Consumer Barriers to Gardening

Goals

To provide an understanding of what prevents consumers from gardening by obtaining 5-10 consumer barriers to gardening in the U.S., including statistics that show the extent of the barrier and a description as to why it matters. This information will be used to develop messaging to overcome the identified consumer barriers

Early Findings

State of Gardening in the U.S.

  • According to the National Gardening Association, lawn and garden spending in the U.S. was $52.3 billion in 2018.
  • Spending was led by wealthy households, with millennial households reporting strong levels of participation, spending, and planned future purchases.
  • In 2017, about 77% of American households participated in gardening, with the average gardening household spending $503 annually on gardening supplies, up by $100 from the previous year
  • Some of the motivations for gardening include: gains to physical and mental health, the formation of social connections, the provision of food and nutrition, and benefits to the environment.

Reasons for Not Gardening

  • A study conducted in 2012 for the National Garden Bureau found that 3 main reasons made up over 60% of the reasons given for not gardening, namely: time constraints, lack of knowledge or information, and space constraints. Other reason identified from the study were money and lack of patience.
  • Other reasons that have been noted for not gardening include:

Description and Extent of Lack of Knowledge or Information as a Barrier in Gardening

  • Consumers find that available information on gardening and garden supplies is usually unappealing and intimidating; and garden center employees of large retailers also lack the training and in-depth knowledge to be of assistance to gardeners.
  • Even those who consider themselves knowledgeable in gardening may not be as knowledgeable. In a study about proper lawn care in the U.S., most of the respondents (77%) answered 40% or more questions incorrectly. For example, "a majority (52%) of consumers are unaware that morning is the best time to water lawns." According to experts lawns should be watered" in the morning before the heat of the day so any excess moisture has plenty of time to dry up before the sun goes down. Watering at night can encourage excess water in the soil, around roots and on foliage, which could create conditions ripe for insects, disease or rot."

Summary of Findings

  • During this first hour of research, we were able to find some reasons that consumers have identified as barriers to gardening. From our preliminary research, actual statisitics that show the extent to which these barriers may impede uptake in gardening may not be easily accessible.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals.



Proposed next steps:

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