家庭園芸の消費者インサイト

当レポートでは、米国の家庭園芸について調査分析し、消費者の意識と動向、COVID-19の考察などを提供しています。

目次

第1章 イントロダクション

第2章 住宅所有と賃貸

• 過去の動向
• 住宅所有と賃貸の割合：年齢層
• 住宅所有と賃貸の割合：世帯年収
• 所有地と物件の規模
• 移転の動向

第3章 COVID-19の考察

• ほとんどの人がまだパンデミックを個人または家族/友人に対する健康上の脅威と考えています
• COVID-19の変異株についての懸念
• パンデミックの個人に対する負の影響
• 園芸におけるパンデミックの動向

第4章 COVID-19：在宅勤務の動向

• 半数以上の従業員が在宅勤務の準備をしています
• 正社員とアルバイトの違い
• 元の勤務地による違い
• 在宅勤務の変化
• リモートワークの残業

第5章 園芸活動の過去の動向

• 園芸活動
• 所有地と庭のメンテナンスサービスの利用
• 園芸用品の所有
• 庭の手入れ用品の購入

第6章 園芸活動の人口統計

• 園芸活動とメンテナンスサービス：人口統計の動向
• 園芸用品の所有：人口統計の動向
• 園芸用消耗品の購入：人口統計の動向

第7章 園芸活動

• 園芸の場所
• 園芸における植物
• オーガニック園芸
• 植物の親
• なぜ園芸をするか

第8章 付録

List of Tables

2. Homeownership & Rental

• Table 2-1. US Homeownership & Rental Rates, 2011 - 2021 (percent)
• Table 2-2. US Homeownership & Rental Rates by Age Group, 2011 - 2021 (percent of respondents)
• Table 2-3. US Homeownership & Rental Rates by Household Income Bracket, 2021 (percent of respondents)
• Table 2-4. US Homeownership Rates by Property Size, 2011 - 2021 (percent of respondents who own a single-family house)
• Table 2-5. Have You Changed Where You Live in the Past 12 Months? by Urban vs. Rural Setting, US Region, Type of Housing, & Age Group, 2022 (percent of respondents)

3. COVID-19 Insights

• Table 3-1. Coronavirus Health Concerns: I am concerned about the..., 2020 - 2022 (percent of consumers)
• Table 3-2. Coronavirus Concerns: The coronavirus has negatively affected my..., 2020 - 2021 (percent of consumers)
• Table 3-3. Changes in Mental & Physical Symptoms During the Pandemic, 2022 (percent of consumers)
• Table 3-4. Please rate changes to how you currently feel in these areas (stress, tiredness, anxiety), compared to before the COVID-19 pandemic (before March 2020), 2022 (percent of respondents who reported feeling more of these characteristics)
• Table 3-5. Please rate changes to how you currently feel in these areas (energy levels, focus), compared to before the COVID-19 pandemic (before March 2020), 2022 (percent of respondents who reported feeling less of these characteristics)
• Table 3-6. How Has Your Personal Activity Patterns Changed in the Wake of COVID-19: Working in My Garden by Gender, Age, Work-From-Home Status, Location, Region, Type of Housing, & Access to Private Yard 2022 (% total respondents)
• Table 3-7. How Has Your Personal Activity Patterns Changed in the Wake of COVID-19: Working in My Garden by Changes in Mental & Physical Symptoms During the Pandemic, 2022 (percent of total respondents)

4. COVID-19: Work-From-Home Trends

• Table 4-1. Remote Work Trends, 2016 - 2022 (percent of population)

5. Historical Trends in Gardening Activity

• Table 5-1. Gardening: Activity, Size of Garden, & Type of Outdoor Gardening, 2017 - 2021 (percent of respondents)
• Table 5-2. Ownership of Powered Gardening Equipment, 2017 - 2021 (percent of total respondents)
• Table 5-3. Select Gardening Consumables Bought in the Last 12 Months, 2017 - 2021 (percent of total respondents)

