Axiom Gardening Insights survey: grow further in 2022

Gardening is becoming much more than a hobby and young gardeners are driving the growth of the green industry. These are the latest findings from Axiom’s 2022 Gardening Survey. The annual industry survey predicts that the trend of spending more time and money on gardening will continue into 2022.

The results, first announced at the True Value Home and Garden Show Place meeting, show that the pandemic isn’t the only factor sparking homeowners’ interest in gardening. In fact, their reasons for creating outdoor spaces are multiplying.

The research, conducted by Axiom Marketing, a Minneapolis-based company, found that 62% of those surveyed say they will plant more in 2022. That number is even higher with millennials, with nearly 76% of this group being age planning to grow and plant more. . Just over 30% of all respondents say they will plant roughly the way they did in 2021.

In 2022, gardeners will invest more time and money, with 44% saying they plan to spend more hours gardening in 2022 than they did this year. Over 28% say they will spend more money in 2022, nearly 68% will spend the same as in 2021. When asked what drives their interest, the main response focused on gardening’s ability to reduce stress and create an overall sense of health and well-being. Spending more time with the family outdoors and spending more time at home tied for second, while creating beautiful outdoor space and gardening tied for third.

Homeowners also told us they feel confident this season, with 84% of those surveyed saying they feel they’ve got their gardening chores done in 2021.. “What’s even more encouraging is that this number jumps to over 90% for millennials. We believe that if this group is successful it means that the industry will see long term growth. Millennials see gardening as more than just a hobby, it’s an extension of their home and a chance to improve outdoor living space.

When asked where homeowners buy most of their plants, independent garden centers edged out big box stores, with 27% saying IGCs were their source of choice. The main reason to shop there? Support a local business. “A better selection came in second,” adds Hennessy. “This tells us that CIGs must play their role in the community. This is an important factor for both experienced and new gardeners.

The survey also uncovered where homeowners go for inspiration, barriers to spending more time in the garden, and the types of projects they will tackle in 2022. For more information on the Gardening Survey Axiom 2022, download the report here: https: // axiomcom .com / 2022-survey-gardening /

About Axiome

At Axiom Marketing, we solve our clients’ toughest sales and marketing challenges through research, experience and innovation to accelerate their business results. Our market research, strategy development and marketing communications tools can help your business grow. With over 25 years of experience in horticulture, construction, home products and energy, our team is ready to work for yours.

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Terri S. Tomasini