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Lawn & Garden Consumer Insights: The Home Gardener

Publisher Freedonia Group
Published Jun 30, 2020
Length 68 Pages
SKU # FG16275000

Description

Lawn & Garden Consumer Insights: The Home Gardener

Long before the novel coronavirus pandemic spread to the US 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.

This report includes analysis, data, trends, and customized cross tabs using both the April-May 2020 The Freedonia Group Online Consumer Survey and syndicated national consumer survey results from MRISimmons Winter 2008-2020 Reports and MRI-Simmons Fall 2006-2007 Reports.

Scope or Report
This report 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.

Table of Contents

68 Pages
1. Introduction
2. COVID-19: Consumer Impact Overview
58% of People Set Up to Work At Home Are Doing So More Often
Most Consumers Are Concerned About COVID-19 & Its Impact
Many Consumers Report Being Negatively Impacted by COVID-19
Even More Consumers Report Family or Friends Have Been Affected
The Pandemic Reshaped Consumer Shopping & Dining Patterns
Consumers Are Changing Their Eating Habits Due to the Coronavirus
3. Historical Trends in Gardening
Gardening Has Become Less Popular Over Time
Fewer Consumers Own Lawn and Garden Equipment Now Than in the Past
Lawn and Garden Equipment Sales Experience Volatility
The Share of Consumers Purchasing Lawn and Garden Consumables Has Fallen Over Time
4. Changes to Home and Gardening Behavior During the Pandemic
People Are Spending More Time on Home Projects and Gardening
Most Americans Have a Yard, Lawn, or Garden Space at Home
Where Do People with these Outdoor Spaces Live?
Consumers with an Outdoor Space at Home Are More Likely to be Engaging in
Gardening and Outdoor Projects Due to the Coronavirus
Consumers Who Are Gardening or Spending More Time on Outdoor Projects Are Feeling
More Negative Effects of the Coronavirus
Consumers Who Are Gardening or Spending More Time on Outdoor Projects Are Making
More Changes to Their Routines Due to the Coronavirus
Income Is a Major Determinant of Who is Gardening, Spending More Time on Outdoor
Projects, and Undertaking Home Improvement Projects
5. Lawn and Garden Product Ownership and Purchases
Ownership of Lawn and Garden Equipment
Ownership by Gender and Activities
Ownership by Region and County Size
Ownership by Household Income Bracket
Ownership by Age Bracket
Types of Lawn and Garden Equipment Owned
Types of Lawn and Garden Equipment Purchased in the Last 12 Months
Owned Brands of Lawn and Garden Equipment
Types of Lawn and Garden Consumables Purchased in the Last 12 Months
Purchases by Gender and Activities
6. Demographic Trends in Home Gardening
Regional Trends
Household Income Trends
Employment Trends
Relationship Status and Parenthood Trends
Educational Trends
Age Trends
Gender Trends
7. Psychographics of Home Gardeners
Diet and Health
Thoughts on the Environment
Healthy Eating and Snacking
Adventurous Eating and Cooking
Clean Label Sentiments
Home Cooking and Convenience Food Options
8. The Freedonia Group Consumer Survey Methodology
9. MRI-Simmons Survey Methodology
List of Tables
8. The Freedonia Group Consumer Survey Methodology
Table 8-1 | The Freedonia Group National Online Survey Demographic Quotas
List of Figures
2. COVID-19: Consumer Impact Overview
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)
Figure 2-2 | | Consumer Concerns Related to the Coronavirus (percent of consumers)
Figure 2-3 | | Negative Personal Effects Related to the Coronavirus (percent of
consumers)
Figure 2-4 | | Negative Effects of the Coronavirus on Friends & Family (percent of
consumers)
Figure 2-6 | | Consumer Shopping Changes Due to the Coronavirus (percent of
consumers)
Figure 2-11 | | Consumer Eating Habits Due to the Coronavirus (percent of consumers)
3. Historical Trends in Gardening
Figure 3-1 | | Gardening as a Leisure Activity/Hobby in the Last 12 Months (2006-2020)
(percent of consumers)
Figure 3-2 | | Ownership of Lawn and Garden Equipment (2006-2020) (percent of
consumers)
Figure 3-3 | | Purchases of Lawn and Garden Equipment in the Last 12 Months (2006-
2020) (percent of consumers)
Figure 3-4 | | Purchases of Lawn and Garden Consumables in the Last 12 Months (2006-
2020) (percent of consumers)
4. Changes to Home and Gardening Behavior During the Pandemic
Figure 4-1 | | Consumer Agreement on Changing Home Improvement and Gardening
Projects Due to the Coronavirus (percent of consumers)
Figure 4-2 | | Does Your Home Have a Yard, Lawn, or Garden Space? (percent of
consumers)
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)
Figure 4-4 | | Overlap with Consumers with a Yard, Lawn, or Garden Space and Changes
in Gardening and Outdoor Projects (percent of consumers)
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)
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)
Figure 4-7 | | Coronavirus Changes in Home Projects and Gardening by Income Bracket
(percent of consumers)
5. Lawn and Garden Product Ownership and Purchases
Figure 5-1 | Ownership of Lawn and Garden Equipment (percent of consumers)
Figure 5-2 | Ownership of Lawn and Garden Equipment by Activities and Gender
(percent of consumers, gardeners, HGTV viewers, and male and female
consumers)
Figure 5-3 | Ownership of Lawn and Garden Equipment by Region and County Size
Figure 5-4 | Ownership of Lawn and Garden Equipment by Household Income Bracket
(percent of consumers)
Figure 5-5 | Ownership of Lawn and Garden Equipment by Age Bracket (percent of
consumers)
Figure 5-6 | Ownership of Lawn and Garden Equipment by Type (percent of consumers)
Figure 5-7 | Purchases of Lawn and Garden Equipment in the Last 12 Months by Type
(percent of consumers)
Figure 5-8 | Ownership of Lawn and Garden Equipment by Brand (percent of
consumers)
Figure 5-9 | Purchases of Lawn and Garden Consumables in the Last 12 Months by Type
(percent of consumers)
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)
6. Demographic Trends in Home Gardening
Figure 6-1 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by
County Size and US Region (percent of consumers)
Figure 6-2 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by
County Size and US Region (percent of gardeners)
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)
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)
Figure 6-7 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by
Relationship Status and Parenthood (percent of consumers)
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)
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)
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)
7. Psychographics of Home Gardeners
Figure 7-1 | Agreement on Statements Concerning Diet and Health (percent of
consumers, gardeners, consumers age 18-24, and consumers age 65+)
Figure 7-2 | Agreement on Statements Concerning the Environment (percent of
consumers and gardeners)
Figure 7-3 | Agreement on Statements Concerning Healthy Eating and Eating Habits
(percent of consumers and gardeners)
Figure 7-4 | Agreement on Statements Concerning Adventurous Eating Habits (percent
of consumers and gardeners)
Figure 7-5 | Agreement on Statements Concerning Clean Label Sentiments (percent of
consumers and gardeners)
Figure 7-6 | Agreement on Statements Concerning Home Cooking (percent of
consumers and gardeners)

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