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Survey data from The Freedona Group’s proprietary online survey are used in this report. This survey was conducted from April-May 2020. Here are some highlights:
People Are Spending More Time on Home Projects and Gardening
As consumers have spent more time at home and faced economic uncertainty in the wake of the coronavirus pandemic and recession, more have reported undertaking new projects. About 38% of consumers agree they are spending more time on outdoor projects due to the coronavirus, while 31% are undertaking home improvement projects and 22% are planting a food garden in response. Those who have a lot of savings or who have faced little change in their income during the pandemic may find that home-related projects are a productive way to spend time while stuck at home.
Most Americans Have a Yard, Lawn, or Garden Space at Home
Most Americans report having an outdoor space at their residence, such as a yard, lawn, or garden. Thus, most consumers have access to the main resource needed to begin gardening: land.
Where Do People with these Outdoor Spaces Live?
Consumers with a yard, lawn, or garden are most likely to live in the Midwest or South. People who live in rural or suburban areas are significantly more likely to have access to these outdoor spaces than urban consumers due to lower population density with homes being spaced farther apart.
Consumers Who Are Gardening or Spending More Time on Outdoor Projects Are Feeling More Negative Effects of the Coronavirus
Consumers who are engaging in more outdoor projects or gardening due to the coronavirus are feeling more negative effects of the pandemic than the general population. For instance, 40% of people who are now gardening strongly agree that the pandemic has affected their stress level, while 37% of consumers who are spending more time on outdoor projects strongly agree with this statement (compared to just 31% of the general population).
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Table of Contents
1. Introduction
2. COVID-19: Consumer Impact Overview
58% of People Set Up to Work At Home Are Doing So More Often
Most Consumers Are Concerned About COVID-19 & Its Impact
Many Consumers Report Being Negatively Impacted by COVID-19
Even More Consumers Report Family or Friends Have Been Affected
The Pandemic Reshaped Consumer Shopping & Dining Patterns
Consumers Are Changing Their Eating Habits Due to the Coronavirus
3. Historical Trends in Gardening
Gardening Has Become Less Popular Over Time
Fewer Consumers Own Lawn and Garden Equipment Now Than in the Past
Lawn and Garden Equipment Sales Experience Volatility
The Share of Consumers Purchasing Lawn and Garden Consumables Has Fallen Over Time
4. Changes to Home and Gardening Behavior During the Pandemic
People Are Spending More Time on Home Projects and Gardening
Most Americans Have a Yard, Lawn, or Garden Space at Home
Where Do People with these Outdoor Spaces Live?
Consumers with an Outdoor Space at Home Are More Likely to be Engaging in Gardening and Outdoor Projects Due to the Coronavirus
Consumers Who Are Gardening or Spending More Time on Outdoor Projects Are Feeling More Negative Effects of the Coronavirus
Consumers Who Are Gardening or Spending More Time on Outdoor Projects Are Making More Changes to Their Routines Due to the Coronavirus
Income Is a Major Determinant of Who is Gardening, Spending More Time on Outdoor Projects, and Undertaking Home Improvement Projects
5. Lawn and Garden Product Ownership and Purchases
Ownership of Lawn and Garden Equipment
Ownership by Gender and Activities
Ownership by Region and County Size
Ownership by Household Income Bracket
Ownership by Age Bracket
Types of Lawn and Garden Equipment Owned
Types of Lawn and Garden Equipment Purchased in the Last 12 Months
Owned Brands of Lawn and Garden Equipment
Types of Lawn and Garden Consumables Purchased in the Last 12 Months
Purchases by Gender and Activities
6. Demographic Trends in Home Gardening
Regional Trends
Household Income Trends
Employment Trends
Relationship Status and Parenthood Trends
Educational Trends
Age Trends
Gender Trends
7. Psychographics of Home Gardeners
Diet and Health
Thoughts on the Environment
Healthy Eating and Snacking
Adventurous Eating and Cooking
Clean Label Sentiments
Home Cooking and Convenience Food Options
8. The Freedonia Group Consumer Survey Methodology
9. MRI-Simmons Survey Methodology
List of Tables
8. The Freedonia Group Consumer Survey Methodology
Table 8-1 | The Freedonia Group National Online Survey Demographic Quotas
List of Figures
2. COVID-19: Consumer Impact Overview
Figure 2-1 | COVID-19 Is Causing More Consumers to Work from Home More Than Usual (percent of employed consumers who are set up to work from home)
Figure 2-2 | | Consumer Concerns Related to the Coronavirus (percent of consumers)
Figure 2-3 | | Negative Personal Effects Related to the Coronavirus (percent of consumers)
