Just Add Ice Orchids Consumer Report 2013

1. Consumer Report 2013
It’s Just That Simple.

2. 1
Grown & supplied by
Green Circle Growers,
one of the largest greenhouse operations in the Midwest,
Just Add Ice Orchids® are breathtaking décor for the home.
Just Add Ice Orchids® are grown in an environmentally
friendly fashion, using highly efficient growing techniques,
water conservation and a sustainable heat source.
The Just Add Ice Orchids brand is committed to
®
introducing new ideas to the market place, continuously
striving to best serve consumers and the environment.
Each year, we ask our consumers to complete a brief
consumer research survey. The survey results help us
gain a better understanding of important demographic
information and lifestyle preferences of our consumers.
www.justaddiceorchids.com
www.facebook.com/justaddiceorchids
www.youtube.com/justaddiceorchids
www.twitter.com/justaddice
www.pinterest.com/justaddice
https://plus.google.com

3. 2
Report Highlights:
• Just Add Ice Orchids appeal to a wide range of budgets
®
• A majority of our consumers have two or more orchids
• Birthdays are the number one occasion to give an orchid
• Nearly all consumers rate “easy care” as the most
important factor for purchasing Just Add Ice Orchids
®

4. GENDER & AGE
3
Over the last year we have increased the younger
demographics on Facebook. 13-24 year old age
group increased by 1.5% and the 25-34 year
old age group increased by over 5%!
Gender Age Group
3%: 18-25
9%: 26-35
88% 12%
16%: 36-49
46%: 50-65
26%: 65+
Marital Status Education
Level
36% High School Diploma: 39%
Not
Married
64% Bachelor’s Degree:
Associate’s Degree:
24%
22%
Married Master’s Degree: 11%
Doctorate Degree: 2%
Medical Degree: 1%

5. HOUSEHOLD
4
This year, we saw a 5% increase in consumers
with a High School Diploma or Associate’s Degree.
Just Add Ice Orchids appeal to a wide range
®
of budgets, with data showing a nearly
even divide between income levels.
# of People Rent vs.Own
in Household
One: 18% 18% 82%
Three: 14%
Two: 52%
Rent Own
Four: 9%
2 people in
Five: 4%
a household
Six: 1%,
is #1 for Whether consumers own their home
Seven+: 1%
3 years. or rent, they purchase JAI orchids.
Annual Just Add Ice Orchids
®
Income appeals to a wide
range of budgets.
11% 16% 18% 16% 13% 11% 15%
<$20k $20k-34,999 $35k-49,999 $50k-64,999 $65k-79,999 $80k-99,999 >$100k

6. 5
CONSUMER
PREFERENCES
Pot Color
52%
Bright Colors: 15%
Neutral Pot Color: 14%
Pastels or
Muted Colors: 14% of our consumers
A 37%or prefer Earth Tones.
Seasonal increase from last year;
Holiday Colors: 4%
A 41% increase from 2011!
Earth Tone Preferences
Grew Dramatically
37% 41%
increase from last year! increase from 2011!

7. Orchid Color Was This Your First
Orchid Purchase
6
for Next
Purchase
YES NO YES NO YES NO
2011 2012 2013
20% 17% 13% JAI consumers are becoming
Bi-Color Patterned Purple
repeat customers.
How Many
12% 10% 8% Do You Own
Salmon Yellow White
None: 13%
14%
of consumers will
One: 32%
Two: 17%
Three: 11%
7% purchase with no Four: 7%
Pink preference of color. Five+: 20%
A majority of our consumers have two or more orchids:
55% have more than two &
20% have more than five orchids,
with 50% purchasing two or more in the last 12 months!

8. GIF TING
7
Just Add Ice Orchids continue to be a popular gift for
®
extended family and friends, though 56% of our
consumers purchase our orchids for themselves.
Why
Was the
Orchid
Given
Birthday: 29%
Major Holidays: 20%
House Decoration: 14%
Every Day: 12%
80%
Get Well: 7%
Other: 5%
Wedding/Anniversary: 4%
of orchids are
Congratulatory: 4%
purchased for an
Condolences: 3%
everyday occasion.
Minor Holiday: 1%

