Home Gardening Consumer Insights

Published: June 19, 2020 - 66 Pages

Table of Contents

CHAPTER 1: INTRODUCTION
CHAPTER 2: COVID-19: CONSUMER IMPACT OVERVIEW
58% OF PEOPLE SET UP TO WORK AT HOME ARE DOING SO MORE OFTEN
Figure 2-1 COVID-19 Is Causing More Consumers to Work from Home More Than Usual (percent of
employed consumers who are set up to work from home)
MOST CONSUMERS ARE CONCERNED ABOUT COVID-19 & ITS IMPACT
Figure 2-2 Consumer Concerns Related to the Coronavirus (percent of consumers)
MANY CONSUMERS REPORT BEING NEGATIVELY IMPACTED BY COVID-19
Figure 2-3 Negative Personal Effects Related to the Coronavirus (percent of consumers)
EVEN MORE CONSUMERS REPORT FAMILY OR FRIENDS HAVE BEEN AFFECTED
Figure 2-4 Negative Effects of the Coronavirus on Friends & Family (percent of consumers)
THE PANDEMIC RESHAPED CONSUMER SHOPPING & DINING PATTERNS
Figure 2-5 Consumer Shopping Changes Due to the Coronavirus (percent of consumers)
CONSUMERS ARE CHANGING THEIR EATING HABITS DUE TO THE CORONAVIRUS
Figure 2-6 Consumer Eating Habits Due to the Coronavirus (percent of consumers)
CHAPTER 3: HISTORICAL TRENDS IN GARDENING
GARDENING HAS BECOME LESS POPULAR OVER TIME
Figure 3-1 Gardening as a Leisure Activity/Hobby in the Last 12 Months (2006-2020) (percent of consumers)
FEWER CONSUMERS OWN LAWN AND GARDEN EQUIPMENT NOW THAN IN THE PAST
Figure 3-2 Ownership of Lawn and Garden Equipment (2006-2020) (percent of consumers)
LAWN AND GARDEN EQUIPMENT SALES EXPERIENCE VOLATILITY
Figure 3-3 Purchases of Lawn and Garden Equipment in the Last 12 Months (2006-2020) (percent of consumers)
THE SHARE OF CONSUMERS PURCHASING LAWN AND GARDEN CONSUMABLES HAS FALLEN OVER TIME
Figure 3-4 Purchases of Lawn and Garden Consumables in the Last 12 Months (2006-2020) (percent of consumers)
CHAPTER 4: CHANGES TO HOME AND GARDENING BEHAVIOR DURING THE PANDEMIC
PEOPLE ARE SPENDING MORE TIME ON HOME PROJECTS AND GARDENING
Figure 4-1 Consumer Agreement on Changing Home Improvement and Gardening Projects Due to the Coronavirus (percent of consumers)
MOST AMERICANS HAVE A YARD, LAWN, OR GARDEN SPACE AT HOME
Figure 4-2 Does Your Home Have a Yard, Lawn, or Garden Space? (percent of consumers)
Where Do People with these Outdoor Spaces Live?
Figure 4-3 Consumers with a Yard, Lawn, or Garden Space by Region, Urban vs. Suburban vs. Rural,Owning vs. Renting a Home, and Type of Home (percent of consumers)
Consumers with an Outdoor Space at Home Are More Likely to be Engaging in Gardening and
Outdoor Projects Due to the Coronavirus
Figure 4-4 Overlap with Consumers with a Yard, Lawn, or Garden Space and Changes in Gardening and Outdoor Projects (percent of consumers)
CONSUMERS WHO ARE GARDENING OR SPENDING MORE TIME ON OUTDOOR PROJECTS ARE FEELING MORE NEGATIVE EFFECTS OF THE CORONAVIRUS
Figure 4-5 Negative Effects of the Coronavirus on Health and Financial Security (percent of consumers, people spending more time on outdoor projects, and food gardeners)
CONSUMERS WHO ARE GARDENING OR SPENDING MORE TIME ON OUTDOOR PROJECTS ARE MAKING MORE CHANGES TO THEIR ROUTINES DUE TO THE CORONAVIRUS
Figure 4-6 Negative Effects of the Coronavirus on Health and Financial Security (percent of consumers, people spending more time on outdoor projects, and food gardeners)
INCOME IS A MAJOR DETERMINANT OF WHO IS GARDENING, SPENDING MORE TIME ON OUTDOOR PROJECTS, AND
UNDERTAKING HOME IMPROVEMENT PROJECTS
Figure 4-7 Coronavirus Changes in Home Projects and Gardening by Income Bracket (percent of consumers)
CHAPTER 5: LAWN AND GARDEN PRODUCT OWNERSHIP AND PURCHASES
OWNERSHIP OF LAWN AND GARDEN EQUIPMENT
Figure 5-1 Ownership of Lawn and Garden Equipment (percent of consumers)
Ownership by Gender and Activities
Figure 5-2 Ownership of Lawn and Garden Equipment by Activities and Gender (percent of consumers, gardeners, HGTV viewers, and male and female consumers)
Ownership by Region and County Size
Figure 5-3 Ownership of Lawn and Garden Equipment by Region and County Size
Ownership by Household Income Bracket
Figure 5-4 Ownership of Lawn and Garden Equipment by Household Income Bracket (percent of
consumers)
Ownership by Age Bracket
Figure 5-5 Ownership of Lawn and Garden Equipment by Age Bracket (percent of consumers)
TYPES OF LAWN AND GARDEN EQUIPMENT OWNED
Figure 5-6 Ownership of Lawn and Garden Equipment by Type (percent of consumers)
TYPES OF LAWN AND GARDEN EQUIPMENT PURCHASED IN THE LAST 12 MONTHS
Figure 5-7 Purchases of Lawn and Garden Equipment in the Last 12 Months by Type (percent of consumers)
OWNED BRANDS OF LAWN AND GARDEN EQUIPMENT
Figure 5-8 Ownership of Lawn and Garden Equipment by Brand (percent of consumers)
TYPES OF LAWN AND GARDEN CONSUMABLES PURCHASED IN THE LAST 12 MONTHS
Figure 5-9 Purchases of Lawn and Garden Consumables in the Last 12 Months by Type (percent of consumers)
Purchases by Gender and Activities
Figure 5-10 Purchases of Lawn and Garden Consumables in the Last 12 Months by Type (percent of
consumers, gardeners, HGTV viewers, and male and female consumers)
CHAPTER 6: DEMOGRAPHIC TRENDS IN HOME GARDENING
REGIONAL TRENDS
Figure 6-1 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by County Size and
U.S. Region (percent of consumers)
Figure 6-2 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by County Size and
U.S. Region (percent of gardeners)
HOUSEHOLD INCOME TRENDS
Figure 6-3 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Household
Income Bracket (percent of consumers)
Figure 6-4 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Household
Income Bracket (percent of gardeners)
EMPLOYMENT TRENDS
Figure 6-5 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Employment
Status (percent of consumers)
Figure 6-6 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Employment
Status (percent of gardeners)
RELATIONSHIP STATUS AND PARENTHOOD TRENDS
Figure 6-7 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Relationship
Status and Parenthood (percent of consumers)
EDUCATIONAL TRENDS
Figure 6-8 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Student Status
and Educational Achievement (percent of consumers)
AGE TRENDS
Figure 6-9 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Age Bracket(percent of consumers)
Figure 6-10 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Age Bracket(percent of gardeners)
GENDER TRENDS
Figure 6-11 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Gender(percent of consumers)
Figure 6-12 Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Gender(percent of gardeners)
CHAPTER 7: PSYCHOGRAPHICS OF HOME GARDENERS
DIET AND HEALTH
Figure 7-1 Agreement on Statements Concerning Diet and Health (percent of consumers, gardeners,
consumers age 18-24, and consumers age 65+)
THOUGHTS ON THE ENVIRONMENT
Figure 7-2 Agreement on Statements Concerning the Environment (percent of consumers and gardeners)
HEALTHY EATING AND SNACKING
Figure 7-3 Agreement on Statements Concerning Healthy Eating and Eating Habits (percent of
consumers and gardeners)
ADVENTUROUS EATING AND COOKING
Figure 7-4 Agreement on Statements Concerning Adventurous Eating Habits (percent of consumers and gardeners)
CLEAN LABEL SENTIMENTS
Figure 7-5 Agreement on Statements Concerning Clean Label Sentiments (percent of consumers and
gardeners)
HOME COOKING AND CONVENIENCE FOOD OPTIONS
Figure 7-6 Agreement on Statements Concerning Home Cooking (percent of consumers and gardeners)
CHAPTER 8: PACKAGED FACTS CONSUMER SURVEY METHODOLOGY
Table 8-1 Packaged Facts National Online Survey Demographic Quotas
MRI-SIMMONS SURVEY METHODOLOGY