6. Demographics of Gardening Activity

• Table 6-1. Gardening: Activity, Size of Garden, Types of Gardening, & Use of Services, by Gender, 2021 (percent of total respondents)
• Table 6-2. Gardening: Activity, Size of Garden, Types of Gardening, & Use of Services, by Age Group, 2021 (percent of total respondents)
• Table 6-3. Gardening: Activity, Size of Garden, Types of Gardening, & Use of Services by Region, 2021 (percent of total respondents)
• Table 6-4. Gardening: Activity, Size of Garden, Types of Gardening, & Use of Services by Homeownership, 2021 (percent of total respondents)
• Table 6-5. Gardening: Activity, Size of Garden, Types of Gardening, & Use of Services by Household Income Bracket, 2021 (percent of total respondents)
• Table 6-6. Gardening Equipment Ownership by Gender, 2021 (percent of total respondents)
• Table 6-7. Gardening Equipment Ownership by Age Group, 2021 (percent of total respondents)
• Table 6-8. Gardening Equipment Ownership by Region, 2021 (percent of total respondents)
• Table 6-9. Gardening Equipment Ownership by Homeownership, 2021 (percent of total respondents)
• Table 6-10. Gardening Equipment Ownership by Household Income Bracket, 2021 (percent of total respondents)
• Table 6-11. Select Gardening Consumables Bought in the Last 12 Months by Gender, 2021 (percent of total respondents)
• Table 6-12. Select Gardening Consumables Bought in the Last 12 Months by Age Group, 2021 (percent of total respondents)
• Table 6-13. Select Gardening Consumables Bought in the Last 12 Months by Region, 2021 (percent of total respondents)
• Table 6-14. Select Gardening Consumables Bought in the Last 12 Months by Homeownership, 2021 (percent of total respondents)
• Table 6-15. Select Gardening Consumables Bought in the Last 12 Months by Household Income, 2021 (percent of total respondents)

7. Gardening Activity

• Table 7-1. Where Do You Grow Your Plants? by Gender, Age Group, Urban vs. Rural Setting, Region, & Type of Housing, 2022 (percent of respondents who grow plants)
• Table 7-2. What Plants Do You Grow In Your Garden? by Gender, Age Group, Urban vs. Rural Setting, Region, & Type of Housing, 2022 (percent of respondents who grow plants)
• Table 7-3. Consumer Insights On Organic Gardening, by Gender, Age, Urban vs. Rural Setting, Region, Type of Housing, & Presence of Children Under 18 at Home, 2022 (percent of respondents who grow plants & agreed)
• Table 7-4. Consumer Insights on Plant Parenting by Gender, Age Group, Urban vs. Rural Setting, Region, Type of Housing, Presence of Children Under 18 at Home, 2022 (% respondents who grow plants & agree
• Table 7-5. I Participate in Gardening... by Gender, 2022 (percent of respondents who grow plants)
• Table 7-6. I Participate in Gardening... by Age Group, 2022 (percent of respondents who grow plants)
• Table 7-7. I Participate in Gardening... by Location of Home, 2022 (percent of respondents who grow plants)
• Table 7-8. I Participate in Gardening... by Region, 2022 (percent of respondents who grow plants)
• Table 7-9. I Participate in Gardening... by Type of Housing, 2022 (percent of respondents who grow plants)
• Table 7-10. I Participate in Gardening... by Presence of Children Under 18 in the Home, 2022 (% respondents who grow plants)

8. Appendix

• Table 8-1. Macroeconomic Indicators, 2011 - 2026 (billion 2012 dollars)
• Table 8-2. Population & Households, 2011 - 2026 (million persons)
• Table 8-3. Housing Stock by Type, 2011 - 2026 (million units)

