
COMPANIES SELLING LIVE PLANTS AND SEEDS MARKET THEIR BRANDS DURING THE OFF-SEASON WITH GIFT CARDS AND
HOLIDAY SPECIALS
Figure 4-19 Off-Season Promotions for Gift Cards to “Share the Gift of Gardening”
Home Food Gardening: U.S. Market Trends & Opportunities
January 2021 © Packaged Facts v
LAWN & GARDEN CONSUMABLES
Retail vs. Professional Distribution
Table 4-4 Lawn & Garden Consumables End-User Retail Sales by Distribution Channel, 2009, 2014,
2019, and 2024P (million dollars)
End User Sales by Product
Table 4-5 Lawn & Garden Consumables End-User Retail Sales by Product, 2009, 2014, 2019, and 2024P (million dollars)
Location of Purchases in the Last 12 Months
Table 4-6 Consumer Retail Shopping Patterns, 2019: Where Did You Shop for These Items? (percent
of consumers who grow plants and purchased lawn & garden consumables in the past 12 months)
POWER LAWN & GARDEN EQUIPMENT
Demand by Product Type
Table 4-7 Power Lawn & Garden Equipment Demand by Product, 2009, 2014, 2019, and 2024P(million dollars)
Demand by Market
Table 4-8 Power Lawn & Garden Equipment Demand by Market, 2009, 2014, 2019, and 2024P(million dollars)
Ownership Trends
Table 4-9 “Do You Own Power Lawn & Garden Equipment?” By Gender, Age Bracket, Urban vs.
Suburban vs. Rural Consumers, and Region, 2020 (percent of consumers)
Location of Purchases in the Last 12 Months
Table 4-10 “Where Did You Purchase Your Power Lawn & Garden Equipment?” (percent of consumers who bought equipment in the last 12 months)
HOME & GARDEN PESTICIDES
Formulated Pesticide Market by End User
Table 4-11 Formulated Pesticide Demand by Market, 2009, 2014, 2019, and 2024P (million dollars)
Demand by Product Class
Table 4-12 Pesticide Active Ingredient Demand by Product Class, 2009, 2014, 2019, and 2024P
(million pounds and million dollars)
Pest Control Products and Services
Table 4-13 Household Pest Control Products and Services, 2009, 2014, 2019, and 2024P (million dollars)
Retail Sales by Channel
Table 4-14 Home & Garden Pesticide Retail Sales by Channel, 2009, 2014, 2019, and 2024P (million dollars)
Consumer Use of Pesticides
Table 4-15 “Do You Apply Pesticides & Herbicides Inside Your Home, on Your Body, or Around Your Yard and Garden?” by Household Income Bracket, Geographic Region, Residence Type, Gender,Age Bracket, and Presence of Children at Home, 2020 (percent of consumers)
Why Consumers Do Not Use Home & Garden Pesticides
Table 4-16 “Why Do You Not Use Home & Garden Pesticides?” by Gender & Presence of Children,2020 (percent of consumers who do not use pesticides)
Table 4-17 “Why Do You Not Use Home & Garden Pesticides?” by Age Bracket, 2020 (percent of consumers who do not use pesticides)
CHAPTER 5: CONSUMER DEMOGRAPHICS
HIGHLIGHTS
A LARGE MINORITY OF CONSUMERS REPORT THEY OR SOMEONE IN THEIR HOUSEHOLD HAS A FOOD GARDEN
Figure 5-1 Food Gardening Activity by Method, 2020 (percent of consumers)
CONSUMERS WITH A YARD, LAWN, OR GARDEN SPACE AT HOME ARE MORE LIKELY TO HAVE A FOOD GARDEN
Table 5-1 Maintaining a Food Garden by Presence or Absence of a Yard, Lawn, or Garden Space at
Home, 2020 (percent of consumers)
Most People Have a Yard, Lawn, or Garden Space at their Home
Figure 5-2 Presence of a Yard, Lawn, or Garden Space (percent of consumers)
Average Lot Size
Table 5-2 Lot Size Owned by Geography, 2020 (percent of consumers who own the land around their
home)
FOOD GARDENERS ARE MOST LIKELY TO OWN THEIR RESIDENCE
Table 5-3 Maintaining a Food Garden by Type of Home and Renting vs. Owning, 2020 (percent of consumers)
HOME GARDENERS ARE MORE LIKELY TO FOLLOW NON-OMNIVORE DIETS/EATING PHILOSOPHIES
Table 5-4 Maintaining a Food Garden by Primary Diet/Eating Philosophy, 2020 (percent of consumers)
More than One-Third of Consumers Claim to Primarily Follow a Flexitarian Diet
Figure 5-3 Diets/Eating Philosophies Primarily Followed by Consumers, 2020 (percent of consumers)
HIGHER INCOME CONSUMERS ARE MORE LIKELY TO HAVE A FOOD GARDEN
