Consumer confidence is our success

Amy Stankiewicz

 The National Gardening Association’s 2013 National Gardening Survey is out, and although the vast majority of data (which is based on 2012 numbers) shows no huge changes compared with the previous two years’ surveys, the numbers do show a shift in consumer spending.

Consumers spent four dollars less in 2012 on gardening, compared with $351 in 2011. This, however, is despite a rise in participation in gardening: Five million more households indicated that they were gardening in 2012, compared with 2010.

This year’s survey offers an Executive Summary by Ian Baldwin that provides suggestions for how the lawn-and-garden market can work together to improve consumers’ perception of gardening.

Consumers have indicated specific reasons why they are turned off by gardening activities, he says. These include being unsuccessful with growing plants, pest issues and information overload at the point of purchase. Growers, manufacturers and retailers can enhance the value of gardening and address these barriers to spending by thinking about these questions:

Why is packaging so difficult to understand for a new or casual gardener? Where are the apps for phones and tablets that enable consumers to learn as they go? Why are there not joint ventures across category lines with websites and a how-to video library on a whole series of weekend projects?

Baldwin also says the industry needs to reduce choice and speed up shopping time to make decision-making easier for consumers. Industry players must also work to ensure early success (only hobbyists enjoy waiting, he says).

The horticulture industry has made amazing strides to improve consumers’ success with and enjoyment of gardening. But there’s always work to be done, and Baldwin specifies very important, and very doable, action items.

Perhaps future meetings and trial events can focus on ways that the horticulture industry can work together more effectively to improve consumer confidence. It’s their confidence with and interest in gardening that ultimately ensures our ongoing achievement. That’s an important point to consider, given the fact that there are so many other industries vying for the same consumer dollars.

Amy Stankiewicz | astankiewicz@gie.net
216-236-5960 | Twitter: @Greenhousemag