Ball Seed Consumer Research Top Ten KGGA 2013

400 views

Published on

Top 10 Findings from Ball Horticultural's 2012 Consumer Research Study - presented to Kansas Greenhouse Grower Association 2013 Educational Conference

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
400
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ball Seed Consumer Research Top Ten KGGA 2013

  1. 1. Consumer Study “Top Ten” Findings Kansas Greenhouse Growers Association 2013 Educational Conference Bill Calkins bcalkins@ballhort.com
  2. 2. Background & Purpose • Summary: Gain insight into residential gardening and the consumer purchase process and to determine possible changes since the study was conducted in 2008. • Key objectives for gardeners include: – Determine attitudes toward gardening and the change since 2008. – Evaluate how gardening behavior (e.g. – time invested, money invested, type of gardening, etc.) has changed since 2008. – Determine if there are changes in the demographics of gardening. – Evaluate store selection drivers and compare to 2008 results. – Identify gardening influencers. • Key objectives for non-gardeners include: – Determine primary barriers to gardening, future intensions, and compare results to the 2008 study. 2
  3. 3. Methodology • 1050 Quantitative online interviews in the US and Canada with gardeners and non-gardeners. US Canada Total Nongardeners 200 142 342 Gardeners 504 204 708 Gardener Quotas Gender: • • Gardener respondents defined as those who purchased and planted flowers in flats or pots in the past year. Other requirements include home ownership and purchase involvement. Conducted in April 2012 with the Ipsos Consumer Panel. Male 35% Female 65% 18 to 34 20% 35 to 44 25% 45 to 54 25% Over 55 30% Age: 3
  4. 4. 10 Non-gardeners perception of gardening is beautiful on the outside…..but….
  5. 5. Gardening attitudes (Gardeners vs. Non) Gardeners and non-gardeners seem to generally agree on the EXTRINISIC (aesthetic and functional) value of gardening around the home. Non-Gardener Gardener 5
  6. 6. Gardening attitudes (Gardeners vs. Non) But non-gardeners fail to see the INTRINSIC value of the activity. Non-Gardener Gardener 6
  7. 7. Gardening attitudes (Gardeners vs. Non) Therefore, they over-value the investment in time and money. Non-Gardener Gardener 7
  8. 8. Gardening attitudes (Gardeners vs. Non) Therefore, they over-value the investment in time and money. n us o s! oc s’ f vator : N er SIO arden moti LU NC non g rinsic CO e ‘ t th the in to f ing alue o ak spe the v hen sing W ea incr Non-Gardener Gardener 8
  9. 9. 9 In general, Generation X seems ‘underwhelmed’ by gardening.
  10. 10. Look at that Gen X non-gardener! Gen Y / Millenials Gen X Baby Boomers Matures (<34 yrs) (n=50) (34-47 yrs) (n=119) (48 - 66 yrs) (n=114) (67+ yrs) (n=59) I don't like to risk the dollar investment in gardening. 4.20 3.60 3.50 I'd rather spend money on things other than gardening. 4.80 4.90 4.40 4.40 Gardening takes too much time. 4.40 4.60 4.00 3.80 Gardening helps me be less stressed. 3.90 3.50 4.20 3.60 Gardening is a way to stay connected to my roots. 3.80 3.20 3.30 3.30 When I see a home landscaped with beautiful flowers, I feel envious. 4.70 3.80 3.90 3.80 When I see a home landscaped with beautiful flowers, I think it brightens up the house. 5.80 5.20 5.90 5.80 When I see a home landscaped with beautiful flowers, I think the owners must be proud of their house. 5.70 5.10 5.80 5.80 Gardening is good for the environment. Q8. 3.70 5.30 5.10 5.60 5.40 Below are some statements related to flower gardening. Please rate your agreement with the statements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’. BASE: Non-Gardeners (n=342) Letters indicate statistical significance atat 95% confidence level. Letters indicate statistical significance 95% confidence level. 10
  11. 11. Age – By Past Gardening Behavior • While we did look to fill various age groups, we noticed a disproportionate amount of ‘non gardeners’ in the 35-44 (Gen X) age group. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level. What is your age? BASE: Non-Gardeners 11
  12. 12. Generation X didn’t garden with their parents…. Gardeners Non-Gardeners 12
  13. 13. The gap….So many fewer Xers than Boomers? Current Age 48-66 Current Current Age Age 34-47 <34 The total pool…. # of people aged 35-55? 13
  14. 14. The new folks….How many people turn 35 each year? Current Age 48-66 Current Age 34-47 m N: es fro tion IO LUS n com enera C ON etur ng G C st r comi ge big the in Y! Current our on Y g Age s in u <34oc f The total pool…. # of people aged 35-55? 14
  15. 15. 8 The Independent Garden Center has lost its spot as the largest primary purchase location.