List of Figures

3. COVID-19 Insights

• Figure 3-1. COVID-19 Statistics, March 2020 - October 2022 (new cases & deaths)
• Figure 3-2. The Current Coronavirus Pandemic is a Health Threat to Me, Personally by Area of Work, 2022 (percent of respondents)
• Figure 3-3. The Current Coronavirus Pandemic is a Health Threat to Me, Personally by Age Group, 2022 (percent of respondents)
• Figure 3-4. Concerns about the Delta/Omicron Variant & Future Variants of COVID-19, 2021 - 2022 (percent of consumers)
• Figure 3-5. I Am Concerned About the Health Threat of Omicron & Future Potential Variants of COVID-19 by Location of Work, 2022 (percent of respondents)
• Figure 3-6. I Am Concerned About the Health Threat of Omicron & Future Potential Variants of COVID-19 by Age Group, 2022 (percent of respondents)
• Figure 3-7. Considering How My Stress Levels Are Compared to Before the COVID-19 Pandemic, I Feel... by Gender & Age Group, 2022 (percent of respondents)
• Figure 3-8. Considering How My Anxiety Levels Are Compared to Before the COVID-19 Pandemic, I Feel... by Gender & Age Group, 2022 (percent of respondents)
• Figure 3-9. Considering How Tired I Feel Compared to Before the COVID-19 Pandemic, I Feel... by Gender & Age Group, 2022 (percent of respondents)

4. COVID-19: Work-From-Home Trends

• Figure 4-1. Are You Set Up to Do Your Normal Work from Home?, 2022 (percent of employed respondents)
• Figure 4-2. Are You Set Up to Do Your Normal Work from Home?, 2022 (percent of full-time & part-time employed respondents)
• Figure 4-3. Are You Set Up to Do Your Normal Work from Home?, 2022 (percent of employed respondents)
• Figure 4-4. Insights into Changes in Work Location Routines, 2020 & 2022 (percent of employed respondents who are set up to work from home)

5. Historical Trends in Gardening Activity

• Figure 5-1. Historical Trends in Outdoor Gardening Activity, 2011 - 2021 (percent of respondents)
• Figure 5-2. Historical Trends in Use of Property & Garden Maintenance Services, 2011 - 2021 (percent of respondents)

Long before the COVID-19 pandemic spread to the US in 2020, many consumers had engaged in gardening as a routine chore or even an enjoyable activity. The US has historically featured a strong garden culture, where food gardening is a symbol of self-sufficiency and sustainable living, and decorative gardens correlate with curb appeal, pride of ownership, and even neighborly competition (keeping up with the Jonesa€™ yard, perhaps). Families also view gardens, especially food gardens, as a chance for children to spend time outdoors and learn more about where food comes from.

In the years leading up to the pandemic, both the increase in dual income families and childrena€™s increasingly busy schedules - which in many cases prevented them from performing gardening as a chore - led some households to shift to maintenance-free gardens or to opt for property care services. However, the pandemic lead to many employees who could complete their tasks outside of the office transitioned to work-from-home positions, allowing more time to maintain gardens themselves.

The pandemic had other effects on gardening activity as well. Consumers concerned about the health risk of the pandemic are more likely to entertain outdoors at home and thus invest in their gardens and landscaping. Additionally, many consumers found that gardening was a good way to relieve stress and anxiety brought on by the pandemic or life changes related to the pandemic

Where consumers live plays an important role in whether they are likely to have gardens at all. For instance, residents in several of the western states are dealing with the effects of a long-running drought, leading some to invest instead in artificial grass and drought-resistant plants native to the area rather than conventional gardens. Additionally, residents of urban areas are less likely to have gardens to care for due to small yards, if any, for single-family housing and the prevalence of multifamily housing without individual yards. Still, these consumers have options for indoor gardening, raising plants on balconies and patios, and participating in community gardening.

