what consumers want from their veggie gardens - webinar 2-2011

What Consumers Want from Their Veggie Gardens

Consumer Research 2010

Chris BeytesGrowerTalks – Green ProfitEditorial Director/[email protected]: Chris Beytes

Bill CalkinsBall Horticultural CompanyBusiness Manager – [email protected]: @BillCalkins

BOBBLEVISION

What we’ll cover:

10.Home. Garden.9. Out of sight. Top of Mind.8. Veggie Gardening. Priceless.9. Packed full of hardy flavor.10.Did someone say ‘Heirloom’?11. And seed sales are up???12.Convenience and breadth.13.The first name in gardening.2. Aim for the core.1. It’s all about getting them comfortable.

Interactive = Memorable

Don’t forget to ask questions!

Just type them into the QUESTIONS box on the lower half of your Go To Webinar menu.

We’ll answer as many as possible!

What Consumers Want from Their Veggie Gardens

Consumer Research 2010

Why all of the craze???

Concern for the Environment….

Growing your ownVeggies is good!

Economic Pressure…Growing your own

Veggies saves money!

Concern for yourhealth….

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

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10. Home. Garden.The overwhelming driver of beginning to garden is still purchasing a home. Vegetable gardening is started in tandem with flowers.

40% started with BOTH vegetables

and flowers.

10. 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!”

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]

Sending veggie gardening items

home with school kids is a great way

to get parents involved!

9. 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.

The idea of ‘more attractive’ edibles may not appeal to a gardener for their ‘veggie gardening’. However – the idea of incorporating edibles into FLOWER beds was not considered.

9. 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

merchandising veggie plants

for patio containers!

8. Motivators for Vegetable Gardening?

• ‘Expense savings’ was never mentioned as a primary motivator of vegetable gardening. In fact, some aren’t sure how much they even save by having a vegetable garden.

• When asked, only 4% of respondents had agreement with the statement that ‘vegetable gardening is an expensive project’.

8. Motivators for Vegetable Gardening?

• It’s more about having fresh, healthy, nutritious, and great tasting vegetables for the family.

“There’s nothing like picking stuff right out of your garden, bringing it inside, and making a big salad with it. You get so much extra pleasure out of the freshness, the fact that you put energy into it, and how great it tastes. [Portland]

• Finally, there is a connection with the outdoors and a sense of environmental sustainability in vegetable gardening [especially in Portland].

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

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10. Which statement best reflects your primary reason for vegetable gardening?

TASTE: Primary Reason for Veggie Gardening

Base: Have purchased vegetable plants within the last year (Total n=342)

• Nearly half of vegetable gardeners name better taste as the primary reason they vegetable garden.

Younger gardeners are significantly more likely to be

gardening to save money

S8. Over the last year, about how much did you spend on vegetable/herb plants?

Actual dollars….


• On average, our sample spent $73 on their veggie/herb plants. While their total investment was probably higher, they still view this as an inexpensive project.

$73

$70

$85

$92

$66

Mean

7. Packed full of hardy flavor!

7a. How important is each of these when deciding which tomato variety to plant?

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.

Vegetable Plant Shopping• Consumers still list ‘healthy product’ as

the chief barrier to purchase.

• Characteristics influencing the purchase decision at point of sale:

– Firm, sturdy, straight stalks.– Large size.– Moist, watered and well cared for.– Leaves deep green, not wilted, not

brown or yellowing, no bugs.– Good root ball but not root bound.– Some seek out organic, perceived as

healthier [especially in Portland].– Flowers or buds [discussed on

peppers].– Price considered. Importance varied

depending on the gardener.

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7b. Heirloom tomatoes are varieties that have been around for many generations and are ‘unchanged’ from their original state. Is this something you were aware of?

6. Did someone say Heirloom?

Base: Tomato purchasers

Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.

While we hear a lot of talk about heirloom popularity – the term is still not well known. Even among experienced gardeners, there is confusion. About half of gardeners surveyed were aware of the term heirloom.

7c. Hybrid tomatoes are cross-bred varieties that combine great flavor with more disease resistance or early fruit. Is this something you were aware of?

Awareness of Hybrid Tomatoes

Base: Tomato purchasers

Two-thirds of gardeners planting tomatoes are familiar with the term hybrid tomatoes.


5a. 0f the different vegetables/herbs you planted what percent are grown from seed and what percent are purchased as plants?

5. 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.


Newer gardeners are more likely to

start with plants.

Seed vs. plant

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Vs.

