There are two distinct ways that people look upon gardening:
- Many view gardening as a pleasure and an active hobby
- Some see it as a necessity and a chore
Both groups enjoy the final outcome, but one enjoys the journey and one doesn’t.
Opportunities for the industry:
For enthusiasts, delivering something new / different is the key to sustaining interest.
If gardening is viewed as a chore, offer short cuts/quick fix & convenient solutions to make it easier.
Highlight the Benefits of Gardening:
- Therapy – Mental Relaxation
- Relieves Stress
- Physical Exercise
- Creative Outlet
- Fresh Air – Healthy & Rejuvenating
Highlight the Benefits of the Finished Product:
- Sense of Achievement
- Pride
- Sensory Stimulation
- Adds Value to Home
Triggers for the consideration of gardening:
- Time of Year
- Good Weather
- Older Lifestyles
- Interest / Pride
- Knowledge / Skill
- Media Noise
- Other Gardens
Conclusion
We cannot control the weather, apart from encouraging an all weather garden lifestyle. However, the strongest selling motivator is the HOPE of a beautiful Spring or Summer day in the garden – enjoying and sharing the spoils of your hard work and financial/time investment.
Source: Garden Products Market – Behaviour & Attitudes 2011 (Bord Bia). Full reports may be viewed below.
Further research information is also available here.