Ball University LA - 2012 Consumer Research Findings

2012 Consumer Study
“Top Ten” Findings
June, 2012

Ball University
Louisiana
Bill Calkins bcalkins@ballhort.com

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.

2

Methodology
• 1050 Quantitative online interviews in the US and
Canada with gardeners and non-gardeners.

US Canada Total
Non-
200 142 342
gardeners
Gardeners 504 204 708 Gardener Quotas

Gender:

Male 35%
• Gardener respondents defined as those who Female 65%
purchased and planted flowers in flats or pots in Age:
the past year. Other requirements include home 18 to 34 20%
ownership and purchase involvement. 35 to 44 25%

• Conducted in April 2012 with the Ipsos Consumer 45 to 54 25%

Panel. Over 55 30%

3

10
Non-gardeners perception of gardening is
beautiful on the outside…..but….

Gardening attitudes (Gardeners vs. Non)
Gardeners and non-gardeners seem to generally agree on the EXTRINISIC
(aesthetic and functional) value of gardening around the home.

Non-Gardener
Gardener 5

But non-gardeners fail to see the INTRINSIC value of the activity.

Non-Gardener
Gardener 6

Therefore, they over-value the investment in time and money.

Non-Gardener
Gardener 7

Therefore, they over-value the investment in time and money.

n
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Non-Gardener
Gardener 8

9
In general, Generation X seems ‘underwhelmed’
by gardening.

Look at that Gen X non-gardener!
Gen Y / Gen X Baby Matures
Millenials Boomers

(<34 yrs) (34-47 yrs) (48 - 66 yrs) (67+ yrs)
(n=50) (n=119) (n=114) (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 5.80 5.20 5.90 5.80
up the house.

When I see a home landscaped with beautiful flowers, I think the owners 5.70 5.10 5.80 5.80
must be proud of their house.

Gardening is good for the environment. 5.30 5.10 5.60 5.40

Q8. Below are some statements related to flower gardening. Please rate your agreement with the statements using a scale of 1 Letters indicate statistical significance atat 95% confidence level.
Letters indicate statistical significance 95% confidence level.
to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.

BASE: Non-Gardeners (n=342) 10

Age – By Past Gardening Behavior
• 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.

Denotes statistical significance atat 95% confidence level.
Denotes statistical significance 95% confidence level.
What is your age?

BASE: Non-Gardeners 11

Generation X didn’t have the early gardening opportunity….

Gardeners Non-Gardeners

12

The new folks….How many people turn 35 each year?

Current Current Current
Age Age Age
48-66 34-47 <34

The total pool….
# of people aged 35-55?
13

The new folks….How many people turn 35 each year?

: om !
S I ON es fr tion Y
NCLU rn com enera
CO retu ng G
t i
ig ges incom
Current Current Current
ur b n the
Age Age Age Yo o
48-66 34-47 <34 cusing
fo

The total pool….
# of people aged 35-55?
14

8
The Independent Garden Center has lost its spot
as the largest primary purchase location.

The IGC has lost 9 points….to Lowe’s in particular
What stores did you purchase flowers from in the past year? (check all that apply)

2008 vs. 2012

P.S. Walmart has also lost out….

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 16

Even as ‘primary’ the presence of the IGC has lost out.
2008 PRIMARY
Lowe’s = 21%

HD = 21%

IGC = 35%

Walmart = 18%

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) 17

The lead for the IGC is still strong in the NE and MW

18
Primary Purchase location.

“Shopping around” is prevalent everywhere.

19
All stores shopped.

Main Reason for Store Preference – By Primary Store

Local / Home Grocery Canadian Fred
Independent Depot Lowe's Walmart Store Tire Meyer Menard's
(n=223) (n=136) (n=133) (n=83) (n=33) (n=19) (n=16) (n=10)*
Broad selection - "I
know I will find what I 24% 22% 23% 12% 9% 11% 13% 30%
am looking for"
It is within close
proximity to my 11% 31% 20% 24% 18% 42% 25% 20%
home
Healthy/Well cared
25% 11% 14% 4% 12% -- 6% 10%
for flowers
It's time efficient - I
can purchase other
needed items outside -- 9% 11% 33% 30% 26% 44% --
of the flower
category
Knowledgeable and
helpful sales 16% 4% 4% 2% -- -- -- --
associates
It is the place I have
always shopped for 6% 2% 9% 5% 6% 11% -- 10%
flowers
Gardening
department is neat 1% 10% 11% 5% 9% -- 6% 10%
and well organized
Unique flowers I may
11% 2% 3% 1% -- -- -- 20%
not find other places

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 *NOTE: Small Sample Size 20

Main Reason for Store Preference – By Primary Store

Local / Home Grocery Canadian Fred
Independent Depot Lowe's Walmart Store Tire Meyer Menard's
(n=223) (n=136) (n=133) (n=83) (n=33) (n=19) (n=16) (n=10)*
Broad selection - "I
know I will find what I 24% 22% 23% 12% 9% 11% 13% 30%
am looking for"
It is within close
proximity to my 11% 31% 20% 24% 18% 42% 25% 20%
home
Healthy/Well cared eir th
for flowers
25% 11% 14%
N as :
4% e12% -- 6% 10%
It's time efficient - I
LUSIO incre unger
can purchase other O NC e IGC he yo
C11% th 33% t
elp ally to ???
needed items outside -- 9% 30% 26% 44% --
h
we speci tion?
of the flower
category an
Knowledgeable and w c eal – e enera
Ho pp
helpful sales 16% 4% 4%g 2% -- -- -- --
associates
a
It is the place I have
always shopped for 6% 2% 9% 5% 6% 11% -- 10%
flowers
Gardening
department is neat 1% 10% 11% 5% 9% -- 6% 10%
and well organized
Unique flowers I may
11% 2% 3% 1% -- -- -- 20%
not find other places

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 *NOTE: Small Sample Size 21

7
Store preference varies by generation. This can
transcend the plant department.

What stores did you purchase flowers from in the past year? (check all that apply)

.

