MARKET SUB-TOPICS
GARDENING: A BOOMING INDUSTRY
Consumers see their yard as their safe haven — a place to grow food and families. Their backyards are a destination for family activities, entertaining, and regeneration. With growing economic concerns headlining local news, it is clear that Americans are turning to gardening to exercise a little control over their lives.
Gardening Fast Facts:
• 71% of all US households participated in lawn or garden activities in 2007, and that number continues to grow steadily each year.
• 82 million households have participated in a lawn and garden activity.
• A quarter of all gardeners are under the age of 35.
• 23 million 18-35 year olds have tried their hand at gardening.
The gardening category experienced significant growth in 2009:
• 19% increase in the number of adults planning to start a garden in 2009, and 21% of them will be brand new to gardening.
• Of those who had a garden last year, 10% of them planned to devote more time to gardening in 2009.
2009 explosive sales growth:
• Burpee reported that sales of seed starter kits, a staple for beginner gardeners, are up significantly.
• Sales of organic gardening seed packets, which tend to skew toward more affluent and educated groups, are up 56% over last year.
• Home Depot reported that sales of seed packets are up by double digits.
Growth is attributed to a multitude of factors:
• 62% cite the economy as a major contributing factor, but according to many, the recession isn't the only driver:
• 58% say they want better-tasting food.
• 54% want to lower food bills.
• 51% want better quality food.
• 48% want to know their produce is safe.
* Sources – MediaPost, Sales Down? Not in the Gardening Aisle, March 2009; NGA 2009; Yankelovich Monitor 2007/2008; National Gardening Association (NGA); Packaged Facts "Trends in Organic Lawn and Garden Products, 2008" |
