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

• Executive Summary
  • Reasons for Food Gardening
  • Food Gardening Trends
  • Key Demographics
  • Scope
• COVID-19 Effects on Consumers
  • Highlights
  • More Than One-Fourth of Consumers Are Planting a Food Garden Because of the Coronavirus
  • Consumers with a Food Garden Are More Concerned About the Coronavirus
    • Table 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 Coronavirus Concerns: "The coronavirus has negatively affected my…" (percent of consumers)
  • Even More Report Negative Effects on Friends/Family
    • Table Coronavirus Concerns: "The coronavirus has negatively affected…" (percent of consumers)
  • Effects on Work Are Higher Among Food Gardeners
    • Table Coronavirus Concerns: "Because of the coronavirus, I…" (percent of consumers)
  • Consumer Concerns About Safety Are Rising in the Wake of the Pandemic
    • Table Coronavirus Concerns about Safety and Food Waste: "Because of the coronavirus, I am…" (percent of consumers)
  • Eating Habits Are Changing
    • Table 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 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 Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…" (percent of consumers)
• Factors Affecting Gardening Activity and Food Purchases
  • Highlights
  • Plant-Based Eating and Sustainability Are Buzzwords Important to the General Public
  • Clean Label Trends Are Important to Food Gardening, as Home Gardening Produces the Cleanest Foods
  • Drivers of Food Purchase Decisions
    • More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
    • Influential Labels in Food Purchasing Decisions
    • Half of Consumers Say Whether a Food Is Processed Affects Purchasing Decisions
    • A Majority of Consumers Want to Know Where Food Comes From
    • Sustainability Is Important to Many Consumers
    • Most Consumers Think Knowing Whether Food Choices Are Environmentally Sustainable Is Hard
  • Health Benefits in Foods
    • One-Fourth of Consumers Seek Health Benefits from Foods
    • Nutrients Considered Healthy by Consumers
    • Most Sought After Nutrients
    • Perception of Health Differences in Products
  • Food Safety Issues
    • Most Consumers Are Not Very Confident in the U.S. Food Supply
    • Foodborne Illness Still Tops Food Safety Concerns Among Consumers, but COVID- 19 Has Caused Consumer Concern About the Safety of Prepared Foods
    • Young Consumers Less Likely to Trust the Government in Product Recalls
    • New Information Can Change Level of Concern About Chemicals in Food
  • Convenience Used to Mean Unhealthy Foods, but Meal Delivery Services Are Making Convenient and Healthy Meals with Local and Fresh 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 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
    • Local/Seasonal Produce in Supermarkets
    • Imperfect or "Ugly" Produce Has Become an Attractive Option for Consumers, but Food Waste Claims Are Being Re-Examined
  • Consumers Think Small and Medium Businesses Have More Credibility
  • Community Supported Agriculture and Farmers' Markets
  • Fresh Produce Sold at Stores Is Less Nutritious Than Produce Grown at Home Due to Degradation
  • Farm to Table Dining – Out and at Home
• Gardening and Marketing Trends
  • Highlights
  • Easy to Use and Low Maintenance Products
  • Plant Parents and Millennials
  • Do-it-for-Me (DIFM) Services
    • Table 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 "I Enjoy Caring for My Lawn & Garden" by Gender and Age Bracket, 2020 (percent of consumers with a yard, lawn, or garden space)
  • Organic Gardening
  • Community Gardens
  • Xeriscaping and Water Management
  • Indoor Gardening and Hydroponics/Aeroponics
  • Urban Gardening
  • Container Gardening
    • Plastic
    • Terra Cotta
    • Wood
    • Grow Bags
    • Raised Beds
  • Outdoor Living
  • Bee-Friendly and Wildlife Gardens
  • 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
  • Lawn & Garden Consumables
    • Retail vs. Professional Distribution
      • Table Lawn & Garden Consumables End-User Retail Sales by Distribution Channel, 2009, 2014, 2019, and 2024P (million dollars)
    • End User Sales by Product
      • Table 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 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 Power Lawn & Garden Equipment Demand by Product, 2009, 2014, 2019, and 2024P (million dollars)
    • Demand by Market
      • Table Power Lawn & Garden Equipment Demand by Market, 2009, 2014, 2019, and 2024P (million dollars)
    • Ownership Trends
      • Table "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 "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 Formulated Pesticide Demand by Market, 2009, 2014, 2019, and 2024P (million dollars)
    • Demand by Product Class
      • Table Pesticide Active Ingredient Demand by Product Class, 2009, 2014, 2019, and 2024P (million pounds and million dollars)
    • Pest Control Products and Services
      • Table Household Pest Control Products and Services, 2009, 2014, 2019, and 2024P (million dollars)
    • Retail Sales by Channel
      • Table Home & Garden Pesticide Retail Sales by Channel, 2009, 2014, 2019, and 2024P (million dollars)
    • Consumer Use of Pesticides
      • Table "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 "Why Do You Not Use Home & Garden Pesticides?" by Gender & Presence of Children, 2020 (percent of consumers who do not use pesticides)
      • Table "Why Do You Not Use Home & Garden Pesticides?" by Age Bracket, 2020 (percent of consumers who do not use pesticides)
• Consumer Demographics
  • Highlights
  • A Large Minority of Consumers Report They or Someone in Their Household Has a Food Garden
  • Consumers with a Yard, Lawn, or Garden Space at Home Are More Likely to Have a Food Garden
    • Table 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
    • Average Lot Size
      • Table 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 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 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
  • Higher Income Consumers Are More Likely to Have a Food Garden
    • Table 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 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 Maintaining a Food Garden by Rural, Suburban/Exurban, and Urban Environment, 2020 (percent of consumers)
  • Food Gardening Activity by Race and Ethnicity
    • Table Maintaining a Food Garden by Race/Ethnicity, 2020 (percent of consumers)
  • Higher Educational Attainment Correlated with More Food Gardening Activity
    • Table 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 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 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
    • Table Maintaining a Food Garden by Age Bracket, 2020 (percent of consumers)
  • Men Are More Likely to Report Having a Food Garden Than Women
    • Table Maintaining a Food Garden by Gender, 2020 (percent of consumers)
• Consumer Psychographics and Motivations for Food Gardening
  • Highlights
  • Reasons for Maintaining a Food Garden
    • Table 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 Consumer Thoughts on Food Sustainability, Preservation, and Organic Produce, 2020 (percent of consumers)
  • Some Food Gardeners Have Ceased This Activity
  • Reasons Some Consumers Do Not Maintain a Food Garden
    • Table 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
  • Consumers Who Have a Food Garden Are More Choosy About Food
  • People with a Food Garden Report More Frequent Purchases of Food via Convenient Methods
  • Clean Label Eating Is Highly Correlated with Food Gardening
    • Table 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 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 Installation of Outdoor Structures in the Last 12 Months: Food Gardeners vs. All Consumers, 2020 (percent of consumers)

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