BASE: Gardeners

Head to head….Home Depot vs. Lowe’s as Primary…..

.

BASE: Gardeners

In total, Home Depot and Lowe’s appear ‘undifferentiated’
• Home Depot is viewed as performing better on overall value, better promotions, lower prices, and a great online site for
gardening. Lowe’s fairs better at having an overall better store, helpful sales associates, and a clean gardening center.

18% 30%

29% 15%

27% 17%

19% 26%

26% 15%

13% 24%

20% 21%

20% 21%

20% 18%

17% 19%

15% 14%

15% 13%

15% 7%

Q33. You mentioned that you shop at both Lowe’s and Home Depot for gardening purchases. Below are some characteristics of
the stores. Please designate which store best delivers on each characteristic.

BASE: Gardeners Showing at Both Home Depot and Lowe’s (n=150) 25

The Home Depot is the
clear choice for the
younger generations.

26

While price, value and
convenience are
drivers, there is still a
preference for The
Home Depot’s
inspiration.

27

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28

6
Containers are up, perennials are down but what
still wins is ‘in the ground’.

The majority of product still goes in the ground.
• The share of flowers planted in the ground, into containers, and bought via pre-made
2008 vs. 2012
containers remains similar to 2008.

56.5%

Please divide your purchases spent among the three categories below. Your responses should sum to 100%.

BASE: Gardeners 30

But containers – both DIY and “DFM” are growing….
• More gardeners report they are planting more flowers in pots/baskets in 2012, as compared
2008 vs. 2012
to 2008. There is less use of perennials as compared to the previous study.

65% don’t agree

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 31

Perennials take a small decline….
• Perennial use, the most frequently cited area for growth, has dropped a few points since the
2008 vs. 2012
2008 study.

Agreement statement
at 65% (vs. previous
at ~35-40%)


BASE: Gardeners 32

Perennials take a small decline….
• Perennial use, the most frequently cited area for growth, has dropped a few points since the
2008 vs. 2012
2008 study.

Agreement statement
at 65% (vs. previous
at ~35-40%) L
: for AL ll
S ION utions is sti
NCLU r sol round
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e stil garde uge
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asp


BASE: Gardeners 33

5
The most irritating thing? Weeds.

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.

• “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.”

Q23. What are your biggest frustrations with gardening? Coded verbatim
BASE: Gardeners (n=708) 35

The weedy midwest…..

36

4
The impact of the environment and the economy
on our habits. Veggies are not really the gate-
way.

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 38

The driver of vegetable gardening has shifted

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.

39

Veggies making a come-back, but not the lead item…
• 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.

Q10. How did you first start gardening?

BASE: Gardeners 40

Gardeners: Amount Spent on Flowers in Past Year
• Yearly expenditures on flowers remained similar to previous research conducted in 2008.
2008 vs. 2012

US Canada

75th Percentile

25th Percentile

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 41

Gardeners: Amount Spent on Flowers in Past Year
• Yearly expenditures on flowers remained similar to previous research conducted in 2008.
2008 vs. 2012

US Canada

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75th Percentile
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25th Percentile

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 42

3
Gardening should, indeed, be a family activity.

Did Parents Garden – By Past Gardening Behavior
• Nearly 70% of non-gardeners have parents that gardened.
• Lapsed gardeners are more likely to have parents that gardened, as compared to those who parents never
gardened.

Q55a. Did one or more of your parents/guardians garden when you lived with them?

BASE: Non-Gardeners 44

Assist with Gardening As Child – By Past Gardening Behavior
• Three-fourths of non-gardeners whose parents gardened assisted their parents/guardians.
• Lapsed gardeners are significantly more likely than those who have never gardened to have assisted their
parents/guardians with gardening activities.

Q55b. When you lived with them, did you assist your parent/guardian(s) with any gardening activities?

BASE: Non-Gardeners Whose Parents Gardened 45

Gardeners are almost twice as likely to have had experienced
gardening as a kid.

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.

46

This is even more pronounced when you look at the
generations.

Gardeners Non-Gardeners

47

Gardening Activities with Children – By Type of Gardener
• 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.

Q19. Which of the following statements best describes your gardening activities with your children?

BASE: Gardeners with Children in Household *NOTE: Small Sample Size 48

Gardening Activities with Children – By Type of Gardener
• 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.

.
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Q19. Which of the following statements best describes your gardening activities with your children?

BASE: Gardeners with Children in Household *NOTE: Small Sample Size 49

2
The transition from casual to enthusiastic is still
our ticket to riches

Type of Gardener – By Age
• 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.

Q17. Which of the following best describes your gardening activities?

BASE: Gardeners 51

Casual vs. Enthusiastic

CASUAL GARDENER ENTHUSIASTIC GARDENER
AGE: ~42 AGE: ~50
Years of experience: ~5-10 Years of experience: ~10-20
Main Drivers: EXTRINSIC Main Drivers: INTRINSIC
•Add Beauty •Relaxing/reduce stress
•Improve curb appeal •Connection to nature
•Reflection of me •Express my creativity

Garden by myself Gardening is a family activity
Dollars Spent: $88 Dollars Spent: $118 52

1
Let’s not forget it’s all about plant quality.

Reasons Would Leave/Shop Somewhere Else for Plants
• 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.

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) 54

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.

55
55

Thank You!

Ball University
Louisiana
Bill Calkins bcalkins@ballhort.com

Ball University LA - 2012 Consumer Research Findings

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