Study #: 3883 | Published: 06/2020 | Pages: 68 | Individual User License: US$ 750

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


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