Freedonia Consumer Insights: What Do Home Gardeners Want?

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Jul 07, 2020, 09:27 ET

CLEVELAND, July 7, 2020 /PRNewswire/ -- A new Freedonia Group analysis of consumer survey research highlights key demographic and psychographic trends that are affecting the consumer lawn and garden industry. From how COVID-19 is affecting how consumers feel and how much time they spend on hobbies like gardening, to what types and brands of lawn and garden products they are buying, the data presented in this report provide a comprehensive profile of the American Home Gardener.

Consumers Spending More Time on Gardening & Home Projects

Long before the novel coronavirus pandemic spread to the US in 2020, many consumers had engaged in gardening as a hobby. Growing plants for food or for home or yard aesthetics can be fun, challenging, and rewarding. Although gardening has generally fallen in popularity over the past decade, people are spending more time on home projects and gardening amid the COVID-19 pandemic:

The pandemic is having an outsize effect on the US gardening population, with more gardeners than the general population reporting that the pandemic is affectingly them negatively and leading to changes in their routine.
The highest income households and the lowest income households are the least likely to be undertaking new home projects or planting a food garden. This may at first seem like a strange pattern, but it is often the highest income workers and the lowest income workers who have seen the fewest changes in their overall routines in the wake of the pandemic.

Stanley Black & Decker Brands By Far Most Popular with Consumers

Black & Decker and Craftsman (Stanley Black & Decker) are by far the most popular lawn and garden brands. However, it is clear that there is a lot of competition in the space, with smaller discrete brands taking significant ownership. Additionally, nearly one-fourth of consumers report owning brands of lawn and garden equipment not named in the survey.

Want to Learn More?

See The Home Gardener, now available from The Freedonia Group. This report includes analysis, data, trends, and customized cross tabs using both the April-May 2020 The Freedonia Group Online Consumer Survey and syndicated national consumer survey results from MRI-Simmons Winter 2008-2020 Reports and MRI-Simmons Fall 2006-2007 Reports.

About The Freedonia Group – The Freedonia Group, a division of MarketResearch.com, is a leading international industrial research company publishing more than 100 studies annually. Since 1985 we have provided research to customers ranging in size from global conglomerates to one-person consulting firms. More than 90% of the industrial companies in the Fortune 500 use Freedonia Group research to help with their strategic planning. Each study includes product and market analyses and forecasts, in-depth discussions of important industry trends, and market share information. Studies can be purchased at www.freedoniagroup.com and are also available on www.marketresearch.com and www.profound.com.

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SOURCE The Freedonia Group