9. Reason for Purchased 8
Purchase for Who
Purchased
for self: 56%
Extended
Family Member: 37%
Received as Friend: 28% Service Professional
gift: 36% Spouse: 20% (hair/nail stylist, mail
carrier): 2%
Purchased Co-worker: 7%
Child Caregiver: 1%
for a gift: 8% Child: 5%
Birthdays are consistently
the number one occasion
to give an orchid!
74% 79%
of consumers spend more than $21 of consumers are likely to buy a Just
on a gift for a close friend or relative. Add Ice Orchid as a gift in the future!
®

10. PURCHASING
9
JUST ADD ICE
ORCHIDS
®
Where Was the Orchid Bought
Grocery Store
3%
5% Home Improvement Store
7%
Big Box Store
7% 36% Greenhouse
15% Wholesale Store
Other
27% Florist
Discount Store
Grocery stores have
been the #1 place to
buy Just Add Ice Orchids for
®
the past 3 years.

11. 10
Important
Factors
When
Purchasing
94%
Claim “Easy Care”
is the most important
factor when purchasing.
Very Important:
Flower Color, Price
Important:
Website Support
Care, Color, THEN Price have been the most important
attributes when making an orchid purchase, 3 years in a row.

12. 11
JUST ADD ICE
ORCHIDS &
®
TECHNOLOGY
1 in 4
have signed up
for email watering
reminders.
Where Do You Receive
Home Décor Trends
Home Décor Magazines: 23%
In-store Displays: 19%
Home Décor TV: 18%
Home Décor Websites: 15%
Friends’ Homes: 13%
Social Media: 11%
Just Add Ice Orchids consumers are growing
®
more tech-savvy and virtually social.
90% of our consumers use social networks,
a 31% increase from 2012.

13. Just Add Ice 12
Resources Used:
25%
of our consumers chose
our website as their top
resource for care.
Email Watering Reminders:.................20%
Downloadable Guides & Tip Sheets:...13%
Facebook:.............................................13%
Don’t use:.............................................10%
YouTube Videos:.....................................5%
Forums:..................................................3%
Blog:.......................................................3%
Desktop Wallpaper:...............................3%
Pinterest:................................................2%
Text Message Watering Reminders:.....2%
Other:......................................................2%
Just Add Ice is on the Top 5 Social Networks
36% 16% 15% 7% 7%
% of consumers that are members of these social networks

14. 13
@justaddice
Great page!
We have 2 orchids,
one 4 years old
and the other 2!
- Book Your Wedding
I love my Just Add Ice
Orchid! Thank you for
the weekly watering
reminders. What a
great idea!
- Susan R.

15. 14
2012 Overview
Over 500,000 website visits
More than 21,000 Facebook fans
Nearly 5,000 Twitter followers
Almost half a million YouTube video views
Over 12,000
consumers downloaded
our orchid guides.
Consumers can “Ask The Grower”
questions on Facebook or Twitter and
have their questions answered on our
YouTube channel, or they can discover
everything orchid on our new
Pinterest profile!

16. 15
HOME DECÓR COLORS
“Pantone predicts neutrals will make a comeback in 2013.”
Lighter blues & Reds become
navy increase more orange
Camel evolves Leathery brown
into cappuccino becomes a more
& creamy hues important basic
Purple Which design aesthetic
still do you prefer?
evident Earthy/Organic................22%
Olive becomes Traditional.................................21%
stronger Country......................................17%
Yellows Modern/Contemporary/Euro....13%
become Coastal......................................13%
softer, Victorian....................................8%
less sporty Funky/Bohemian.......................6%

17. 16
HOME DECÓR
DESIGN & MOTIFS
Sculptural Shapes & Intriguing Textures
Natural Elements
Chevrons &
Luminous Finishes Nature-Inspired Motifs Horizontal Stripes

18. 17
HOME DECÓR
with ORCHIDS
“At Just Add Ice Orchids, we stay on top of the
latest trends in home decor in order to offer the best
selection of container options to complement
consumer lifestyle trends.”
Easy Living
• Long term value • Neutrals
• Warmth • Comfort

19. Tribeca
18
• Return to urban areas of cities • Softer color pallet with texture
• Industrial feel & materials to warm up space
Soft Contemporary
• Traditional materials & colors • Softer edge to historic
• Traditional feel contemporary

20. 51051 US Hwy 20, Oberlin, Ohio 44074
Office: 440.775.1411