This report includes analysis, data, trends, and customized cross tabs related to homeownership and renting, COVID-19, work-from-home trends, and lawn care activity using:

• Proprietary results from the April-May 2020, August 2020, November-December 2020, February-March 2021, June 2021, August-September 2021, October-November 2021, November-December 2021, February 2022, May 2022, and August 2022 editions of The Freedonia Group National Online Consumer Survey

• Syndicated national consumer survey results from MRI-Simmons Fall 2011-2021 Reports.

Consumers' opinion on the topics above is analyzed by the following metrics:

• age group
• gender
• urban/suburban/rural location
• household income
• region
• homeownership

Scope of the Report

This study examines consumer insights and trends in the US regarding gardening activity. Survey data display historical trends and consumer sentiment back to 2011, including pandemic-era highlights for 2020-2022.

Table of Contents

1. Introduction

2. Homeownership & Rental

• Historical Trends
• Homeownership vs. Rental Rates: Age Groups
• Homeownership vs. Rental Rates: Annual Household Incomes
• Owned Land & Property Size
• Relocation Trends

3. COVID-19 Insights

• Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends
  • Health Threat Feelings by Location of Work
  • Health Threat Feelings by Age Group
• Concerns About COVID-19 Variants
  • Concerns About Variants of COVID-19 are Significant
  • Concern About Variants by Location of Work
  • Concern About Variants by Age Group
• Negative Personal Effects of the Pandemic
  • Negative Effects Reported in 2020 and 2021
  • Continuing Mental and Physical Health Effects
    • Changes in Mental & Physical Health Effects
    • Stress, Tiredness, & Anxiety
    • Energy Levels & Focus
• Pandemic Trends in Gardening
  • Pandemic Trends in Gardening: Demographic Groups
  • Pandemic Trends in Gardening: Changes in Mental & Physical Symptoms

4. COVID-19: Work-From-Home Trends

• More Than Half of Employees Are Set Up to Work From Home
• Differences Between Full-Time & Part-Time Employees
• Differences by Location of Original Workplace
• Changes in Work-From-Home
• Remote Work Over Time

5. Historical Trends in Gardening Activity

• Engaging in Gardening Activity
• Use of Property & Garden Maintenance Services
• Ownership of Gardening Equipment
• Purchase of Garden Care Consumables

6. Demographics of Gardening Activity

• Gardening Activity & Maintenance Services: Demographic Trends
  • Gardening Activity & Maintenance Services: Gender
  • Gardening Activity & Maintenance Services: Age Group
  • Gardening Activity & Maintenance Services: Region
  • Gardening Activity & Maintenance Services: Homeownership
  • Gardening Activity & Maintenance Services: Household Income
• Gardening Equipment Ownership: Demographic Trends
  • Gardening Equipment Ownership: Gender
  • Gardening Equipment Ownership: Age Group
  • Gardening Equipment Ownership: Region
  • Gardening Equipment Ownership: Homeownership
  • Gardening Equipment Ownership: Household Income
• Purchase of Gardening Consumables: Demographic Trends
  • Purchase of Gardening Consumables: Gender
  • Purchase of Gardening Consumables: Age Group
  • Purchase of Gardening Consumables: Region
  • Purchase of Gardening Consumables: Homeownership
  • Purchase of Gardening Consumables: Household Income

7. Gardening Activity

• Location of Gardening
• Plants in Gardens
• Organic Gardening
• Plant Parents
• Why Garden?
  • Why Garden: By Gender
  • Why Garden: By Age Group
  • Why Garden: By Location of Home
  • Why Garden: By Region
  • Why Garden: By Type of Housing
  • Why Garden: By Presence of Children Under Age 18 At Home

8. Appendix

• Related Studies & Reports
  • Consumer Insights Reports
  • Freedonia Industry Studies
  • Freedonia Focus Reports
  • Packaged Facts Reports
  • Knowledge Center
• Macroeconomic Assumptions
  • Economic Environment
  • Demographic Trends
  • Housing Stock