Axiom Marketing 2021 Gardening Insight Survey: Gardening in a COVID-19 World 11.18.2020
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Axiom Marketing 2021 Gardening Insight Survey: Gardening in a COVID-19 World
11.18.2020
2
SurveyDemographics
52.54%
47.46%GenderMaleFemale
71.62%
11.52%
6.82%
5.58%
3.72%
0.50%
0.25%
0.00% 20.00% 40.00% 60.00% 80.00%
Married
Single
Widowed
Divorced
Living with partner
Prefer not to answer
Separated
Marital status
3
9.67%
25.15%
53.66%
11.52%
0% 20% 40% 60% 80% 100%
Master gardener
Experienced gardener
Casual gardener
BeginnerGardening experience
34.08%
20.45%
22.55%
17.10%
5.82%
0% 20% 40% 60% 80% 100%
$100,000 and over
$75,000 - $99,999
$50,000 - $74,999
$25,000 - $49,999
under $25,000
Householdincome
SurveyDemographics
91.20%
0.87%
2.73%
5.20%
0% 20% 40% 60% 80% 100%
Home owner (single family)
Renter
Apartment
Condominium
Living situation
4
Growing flowers is the most popular activity
31.9
7%
32.2
2%
51.4
3%
38.1
7%
72.8
6%
43.7
4%
46.9
6%
18.8
4%
0%
20%
40%
60%
80%
100%
Indo
or
Cont
aine
r
Vege
tabl
e
Orn
amen
tal/p
eren
nial
s
Flow
ers
Shru
bs
Hou
sepl
ants
Frui
t tre
esWhat best describes the type of
gardening you do?
5
Gardeners spent42% more time gardening in 2020
8.92
%
48.3
3%
28.0
0%
8.30
%
2.48
%
1.36
%
0.62
%
0.37
%
1.61
%
0%
20%
40%
60%
Less
tim
e
Abou
t the
sam
e am
ount
of t
ime
Up
to 5
0% m
ore
time
Up
to 1
00% m
ore
time
Up
to 1
50%
mor
e tim
e
Up
to 2
00%
mor
e tim
e
Up
to 3
00%
mor
e tim
e
Up
to 4
00%
mor
e tim
e
Mor
e th
an 4
00%
mor
e th
e
In 2020 how much more time did you spend gardening?
Mor
eth
an40
0%m
ore
time
6
What effect did COVID-19 have on yourgardening interest and involvement?
48%
44%
4%
1%
7
COVID-19 had younger homeowners
gardening more
0.00
%
2.56
%
25.6
4%
23%
48.7
2%
1.12
%
3%
19.6
6%
25.8
4%
50%
0.00
%
0.00
%
31.4
8%
46.3
0%
22.2
2%
2.70
%
3.96
%
61.6
2%
19%
13.3
3%
DEFINITELY LESS
LESS TIME ABOUT THE SAME
MORE TIME DEFINITELY MORE
19-28 29-30 40-55 56+
How has COVID influenced how much time you spend gardening indoors or out? (By Age Group)
29-39
8
Working from home led to a 39% increase in gardening
Yes, 38.91%
No, 33.46%
About the same,
27.63%
If you are working from home, did you spend more time gardening in 2020?
9
Work from home caused younger gardeners to
garden a lot more
If you are working from home, did you spend more time gardening in 2020? (By Age Group)
21.6
2%
8.11
%
70.2
7%
16.8
8%
10%
73.1
3%
23.6
4%
21.8
2%
54.4
4%
40%
34.5
9%
25.4
1%
NO ABOUT THE SAME YES
19-28 29-39 40-55 56+
10
11
In 2020, 82% of gardeners feltsuccessful
34.57%
47.34%
18.09%
0% 20% 40% 60% 80% 100%
Very successful
Successful
Not as successful as I'd like
Did you feel you were successful with your 2020 garden?
12
86% plan to garden the same or more!
86%Yes, about the same or more
Is gardening something you plan to continue in 2021?
9.8%Maybe
3.7%No, will plant less
13
Young gardenersplan to grow more in 2021
2.70
%
2.70
%
13.5
0%
81%
0.60
% 5%
10.6
0%
83.6
0%
3.60
%
7.20
%
25.4
0%
63.6
0%
4.60
% 11.8
0%
51.3
5%
32%
NO / LESSS MAYBE ABOUT THE SAME MORE
19-28 29-30 40-55 56+
Is gardening something you plan to continue in 2021?(By Age Group)
29-39
14
Where did gardeners buy their supplies?
48.0%
45.0%
38.5%
24.6%
11.1%
7.8%
6.8%
6.7%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Home Depot
Independent Garden Center
Lowe's
Walmart
Supermarket
Hardware Store
Online
Other
Where did you buy the things you planted in your garden in 2020? (check all that apply)
15
In 2021, 94.2% of gardeners plan to visit garden centers the same amount or more!
25.5%
5.8%68.7%
16
Where did gardeners learn about new products?
47.6%
50.8%
57.0%
57.4%
60.4%
62.0%
62.6%
64.8%
65.0%
65.2%
66.0%
68.2%
71.0%
71.2%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Big Box Garden Center
Independent Garden Center
Websites
Direct Mail
TV
Print Magazines
YouTube
Newspapers
Social Media
Extension
Podcasts
Virtual Shows
17
App usage for gardening
Please list the three most important apps that you use the most.
0.3%
0.3%
0.3%
1.0%
1.3%
1.5%
1.5%
1.9%
2.1%
2.8%
3.0%
3.1%
3.1%
3.3%
4.0%
8.9%
9.4%
0.0% 2.0% 4.0% 6.0% 8.0% 10.0%
From Seed to Spoon
iNatrualist
Smartplant
Gardening Companion
Grow It
Leafsnap
Garden Answers
Walmart
Lowe's
Home Depot
Weather
YouTube
18
Under age 55 embracing Gardening Apps
56+ are not usingGardening Apps
90.63%
5.05%
3.42%
0.72%
0.00%
0.18%
0% 20% 40% 60% 80% 100%
None
1
2
3
4
5 or more
37.70%
19.05%
22.22%
10.71%
5.95%
4.37%
0% 20% 40% 60% 80% 100%
None
1
2
3
4
5 or more
19
Under age 55 would like marketing texts
Age 56+would not like marketing texts
Would you like to receive marketing messages via text?
Yes2.70%
Maybe14.41%
No82.88%
Yes40.08%
Maybe26.19%
No33.73%
952.224.2939 ext. 120
Axiom Marketing2021 Gardening Insights Survey: Gardening in a COVID-19 World
Kathleen Hennessy
Axiomcom.com
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