National Gardening Survey 2023 Edition
Published April 28th, 2023 with 246 pages including extensive commentary
The 2023 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.
The National Gardening Survey provides insights into American household lawn and garden activities and spending for the year 2022, as well as expectations for 2023.
Inflation was a major factor for over half of respondents in planning to increase or decrease their level of participation in lawn and gardening activities. To combat inflation, the most commonly used household practices were using water wisely, buying plants on sale, and growing plants from seeds. Over one-third of households anticipate increasing their spending on lawn and gardening products in 2023 compared to 2022, particularly for food gardening. However, more households anticipate decreasing their spending on flower gardening and lawn care.
Participation in lawn and gardening activities remained high in 2022, with a 5-year high of 80% of households taking part. By activity, participation increased across the board year over year, with indoor houseplant gardening jumping in participation more than any other activity. Younger respondents were more likely to be first-time participants in lawn and gardening activities and to try a new lawn or gardening activity in 2022.
Spending on lawn and gardening activities continued to rise, with an average household spend of $616 in 2022, an increase of $74 from 2021 alone. Younger households, particularly the 18-34 age group and 35-44 age group, saw larger increases in spending than older households. Hardscaping continued to have the highest average spending per household, followed by installation and maintenance. About one-third of respondents predicted their spending on lawn and gardening activities to increase in 2023 compared to 2022, while nearly 2 in 5 households reported higher spending on lawn and gardening activities in 2022 compared to 2021.
Highlights of the 2023 NGS:
- Jim Feinson, former CEO of Gardener's Supply Company, returns this year with another insightful and thought provoking commentary.
- Effects of inflation on Lawn and Garden Participation
- All the historical trends updated to the present.
- Complete data tables provided in Excel workbook. Includes full banners with significant differences highlighted.
- Interactive Table of Contents to conveniently click to jump directly to the section you want.
- Searchable PDF text.
- Effect of Inflation on Lawn and Garden Participation
- Projected future participation for next year
- Lawn Care
- Flower Gardening
- Flower Bulbs
- Container Gardening
- Vegetable Gardening
- Herb Gardening
- Insect Control
- Tree/Shrub Care
- Water Gardening
- Cannabis Growing
- Wildlife-benefiting plants
- Converting lawn to garden
- Purchasing of lawn and garden products
- Purchasing of organic lawn and garden products
- Knowingly purchasing native plants
- Cut flowers / Flower arrangements
- Attitudes and motivations from participants and non-participants
- And much more. See the table of contents [pdf] for the full view
Once purchased, you will be given a link to download the zip file which contains the PDF of the survey, as well as the Excel workbook.