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Market Research Report

Home Gardening Consumer Insights

Published by Packaged Facts Product code 944256
Published Content info 73 Pages
Delivery time: 1-2 business days
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Home Gardening Consumer Insights
Published: June 19, 2020 Content info: 73 Pages
Description

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.

Table of Contents
Product Code: LA16269736

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
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