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Gen X / Y: What IGCs Need to Know to Profit from the New Gardener Index • Methodology • Debunking Myths and Establishing Facts Methodology Methodology

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Presentation Transcript
slide3

Methodology

Methodology

slide4

Phase I: Consumer Focus Groups•Focus groups were conducted at two IGCs:• Good Earth Garden Market (Olney, MD)• Mulhall’s Nursery (Omaha, NE)• Each group consisted of 10 consumers.•The consumers were split into four groups:

slide5

Phase II: Validation Survey•400 consumers were driven to an online survey via email invitations.• All respondents were required to have purchased a plant and completed a gardening / landscaping project without the help of a professional in the past 12 months.•All respondents were required to own a single-family home with a yard.

slide9

Top-Box Interest Levels in Gardening*

Gen X / Y consumers have lower interest levels in gardening than their parents did when they were the same age.

*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.

slide10

The good news: Gen X / Y consumers are spending the same amount of time and money as the general population on gardening activities.• In comparison to a 2006 industry benchmark, both the Gen X / Y consumers are spending:- a median of $250 per year on gardening consumables.- a median of 5 hours per week on gardening and lawn maintenance activities during peak months.

slide12

True or False: The Gen X / Y consumer gardens for different reasons than previous generations.

TRUE

slide14

True or False: It will be difficult to advertise to the Gen X / Y consumer using traditional marketing methods.

slide15

True or False: It will be difficult to advertise to the Gen X / Y consumer using traditional marketing methods.

TRUE

slide16

Some local advertising methods will not be effective in marketing to Gen X / Y consumers.• More than half of the respondents indicated that they only “occasionally use the Yellow Pages to look up phone numbers.

• A quarter recycle or throw the Yellow Pages away!

• Less than half of the respondents currently subscribe to a local newspaper.

slide17

While the Yellow Pages are only “occasionally” used, more than 75% of Gen X / Y consumers use the Internet to look up phone numbers.

slide18

2 out of 3 Gen X / Y consumers are watching gardening-related programming on cable networks.

% of Consumers Watching Television

Network on a Weekly Basis

(n=404)

slide19

Gen X / Y consumers enjoy reading magazines focusing on home and garden content.

% of Female Consumers Reading

Magazine on a Monthly Basis

(n=203)

slide20

True or False: The Gen X / Y consumer hires professionals rather than completing gardening activities on their own.

slide21

True or False: The Gen X / Y consumer hires professionals rather than completing gardening activities on their own.

TRUE and

FALSE

slide22

2 out of 3 Gen X / Y consumers are opting to complete the project themselves rather than hire a professional.

% of Consumers Completing Project

Without Professional Help v. % Hiring Professional

(n=404)

slide23

Gen X / Y consumers are opting to hire professionals for the “maintenance” activities, while completing the more enjoyable tasks without professional assistance.

slide24

True or False: The Gen X / Y consumer grew up on Home Depot and Lowe’s, and they prefer this channel.

The Gen X / Y consumer has a low affinity for local specialty retailers.

slide25

True or False: The Gen X / Y consumer grew up on Home Depot and Lowe’s, and they prefer this channel.

The Gen X / Y consumer has a low affinity for local specialty retailers.

FALSE

slide26

Over 60% of Gen X / Y consumers are shopping at IGCs for plants.

% of Consumers Shopping Channel

(n=404)

slide27

On median, Gen X / Y consumers are shopping for plants 6 times per year. On median, 2 trips will be to a home center and 1 trip will be to an IGC.

slide30

The frequent IGC shopper (3+ visits / year) primarily shops IGCs for plant quality and assortment.

Top-Box of Factors Impacting Decision

to Shop at an IGC v. Big Box Retailer

*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.

slide31

The occasional IGC shopper (1-2 visits / year) primarily shops at the IGC for the staff experience / expertise and the plant quality.

Top-Box of Factors Impacting Decision

to Shop at an IGC v. Big Box Retailer

*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.

slide32

The non-IGC shopper is primarily not shopping at an IGC due to the perception of higher prices and inconvenience.

Top-Box of Factors Impacting Decision

NOT to Shop at an IGC

(n=149)

*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.

slide33

The words most frequently used to describe IGCs were consistent regardless of shopping frequency.

% of Consumers Using Word to Describe IGCs

slide34

Myth: The Gen X / Y female consumer will be more active and profitable than their male counterpart.

slide35

Myth: The Gen X / Y female consumer will be more active and profitable than their male counterpart.

TRUE…

Not Necessarily

slide36

On median, Gen X / Y males are spending 3 more hours per week gardening than their female counterparts.

Gender Comparison of Median Time Spent on Gardening Activities During Peak Gardening Months

slide37

Male and female frequent IGC shoppers are both visiting IGCs for plants 5 times per year.

Gender Comparison of Median Shopping Visits to all Garden Centers and IGCs for plants

slide38

On median, Gen X / Y males are spending more on gardening consumables than Gen X / Y females.

Gender Comparison of Median Spending on Gardening Consumables

slide40

True or False: The inducements needed to draw the Gen X / Y consumer will be vastly different.

FALSE

slide41

The strongest IGC shopping inducements were consistent regardless of shopping frequency.

% of Consumers More Likely to Shop

at IGC based on Inducement

slide42

Gen X / Y consumers are most interested in learning how to rely less on professionals.

% of Consumers More Likely to Shop

at IGC if Course Offered

slide44

True or False: The Gen X / Y consumer considers the IGC to only be a destination for plants.

TRUE,

But…

slide45

3 of 10 Gen X / Y consumers are likely to purchase organic fruits and vegetables from an IGC.

Top-Box Likelihood to Purchase from an IGC

*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.

slide49

3 out of 4 Gen X / Y consumers who have a vegetable garden are growing tomatoes.

% of Consumers Growing Vegetable

(n=234)

slide50

Gen X / Y vegetable gardeners are primarily motivated by personal satisfaction and taste.

Consumers Motivations to Grow Vegetables

(n=234)

slide51

The Gen X / Y consumer has interest in vegetable gardening that exceeds their current levels of experience.

% of Consumers Experience

v. Interest in Learning More

Gen X / Y consumers want to learn more about vegetable and herb gardening.

(n=404)

slide52

True or False: Among Gen

X / Y consumers the green and organic movements can increase interest in IGCs.

slide53

True or False: Among Gen

X / Y consumers the green and organic movements can increase interest in IGCs.

TRUE,

But…

slide54

Approximately 1 out of 10 Gen X / Y consumers will both agree that an IGC could be a “green center” and be “very likely” to shop for organic products at an IGC.

Top-Box % of Consumers

(n=404)

*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.

slide55

Nearly 3 out of 4 Gen X / Y consumers are occasionally purchasing organic foods.

Frequency of Purchase

(n=404)

slide56

True or False: Targeting Gen

X / Y consumers will be difficult.

slide57

True or False: Targeting Gen

X / Y consumers will be difficult.

FALSE

slide58

A new home purchase was cited by the most Gen X / Y consumers as a stimulus to increased gardening activity.

% of Consumers Citing as Impetus for Higher Interest in Gardening

(n=404)

slide59

The good news...

% Growth in Age Cohorts

by Decade

Source: United States Census Bureau