Connecting with Today’s Garden Consumer
Consumer Study Results
Spring, 2010
Bill Calkins, Ball Horticultural Company
bcalkins@ballhort.com
Part One:
How to Market Edibles
Why all of the craze???
Concern for the
Environment….
Growing your own
Veggies is good!
Economic Pressure…
Growing your own
Veggies saves money!
Concern for your
health….
Home-grown is the
Ultimate ‘chain
of custody’
Methodology
• Two step study. Qualitative focus groups followed by quantitative internet
research.
• Qualitative: 6 focus groups were conducted, 2 in each of the following
locations – Chicago, IL, Charlotte, NC, and Portland, OR. Groups were 2
hours, and were conducted April 5, 6 and 19, 2010.
• Quantitative: Online facilitated through national consumer panel. 340
vegetable gardener total responses.
• Definition of a ‘new’ vegetable gardener was two years or less of veggie
gardening experience.
• In both studies, consumers met the following recruiting requirements:
–
–
–
–
–
Purchased minimum of $25 in vegetable plants in past year
Not a ‘master’ gardener
Mix of male and female gardeners
Traditional demographic distribution
Traditional marketing research screens
4
Home. Garden.
The overwhelming driver of beginning to garden is still purchasing a home.
However, contrary to [our] popular believe, vegetable gardening is not necessarily
the gateway drug. It is started in tandem with flowers.
My first gardening
efforts included
BOTH vegetables
and flowers!
Home. Garden.
Young children also inspire vegetable garden planting; it is viewed as a major
teaching opportunity.
“My daughter was very excited to plant a vegetable garden and actually talked me
into doing it. She doesn’t help me that much, but I’m glad she inspired me to do it!”
Getting vegetable
plants in the
hands of school
kids is a great way
to get parents
involved!
A majority of vegetable gardeners had parents who cultivated vegetable gardens.
It is a way to reconnect with childhood and family roots.
“We always had a vegetable garden growing up. My mother is deceased and I thought
it’s a good way to remember her.” [Charlotte]
Out of sight, but in my mind.
• The drivers of location:
– 1. Sun
– 2. Convenient access
– 3. “out of sight”
• The idea of ‘beautifying’ the vegetable garden was not appealing – as
most gardeners viewed this space as purely functional, and therefore an
investment in time or dollars to make it more attractive is not a value.
– The idea of ‘more attractive’ edibles may not appeal to a gardener for their
‘veggie gardening’. However – the idea of incorporating good-looking edibles
into FLOWER beds was not considered and may be highly valuable.
Out of sight, but in my mind.
• It was surprising how many container vegetable gardens there were, even in some
households that had yards. The advantages of a patio container garden:
– Closer and more convenient for watering and harvesting.
– Protected from deer, rabbits, snakes, etc.
– May be the only location that ‘fits the bill’!
Spark interest by
educating your
audience about
veggie plants that
are great in
containers!
Strengths and Weaknesses of Vegetable Gardening
Positives (+)
Negatives (-)
Much better taste
Weeding hard work
Healthier eating
Watering work and time consuming
Feeling of pride and accomplishment
Dealing with critters very frustrating
Self sufficiency
Risk of failure
Share with others
Failure especially frustrating and
disappointing
Enjoy the outdoors
Learning opportunity for children
Encourages kids to eat their vegetables
9
Primary Reason for Vegetable Gardening
•
Nearly half of vegetable/herb gardeners name better taste as the primary reason they vegetable garden.
Younger gardeners are
significantly more likely to be
gardening to save money
10. Which statement best reflects your primary reason for vegetable gardening?
Base: Have purchased vegetable plants within the last year (Total n=342)
Packed full of hardy flavor!
The largest driver of the decision-making process for a variety comes from flavor.
Things such as hardiness and disease resistance are also important – more so to the
experienced gardener.
7a. How important is each of these when deciding which tomato variety to plant?
And seed sales being up???
•
Respondents report the majority of the vegetables/herbs in their garden were purchased as plants. This is
significantly higher in the US, as compared to Canada.
The vast majority of
gardeners start with
plants, not seeds.
Impatient?
Practical?
5a. 0f the different vegetables/herbs you planted what percent are grown from seed and what percent are purchased as plants?
Base: Have purchased vegetable plants within the last year (Total n=342)
Letters indicate the value is significantly higher than
the corresponding value at the 95% confidence level.
Seed vs. plant
Vs.
• Cost effective
• Convenient
• Poses greater risk
• Greater likelihood of success
• Experienced gardeners more
likely to employ
• Especially associated with tomatoes and
peppers
• Especially associated with
cucumbers, squash, carrots
• Experienced gardeners resort to plants
when seeds don’t germinate well
• More patient gardeners
• Some gardeners only use plants; not
willing to risk labor and investment
• Instant gratification gardener
13
Value Expectations: Burpee vs. Non-Branded
•
Those viewing the branded Burpee tomato plant expected a higher price, on average, than those viewing
the non-branded tomato plant.