•Cost effective•Poses greater risk•Experienced gardeners more likely to employ

•Especially associated with cucumbers, squash, carrots

•More patient gardeners

•Convenient•Greater likelihood of success•Especially associated with tomatoes and peppers

•Experienced gardeners resort to plants when seeds don’t germinate well

•Not willing to risk labor and investment

• Instant gratification gardener

4. Convenience and breadth

Q8a. What stores did you purchase vegetable/herb plants from [this season/last season]?Q8b. Which of these stores would you consider your primary store for vegetable/herb plants?

Independent Garden centers are still favored, but the mass market, combined, has the majority of this category.

Vegetable Plant ShoppingWhy is Mass Market seeing so much growth?

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Veggies out front… Veggies in middle (or back)…

VS.

Vegetable Plant Shopping

• Multiple stores are often shopped over the course of a season. Gardeners leave a store and seek out alternative retail locations when:

– Plants do not look large, hardy, or moist and well cared for.– There is not enough depth in variety within a vegetable [especially

important in tomatoes].– A specific vegetable the gardener wants is not available.– They are seeking a specific variety because it did well last year and it is

not offered.– They want to check prices out elsewhere.

• Consumers seem more apt to blame the ‘store’ when something goes wrong with their veggie purchases. Perhaps this is because they see these as easier to grow – and therefore not as subject to their own inadequacies.

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Home Depot(n=60)

Lowe’s(n=48)

Walmart(n=29)

Local/ Independent

Garden Center(n=145)

It is within close proximity to my home 62% 69% 45% 44%

Healthy/well cared for plants 55% 60% 35% 77%

Broad selection - 'I know I will find what I am looking for' 48% 56% 55% 56%

Gardening department is neat and well organized 43% 58% 28% 23%

Plants that are well labeled with gardening instructions 32% 38% 31% 34%

Knowledgeable and helpful sales associates 28% 33% 10% 56%

It's time efficient - I can purchase other needed items outside of the gardening category 28% 40% 45% 10%

It is the place I have always shopped for plants 23% 27% 7% 32%

The products sold here come with a money back guarantee if I'm not satisfied 22% 42% 14% 13%

They have the best prices 18% 44% 55% 19%

9a. What is the main reason that [Q8b STORE] is your primary store for vegetable/herb plant purchases?9b. What are the other reasons [INSERT Q8b STORE] is your primary store for vegetable/herb plant purchases?

Reasons for Store Preference


• Gardeners that primarily shop at independent garden centers like the broad selection, well-cared for plants, and helpful staff.

• Those shopping at home centers do so for the close proximity to their homes.

Gardeners were aware of both the Bonnie and Burpee brands. Bonnie stood for the biodegradable pot. Burpee was associated as a heritage brand of higher quality.

3. The first name in gardening.

15a. What brands of vegetable/herb plants come to mind, regardless of whether or not you have used them? In the box below, please type all brands that you can recall. If you do not know any brands, please check none.15b. Which of the following brands of vegetable/herb plants have you ever heard of?Base: Have purchased vegetable plants within the last year (Total n=342)

Value Expectations: Burpee vs. Non-Branded• In order to understand what kind of premium gardeners might be willing to pay for a

branded Burpee plant, we asked a series of questions to determine price expectations for a 4 inch standard size tomato plant.

• The question follows: At what price would you consider this plant to be…– a good value?– getting expensive but would still consider it?– so expensive that you would no longer consider it?– so inexpensive that you would doubt its quality?

• Half of the respondents answered these questions after viewing the Burpee brand (left below) and the other half answered these questions with regard to the non-branded (right below) plant. The comparison of the mean responses are shown on the following slide.

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

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 non-branded tomato plant. This translates to about a 17% premium.

2. Aim for the core!• Concepts and positioning that speaks first and foremost to flavor are

the most interesting to the consumer.

Base: Have purchased vegetable plants within the last year (Total n=342)18. Please indicate how likely you would be to purchase this product idea by using the following 1-10 point scale.


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. Easy to grow and even easier to enjoy!

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

1. It’s all about getting them comfortable.

12. Which of the following best describes the timing of your vegetable and herb gardening?

Repeat visits……



. Shifting people to gardening ‘enthusiast increases store visits

Let’s go get ‘em!

In Summary:

10.Home. Garden.9. Out of sight. Top of Mind.8. Veggie Gardening. Priceless.9. Packed full of hardy flavor.10.Did someone say ‘Heirloom’?11. And seed sales are up???12.Convenience and breadth.13.The first name in gardening.2. Aim for the core.1. It’s all about getting them comfortable.

BOBBLEVISION

Thank you!

Ball Horticultural Companyballhort.comburpeehomegardens.com

what consumers want from their veggie gardens - webinar 2-2011

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