  16. 16. The IGC has lost 9 points….to Lowe’s in particular What stores did you purchase flowers from in the past year? (check all that apply) 2008 vs. 2012 P.S. Walmart has also lost out…. What stores did you purchase flowers from in the past year? National distribution of gardeners applied to data for 2008 and 2012 to equalize distribution. BASE: Gardeners 16
  17. 17. Even as ‘primary’ the presence of the IGC has droppped. 2008 PRIMARY Lowe’s = 21% HD = 21% IGC = 35% Walmart = 18% S8. What stores did you purchase flowers from in the past year? Q30a. Which of these stores would you consider your primary store for flower purchases? BASE: US Gardeners (n=504) 17
  18. 18. Regional Differences. Primary Purchase location. 18
  19. 19. “Shopping around” is prevalent everywhere. All stores shopped. 19
  20. 20. Main Reason for Store Preference – By Primary Store Local / Independent (n=223) Home Depot (n=136) Lowe's (n=133) Walmart (n=83) Grocery Store (n=33) Canadian Tire (n=19) Fred Meyer (n=16) Menard's (n=10)* 24% 22% 23% 12% 9% 11% 13% 30% 11% 31% 20% 24% 18% 42% 25% 20% 25% 11% 14% 4% 12% -- 6% 10% -- 9% 11% 33% 30% 26% 44% -- 16% 4% 4% 2% -- -- -- -- 6% 2% 9% 5% 6% 11% -- 10% 1% 10% 11% 5% 9% -- 6% 10% 11% 2% 3% 1% -- -- -- 20% Broad selection - "I know I will find what I am looking for" It is within close proximity to my home Healthy/Well cared for flowers It's time efficient - I can purchase other needed items outside of the flower category Knowledgeable and helpful sales associates It is the place I have always shopped for flowers Gardening department is neat and well organized Unique flowers I may not find other places Q30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases? Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases? BASE: Gardeners Purchasing at Store *NOTE: Small Sample Size 20
  21. 21. Main Reason for Store Preference – By Primary Store Local / Independent (n=223) Home Depot (n=136) Lowe's (n=133) Walmart (n=83) Grocery Store (n=33) Canadian Tire (n=19) Fred Meyer (n=16) Menard's (n=10)* 24% 22% 23% 12% 9% 11% 13% 30% 11% 31% 20% 24% 18% 42% 25% 20% -- 6% 10% 26% 44% -- -- -- -- Broad selection - "I know I will find what I am looking for" It is within close proximity to my home Healthy/Well cared for flowers It's time efficient - I can purchase other needed items outside of the flower category Knowledgeable and helpful sales associates It is the place I have always shopped for flowers Gardening department is neat and well organized Unique flowers I may not find other places 25% -- 16% eir N as SIO incre unger LU NC e IGC he yo O C11% th 33% t 9% 30% elp ally to ??? h we speci tion? an w c eal – e enera Ho pp 4% 4%g 2% -a 11% 14% 4% : th e12% 6% 2% 9% 5% 6% 11% -- 10% 1% 10% 11% 5% 9% -- 6% 10% 11% 2% 3% 1% -- -- -- 20% Q30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases? Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases? BASE: Gardeners Purchasing at Store *NOTE: Small Sample Size 21
  22. 22. 7 Store preference varies by generation. This can transcend the plant department.
