Ball Seed Garden Showcase - Top 10 Findings

2012 Consumer Study
“Top Ten” Findings
June, 2012

2
Background & Purpose
• Summary: Gain insight into residential gardening and the consumer
purchase process and to determine possible changes since the study was
conducted in 2008.
• Key objectives for gardeners include:
– Determine attitudes toward gardening and the change since 2008.
– Evaluate how gardening behavior (e.g. – time invested, money invested, type
of gardening, etc.) has changed since 2008.
– Determine if there are changes in the demographics of gardening.
– Evaluate store selection drivers and compare to 2008 results.
– Identify gardening influencers.
• Key objectives for non-gardeners include:
– Determine primary barriers to gardening, future intensions, and compare
results to the 2008 study.

3
Methodology
• 1050 Quantitative online interviews in the US and
Canada with gardeners and non-gardeners.
• Gardener respondents defined as those who
purchased and planted flowers in flats or pots in
the past year. Other requirements include home
ownership and purchase involvement.
• Conducted in April 2012 with the Ipsos Consumer
Panel.
US Canada Total
Non-
gardeners
200 142 342
Gardeners 504 204 708 Gardener Quotas
Gender:
Male 35%
Female 65%
Age:
18 to 34 20%
35 to 44 25%
45 to 54 25%
Over 55 30%

Non-gardeners perception of gardening is
beautiful on the outside…..but….
1010

Gardening attitudes (Gardeners vs. Non)
5
Gardeners and non-gardeners seem to generally agree on the EXTRINISIC
(aesthetic and functional) value of gardening around the home.
Non-Gardener
Gardener

6
But non-gardeners fail to see the INTRINSIC value of the activity.
Non-Gardener
Gardener

7
Therefore, they over-value the investment in time and money.
Non-Gardener
Gardener

8
Therefore, they over-value the investment in time and money.
Non-Gardener
Gardener
CONCLUSION:
When speaking to the ‘non gardeners’ focus on
increasing the value of the intrinsic motivators!

In general, Generation X seems ‘underwhelmed’
by gardening.
99

10
Look at that Gen X non-gardener!
Q8. Below are some statements related to flower gardening. Please rate your agreement with the statements using a scale of 1
to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.
BASE: Non-Gardeners (n=342)
Letters indicate statistical significance at 95% confidence level.Letters indicate statistical significance at 95% confidence level.
Gen Y /
Millenials
Gen X Baby
Boomers
Matures
(<34 yrs)
(n=50)
(34-47 yrs)
(n=119)
(48 - 66 yrs)
(n=114)
(67+ yrs)
(n=59)
I don't like to risk the dollar investment in gardening. 3.70 4.20 3.60 3.50
I'd rather spend money on things other than gardening. 4.80 4.90 4.40 4.40
Gardening takes too much time. 4.40 4.60 4.00 3.80
Gardening helps me be less stressed. 3.90 3.50 4.20 3.60
Gardening is a way to stay connected to my roots. 3.80 3.20 3.30 3.30
When I see a home landscaped with beautiful flowers, I feel envious. 4.70 3.80 3.90 3.80
When I see a home landscaped with beautiful flowers, I think it brightens
up the house.
5.80 5.20 5.90 5.80
When I see a home landscaped with beautiful flowers, I think the owners
must be proud of their house.
5.70 5.10 5.80 5.80
Gardening is good for the environment. 5.30 5.10 5.60 5.40

11
Age – By Past Gardening Behavior
What is your age?
BASE: Non-Gardeners
Denotes statistical significance at 95% confidence level.Denotes statistical significance at 95% confidence level.
• While we did look to fill various age groups, we noticed a disproportionate amount of ‘non gardeners’ in the 35-44
(Gen X) age group.

Generation X didn’t have the early gardening opportunity….
12
Gardeners Non-Gardeners

13
The new folks….How many people turn 35 each year?
Current
Age
48-66
Current
Age
34-47
Current
Age
<34
The total pool….
# of people aged 35-55?

14
The new folks….How many people turn 35 each year?
Current
Age
48-66
Current
Age
34-47
Current
Age
<34
The total pool….
# of people aged 35-55?
CONCLUSION:
Your biggest return comes from
focusing on the incoming Generation Y!

