Home Food Gardening: US Market Trends & Opportunities
More consumers are planting a food garden, for various different reasons.
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Report Overview
Home Food Gardening: U.S. Market Trends & Opportunities
Many consumers have a food garden and engage in food gardening because they enjoy gardening, like the outdoors, and think it is satisfying to care for plants and see their work yield results.
More consumers are planting a food garden because they:
- think produce grown at home is healthier or more nutritious
- believe that homegrown produce tastes better
- want to know where their food comes from and what impact it has on the world
- are questioning whether factory farming is good for people or the environment due to concerns about climate change
Households Adopted New Behaviors Due to COVID-19
In 2020, the coronavirus pandemic had a significant effect on food gardening activity. Packaged Facts has found that over 25% of consumers agree they are planting a food garden because of the pandemic. Survey results also reveal that those who live in a household with a food garden are more likely to be concerned about the pandemic, to report negative personal effects, and to be changing their habits as a result of the coronavirus.
As consumers have been staying at home more and looking to find new hobbies, many have taken up gardening for personal enjoyment or simply as a more productive way to spend their time. With a focus on “what’s next” and current consumer trends, Home Food Gardening: U.S. Market Trends & Opportunities is packed with insights about consumer trends, behavior, and motivations to help food and beverage producers, producers of gardening consumables and gardening equipment, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.
Home Food Gardening: U.S. Market Trends & Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about what consumers think about food gardening, who currently has a food garden, and what gardening products and services consumers are buying/using.
Scope
Home Food Gardening: U.S. Market Trends & Opportunities is the go-to source for a complete understanding of U.S. consumer trends in food gardening. This report combines Packaged Facts’ extensive monitoring of the food and beverage and gardening market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and across the broader food and beverage market.
Historical and forecast data are available for consumption and production of fresh produce, retail sales of lawn and garden consumables, and demand for power lawn and garden equipment and home and garden pesticides. Consumption, production, sales, and demand values of these items are provided for 2009, 2014, 2019, and projected for 2024.
Home Food Gardening: U.S. Market Trends & Opportunities examines product marketing; surveys retail channel trends; and analyzes consumer trends and motivations. This report contains dozens of numerical tables and charts, as well as numerous product photographs.
Report Methodology
The information contained in Home Food Gardening: U.S. Market Trends & Opportunities was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.
Supplementing Packaged Facts’ exclusive survey is analysis of the 2020 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, and perception of health benefits in foods.
Many food gardeners engage in the practice because they enjoy gardening, like the outdoors, and think it is satisfying to care for plants and see their work yield results.
Similar to the clean label movement, distrust of “industrial food” has led some consumers to seek alternative food products and venues. More consumers are planting a food garden because they:
- think produce grown at home is healthier or more nutritious
- believe that homegrown produce tastes better
- want to know where their food comes from and what impact it has on the world
- are questioning whether factory farming is good for people or the environment due to concerns about climate change
In 2020, the coronavirus pandemic had a significant effect on food gardening activity. Packaged Facts has found that over 25% of consumers agree they are planting a food garden because of the pandemic. Survey results also reveal that those who live in a household with a food garden are more likely to be concerned about the pandemic, to report negative personal effects, and to be changing their habits as a result of the coronavirus.
As consumers have been staying at home more and looking to find new hobbies, many have taken up gardening for personal enjoyment or simply as a more productive way to spend their time.
- Executive Summary
- Reasons for Food Gardening
- Food Gardening Trends
- Key Demographics
- Scope
- COVID-19 Effects on Consumers
- Highlights
- More Than One-Fourth of Consumers Are Planting a Food Garden Because of the Coronavirus
- Consumers with a Food Garden Are More Concerned About the Coronavirus
- Table | Coronavirus Concerns: "I am concerned about the…" (percent of consumers)
