Shopper Marketing - July 2016 - 30


PROGRAMS

Research: Millennials Active
in Lawn Care, Gardening
Field Agent study of 300 young adults tracks attitudes, purchasing
habits in 'green' aisle
By Ed Finkel

Millennials ages 18 to 35 are city-dwellers who
live in apartments and spend their free time
on weekends seeing live music and attending
art openings. They are not cutting the grass or
planting flowers ... right?
Wrong, according to research conducted
earlier this spring by Field Agent, which examined the topline shopper habits of young
adults in the lawn and garden aisle. The bottom line: 85% of Millennials who responded
to the Field Agent survey participate in some
form of "green" activity, and of those respondents, 86% make at least occasional purchases, 29% do so "fairly" often and 6% do so "very
often."
They make those purchases most often at
home improvement centers (82% listed the
category) and mass merchandisers (77%), although considerably less often at local nurseries (38%) and nationally branded hardware
cooperatives (31%).
"We wanted to know, 'What does it look
like across those categories in terms of the
green activities they're involved in?'" says
Chris Medenwald, marketing manager and
research analyst, Field Agent. "One of the storylines is that the Millennial market is pretty
accessible to lawn and garden brands. When
30

y SHOPPER MARKETING JULY 2016

you think of 20-somethings and 30-somethings, I don't know that lawn and garden
care come to mind."
But lawn and garden executives and shopper marketers who might have considered
the Millennial demographic somehow off
limits need to readjust their thinking, Medenwald says. "They're at least occasionally
involved in those categories, and they spend
money in those categories," he said. "The
question that drove it was, 'Are Millennials involved in green activities, and if so, to
what extent?' We had a suspicion that even
if they're not rolling up their sleeves and getting into the yard, maybe they're doing some
indoor green activities."
The survey broke down the 85% who do
participate in "green activities" into three
groups:
n 63% handle lawn care, including 84% of
those who are homeowners and 65% of
house renters;
n 58% participate in outdoor gardening, including 72% of homeowners and 52% of
house renters; and,
n 47% care for indoor plants or flowers
bought in a store, including 51% of apartment renters.



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
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