The Independent Garden Center has lost its spot
as the largest primary purchase location.
88

16
The IGC has lost 9 points….to Lowe’s in particular
What stores did you purchase flowers from in the past year?
National distribution of gardeners applied to data for 2008 and 2012 to equalize distribution.
BASE: Gardeners
2008 vs. 2012
What stores did you purchase flowers from in the past year? (check all that apply)
P.S. Walmart has also lost out….

17
Even as ‘primary’ the presence of the IGC has lost out.
S8. What stores did you purchase flowers from in the past year?
Q30a. Which of these stores would you consider your primary store for flower purchases?
BASE: US Gardeners (n=504)
2008 PRIMARY
Lowe’s = 21%
HD = 21%
IGC = 35%
Walmart = 18%

The lead for the IGC is still strong in the NE and MW
18
Primary Purchase location.

“Shopping around” is prevalent everywhere.
19
All stores shopped.

20
Main Reason for Store Preference – By Primary Store
Q30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases?
Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases?
BASE: Gardeners Purchasing at Store
Local /
Independent
(n=223)
Home
Depot
(n=136)
Lowe's
(n=133)
Walmart
(n=83)
Grocery
Store
(n=33)
Canadian
Tire
(n=19)
Fred
Meyer
(n=16)
Menard's
(n=10)*
Broad selection - "I
know I will find what I
am looking for"
24% 22% 23% 12% 9% 11% 13% 30%
It is within close
proximity to my
home
11% 31% 20% 24% 18% 42% 25% 20%
Healthy/Well cared
for flowers
25% 11% 14% 4% 12% -- 6% 10%
It's time efficient - I
can purchase other
needed items outside
of the flower
category
-- 9% 11% 33% 30% 26% 44% --
Knowledgeable and
helpful sales
associates
16% 4% 4% 2% -- -- -- --
It is the place I have
always shopped for
flowers
6% 2% 9% 5% 6% 11% -- 10%
Gardening
department is neat
and well organized
1% 10% 11% 5% 9% -- 6% 10%
Unique flowers I may
not find other places
11% 2% 3% 1% -- -- -- 20%
*NOTE: Small Sample Size

21
Main Reason for Store Preference – By Primary Store
Q30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases?
Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases?
BASE: Gardeners Purchasing at Store
Local /
Independent
(n=223)
Home
Depot
(n=136)
Lowe's
(n=133)
Walmart
(n=83)
Grocery
Store
(n=33)
Canadian
Tire
(n=19)
Fred
Meyer
(n=16)
Menard's
(n=10)*
Broad selection - "I
know I will find what I
am looking for"
24% 22% 23% 12% 9% 11% 13% 30%
It is within close
proximity to my
home
11% 31% 20% 24% 18% 42% 25% 20%
Healthy/Well cared
for flowers
25% 11% 14% 4% 12% -- 6% 10%
It's time efficient - I
can purchase other
needed items outside
of the flower
category
-- 9% 11% 33% 30% 26% 44% --
Knowledgeable and
helpful sales
associates
16% 4% 4% 2% -- -- -- --
It is the place I have
always shopped for
flowers
6% 2% 9% 5% 6% 11% -- 10%
Gardening
department is neat
and well organized
1% 10% 11% 5% 9% -- 6% 10%
Unique flowers I may
not find other places
11% 2% 3% 1% -- -- -- 20%
*NOTE: Small Sample Size
CONCLUSION:
How can we help the IGC increase their
appeal – especially to the younger
generation????

Store preference varies by generation. This can
transcend the plant department.
77

.
BASE: Gardeners
What stores did you purchase flowers from in the past year? (check all that apply)

.
BASE: Gardeners
Head to head….Home Depot vs. Lowe’s as Primary…..