–
The “good value” price for the Burpee plant was $3.90, almost $0.60 higher than the “good value” price for the nonbranded tomato plant. This translates to about a 17% premium.
16. Next, we’d like to understand how much you think the following tomato plant might be worth. At what price would you consider this plant (a standard 4" size pot) to be…
Base: Have purchased vegetable plants within the last year
2. Aim for the core!
• Concepts and positioning that speaks first and foremost to flavor are the
most interesting to the consumer.
Old Time Taste – likelihood to purchase 57%
Want to grow tomatoes as sweet and plump as those you remember
from your childhood? Or how about peppers that are packed with
flavor? Burpee now brings you a special collection of those varieties
that will deliver that “Old Time Taste” that you enjoy. Like Heirloom
varieties, these are packed with great taste, but are easier to grow and
more hardy in the garden. Easy to grow and even easier to enjoy!
18. Please indicate how likely you would be to purchase this product idea by using the following 1-10 point scale.
Base: Have purchased vegetable plants within the last year (Total n=342)
Letters indicate the value is significantly higher than
the corresponding value at the 95% confidence level.
It’s all about getting them comfortable.
• CASUAL GARDENER
•
•
•
•
•
•
•
•
•
•
Age:
46
Years Gardening:
17
Dollars Spent:
$95 A
Dollars Spent:
$72 V
Main Motivations:
It is a reflection of me. I feel a
responsibility to beautify it.
Gardening is a way to add value
to my home
Gardening is good for the
environment
Function/Outward driven
PLANTS ONCE FOR VEGGIES
• Main Location: Home Depot*
• ENTHUSIASTIC GARDENER
•
•
•
•
•
•
•
•
•
•
Age:
51
Years Gardening:
26
Dollars Spent:
$128 A
Dollars Spent:
$72 V
Main Motivations:
It is relaxing and reduces stress in
my life.
Gardening helps me be less
stressed
Gardening is a way to express my
creativity
Beauty/Inward driven
PLANTS TWICE FOR VEGGIES
• Main Location: IGC*
Part Two:
How to Market Perennials
Methodology
• Two step study. Qualitative focus groups followed by quantitative internet
research.
• Qualitative: 6 focus groups were conducted, geographically spread –
Southeast, Midwest and Northwest. Groups were 2 hours, and were
conducted April 5, 6 and 19, 2010.
• Quantitative: Online facilitated through national consumer panel. 250
total responses.
• In both studies, consumers met the following recruiting requirements:
–
–
–
–
–
Purchased minimum of $40 in perennial plants in past year
Not a ‘master’ gardener
Mix of male and female gardeners
Traditional demographic distribution
Traditional marketing research screens
18
10. First is function.
Perennials are viewed as the building blocks or enduring structure of the garden,
providing lasting definition. The role of annuals is to provide a burst of instant
color.
PERENNIALS
ANNUALS
Flowers in Yard: Perennials vs. Annuals
•
Perennials account for nearly two-thirds of the flowers in these respondents’ yards.
Q19_1. Approximately what percent of your flowers in your yard are annuals and what percent are perennials? Please do not include flowering shrubs in your estimate.
Base: Have purchased perennial plants within the last year
First is function…
• While color is the ultimate driver of any flower purchase, perennials offer
a wide assortment of shape and texture – which provides unique elements
in the garden.
• FUNCTION DRIVERS (out of 10 on an agreement scale)
–
–
–
–
PROVIDE SPOTS OF COLOR
PROVIDE TEXTURE, SHAPE and SIZES
MORE VARIETY IN MY GARDEN
FILL SPACE
7.8
7.4
7.2
6.6
Agreements with Statement: Top Two Box
•
Female gardeners are more likely to say they plant perennials for variety (color, shape).
Letters indicate the value is significantly higher than
the corresponding value at the 95% confidence level.
Q25. (Top2Box (9-10) Summary) Below are some statements related to perennials. Please select your level of agreement with each statement using the scale below.
Base: Have purchased perennial plants within the last year
Agreements with Statement: Top Two Box
•
Female gardeners are more likely to say they plant perennials for variety (color, shape).
Know your audience. If
you are speaking to the
woman – talk about color,
shape and texture. If you
are speaking to the man –
talk about ease of use!
Letters indicate the value is significantly higher than
the corresponding value at the 95% confidence level.
Q25. (Top2Box (9-10) Summary) Below are some statements related to perennials. Please select your level of agreement with each statement using the scale below.
Base: Have purchased perennial plants within the last year
9. With more perceived ‘ease of use’
•
Interestingly, perennials are viewed as
requiring less labor and maintenance
than annuals because of one-time
installation, less watering, less weeding
if they are mulched, and less deadheading to keep them blooming.
– Perennials are more forgiving. They
seem to thrive on the care that you
provide. However, they can go
‘carefree’ – with the amount of time
invested in maintaining them directly
correlated to years of experience in the
garden.
