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Top 10 Findings from Ball Horticultural's 2012 Consumer Research Study - presented to Kansas Greenhouse Grower Association 2013 Educational Conference
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Consumer Study“Top Ten” Findings
Kansas GreenhouseGrowers Association
2013 EducationalConference
Bill Calkins [email protected]
2
Background & Purpose
• Summary: Gain insight into residential gardening and the consumer purchase process and to determine possible changes since the study was conducted in 2008.
• Key objectives for gardeners include:– Determine attitudes toward gardening and the change since 2008.– Evaluate how gardening behavior (e.g. – time invested, money invested, type
of gardening, etc.) has changed since 2008.– Determine if there are changes in the demographics of gardening.– Evaluate store selection drivers and compare to 2008 results.– Identify gardening influencers.
• Key objectives for non-gardeners include:– Determine primary barriers to gardening, future intensions, and compare
results to the 2008 study.
3
Methodology
• 1050 Quantitative online interviews in the US and Canada with gardeners and non-gardeners.
• Gardener respondents defined as those who purchased and planted flowers in flats or pots in the past year. Other requirements include home ownership and purchase involvement.
• Conducted in April 2012 with the Ipsos Consumer Panel.
US Canada Total
Non-gardeners 200 142 342
Gardeners 504 204 708 Gardener Quotas
Gender:
Male 35%
Female 65%
Age:
18 to 34 20%
35 to 44 25%
45 to 54 25%
Over 55 30%
Non-gardeners perception of gardening is beautiful on the outside…..but….
1010
Gardening attitudes (Gardeners vs. Non)
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Gardeners and non-gardeners seem to generally agree on the EXTRINISIC (aesthetic and functional) value of gardening around the home.
Non-GardenerGardener
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Gardening attitudes (Gardeners vs. Non)But non-gardeners fail to see the INTRINSIC value of the activity.
Non-Gardener
Gardener
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Gardening attitudes (Gardeners vs. Non)
Therefore, they over-value the investment in time and money.
Non-Gardener
Gardener
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Gardening attitudes (Gardeners vs. Non)
Therefore, they over-value the investment in time and money.
Non-Gardener
Gardener
CONCLUSION:
When speaking to the ‘non gardeners’ focus on
increasing the value of the intrinsic motivators!
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Look at that Gen X non-gardener!
Q8. Below are some statements related to flower gardening. Please rate your agreement with the statements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.
BASE: Non-Gardeners (n=342)
Letters indicate statistical significance at 95% confidence level.Letters indicate statistical significance at 95% confidence level.
Gen Y / Millenials
Gen X Baby Boomers
Matures
(<34 yrs) (n=50)
(34-47 yrs) (n=119)
(48 - 66 yrs) (n=114)
(67+ yrs) (n=59)
I don't like to risk the dollar investment in gardening. 3.70 4.20 3.60 3.50
I'd rather spend money on things other than gardening. 4.80 4.90 4.40 4.40
Gardening takes too much time. 4.40 4.60 4.00 3.80
Gardening helps me be less stressed. 3.90 3.50 4.20 3.60
Gardening is a way to stay connected to my roots. 3.80 3.20 3.30 3.30
When I see a home landscaped with beautiful flowers, I feel envious. 4.70 3.80 3.90 3.80
When I see a home landscaped with beautiful flowers, I think it brightens up the house.
5.80 5.20 5.90 5.80
When I see a home landscaped with beautiful flowers, I think the owners must be proud of their house.
5.70 5.10 5.80 5.80
Gardening is good for the environment. 5.30 5.10 5.60 5.40
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Age – By Past Gardening Behavior
What is your age?
BASE: Non-Gardeners
Denotes statistical significance at 95% confidence level.Denotes statistical significance at 95% confidence level.
• While we did look to fill various age groups, we noticed a disproportionate amount of ‘non gardeners’ in the 35-44 (Gen X) age group.
Generation X didn’t garden with their parents….
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Gardeners Non-Gardeners
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The gap….So many fewer Xers than Boomers?
Current Age
48-66
Current Age
34-47
Current Age<34
The total pool….# of people aged 35-55?
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The new folks….How many people turn 35 each year?
Current Age
48-66
Current Age
34-47
Current Age<34
The total pool….# of people aged 35-55?
CONCLUSION:
Your biggest return comes from
focusing on the incoming Generation
Y!
The Independent Garden Center has lost its spot as the largest primary purchase location.
88
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The IGC has lost 9 points….to Lowe’s in particular
What stores did you purchase flowers from in the past year?National distribution of gardeners applied to data for 2008 and 2012 to equalize distribution.
BASE: Gardeners
2008 vs. 2012
What stores did you purchase flowers from in the past year? (check all that apply)
P.S. Walmart has also lost out….
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Even as ‘primary’ the presence of the IGC has droppped.
S8. What stores did you purchase flowers from in the past year?Q30a. Which of these stores would you consider your primary store for flower purchases?
BASE: US Gardeners (n=504)
2008 PRIMARYLowe’s = 21%
HD = 21%
IGC = 35%
Walmart = 18%
“Shopping around” is prevalent everywhere.
19All stores shopped.
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Main Reason for Store Preference – By Primary Store
Q30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases?Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases?
BASE: Gardeners Purchasing at Store
Local / Independent
(n=223)
Home Depot
(n=136)Lowe's (n=133)
Walmart(n=83)
Grocery Store (n=33)
Canadian Tire
(n=19)
Fred Meyer (n=16)
Menard's(n=10)*
Broad selection - "I know I will find what I am looking for"
24% 22% 23% 12% 9% 11% 13% 30%
It is within close proximity to my home
11% 31% 20% 24% 18% 42% 25% 20%
Healthy/Well cared for flowers 25% 11% 14% 4% 12% -- 6% 10%
It's time efficient - I can purchase other needed items outside of the flower category
-- 9% 11% 33% 30% 26% 44% --
Knowledgeable and helpful sales associates
16% 4% 4% 2% -- -- -- --
It is the place I have always shopped for flowers
6% 2% 9% 5% 6% 11% -- 10%
Gardening department is neat and well organized
1% 10% 11% 5% 9% -- 6% 10%
Unique flowers I may not find other places 11% 2% 3% 1% -- -- -- 20%
*NOTE: Small Sample Size
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Main Reason for Store Preference – By Primary Store
Q30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases?Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases?
BASE: Gardeners Purchasing at Store
Local / Independent
(n=223)
Home Depot
(n=136)Lowe's (n=133)
Walmart(n=83)
Grocery Store (n=33)
Canadian Tire
(n=19)
Fred Meyer (n=16)
Menard's(n=10)*
Broad selection - "I know I will find what I am looking for"
24% 22% 23% 12% 9% 11% 13% 30%
It is within close proximity to my home
11% 31% 20% 24% 18% 42% 25% 20%
Healthy/Well cared for flowers 25% 11% 14% 4% 12% -- 6% 10%
It's time efficient - I can purchase other needed items outside of the flower category
-- 9% 11% 33% 30% 26% 44% --
Knowledgeable and helpful sales associates
16% 4% 4% 2% -- -- -- --
It is the place I have always shopped for flowers
6% 2% 9% 5% 6% 11% -- 10%
Gardening department is neat and well organized
1% 10% 11% 5% 9% -- 6% 10%
Unique flowers I may not find other places 11% 2% 3% 1% -- -- -- 20%
*NOTE: Small Sample Size
CONCLUSION:
How can we help the IGC increase their
appeal – especially to the younger
generation????
Store preference varies by generation. This can transcend the plant department.
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What stores did you purchase flowers from in the past year?.
BASE: Gardeners
What stores did you purchase flowers from in the past year? (check all that apply)
What stores did you purchase flowers from in the past year?.
BASE: Gardeners
Head to head….Home Depot vs. Lowe’s as Primary…..
Containers are up, perennials are down but what still wins is ‘in the ground’.
66
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Most goes in the ground, but the trend continues...
Please divide your purchases spent among the three categories below. Your responses should sum to 100%.
BASE: Gardeners
2008 vs. 2012• The share of flowers planted in the ground, into containers, and bought via pre-made containers remains similar to 2008.
56.5%
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But containers – both DIY and “DFM” are growing….
Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree or disagree with each statement.
BASE: Gardeners
2008 vs. 2012• More gardeners report they are planting more flowers in pots/baskets in 2012, as compared to 2008. There is less use of perennials as compared to the previous study.
65% don’t agree
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Perennials take a small decline….
Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree or disagree with each statement.
BASE: Gardeners
2008 vs. 2012• Perennial use, the most frequently cited area for growth, has dropped a few points since the 2008 study.
Agreement statement at 65% (vs. previous at
~35-40%)
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Perennials take a small decline….
Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree or disagree with each statement.
BASE: Gardeners
2008 vs. 2012• Perennial use, the most frequently cited area for growth, has dropped a few points since the 2008 study.
Agreement statement at 65% (vs. previous at
~35-40%)
CONCLUSION:
Are we still looking for solutions for ALL
aspects of gardening? DON’T
ABANDON THE IN-GROUND USE!
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Biggest Frustrations with GardeningBiggest Frustrations with Gardening
BASE: Gardeners (n=708)
Q23. What are your biggest frustrations with gardening?
• Some of the biggest frustrations with gardening include having to weed, plants being destroyed by pests, inclement weather, and lack of time.
Coded verbatim
• “Ridding my garden of weeds at the start of the season takes several days and keeping the weeds away takes so much work throughout the season.”
• “Weeds. There's nothing more to say.”
• “The weeding process is repetitive.”
• “Bugs in the garden and not knowing how to deal with them.”
• “Bugs, pests, weeds, time commitments.”
• “The weather. Either too much rain or no rain at all. This is hard to control.”
• “Very few things can withstand the intense sun where I live.”
• “Running out of time to properly care for a garden.”
The impact of the environment and the economy on our habits. Veggies are not really the gate-way.
44
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2008 – 2012: Big growth in environmentally-driven areas….
Below are some statements related to the reasons you garden and your gardening habits. Please rate your agreement with the statements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.
BASE: Gardeners
A shift to saving $$...
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People who recently started are driven more
by taste and money than previous ‘starters’
“Matures” were far more interested in taste.
Today’s Gen Y is also interested in money.
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Gardeners start with veggies AND flowers…
Denotes statistical significance at 95% confidence level.Denotes statistical significance at 95% confidence level.
Q10. How did you first start gardening?
BASE: Gardeners
• Two-thirds of ‘master gardeners’ and ‘gardening enthusiasts’ started gardening with both vegetables/herbs and flowers. This is significantly more when compared to the ‘casual’ and ‘unenthusiastic’ gardeners.
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NO CHANGE: Amount Spent on Flowers in Past Year
In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden, your patio, etc.?
BASE: Gardeners
25th Percentile
75th Percentile
US Canada
2008 vs. 2012• Yearly expenditures on flowers remained similar to previous research conducted in 2008.
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NO CHANGE: Amount Spent on Flowers in Past Year
In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden, your patio, etc.?
BASE: Gardeners
25th Percentile
75th Percentile
US Canada
2008 vs. 2012• Yearly expenditures on flowers remained similar to previous research conducted in 2008.
CONCLUSION:
We ‘weathered the storm’ of the
economy. But the environmental
impacts are here to stay. We must
continue to focus on the ‘functional’
return of gardening – including harvest
and environmental well-being.
Gardeners are almost twice as likely to have had experience gardening as a kid.
40
Two possible leading indicators of gardening activity. One – did your parents garden and then if they DID, did you help them?
Gardeners are twice as likely to have gardening with their
parents as kids.
This is even more pronounced when you look at the generations.
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Gardeners Non-Gardeners
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Gardening Activities with Children – By Type of Gardener
Denotes statistical significance at 95% confidence level.Denotes statistical significance at 95% confidence level.
Q19. Which of the following statements best describes your gardening activities with your children?
BASE: Gardeners with Children in Household *NOTE: Small Sample Size
• Nearly two-thirds of gardeners with children in the household consider gardening a family activity. • ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ or
‘unenthusiastic’ gardeners.
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Gardening Activities with Children – By Type of Gardener
Denotes statistical significance at 95% confidence level.Denotes statistical significance at 95% confidence level.
Q19. Which of the following statements best describes your gardening activities with your children?
BASE: Gardeners with Children in Household *NOTE: Small Sample Size
• Nearly two-thirds of gardeners with children in the household consider gardening a family activity. • ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ gardeners.
CONCLUSION:
Getting kids to garden is significant.
Gen Y is predisposed to do it. How do
broaden this net?
The transition from casual to enthusiastic is still our ticket to riches
22
45
Type of Gardener Type of Gardener – By Age– By Age
Denotes statistical significance at 95% confidence level.Denotes statistical significance at 95% confidence level.
Q17. Which of the following best describes your gardening activities?
BASE: Gardeners
• Nearly 60% of gardeners classify themselves as “casual gardeners.’• Gardeners over 44-years-old are more likely to consider themselves ‘gardening enthusiasts,’ as compared to
younger gardeners.
Casual vs. Enthusiastic
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CASUAL GARDENERAGE: ~42Years of experience: ~5-10Main Drivers: EXTRINSIC•Add Beauty•Improve curb appeal•Reflection of me
Garden by myselfDollars Spent: $88
ENTHUSIASTIC GARDENERAGE: ~50Years of experience: ~10-20Main Drivers: INTRINSIC•Relaxing/reduce stress•Connection to nature•Express my creativity
Gardening is a family activityDollars Spent: $118
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Reasons Would Leave/Shop Somewhere Else for Plants
Q31a. Which of the following would be most likely to make you leave a store and shop somewhere else for flowering plants? Q31b. What are other reasons you might leave a store and shop somewhere else for flowering plants.
BASE: Gardeners (n=708)
• Overall, three-quarters of gardeners will leave a store when the flowers aren’t healthy or well-cared for. A second tier of reasons to leave include flowers being priced too high or the store having a narrow selection.
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Our Top 10…..10. To reach the non-gardener, focus on intrinsic value. 9. Want a payoff? Skip right to Gen Y. 8. And get that Gen Y into the IGC’s…. 7. As for Depot and Lowe’s? Pay attention. 6. Offer the best in-ground products. 5. Scratch that. Offer the best in-ground SOLUTION. 4. We weathered the storm…now drive the function. 3. Functional for the whole family. 2. Our goal: improve confidence for quicker migration. 1. And don’t forget that product quality… …is the foundation for all else.
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