Millennials are increasingly interested in gardening, particularly food gardening, reports Packaged Facts in a brand new market research report. This has resulted in the adoption of the term “plant parent” for plant-loving Millennials, as many of them are treating plants as an initial step toward the responsibility that comes with parenting or homeownership. Thus, consumables such as potting soil, planters, seeds, and live plants are seeing increased sales amidst this group.
Millennials delay homeownership and are starting families later than previous generations did, and they are more likely to live in urban areas on smaller lots. However, homeownership is expanding among this age group as Millennials look to start families and raise children in homes with larger yards.
According to a survey conducted by OnePoll detailed in the New York Post in January 2020, 7 in 10 Millennials consider themselves “plant parents”, but many of these Millennials say that taking care of plants is more of a challenge than they bargained for.
The challenges of gardening haven’t stopped adults under age 45 from enjoying the hobby. Younger consumers are more likely to report having a food garden. The 25-34 age group of Millennials is the most likely to report a food garden and is significantly more likely than average to engage in container gardening, community gardening, and having a garden at a friend or relative’s yard. The 35-44 age group comprised of older Millennials and younger members of Generation X is also more likely to report having a food garden. The 18-24 age group, which contains the youngest Millennials and some members of Generation Z, is also more likely than average to have a food garden.
This blog is based on the January 2021 report Home Food Gardening: U.S. Market Trends & Opportunities published by Packaged Facts.