The just-released 2019 National Gardening Survey, published by the National Gardening Association's research division, GardenResearch.com, reveals new and important information regarding the $50+ billion lawn and garden industry. The National Gardening Survey provides in-depth and up-to-date information on emerging markets, industry trends, household participation, consumer profiles and retail market share.
Some survey highlights:
Overall, lawn and garden spending increased in 2018 to $52.3 billion, despite a slight decrease in household participation.
While the lion's share of spending in the lawn and garden industry is led by wealthy households, once again, millennial households reported strong levels of participation, spending, and perhaps most importantly, planned future purchases.
The survey reveals that 38% of 18-34 year-olds plan to spend more on lawn and garden activities in 2019, compared to the overall average of 29%.
18-34 year-olds accounted for a quarter of estimated lawn and garden spending in 2018, despite having lower household incomes than others and being more likely to live in an apartment or condo. Household participation in lawn and garden activities among younger households largely matches other age groups, but has grown at a higher rate than others since 2014.
Younger households also show a very high level of interest in cultivating legal cannabis: nearly half, an estimated 35.9 million U.S. residents, say they would definitely or probably grow a type of cannabis if it were legal to do so. Seven and a half million of these young adults interested in growing cannabis say that no one in their household currently participates in any lawn and garden activity.
As noted by industry analyst Ian Baldwin, who provides an in-depth commentary in the report, "That's millions of individuals who do not currently do any gardening who would dip a toe into the water, possibly leading to a long-term relationship with the lawn and garden industry."
New data included in the 2019 National Gardening Survey:
Interest in Growing Cannabis
Future Purchase Intent
New Infographics and Charts
New multi-year data tables
The 222-page National Gardening Survey is now available at www.gardenresearch.com
Read more information, see survey highlights, or purchase
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