Abstract

Home Gardening Consumer Insights

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Long before the novel coronavirus pandemic spread to the U.S. in 2020, many consumers had engaged in gardening as a hobby. Growing plants for food or for home or yard aesthetics can be fun, challenging, and rewarding.

However, as the pandemic has led to stay-at-home and social distancing orders, consumer behavior is changing. Many people have lost their jobs, and jobs that are able to be done from home have largely transitioned to work-at-home positions at least in the short-term, meaning that more people are staying at home than ever before.

Gardening may be used as a stress relief activity, and when people are staying at home more, they have more time or desire to dedicate to gardening. Additionally, during times of economic uncertainty, some consumers turn to gardening for food since growing fruits and vegetables is a low-cost activity and a source of food security.

Home Gardening Consumer Insights is packed with figures that showcase data from consumer surveys. The data cover changes in behavior during the coronavirus pandemic and provide insights about consumer trends, demographics, behavior, and motivations on a historical basis. This report will help retailers, manufacturers, investors, and service providers gauge consumer perspectives and opportunities for growth in a competitive and changing market.

Scope

Home Gardening Consumer Insights examines COVID-19 consumer impacts, historical trends in gardening, changes to home and gardening behavior during the pandemic, purchases and ownership of lawn and garden equipment and lawn and garden consumables, demographic trends in home gardening, and consumer psychographics. This report contains 45 data-intensive charts, as well as analysis of survey results.

Report Methodology

The information contained in Home Gardening Consumer Insights was developed from Packaged Facts’ national online consumer poll of U.S. adult consumers (age 18+) conducted from April-May 2020 to address changes in purchasing patterns, attitudes, and behavior. Relevant food and beverage preferences and home improvement, outdoor, and food gardening projects are covered. Supplementing Packaged Facts’ exclusive survey is an extensive analysis and custom cross tabs data from MRI-Simmons’ National Consumer Study, which is based on approximately 25,000 adult respondents surveyed annually.


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