National Gardening Association Market Research Survey Package
National Gardening Association, November 2011
This Package includes four publications by the National Gardening Association:
- 2011 National Gardening Survey
- Hard Times Lawn & Garden Survey
- What Gardeners Think Survey
- Environmental Lawn & Garden Survey
The four publications are also sold separately. The Market Research Survey Package allows you to save up to 30%.
2011 NATIONAL GARDENING SURVEY
The 2011 National Gardening Survey is the comprehensive market research report that leaders in the lawn and garden business count on each year to track the market and help them make strategic marketing decisions. Conducted annually since 1973, the Survey provides in-depth and up-to-date marketing information on industry trends, household participation, consumer profiles and retail sales.
- Lawn Care
- Ornamentals
- Flower Gardening
- Fruits/Berries
- Houseplants
- Container Gardening
- Vegetable Gardening
- Raising Transplants
- Landscaping
- Herb Gardening
- Insect Control
- Tree/Shrub Care
- Water Gardening
All major lawn and garden companies in America use the National Gardening Survey to increase revenues, reduce costs and improve effectiveness. The systematic analysis and market intelligence contained in the report are keys to better planning, budgeting and goal setting. Ready access to the primary research found only in the Survey will help you analyze the market, project market potential and sales performance, improve advertising, select your media, find new market niches, anticipate market changes and make profitable investments.
HARD TIMES LAWN & GARDEN SURVEY
Is the gardening market recession-proof? NGA's new Hard Times L&G Survey provides factual data not available from any other source.
In previous recessions the overall garden market held strong, but not in the current recession. Most people cut about $80 from the average spent on their lawns and gardens last year. The average spent in 2009 was $363 compared to $444 in 2008. Total retail sales were down 16% from $36.1 billion in 2008 to $30.1 billion in 2009. Many garden retailers saw strong sales of consumables, but not big-ticket items. Want to know more?
This original, 100-page report includes a wealth of additional information to help leaders in the lawn and garden market make strategic marketing decisions. A representative sample of more than 2,500 households was surveyed by Harris Interactive to obtain the data. The report includes written commentary and complete tables for each survey question broken down by region of the country, gender, age, marital status, education, household income, household size, presence of children, and employment status.
WHAT GARDENERS THINK SURVEY
How much do you really know about American lawn and garden consumers and what they think? This unique report reveals important information about the types of gardeners in America, their attitudes, and what motivates them. This original study provides detailed, factual data that will help leaders in the lawn and garden market make strategic marketing decisions.
Topics include:
- Breakdown of U.S. gardeners by personality: Master Gardeners, Garden Enthusiasts, Casual Gardeners, Reluctant Gardeners, and Just-Cut-the-Grass households.
- Annual spending for each gardener, category, lawn and garden products they buy, and where they shop for them.
- Amount of time American gardeners spend gardening each week.
- Attitudes about gardening.
- Perceived benefits and disadvantages of gardening
- What would encourage people to do more gardening.
- Attitudes about gardening with kids, and peoples' awareness of gardening activities at local schools.
New Topics in this Edition:
- How the current economic downturn is impacting lawn and garden participation, spending, and shopping in each "gardener" category.
- Preferred sources of lawn and garden information and topics of greatest interest.
- Lawn and garden problems and challenges.
ENVIRONMENTAL LAWN & GARDEN SURVEY
NGA's groundbreaking study of how environmentally friendly the practices of U.S. consumers really are. This research takes an in-depth look at the most important factors relating to current lawn and garden practices and consumers' interest in and demand for all-natural, organic lawn and garden products in the future.
Ten important topics addressed in this updated 2011 research report include:
- The Environmental Scorecard: An evaluation of how environmentally responsible current household practices are for tending lawns and landscapes.
- The number of all-natural, organic lawn and garden consumers in the U.S. today compared to those who use conventional fertilizers, insect controls, and weed controls.
- Households that buy all-natural organic lawn and garden fertilizer, insect controls, and weed controls compared those that buy conventional fertilizer, insect controls, and weed controls?
- Why people use all-natural, organic lawn and garden methods.
- Why people don't currently use all-natural, organic lawn and garden methods.
- The importance of maintaining lawns and landscapes in an environmentally friendly way.
- Characteristics of the all-natural, organic lawn and garden consumer.
- How knowledgeable consumers are about environmentally friendly lawn and landscape practices.
- Households that currently hire conventional lawn and landscape services compared to those that hire all-natural services, and how many households would like to hire all-natural services in the future.
- Households that are likely to start using all-natural, organic gardening methods in the future.
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