Figure 2-4 | | Negative Effects of the Coronavirus on Friends & Family (percent of consumers)
Figure 2-6 | | Consumer Shopping Changes Due to the Coronavirus (percent of consumers)
Figure 2-11 | | Consumer Eating Habits Due to the Coronavirus (percent of consumers)
3. Historical Trends in Gardening
Figure 3-1 | | Gardening as a Leisure Activity/Hobby in the Last 12 Months (2006-2020) (percent of consumers)
Figure 3-2 | | Ownership of Lawn and Garden Equipment (2006-2020) (percent of consumers)
Figure 3-3 | | Purchases of Lawn and Garden Equipment in the Last 12 Months (2006-2020) (percent of consumers)
Figure 3-4 | | Purchases of Lawn and Garden Consumables in the Last 12 Months (2006-2020) (percent of consumers)
4. Changes to Home and Gardening Behavior During the Pandemic
Figure 4-1 | | Consumer Agreement on Changing Home Improvement and Gardening Projects Due to the Coronavirus (percent of consumers)
Figure 4-2 | | Does Your Home Have a Yard, Lawn, or Garden Space? (percent of consumers)
Figure 4-3 | | Consumers with a Yard, Lawn, or Garden Space by Region, Urban vs. Suburban vs. Rural, Owning vs. Renting a Home, and Type of Home (percent of consumers)
Figure 4-4 | | Overlap with Consumers with a Yard, Lawn, or Garden Space and Changes in Gardening and Outdoor Projects (percent of consumers)
Figure 4-5 | | Negative Effects of the Coronavirus on Health and Financial Security (percent of consumers, people spending more time on outdoor projects, and food gardeners)
Figure 4-6 | | Negative Effects of the Coronavirus on Health and Financial Security (percent of consumers, people spending more time on outdoor projects, and food gardeners)
Figure 4-7 | | Coronavirus Changes in Home Projects and Gardening by Income Bracket (percent of consumers)
5. Lawn and Garden Product Ownership and Purchases
Figure 5-1 | Ownership of Lawn and Garden Equipment (percent of consumers)
Figure 5-2 | Ownership of Lawn and Garden Equipment by Activities and Gender (percent of consumers, gardeners, HGTV viewers, and male and female consumers)
Figure 5-3 | Ownership of Lawn and Garden Equipment by Region and County Size
Figure 5-4 | Ownership of Lawn and Garden Equipment by Household Income Bracket (percent of consumers)
Figure 5-5 | Ownership of Lawn and Garden Equipment by Age Bracket (percent of consumers)
Figure 5-6 | Ownership of Lawn and Garden Equipment by Type (percent of consumers)
Figure 5-7 | Purchases of Lawn and Garden Equipment in the Last 12 Months by Type (percent of consumers)
Figure 5-8 | Ownership of Lawn and Garden Equipment by Brand (percent of consumers)
Figure 5-9 | Purchases of Lawn and Garden Consumables in the Last 12 Months by Type (percent of consumers)
Figure 5-10 | Purchases of Lawn and Garden Consumables in the Last 12 Months by Type (percent of consumers, gardeners, HGTV viewers, and male and female consumers)
6. Demographic Trends in Home Gardening
Figure 6-1 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by County Size and US Region (percent of consumers)
Figure 6-2 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by County Size and US Region (percent of gardeners)
Figure 6-3 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Household Income Bracket (percent of consumers)
Figure 6-4 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Household Income Bracket (percent of gardeners)
Figure 6-5 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Employment Status (percent of consumers)
Figure 6-6 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Employment Status (percent of gardeners)
Figure 6-7 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Relationship Status and Parenthood (percent of consumers)
Figure 6-8 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Student Status and Educational Achievement (percent of consumers)
Figure 6-9 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Age Bracket (percent of consumers)
Figure 6-10 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Age Bracket (percent of gardeners)
Figure 6-11 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Gender (percent of consumers)
Figure 6-12 | Trends in Gardening as a Hobby/Leisure Activity in the Last 12 Months by Gender (percent of gardeners)
7. Psychographics of Home Gardeners
Figure 7-1 | Agreement on Statements Concerning Diet and Health (percent of consumers, gardeners, consumers age 18-24, and consumers age 65+)
Figure 7-2 | Agreement on Statements Concerning the Environment (percent of consumers and gardeners)
Figure 7-3 | Agreement on Statements Concerning Healthy Eating and Eating Habits (percent of consumers and gardeners)
Figure 7-4 | Agreement on Statements Concerning Adventurous Eating Habits (percent of consumers and gardeners)
Figure 7-5 | Agreement on Statements Concerning Clean Label Sentiments (percent of consumers and gardeners)
Figure 7-6 | Agreement on Statements Concerning Home Cooking (percent of consumers and gardeners)
9. MRI-Simmons Survey Methodology
© by The Freedonia Group, a division of MarketResearch.com