The vegetable gardening season is in full swing. U.S. consumers are engaging in this hobby in a big way with 33% either growing some of their food at home or at a community garden. The National Gardening Association, in a recent report, noted that this level of activity represents a 17% increase in the past 5 years.
Gardeners have likely purchased their plants and seeds by now for their summer crops. But as their plants grow, they will be shopping again, looking for fencing to keep out rabbits and groundhogs, or pesticides to fight off insect invasions. They’ll also need tools like hoes and shovels, and cages to support their growing plants.
While gardening has long been associated with older consumers who live in rural or suburban settings, the NGA research shows some new trends. In the past 5 years, 29% more consumers who live in urban areas are now gardening. Community gardening activity has jumped 200% in that same time period. Analysts also noticed growth in the number of Millennials who now garden with 13 million participating in this activity. In addition, it appears that lower income consumers are attempting to reduce their retail food costs with produce they grow on their own. About 11 million consumers with annual household income of less than $35,000 have a vegetable garden.
Many gardeners (56.5%) also enjoy yard work and landscaping and walking long distances for health (51.4%) based on Ad-ology Research findings. Local garden centers may be able to sell a variety of related products to these consumers and they can count on business from these audience members as 72.6% prefer to shop at a locally-owned business when price and product are the same. Weather is a key concern for gardeners and 58% of these consumers get their weather news from their local TV station which may be a great place for garden centers to advertise.
AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.