Annuals – amount of work
First season
Next season
Perennials – amount of work
First season
Next season
Strengths and Weaknesses of Perennials
Positives (+)
Negatives (-)
Easier to maintain. One-time planting, less
watering, less deadheading, less weeding.
Short bloom time.
Cost effective/good value in the long-run.
More education/knowledge required than
annuals.
Hardy, lasting, enduring.
Higher initial investment.
Variety in color, shape, textures.
Multiplies and invades or crowds other
plants.
Share with friends and neighbors – “We have
bamboo that must be like the starter culture for great
sourdough rolls. Everyone in the neighborhood has
benefited.” [Portland]
Fragrance.
Grows too large.
Correct pruning necessary to facilitate
blooming.
Dead stems etc. require clean-up.
25
8. It’s an investment
•
Perennials are perceived as more cost effective and a better long-term investment
because they are planted once and re-emerge every Spring.
“I buy few annuals anymore because I got tired of having to keep replanting them.” [Portland]
•
With that being said, there are varying levels of ‘investment’ that consumers are willing
to make.
CAUTION: The
younger generation will
have their own balance
of investment on this –
with ‘instant
gratification’ worth
more….
7. Investments are ‘long term’
• Perennials are for people who plan to “STAY PUT”. It is an indicator that
you are planning to stay where you are and ‘take up roots’. It is another
form of ‘commitment’.
• A woman in her 40’s or 50’s with grown kids.
• Established or settled.
• A sense of purpose.
• Strong sense of pride in home and yard.
• Works smart.
• Committed to improving her environment and
neighborhood.
• Fastidious, attention to detail.
• Experience in life and in gardening.
• Very committed to gardening as a hobby.
7. Investments are ‘long term’
• Perennials are for people who plan to “STAY PUT”. It is an indicator that
you are planning to stay where you are and ‘take up roots’. It is another
form of ‘commitment’.
Like bottles of wine –
indicate those that are
‘ready to enjoy now’,
drinkable in 2-3 years,
or those that need to be
cellared…
6. Hardy!
• Perennials are a far more forgiving plant. Consumers are drawn to this
attractive component of them. LESS RISK! However, the trade off is
severe – less bloom time!
– “The one thing that would make these perennials better is if they bloomed all
season!”
Hardy!
Color!
5. Multiply and Divide….and conquer!
•
Because many varieties multiply and have to be divided or thinned, they offer
two unique opportunities:
– They can be broken up and moved around to cover more garden space. This
speaks to the ‘value’ to the consumer.
– They can be broken up and given to others. This speaks to PRIDE, as the act of
sharing is a direct reflection on their success.
• Curiously, this also requires more ‘work’ on the part of the gardener, but
does not seem to contribute to an overall sense of commitment required
to maintain perennials.
Know your audience! Younger
gardeners will appreciate the
ability to divide and spread – it
adds value. More mature
gardeners will love the pride that
comes from sharing.
What Perennials Stand for…
Less
color
Less
care
Shape
Texture
Time
saving
Ease
Low
mainte
nance
Foundation
Share
Blding
Blks
Less
work
Multiply
Hardy
Sturdy
Structure
Divide
Return
Invest
ment
Cost
Effective
Depend
able
Back
drop
Value
Save
$
Longevity
31
4. The ‘whaddayacallit???’
• Blooming bushes such as azaleas, butterfly bushes, lilac bushes, etc. are
often defined by consumers as perennial plants. The line between
perennial plants and blooming bushes is not well defined.
• Perennials suffer from a lack of common ‘vernacular’. Most varieties are
unknown and most perennial growers are hard pressed to name more
than a few varieties.
– 50% of the respondents indicated they would buy more perennials if they
were more familiar with them. Further – this was a significantly larger barrier
for the younger gardener.
• In an age of social networking, a lack of common names inhibits the
spread of the word.
4. The ‘whaddayacallit???’
What would get
gardeners to buy
perennials they
are not familiar
with…
Q26. When it comes to a perennial you are not familiar with, which of the following would get you to buy it?
Base: Have purchased perennial plants within the last year (Total n=253)
1. Information seals the deal
•
The #1 source for information on perennials is the plant tag – ahead of friends
and neighbors. This is different than annuals – where your neighbor is your #1
source of information.
1. Information seals the deal
• The #1 source for information on perennials is the plant tag – ahead of
friends and neighbors. This is different than annuals – where your
neighbor is your #1 source of information.
• The information that is considered critical is as follows:
• RECOGNIZABLE NAME!
• Sun/shade/light needs.
• Color of bloom (to match or
contrast with other plants)
• Height and width at maturity
(including spacing).
• Time of season it blooms and
length of blooming.
• Watering needs.
• Soil conditions
• Temperature tolerance.
A name I know
A name I know
Connecting with Today’s Garden Consumer
THANK YOU!
Bill Calkins, Ball Horticultural Company
bcalkins@ballhort.com