Plant Branders: What Do Consumers Want?

The success of any plant brand is tied directly to how well consumers respond to that brand.

It's critical for leaders in the plant branding business to keep up with consumers, what they'll spend money on, and what information they need.

Proven Winners and Ball Horticultural Co. provided Greenhouse Management with consumer survey data they collected this spring. The information gives insight into the average U.S. gardening consumer.

But keep in mind that, according to the latest National Gardening Survey that this is a shrinking market.

The survey, conducted by the National Gardening Association, showed that from 1999-2010, the average spend on household do-it-yourself lawn and garden fell from $532 to $355. And, according to Ian Baldwin, Garden Center magazine contributing editor, this is not due just to a poor economy.

"Even in the 'boom' year of 2007, the 1999 figure had dropped over $100 to $428 per household per year," Baldwin said.




More than 11 million fewer households participated in gardening in 2010 than in 2005. This 12-percent fall is despite a rise in popularity of growing your own vegetables, fruits and herbs, Baldwin said.

"Only two activities – vegetable gardening and water gardening – showed any growth in participation, but they are small portions of a household budget," Baldwin said.


What is your favorite flower color?

Purple    12,455............26%
Pink        8,563.............18%
Blue        7,410.............16%
Red        7,265..............15%
Yellow    4,512..............10%
Orange   2,775..............6%
Coral      2,516..............5%
White     1,675..............4%
Source: Proven Winners



This trend is a reflection of changing U.S. demographics. Younger generations are much less interested in gardening activities, Baldwin said.

  Over the last year, how much have you spent on
  perennial plants?

  Less than $40.............11%
  $40-$99......................42%
  $100-$150..................30%
  More than $150..........17%

  Source: Ball Horticulture

  What is your level of gardening experience?

 Weekend gardener 19,037.......41%
 Avid gardener         13,457.......29%
 New gardener         12,954.......28%
 Master gardener       1,378.........3%
 
 Source: Proven Winners

 

  Approximately what percent of your flowers
  in your yard are annuals and what percent are
  perennials?

Source: Ball Horticultural Co.

"First [we] must continue to serve the Baby Boomers' love of gardening as they downsize and retire. Their consumption clearly drives this entire industry," Baldwin said. "Secondly and concurrently, we must quickly develop products, services and programs that appear relevant to the lives of consumers under 44 years old."
 

How many hours did you spend on average maintaining your vegetable/herb garden this past season?

Newer gardeners 1 hour or less......24% 2-3 hours............30% 4-5 hours............23% More than 5h......24%

Established gardeners 1 hour or less.....15% 2-3 hours...........24% 4-5 hours...........20% More than 5h.....41% Source: Ball Horticultural Co.

Companies unite to protect brands, patents

Spring Meadow Nursery, Bailey Nurseries, Conard-Pyle and Plant Development Services Inc. are joining forces to protect their plant patents and branded programs. Branded programs covered include Proven Winners Color Choice, Encore Azaleas, Endless Summer Collection, First Editions, the Knock Out Family of Roses, Drift Roses and Southern Living Plant Collection.

Plant Watch has been hired to inspect nurseries, report on their findings and collect fines where warranted. Starting this fall, nurseries across the country will be inspected by Plant Watch representatives to see how they are meeting the requirements of these branded programs. Nurseries found to be non-compliant will be assessed a significant fine based on the number of unauthorized plants discovered, and the destruction of those plants will be required.

"Purchasing new varieties doesn't give a grower the right to take cuttings," said Jeremy Deppe at Spring Meadow Nursery, which developed the Proven Winners Color Choice brand. "We've worked hard to establish our brands and spent tens of thousands of dollars on patents. Enforcing these intellectual property rights is necessary to support our customers and licensees."

Plant Watch, which started in 2005, is modeled after COPF in Canada, a monitoring program established in 1964. COPF has been inspecting for Spring Meadow Nursery since 2008, resulting in more than $30,000 in fines collected during 2010.

"Everyone agrees that prices need to be improved," said Plant Watch managing director Peggy Walsh Craig. "We need to sell more plants to more and different kinds of people. Branding, patenting and monitoring help accomplish these goals. Unfortunately, some growers are taking advantage illegally of the investment made by other growers in these programs."

For more: Plant Watch, (866) 414-1141, www.plantwatch.org.