Axiom Gardening Insights Survey 2023: Are Pandemic Gardeners Hooked

Axiom just released its annual 2023 Garden Insights Study.  Three things stand out to me about the report:

1. Gen Z and Gen Y gardeners planning to spend more time and money in their gardening pursuits next year.

• • 48.3% of Gen Y and 47.6% of Gen Z will spend more money on gardening compared to 33.7% of Gen X and 29.3% of Boomer respondents.
  • 60.3% of Gen Z and 54.4% of Gen Y respondents will spend more time gardening compared to 40.5% of Gen X and 20.3% of Boomer respondents.

2. Beginning gardeners will be spending more time and money next year.

• 45.5% of gardeners with 2-4 years of experience will spend more money on gardening.
• 52.5% of gardeners with 2-4 years of experience and 48.5% of first-time gardeners will spend more time gardening.

3. Plant more and expand their gardens

• 67.4% of Gen Y gardeners and 60.4% of Gen Z gardeners will plant more and expand their gardens compared to 59.5% of Gen X and 24.8% of Boomer respondents.
• 58.3% of first-time gardeners and 60.2% of gardeners with 2-4 years of experience plan to plant more and expand their gardens in 2023.

Upshot?

• Despite economic uncertainty, inflation, bad weather, and a multitude of other spending options (e.g. travel, entertainment, eating out) younger gardeners are planning to spend more time and more money to grow more and expand their gardens in 2023.
• These and other data points in our report cause me to believe that the gardening/horticultural industry will keep many of the millions of new gardeners who started gardening during COVID-19.

For more information, contact Mike Reiber at mreiber@axiomcom.com.  4