The National Gardening Association today released the results of the 361 page National Gardening Survey, the nation's most comprehensive annual compendium of gardening activity and purchasing trends. Also released was a companion survey What Gardeners Think, a special 426 page report on gardeners' attitudes and gardening behavior.
2021 NATIONAL GARDENING SURVEY AND NEW WHAT GARDENERS THINK SURVEY REVEAL SECRETS OF "PANDEMIC GARDENING"
Included with each survey are industry expert analysis and commentary. According to National Gardening Association Executive Director Dave Whitinger, "Taken together, the surveys paint a full picture of the current boom in gardening and an analysis of possible future trends. While the gardening industry can expect another strong year in 2021, as the nation emerges from the pandemic there are clouds on the gardening horizon."
18.3 MILLION NEW GARDENERS
The surveys confirm that gardening participation was way up, with 18.3 million new gardeners documented from this national sample. Veteran gardeners are also gardening more, and gardeners of all types are participating in more gardening activities. Two thirds of gardeners tried a new gardening activity.
Growth in flower gardening is catching up with the still strong surge in food gardening. Nearly one third of gardeners had difficulty finding at least one type of product they intended to purchase in 2020.
THE BIG QUESTION ANSWERED – FUTURE GARDENING INTENT
42% of gardeners say they increased gardening due to the Covid pandemic, while only 9% gardened less. 88% of gardeners intend to increase or maintain their level of gardening activity in 2021
(36% more, 52% the same), and 89% plan to increase gardening post-pandemic (30% more, 59% the same). The intent to garden more is particularly pronounced among the gardening cohorts of younger gardeners, gardeners with children, apartment/condo dwellers, and black and gardeners of color.
MORE DIVERSE GARDENERS
The surveys reveal a more diverse and divergent gardening population. There was disproportionate growth of gardening among traditionally less well represented groups, including younger families, renters and apartment/condominium dwellers, and black and people of color gardeners. Gardening participation remained flat or declined among Baby Boomers. These gains could speak well for the future of gardening, but only if these new gardeners continue to engage in gardening post-pandemic. The surveys and accompanying commentaries analyze the factors that drive new gardener retention or desertion.
GARDENING SHOPPING CHANNELS SHOW SMALL RELATIVE CHANGE
There was only modest evidence of an increase in online shopping, a trend analyzed in further detail in the surveys. Online shopping of gardening products at general online retailers (such as Amazon) remains relatively small. The surveys reveal the continuing strength of home centers and mass merchandisers in the gardening market, and the accompanying commentaries outline strategies that independents can take to differentiate themselves from those larger players.
YOUNGER GARDENERS ALIGN WITH AND DIFFER FROM OLDER GARDENERS IN KEY ASPECTS
Younger gardeners are more driven by growing food and by family activity benefits of gardening, while older gardeners garden more to beautify their homes and for exercise. All age groups cited the mental health and emotional benefits
of gardening, and most gardeners continue to seek more gardening knowledge and better tools.
INTEREST IN CANNABIS CULTIVATION INCREASING AMONG YOUNGER GARDENERS AND NON-GARDENERS ALIKE.
About one half of respondents age 18-44 say they would definitely or probably cultivate cannabis if it were legal to do so, but only one in eight of those above age 55 say they would cultivate cannabis. One third of households who do not currently participate in any lawn and garden activities express interest in growing marijuana, a possible hidden accelerator for the gardening industry.
The National Gardening Survey
provides in-depth and up-to-date marketing information on industry trends, household participation, consumer profiles and retail sales. The What Gardeners Think
report reveals important information about the types of gardeners in America, their attitudes, and what motivates them. Taken together, these two surveys provide the most comprehensive insight available anywhere into the current state and future of gardening in America. Whether your company markets its products to wholesalers, retailers, or direct to consumer; or provides services to gardeners or the industry, you can put the detailed data and analysis of the surveys to work for you today.
These reports can be purchased individually at National Gardening Survey and What Gardeners Think, or bundled together at a discounted price.
ABOUT THE NATIONAL GARDENING SURVEY AND NGA
The National Gardening Association's Research Division, Garden Research (www.garden.org
) is the nation's most widely recognized authority on the U.S. consumer lawn and garden market, providing market research information for the lawn, garden, and nursery industries. Their market research reports and research services help companies identify and pursue opportunities, and improve their marketing, positioning, product development, and strategic planning.
NGA's Research Division's services include research design, survey development, data collection, results tabulation, analysis, and presentation of findings. They conduct both quantitative and qualitative research studies ranging from the National Gardening Survey to proprietary market research.
For more information, contact:
Dave Whitinger, Executive Director
National Gardening Association
E-Mail: [email protected]
Or visit gardenresearch.com