- More Consumers Who Report They or Someone in Their Household Has a Food Garden Are Experiencing Nega
- Table | Coronavirus Concerns: "The coronavirus has negatively affected my…" (percent of consumers)
- Even More Report Negative Effects on Friends/Family
- Table | Coronavirus Concerns: "The coronavirus has negatively affected…" (percent of consumers)
- Effects on Work Are Higher Among Food Gardeners
- Table | Coronavirus Concerns: "Because of the coronavirus, I…" (percent of consumers)
- Consumer Concerns About Safety Are Rising in the Wake of the Pandemic
- Table | Coronavirus Concerns about Safety and Food Waste: "Because of the coronavirus, I am…" (percent of co
- Eating Habits Are Changing
- Table | Coronavirus Eating Habits: "Because of the coronavirus, I am eating…" (percent of consumers)
- First Time Use of Convenient Food Ordering Methods Is Higher Among Food Gardeners
- Table | Coronavirus Food Purchase Habits: "Because of the coronavirus, I have for the first time used…" (per
- Increasing Use of Convenient Food Ordering Methods Is Higher Among Food Gardeners
- Table | Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…" (percent of consumers)
- Factors Affecting Gardening Activity and Food Purchases
- Highlights
- Plant-Based Eating and Sustainability Are Buzzwords Important to the General Public
- Clean Label Trends Are Important to Food Gardening, as Home Gardening Produces the Cleanest Foods
- Drivers of Food Purchase Decisions
- More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
- Influential Labels in Food Purchasing Decisions
- Half of Consumers Say Whether a Food Is Processed Affects Purchasing Decisions
- A Majority of Consumers Want to Know Where Food Comes From
- Sustainability Is Important to Many Consumers
- Most Consumers Think Knowing Whether Food Choices Are Environmentally Sustainable Is Hard
- Health Benefits in Foods
- One-Fourth of Consumers Seek Health Benefits from Foods
- Nutrients Considered Healthy by Consumers
- Most Sought After Nutrients
- Perception of Health Differences in Products
- Food Safety Issues
- Most Consumers Are Not Very Confident in the U.S. Food Supply
- Foodborne Illness Still Tops Food Safety Concerns Among Consumers, but COVID- 19 Has Caused Consumer
- Young Consumers Less Likely to Trust the Government in Product Recalls
- New Information Can Change Level of Concern About Chemicals in Food
- Convenience Used to Mean Unhealthy Foods, but Meal Delivery Services Are Making Convenient and Healt
- Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
- Trends in Fresh Produce
- Consumption and Production of Fresh Produce
- Table | Production and Consumption of Fresh Vegetables, Fruits, and Nuts, 2014-2019, 2024P (billion pounds a
- Consumers Are Trying to Increase Intake of Fresh Fruits and Vegetables
- Merchandising Is Key to Selling More Produce
- Opportunities for New Fresh Produce Products
- Local/Seasonal Produce in Supermarkets
- Imperfect or "Ugly" Produce Has Become an Attractive Option for Consumers, but Food Waste Claims Are
- Consumption and Production of Fresh Produce
- Consumers Think Small and Medium Businesses Have More Credibility
- Community Supported Agriculture and Farmers' Markets
- Fresh Produce Sold at Stores Is Less Nutritious Than Produce Grown at Home Due to Degradation
- Farm to Table Dining – Out and at Home
- Gardening and Marketing Trends
- Highlights
- Easy to Use and Low Maintenance Products
- Plant Parents and Millennials
- Do-it-for-Me (DIFM) Services
- Table | Who Performs Landscaping or Lawn & Garden Maintenance at Home by Urban, Suburban, and Rural Environm
- Enjoyment of Caring for a Lawn & Garden
- Table | "I Enjoy Caring for My Lawn & Garden" by Gender and Age Bracket, 2020 (percent of consumers with a y
- Organic Gardening
- Community Gardens
- Xeriscaping and Water Management
- Indoor Gardening and Hydroponics/Aeroponics
- Urban Gardening
- Container Gardening
- Plastic
- Terra Cotta
- Wood
- Grow Bags
- Raised Beds
- Outdoor Living
- Bee-Friendly and Wildlife Gardens
- Home Canning and Food Preservation Activity Up
- Home Gardening as a Lifestyle
- Companies Selling Live Plants and Seeds Market Their Brands During the Off-Season with Gift Cards an
- Lawn & Garden Consumables
- Retail vs. Professional Distribution
- Table | Lawn & Garden Consumables End-User Retail Sales by Distribution Channel, 2009, 2014, 2019, and 2024P
- End User Sales by Product
- Table | Lawn & Garden Consumables End-User Retail Sales by Product, 2009, 2014, 2019, and 2024P (million dol
- Location of Purchases in the Last 12 Months
- Table | Consumer Retail Shopping Patterns, 2019: Where Did You Shop for These Items? (percent of consumers w
- Retail vs. Professional Distribution
- Power Lawn & Garden Equipment
- Demand by Product Type
- Table | Power Lawn & Garden Equipment Demand by Product, 2009, 2014, 2019, and 2024P (million dollars)
- Demand by Market
- Table | Power Lawn & Garden Equipment Demand by Market, 2009, 2014, 2019, and 2024P (million dollars)
- Ownership Trends
- Table | "Do You Own Power Lawn & Garden Equipment?" By Gender, Age Bracket, Urban vs. Suburban vs. Rural Con