25
In total, Home Depot and Lowe’s appear ‘undifferentiated’
Q33. You mentioned that you shop at both Lowe’s and Home Depot for gardening purchases. Below are some characteristics of
the stores. Please designate which store best delivers on each characteristic.
BASE: Gardeners Showing at Both Home Depot and Lowe’s (n=150)
• Home Depot is viewed as performing better on overall value, better promotions, lower prices, and a great online site for
gardening. Lowe’s fairs better at having an overall better store, helpful sales associates, and a clean gardening center.
18% 30%
29% 15%
27% 17%
19% 26%
26% 15%
13% 24%
20% 21%
20% 21%
20% 18%
17% 19%
15% 14%
15% 13%
15% 7%

26
The Home Depot is the
clear choice for the
younger generations.

27
While price, value and
convenience are
drivers, there is still a
preference for The
Home Depot’s
inspiration.

28
CONCLUSION:
Align products and messaging to the
preferred generation. X&Y at Home
Depot, Boomers at Lowe’s.

Containers are up, perennials are down but what
still wins is ‘in the ground’.
66

30
The majority of product still goes in the ground.
Please divide your purchases spent among the three categories below. Your responses should sum to 100%.
BASE: Gardeners
2008 vs. 2012• The share of flowers planted in the ground, into containers, and bought via pre-made
containers remains similar to 2008.
56.5%

31
But containers – both DIY and “DFM” are growing….
Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree or
disagree with each statement.
BASE: Gardeners
2008 vs. 2012• More gardeners report they are planting more flowers in pots/baskets in 2012, as compared
to 2008. There is less use of perennials as compared to the previous study.
65% don’t agree

32
Perennials take a small decline….
BASE: Gardeners
2008 vs. 2012• Perennial use, the most frequently cited area for growth, has dropped a few points since the
2008 study.
Agreement statement
at 65% (vs. previous
at ~35-40%)

33
Perennials take a small decline….
BASE: Gardeners
2008 vs. 2012• Perennial use, the most frequently cited area for growth, has dropped a few points since the
2008 study.
Agreement statement
at 65% (vs. previous
at ~35-40%)
CONCLUSION:
Are we still looking for solutions for ALL
aspects of gardening? In ground is still
huge.

The most irritating thing? Weeds.
55

35
Biggest Frustrations with GardeningBiggest Frustrations with Gardening
BASE: Gardeners (n=708)
Q23. What are your biggest frustrations with gardening?
• Some of the biggest frustrations with gardening include having to weed, plants being destroyed by pests, inclement
weather, and lack of time.
Coded verbatim
• “Ridding my garden of weeds at
the start of the season takes
several days and keeping the
weeds away takes so much work
throughout the season.”
• “Weeds. There's nothing more to
say.”
• “The weeding process is
repetitive.”
• “Bugs in the garden and not
knowing how to deal with them.”
• “Bugs, pests, weeds, time
commitments.”
• “The weather. Either too much rain
or no rain at all. This is hard to
control.”
• “Very few things can withstand the
intense sun where I live.”
• “Running out of time to properly
care for a garden.”

The take-away
37
We must focus on making the ENTIRE PROJECT easier – not just the part
about picking, using and caring for the plants….
http://www.youtube.com/watch?NR=1&v=t6Bj6jNq2gQ&feature=endscreen
http://www.youtube.com/watch?NR=1&v=qfWW1gWyMoo&feature=endscreen
http://www.youtube.com/watch?NR=1&v=BTRg8TTjcIU&feature=endscreen

The impact of the environment and the economy
on our habits. Veggies are not really the gate-
way.
44

39
Big growth in environmentally-driven areas….
Below are some statements related to the reasons you garden and your gardening habits. Please rate your agreement with the
statements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.
BASE: Gardeners

The driver of vegetable gardening has shifted
40
People who recently
started are driven more
by taste and money
than previous ‘starters’
“Matures” were far more
interested in taste.
Today’s Gen Y is also
interested in money.

41
Veggies making a come-back, but not the lead item…
Q10. How did you first start gardening?
BASE: Gardeners
• Two-thirds of ‘master gardeners’ and ‘gardening enthusiasts’ started gardening with both vegetables/herbs and
flowers. This is significantly more when compared to the ‘casual’ and ‘unenthusiastic’ gardeners.

42
Gardeners: Amount Spent on Flowers in Past Year
In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden,
your patio, etc.?
BASE: Gardeners
25th
Percentile
75th
Percentile
US Canada
2008 vs. 2012• Yearly expenditures on flowers remained similar to previous research conducted in 2008.

