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

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)

Search for an exact word or phrase by placing the word or phrase in quotation marks ("market trend"). Search for different versions or tenses of a word by placing an asterisk at the end of the word (pharma*).

Please note that your term must be at least three characters long and numbers will be blocked by the # sign.