Published April 18th, 2022 with 292 pages including extensive commentary
The 2022 National Gardening Survey is the comprehensive market research report that leaders in the lawn and garden industry 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, gardeners' attitudes, and retail sales.
This year's National Gardening Survey (NGS) has important value-added content. The 2022 NGS incorporates key psychographic and behavioral questions and responses previously only available from the supplemental "What Gardener's Think" survey, which was only conducted every few years. This additional data gives us a deeper and fuller understanding of the gardening marketplace and consumer. The results of this year's NGS help us resolve the central question nagging the industry for the past two years – is the pandemic-fueled boom in gardening sustainable and will the industry growth and gains be maintained? Jim Feinson (Strategic Advisor and former CEO of Gardener's Supply Company) discusses this question in his commentary, "The New (Ab)Normal in the Gardening Industry."
"While our traditional main retail channels remain the strongest, we are seeing an evolution to true multi-channel marketing and shopping. For all these reasons, this is the most critical juncture our industry has faced. The normalization of the pandemic and the specter of unpredictable economic and global instability still threaten to rob us of these gains."
As with last year, we asked about the experience levels of the participating gardeners, ranking the respondents from beginner to master level. National Wildlife Federation returns again this year with the addition of research on gardening for wildlife and the purchase of native plants.
Topics Covered:
Special bonus additions: