Gardening Consumers Want Quick, How-to-Succeed Info, According to Survey
The 2018 “What Gardeners Think” Survey, conducted by GardenResearch.com, reveals important information about the types of gardeners in the U.S., their attitudes, and what motivates them. The survey contains a mass of data pointing toward a fundamental shift in consumers’ approaches to gardening, especially among younger generations.
According to the survey, there are strong indications that gardeners of all generations want how-to-succeed information, along with first-time success in their home and garden projects. Consumers are researching online and looking for advice for a short project that fits their lifestyles.
“Today’s consumer is hungry for gardening how-to,” says industry analyst Ian Baldwin. “In-store classes are a sell-out, and the 2018 National Gardening Survey shows a big uptick in households purchasing gardening information, with millions of them acquiring apps.”
Baldwin notes these consumers want retailers to sell the exact specifics of what they need, while providing simple, quick, how-to-succeed information.
Another shift in approach is the current boom in Do-it-for-me (DIFM) aproaches.
“Anecdotally, we hear many reports of consumers expecting gardening to fit into a one-and-done approach, much like resurfacing kitchen counters or replacing a carpet,” Baldwin says. “They don’t mind the one-time investment in money and time, but do not like having to learn about and invest more time (and money) in the resulting upkeep.”
In terms of people’s attitudes toward gardening, there is an increase in overall enjoyment/happiness. While Americans enjoy working in their gardens more, they are still facing the same challenges and dislikes as year’s prior. Weeds, insects, and soil conditions top the list of challenges, and while they have not changed since 2012, their importance to gardeners has increased. The main dislikes about gardening are that it takes too much work, costs too much money, and takes up too much time.