Top 10 Findings from Ball Horticultural's 2012 Consumer Research Study - presented to Kansas Greenhouse Grower Association 2013 Educational Conference

1. Consumer Study
“Top Ten” Findings
Kansas Greenhouse
Growers Association
2013 Educational
Conference
Bill Calkins bcalkins@ballhort.com

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.
2

3. Methodology
•
1050 Quantitative online interviews in the US and
Canada with gardeners and non-gardeners.
US
Canada
Total
Nongardeners
200
142
342
Gardeners
504
204
708
Gardener Quotas
Gender:
•
•
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.
Male
35%
Female
65%
18 to 34
20%
35 to 44
25%
45 to 54
25%
Over 55
30%
Age:
3

4. 10
Non-gardeners perception of gardening is
beautiful on the outside…..but….

5. 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

6. Gardening attitudes (Gardeners vs. Non)
But non-gardeners fail to see the INTRINSIC value of the activity.
Non-Gardener
Gardener
6

7. Gardening attitudes (Gardeners vs. Non)
Therefore, they over-value the investment in time and money.
Non-Gardener
Gardener
7

8. Gardening attitudes (Gardeners vs. Non)
Therefore, they over-value the investment in time and money.
n
us o s!
oc
s’ f vator
:
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er
SIO arden moti
LU
NC non g rinsic
CO e ‘
t
th the in
to
f
ing alue o
ak
spe the v
hen sing
W ea
incr
Non-Gardener
Gardener
8

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

10. Look at that Gen X non-gardener!
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.
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.
Q8.
3.70
5.30
5.10
5.60
5.40
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 atat 95% confidence level.
Letters indicate statistical significance 95% confidence level.
10

11. 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

12. Generation X didn’t garden with their parents….
Gardeners
Non-Gardeners
12

13. The gap….So many fewer Xers than Boomers?
Current
Age
48-66
Current Current
Age
Age
34-47
<34
The total pool….
# of people aged 35-55?
13

14. The new folks….How many people turn 35 each year?
Current
Age
48-66
Current
Age
34-47
m
N: es fro tion
IO
LUS n com enera
C
ON etur ng G
C
st r comi
ge
big the in Y!
Current our on
Y
g
Age
s in
u
<34oc
f
The total pool….
# of people aged 35-55?
14

15. 8
The Independent Garden Center has lost its spot
as the largest primary purchase location.

16. 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

17. Even as ‘primary’ the presence of the IGC has droppped.
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

18. Regional Differences.
Primary Purchase location.
18

19. “Shopping around” is prevalent everywhere.
All stores shopped.
19

20. Main Reason for Store Preference – By Primary 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)*
24%
22%
23%
12%
9%
11%
13%
30%
11%
31%
20%
24%
18%
42%
25%
20%
25%
11%
14%
4%
12%
--
6%
10%
--
9%
11%
33%
30%
26%
44%
--
16%
4%
4%
2%
--
--
--
--
6%
2%
9%
5%
6%
11%
--
10%
1%
10%
11%
5%
9%
--
6%
10%
11%
2%
3%
1%
--
--
--
20%
Broad selection - "I
know I will find what I
am looking for"
It is within close
proximity to my
home
Healthy/Well cared
for flowers
It's time efficient - I
can purchase other
needed items outside
of the flower
category
Knowledgeable and
helpful sales
associates
It is the place I have
always shopped for
flowers
Gardening
department is neat
and well organized
Unique flowers I may
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

21. Main Reason for Store Preference – By Primary 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)*
24%
22%
23%
12%
9%
11%
13%
30%
11%
31%
20%
24%
18%
42%
25%
20%
--
6%
10%
26%
44%
--
--
--
--
Broad selection - "I
know I will find what I
am looking for"
It is within close
proximity to my
home
Healthy/Well cared
for flowers
It's time efficient - I
can purchase other
needed items outside
of the flower
category
Knowledgeable and
helpful sales
associates
It is the place I have
always shopped for
flowers
Gardening
department is neat
and well organized
Unique flowers I may
not find other places
25%
--
16%
eir
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as
SIO incre unger
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C11% th 33% t
9%
30%
elp ally to ???
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we speci tion?
an
w c eal – e enera
Ho pp
4%
4%g
2%
-a
11%
14%
4%
:
th
e12%
6%
2%
9%
5%
6%
11%
--
10%
1%
10%
11%
5%
9%
--
6%
10%
11%
2%
3%
1%
--
--
--
20%
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

22. 7
Store preference varies by generation. This can
transcend the plant department.