Table 5-5 Maintaining a Food Garden by Household Income Bracket, 2020 (percent of consumers)
THOSE LIVING IN THE WEST AND NORTHEAST ARE MOST LIKELY TO REPORT FOOD GARDENING
Table 5-6 Maintaining a Food Garden by Region, 2020 (percent of consumers)
URBAN CONSUMERS ARE MORE LIKELY TO HAVE A FOOD GARDEN, DESPITE HAVING MORE LIMITED SPACE
Table 5-7 Maintaining a Food Garden by Rural, Suburban/Exurban, and Urban Environment, 2020
(percent of consumers)
FOOD GARDENING ACTIVITY BY RACE AND ETHNICITY
Table 5-8 Maintaining a Food Garden by Race/Ethnicity, 2020 (percent of consumers)
HIGHER EDUCATIONAL ATTAINMENT CORRELATED WITH MORE FOOD GARDENING ACTIVITY
Table 5-9 Maintaining a Food Garden by Educational Attainment, 2020 (percent of consumers)
FULL TIME WORKERS AND CURRENT STUDENTS ARE MOST LIKELY TO HAVE A FOOD GARDEN
Table 5-10 Maintaining a Food Garden by Employment Status, 2020 (percent of consumers)
THOSE WITH CHILDREN AND PEOPLE WHO ARE MARRIED/PARTNERED ARE MORE LIKELY TO HAVE A FOOD GARDEN
Table 5-11 Maintaining a Food Garden: By Presence/Absence of Children in the Household and
Relationship Status, 2020 (percent of consumers)
YOUNGER CONSUMERS ARE MORE LIKELY TO REPORT HAVING A FOOD GARDEN
Home Food Gardening: U.S. Market Trends & Opportunities
January 2021 © Packaged Facts vii
Table 5-12 Maintaining a Food Garden by Age Bracket, 2020 (percent of consumers)
MEN ARE MORE LIKELY TO REPORT HAVING A FOOD GARDEN THAN WOMEN
Table 5-13 Maintaining a Food Garden by Gender, 2020 (percent of consumers)
Figure 5-4 Maintaining a Food Garden by Gender and Age Bracket, 2020 (percent of consumers)
CHAPTER 6: CONSUMER PSYCHOGRAPHICS AND MOTIVATIONS FOR FOOD GARDENING
HIGHLIGHTS
REASONS FOR MAINTAINING A FOOD GARDEN
Table 6-1 Reasons for Consumers or Their Household Maintaining a Food Garden, 2020 (percent of food gardeners)
FOOD GARDENERS ARE MORE LIKELY TO CARE ABOUT FOOD SUSTAINABILITY, ORGANIC FOODS, AND PRESERVING FOOD AT HOME
Table 6-2 Consumer Thoughts on Food Sustainability, Preservation, and Organic Produce, 2020(percent of consumers) SOME FOOD GARDENERS HAVE CEASED THIS ACTIVITY
Figure 6-1 “Did you or someone in your household have a food garden, but stop doing so?” (percent of consumers who do not have a food garden)
REASONS SOME CONSUMERS DO NOT MAINTAIN A FOOD GARDEN
Table 6-3 Reasons for Consumers or Their Household Not Maintaining a Food Garden, 2020 (percent of non-food gardeners)
CONSUMERS WITH A FOOD GARDEN PLACE A HIGHER PRIORITY ON FOOD PACKAGING FEATURES
Figure 6-2 Level of Priority Placed on Food Packaging Features: Food Gardeners vs. All Consumers,2020 (percent of consumers)
Figure 6-3 Consumer Agreement on More Statements about Food: Food Gardeners vs. All Consumers,2020 (percent of consumers)
CONSUMERS WHO HAVE A FOOD GARDEN ARE MORE CHOOSY ABOUT FOOD
Figure 6-4 Consumer Agreement on Statements about Food: Food Gardeners vs. All Consumers, 2020(percent of consumers)
PEOPLE WITH A FOOD GARDEN REPORT MORE FREQUENT PURCHASES OF FOOD VIA CONVENIENT METHODS
Figure 6-5 Typical Frequency of Food Purchases via Convenient Methods in the Last 12 Months: Food
Gardeners vs. All Consumers, 2020 (percent of consumers)
Figure 6-6 Typical Frequency of Food Purchases via Other Convenient Methods in the Last 12 Months:
Food Gardeners vs. All Consumers, 2020 (percent of consumers)
CLEAN LABEL EATING IS HIGHLY CORRELATED WITH FOOD GARDENING
Table 6-4 Maintaining a Food Garden by Clean Label Eating Frequency, 2020 (percent of consumers)
ENGAGING IN OUTDOOR OR HOME IMPROVEMENT PROJECTS IS MORE COMMON AMONG FOOD GARDENERS
Table 6-5 Maintaining a Food Garden by Outdoor and Home Improvement Projects Undertaken Due to Coronavirus, 2020 (percent of consumers)
HOME FOOD GARDENING CORRELATES WITH NEW INSTALLATION OF OUTDOOR STRUCTURES
Table 6-6 Installation of Outdoor Structures in the Last 12 Months: Food Gardeners vs. All Consumers,2020 (percent of consumers)

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