  23. 23. What stores did you purchase flowers from in the past year? What stores did you purchase flowers from in the past year? . BASE: Gardeners (check all that apply)
  24. 24. Head to head….Home Depot vs. Lowe’s as Primary….. What stores did you purchase flowers from in the past year? . BASE: Gardeners
  25. 25. 6 Containers are up, perennials are down but what still wins is ‘in the ground’.
  26. 26. Most goes in the ground, but the trend continues... • The share of flowers planted in the ground, into containers, and bought via pre-made containers remains similar to 2008. 2008 vs. 2012 56.5% Please divide your purchases spent among the three categories below. Your responses should sum to 100%. BASE: Gardeners 26
  27. 27. But containers – both DIY and “DFM” are growing…. • More gardeners report they are planting more flowers in pots/baskets in 2012, as compared to 2008. There is less use of perennials as compared to the previous study. 2008 vs. 2012 65% don’t agree Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree or disagree with each statement. BASE: Gardeners 27
  28. 28. Perennials take a small decline…. • Perennial use, the most frequently cited area for growth, has dropped a few points since the 2008 study. 2008 vs. 2012 Agreement statement at 65% (vs. previous at ~35-40%) Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree or disagree with each statement. BASE: Gardeners 28
  29. 29. Perennials take a small decline…. • Perennial use, the most frequently cited area for growth, has dropped a few points since the 2008 study. 2008 vs. 2012 Agreement statement at 65% (vs. previous at ~35-40%) L r AL fo : ION utions ’T S CLU r sol DON SE! N U CO ng fo ing? ki den OUND o ill lo of gar N-GR I e st cts e w spe N THE Ar a O ND ABA Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree or disagree with each statement. BASE: Gardeners 29
  30. 30. 5 The most irritating thing? Weeds.
  31. 31. Biggest Frustrations with Gardening • Some of the biggest frustrations with gardening include having to weed, plants being destroyed by pests, inclement weather, and lack of time. • “Ridding my garden of weeds at the start of the season takes several days and keeping the weeds away takes so much work throughout the season.” • “Weeds. There's nothing more to say.” • “The weeding process is repetitive.” • “Bugs in the garden and not knowing how to deal with them.” • “Bugs, pests, weeds, time commitments.” • “The weather. Either too much rain or no rain at all. This is hard to control.” • “Very few things can withstand the intense sun where I live.” • “Running out of time to properly care for a garden.” Q23. What are your biggest frustrations with gardening? BASE: Gardeners (n=708) Coded verbatim 31
  32. 32. Weeds & Weather… 32
  33. 33. 4 The impact of the environment and the economy on our habits. Veggies are not really the gateway.
  34. 34. 2008 – 2012: Big growth in environmentally-driven areas…. Below are some statements related to the reasons you garden and your gardening habits. Please rate your agreement with the statements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’. BASE: Gardeners 34
  35. 35. A shift to saving $$... People who recently started are driven more by taste and money than previous ‘starters’ “Matures” were far more interested in taste. Today’s Gen Y is also interested in money. 35
  36. 36. Gardeners start with veggies AND flowers… • Two-thirds of ‘master gardeners’ and ‘gardening enthusiasts’ started gardening with both vegetables/herbs and flowers. This is significantly more when compared to the ‘casual’ and ‘unenthusiastic’ gardeners. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level. Q10. How did you first start gardening? BASE: Gardeners 36
  37. 37. NO CHANGE: Amount Spent on Flowers in Past Year • Yearly expenditures on flowers remained similar to previous research conducted in 2008. US 2008 vs. 2012 Canada 75th Percentile 25th Percentile In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden, your patio, etc.? BASE: Gardeners 37
  38. 38. NO CHANGE: Amount Spent on Flowers in Past Year • Yearly expenditures on flowers remained similar to previous research conducted in 2008. US 75th Percentile 2008 vs. 2012 Canada e N: ’ of th al O USI storm ment t CL ON d the viron e mus l’ C e n a her t the e tay. W nction vest at we . Bu e to s e ‘fu g har ‘ We omy her on th udin ng. n e i l eco cts ar focus – inc ell-be g a o w imp inue t rdenin ental t a con n of g vironm n ur ret and e 25th Percentile In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden, your patio, etc.? BASE: Gardeners 38
  39. 39. 3 Gardening should, indeed, be a family activity.