43
Gardeners: Amount Spent on Flowers in Past Year
In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden,
your patio, etc.?
BASE: Gardeners
25th
Percentile
75th
Percentile
US Canada
2008 vs. 2012• Yearly expenditures on flowers remained similar to previous research conducted in 2008.
CONCLUSION:
We ‘weathered the storm’ of the
economy. But the environmental
impacts are here to stay. We must
continue to focus on the ‘functional’
return of gardening – including harvest
and environmental well-being.

Gardening should, indeed, be a family activity
33

45
Did Parents Garden – By Past Gardening Behavior
Q55a. Did one or more of your parents/guardians garden when you lived with them?
BASE: Non-Gardeners
• Nearly 70% of non-gardeners have parents that gardened.
• Lapsed gardeners are more likely to have parents that gardened, as compared to those who parents never
gardened.

46
Assist with Gardening As Child – By Past Gardening Behavior
Q55b. When you lived with them, did you assist your parent/guardian(s) with any gardening activities?
BASE: Non-Gardeners Whose Parents Gardened
• Three-fourths of non-gardeners whose parents gardened assisted their parents/guardians.
• Lapsed gardeners are significantly more likely than those who have never gardened to have assisted their
parents/guardians with gardening activities.

Gardeners are almost twice as likely to have had experienced
gardening as a kid.
47
Two possible leading indicators
of gardening activity. One – did
your parents garden and then if
they DID, did you help them?
Gardeners are twice as likely to
have gardening with their
parents as kids.

This is even more pronounced when you look at the
generations.
48
Gardeners Non-Gardeners

49
Gardening Activities with Children – By Type of Gardener
Q19. Which of the following statements best describes your gardening activities with your children?
BASE: Gardeners with Children in Household *NOTE: Small Sample Size
• Nearly two-thirds of gardeners with children in the household consider gardening a family activity.
• ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ or
‘unenthusiastic’ gardeners.

50
Gardening Activities with Children – By Type of Gardener
Q19. Which of the following statements best describes your gardening activities with your children?
BASE: Gardeners with Children in Household *NOTE: Small Sample Size
• Nearly two-thirds of gardeners with children in the household consider gardening a family activity.
• ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ gardeners.
CONCLUSION:
Getting kids to garden is significant.
Gen Y is predisposed to do it. How do
broaden this net?

The transition from casual to enthusiastic is still
our ticket to riches
22

52
Type of GardenerType of Gardener – By Age– By Age
Q17. Which of the following best describes your gardening activities?
BASE: Gardeners
• Nearly 60% of gardeners classify themselves as “casual gardeners.’
• Gardeners over 44-years-old are more likely to consider themselves ‘gardening enthusiasts,’ as compared to
younger gardeners.

Casual vs. Enthusiastic
53
CASUAL GARDENER
AGE: ~42
Years of experience: ~5-10
Main Drivers: EXTRINSIC
•Add Beauty
•Improve curb appeal
•Reflection of me
Garden by myself
Dollars Spent: $88
ENTHUSIASTIC GARDENER
AGE: ~50
Years of experience: ~10-20
Main Drivers: INTRINSIC
•Relaxing/reduce stress
•Connection to nature
•Express my creativity
Gardening is a family activity
Dollars Spent: $118

Let’s not forget it’s all about plant quality.
11

55
Reasons Would Leave/Shop Somewhere Else for Plants
Q31a. Which of the following would be most likely to make you leave a store and shop somewhere else for flowering plants?
Q31b. What are other reasons you might leave a store and shop somewhere else for flowering plants.
BASE: Gardeners (n=708)
• Overall, three-quarters of gardeners will leave a store when the flowers aren’t healthy or well-cared for. A
second tier of reasons to leave include flowers being priced too high or the store having a narrow
selection.

56
Our Top 10…..
10. To reach the non-gardener, focus on intrinsic value.
9. Want a payoff? Skip right to Gen Y.
8. And get that Gen Y into the IGC’s….
7. As for Depot and Lowe’s? Pay attention.
6. Offer the best in-ground products.
5. Scratch that. Offer the best in-ground SOLUTION.
4. We weathered the storm…now drive the function.
3. Functional for the whole family.
2. Our goal: improve confidence for quicker migration.
1. And don’t forget that product quality…
…is the foundation for all else.
56

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