- Location of Purchases in the Last 12 Months
- Table | "Where Did You Purchase Your Power Lawn & Garden Equipment?" (percent of consumers who bought equipm
- Demand by Product Type
- Home & Garden Pesticides
- Formulated Pesticide Market by End User
- Table | Formulated Pesticide Demand by Market, 2009, 2014, 2019, and 2024P (million dollars)
- Demand by Product Class
- Table | Pesticide Active Ingredient Demand by Product Class, 2009, 2014, 2019, and 2024P (million pounds and
- Pest Control Products and Services
- Table | Household Pest Control Products and Services, 2009, 2014, 2019, and 2024P (million dollars)
- Retail Sales by Channel
- Table | Home & Garden Pesticide Retail Sales by Channel, 2009, 2014, 2019, and 2024P (million dollars)
- Consumer Use of Pesticides
- Table | "Do You Apply Pesticides & Herbicides Inside Your Home, on Your Body, or Around Your Yard and Garden
- Why Consumers Do Not Use Home & Garden Pesticides
- Table | "Why Do You Not Use Home & Garden Pesticides?" by Gender & Presence of Children, 2020 (percent of co
- Table | "Why Do You Not Use Home & Garden Pesticides?" by Age Bracket, 2020 (percent of consumers who do not
- Formulated Pesticide Market by End User
- Consumer Demographics
- Highlights
- A Large Minority of Consumers Report They or Someone in Their Household Has a Food Garden
- Consumers with a Yard, Lawn, or Garden Space at Home Are More Likely to Have a Food Garden
- Table | Maintaining a Food Garden by Presence or Absence of a Yard, Lawn, or Garden Space at Home, 2020 (per
- Most People Have a Yard, Lawn, or Garden Space at their Home
- Average Lot Size
- Table | Lot Size Owned by Geography, 2020 (percent of consumers who own the land around their home)
- Food Gardeners Are Most Likely to Own Their Residence
- Table | Maintaining a Food Garden by Type of Home and Renting vs. Owning, 2020 (percent of consumers)
- Home Gardeners Are More Likely to Follow Non-Omnivore Diets/Eating Philosophies
- Table | Maintaining a Food Garden by Primary Diet/Eating Philosophy, 2020 (percent of consumers)
- More than One-Third of Consumers Claim to Primarily Follow a Flexitarian Diet
- Higher Income Consumers Are More Likely to Have a Food Garden
- Table | Maintaining a Food Garden by Household Income Bracket, 2020 (percent of consumers)
- Those Living in the West and Northeast Are Most Likely to Report Food Gardening
- Table | Maintaining a Food Garden by Region, 2020 (percent of consumers)
- Urban Consumers Are More Likely to Have a Food Garden, Despite Having More Limited Space
- Table | Maintaining a Food Garden by Rural, Suburban/Exurban, and Urban Environment, 2020 (percent of consum
- Food Gardening Activity by Race and Ethnicity
- Table | Maintaining a Food Garden by Race/Ethnicity, 2020 (percent of consumers)
- Higher Educational Attainment Correlated with More Food Gardening Activity
- Table | Maintaining a Food Garden by Educational Attainment, 2020 (percent of consumers)
- Full Time Workers and Current Students Are Most Likely to Have a Food Garden
- Table | Maintaining a Food Garden by Employment Status, 2020 (percent of consumers)
- Those with Children and People Who Are Married/Partnered Are More Likely to Have a Food Garden
- Table | Maintaining a Food Garden: By Presence/Absence of Children in the Household and Relationship Status,
- Younger Consumers Are More Likely to Report Having a Food Garden
- Table | Maintaining a Food Garden by Age Bracket, 2020 (percent of consumers)
- Men Are More Likely to Report Having a Food Garden Than Women
- Table | Maintaining a Food Garden by Gender, 2020 (percent of consumers)
- Consumer Psychographics and Motivations for Food Gardening
- Highlights
- Reasons for Maintaining a Food Garden
- Table | Reasons for Consumers or Their Household Maintaining a Food Garden, 2020 (percent of food gardeners)
- Food Gardeners Are More Likely to Care About Food Sustainability, Organic Foods, and Preserving Food
- Table | Consumer Thoughts on Food Sustainability, Preservation, and Organic Produce, 2020 (percent of consum
- Some Food Gardeners Have Ceased This Activity
- Reasons Some Consumers Do Not Maintain a Food Garden
- Table | Reasons for Consumers or Their Household Not Maintaining a Food Garden, 2020 (percent of non-food ga
- Consumers with a Food Garden Place a Higher Priority on Food Packaging Features
- Consumers Who Have a Food Garden Are More Choosy About Food
- People with a Food Garden Report More Frequent Purchases of Food via Convenient Methods
- Clean Label Eating Is Highly Correlated with Food Gardening
- Table | Maintaining a Food Garden by Clean Label Eating Frequency, 2020 (percent of consumers)
- Engaging in Outdoor or Home Improvement Projects Is More Common Among Food Gardeners
- Table | Maintaining a Food Garden by Outdoor and Home Improvement Projects Undertaken Due to Coronavirus, 20
- Home Food Gardening Correlates with New Installation of Outdoor Structures
- Table | Installation of Outdoor Structures in the Last 12 Months: Food Gardeners vs. All Consumers, 2020 (pe