23. What stores did you purchase flowers from in the past year?
What stores did you purchase flowers from in the past year?
.
BASE: Gardeners
(check all that apply)

24. Head to head….Home Depot vs. Lowe’s as Primary…..
What stores did you purchase flowers from in the past year?
.
BASE: Gardeners

25. 6
Containers are up, perennials are down but what
still wins is ‘in the ground’.

26. Most goes in the ground, but the trend continues...
• The share of flowers planted in the ground, into containers, and bought via pre-made
containers remains similar to 2008.
2008 vs. 2012
56.5%
Please divide your purchases spent among the three categories below. Your responses should sum to 100%.
BASE: Gardeners
26

27. But containers – both DIY and “DFM” are growing….
• 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.
2008 vs. 2012
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
27

28. Perennials take a small decline….
• Perennial use, the most frequently cited area for growth, has dropped a few points since the
2008 study.
2008 vs. 2012
Agreement statement
at 65% (vs. previous
at ~35-40%)
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
28

29. Perennials take a small decline….
• Perennial use, the most frequently cited area for growth, has dropped a few points since the
2008 study.
2008 vs. 2012
Agreement statement
at 65% (vs. previous
at ~35-40%)
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ABA
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
29

30. 5
The most irritating thing? Weeds.

31. 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?
BASE: Gardeners (n=708)
Coded verbatim
31

32. Weeds & Weather…
32

33. 4
The impact of the environment and the economy
on our habits. Veggies are not really the gateway.

34. 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
34

35. A shift to saving $$...
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.
35

36. Gardeners start with veggies AND flowers…
• 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.
Denotes statistical significance atat 95% confidence level.
Denotes statistical significance 95% confidence level.
Q10.
How did you first start gardening?
BASE: Gardeners
36

37. NO CHANGE: Amount Spent on Flowers in Past Year
• Yearly expenditures on flowers remained similar to previous research conducted in 2008.
US
2008 vs. 2012
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
37

38. NO CHANGE: Amount Spent on Flowers in Past Year
• Yearly expenditures on flowers remained similar to previous research conducted in 2008.
US
75th Percentile
2008 vs. 2012
Canada
e
N: ’ of th al
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We omy her on th udin ng.
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ur
ret and e
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
38

39. 3
Gardening should, indeed, be a family activity.

40. Gardeners are almost twice as likely to have had experience
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.
40

41. This is even more pronounced when you look at the
generations.
Gardeners
Non-Gardeners
41

42. 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.
Denotes statistical significance atat 95% confidence level.
Denotes statistical significance 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
42

43. 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.
.
ant o
N:
ific
SIO s sign How d
LU
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CO ga
to d t?
o
e
ed
st
kid ispos this n
ng
d
etti is pre oaden
G Y
br
en
G
Denotes statistical significance atat 95% confidence level.
Denotes statistical significance 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
43

44. 2
The transition from casual to enthusiastic is still
our ticket to riches

45. 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.
Denotes statistical significance atat 95% confidence level.
Denotes statistical significance 95% confidence level.
Q17.
Which of the following best describes your gardening activities?
BASE: Gardeners
45

46. Casual vs. Enthusiastic
CASUAL GARDENER
AGE: ~42
Years of experience: ~5-10
Main Drivers: EXTRINSIC
•Add Beauty
•Improve curb appeal
•Reflection of me
ENTHUSIASTIC GARDENER
AGE: ~50
Years of experience: ~10-20
Main Drivers: INTRINSIC
•Relaxing/reduce stress
•Connection to nature
•Express my creativity
Garden by myself
Dollars Spent: $88
Gardening is a family activity
Dollars Spent: $118
46

47. 1
Let’s not forget it’s all about plant quality.

48. 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)
48

49. Our Top 10…..
10.
9.
8.
7.
6.
5.
4.
3.
2.
1.
To reach the non-gardener, focus on intrinsic value.
Want a payoff? Skip right to Gen Y.
And get that Gen Y into the IGC’s….
As for Depot and Lowe’s? Pay attention.
Offer the best in-ground products.
Scratch that. Offer the best in-ground SOLUTION.
We weathered the storm…now drive the function.
Functional for the whole family.
Our goal: improve confidence for quicker migration.
And don’t forget that product quality…
…is the foundation for all else.
49
49

50. Thank You!
Bill Calkins bcalkins@ballhort.com