  40. 40. Gardeners are almost twice as likely to have had experience gardening as a kid. Two possible leading indicators of gardening activity. One – did your parents garden and then if they DID, did you help them? Gardeners are twice as likely to have gardening with their parents as kids. 40
  41. 41. This is even more pronounced when you look at the generations. Gardeners Non-Gardeners 41
  42. 42. Gardening Activities with Children – By Type of Gardener • Nearly two-thirds of gardeners with children in the household consider gardening a family activity. • ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ or ‘unenthusiastic’ gardeners. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level. Q19. Which of the following statements best describes your gardening activities with your children? BASE: Gardeners with Children in Household *NOTE: Small Sample Size 42
  43. 43. Gardening Activities with Children – By Type of Gardener • Nearly two-thirds of gardeners with children in the household consider gardening a family activity. • ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ gardeners. . ant o N: ific SIO s sign How d LU NC rden i o it. CO ga to d t? o e ed st kid ispos this n ng d etti is pre oaden G Y br en G Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level. Q19. Which of the following statements best describes your gardening activities with your children? BASE: Gardeners with Children in Household *NOTE: Small Sample Size 43
  44. 44. 2 The transition from casual to enthusiastic is still our ticket to riches
  45. 45. Type of Gardener – By Age • Nearly 60% of gardeners classify themselves as “casual gardeners.’ • Gardeners over 44-years-old are more likely to consider themselves ‘gardening enthusiasts,’ as compared to younger gardeners. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level. Q17. Which of the following best describes your gardening activities? BASE: Gardeners 45
  46. 46. Casual vs. Enthusiastic CASUAL GARDENER AGE: ~42 Years of experience: ~5-10 Main Drivers: EXTRINSIC •Add Beauty •Improve curb appeal •Reflection of me ENTHUSIASTIC GARDENER AGE: ~50 Years of experience: ~10-20 Main Drivers: INTRINSIC •Relaxing/reduce stress •Connection to nature •Express my creativity Garden by myself Dollars Spent: $88 Gardening is a family activity Dollars Spent: $118 46
  47. 47. 1 Let’s not forget it’s all about plant quality.
  48. 48. Reasons Would Leave/Shop Somewhere Else for Plants • Overall, three-quarters of gardeners will leave a store when the flowers aren’t healthy or well-cared for. A second tier of reasons to leave include flowers being priced too high or the store having a narrow selection. Q31a. Which of the following would be most likely to make you leave a store and shop somewhere else for flowering plants? Q31b. What are other reasons you might leave a store and shop somewhere else for flowering plants. BASE: Gardeners (n=708) 48
  49. 49. Our Top 10….. 10. 9. 8. 7. 6. 5. 4. 3. 2. 1. To reach the non-gardener, focus on intrinsic value. Want a payoff? Skip right to Gen Y. And get that Gen Y into the IGC’s…. As for Depot and Lowe’s? Pay attention. Offer the best in-ground products. Scratch that. Offer the best in-ground SOLUTION. We weathered the storm…now drive the function. Functional for the whole family. Our goal: improve confidence for quicker migration. And don’t forget that product quality… …is the foundation for all else. 49 49
  50. 50. Thank You! Bill Calkins bcalkins@ballhort.com

×