What Consumers Want from Their Veggie Gardens - Webinar 2-2011

What Consumers Want from Their Veggie Gardens Consumer Research 2010

Chris Beytes GrowerTalks – Green Profit Editorial Director/Publisher [email_address] Facebook: Chris Beytes Bill Calkins Ball Horticultural Company Business Manager – IGCs [email_address] Twitter: @BillCalkins

What we’ll cover: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interactive = Memorable ,[object Object],[object Object],[object Object]

Why all of the craze??? Concern for the Environment…. Growing your own Veggies is good! Economic Pressure… Growing your own Veggies saves money! Concern for your health…. Home-grown is the Ultimate ‘chain of custody’

Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10. Home. Garden. ,[object Object],40% started with BOTH vegetables and flowers.

10. Home. Garden. ,[object Object],[object Object],[object Object],[object Object],Sending veggie gardening items home with school kids is a great way to get parents involved!

9. Out of sight, but in my mind. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

9. Out of sight, but in my mind. ,[object Object],[object Object],[object Object],[object Object],Spark interest by merchandising veggie plants for patio containers!

8. Motivators for Vegetable Gardening? ,[object Object],[object Object]

8. Motivators for Vegetable Gardening? ,[object Object],[object Object],[object Object]

Strengths and Weaknesses of Vegetable Gardening Positives (+) Negatives (-) Much better taste Weeding hard work Healthier eating Watering work and time consuming Feeling of pride and accomplishment Dealing with critters very frustrating Self sufficiency Risk of failure Share with others Failure especially frustrating and disappointing Enjoy the outdoors Learning opportunity for children Encourages kids to eat their vegetables

TASTE: Primary Reason for Veggie Gardening ,[object Object],10. Which statement best reflects your primary reason for vegetable gardening? Base: Have purchased vegetable plants within the last year (Total n=342) Younger gardeners are significantly more likely to be gardening to save money

Actual dollars…. ,[object Object],S8. Over the last year, about how much did you spend on vegetable/herb plants? Base: Have purchased vegetable plants within the last year (Total n=342) Mean $73 $70 $85 $92 $66

7. Packed full of hardy flavor! 7a. How important is each of these when deciding which tomato variety to plant? The largest driver of the decision-making process for a variety comes from flavor. Things such as hardiness and disease resistance are also important – more so to the experienced gardener.

Vegetable Plant Shopping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

6. Did someone say Heirloom? 7b. Heirloom tomatoes are varieties that have been around for many generations and are ‘unchanged’ from their original state. Is this something you were aware of? Base: Tomato purchasers Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level. While we hear a lot of talk about heirloom popularity – the term is still not well known. Even among experienced gardeners, there is confusion. About half of gardeners surveyed were aware of the term heirloom.

Awareness of Hybrid Tomatoes ,[object Object],7c. Hybrid tomatoes are cross-bred varieties that combine great flavor with more disease resistance or early fruit. Is this something you were aware of? Base: Tomato purchasers Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.

5. And seed sales being up??? ,[object Object],5a. 0f the different vegetables/herbs you planted what percent are grown from seed and what percent are purchased as plants? Base: Have purchased vegetable plants within the last year (Total n=342) Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level. Newer gardeners are more likely to start with plants.

Seed vs. plant Vs. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. Convenience and breadth Q8a. What stores did you purchase vegetable/herb plants from [this season/last season]? Q8b. Which of these stores would you consider your primary store for vegetable/herb plants? Independent Garden centers are still favored, but the mass market, combined, has the majority of this category.

Vegetable Plant Shopping ,[object Object],Veggies out front… Veggies in middle (or back)… VS.

Vegetable Plant Shopping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reasons for Store Preference ,[object Object],[object Object],9a. What is the main reason that [Q8b STORE] is your primary store for vegetable/herb plant purchases? 9b. What are the other reasons [INSERT Q8b STORE] is your primary store for vegetable/herb plant purchases? Base: Have purchased vegetable plants within the last year (Total n=342) Home Depot (n=60) Lowe’s (n=48) Walmart (n=29) Local/ Independent Garden Center (n=145) It is within close proximity to my home 62% 69% 45% 44% Healthy/well cared for plants 55% 60% 35% 77% Broad selection - 'I know I will find what I am looking for' 48% 56% 55% 56% Gardening department is neat and well organized 43% 58% 28% 23% Plants that are well labeled with gardening instructions 32% 38% 31% 34% Knowledgeable and helpful sales associates 28% 33% 10% 56% It's time efficient - I can purchase other needed items outside of the gardening category 28% 40% 45% 10% It is the place I have always shopped for plants 23% 27% 7% 32% The products sold here come with a money back guarantee if I'm not satisfied 22% 42% 14% 13% They have the best prices 18% 44% 55% 19%

[object Object],3. The first name in gardening. 15a. What brands of vegetable/herb plants come to mind, regardless of whether or not you have used them? In the box below, please type all brands that you can recall. If you do not know any brands, please check none. 15b. Which of the following brands of vegetable/herb plants have you ever heard of? Base: Have purchased vegetable plants within the last year (Total n=342)

Value Expectations: Burpee vs. Non-Branded ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Value Expectations: Burpee vs. Non-Branded ,[object Object],[object Object],16. Next, we’d like to understand how much you think the following tomato plant might be worth. At what price would you consider this plant (a standard 4" size pot) to be… Base: Have purchased vegetable plants within the last year

2. Aim for the core! ,[object Object],Base: Have purchased vegetable plants within the last year (Total n=342) 18. Please indicate how likely you would be to purchase this product idea by using the following 1-10 point scale. Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level. Old Time Taste – likelihood to purchase 57% Want to grow tomatoes as sweet and plump as those you remember from your childhood? Or how about peppers that are packed with flavor? Burpee now brings you a special collection of those varieties that will deliver that “Old Time Taste” that you enjoy. Easy to grow and even easier to enjoy!

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. It’s all about getting them comfortable.

Repeat visits…… 12. Which of the following best describes the timing of your vegetable and herb gardening? Base: Have purchased vegetable plants within the last year (Total n=342) Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level. . Shifting people to gardening ‘enthusiast increases store visit s

In Summary: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thank you! Ball Horticultural Company ballhort.com burpeehomegardens.com

What Consumers Want from Their Veggie Gardens - Webinar 2-2011

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What Consumers Want from Their Veggie Gardens - Webinar 2-2011