Axiom shares 2021 gardening insights survey results

The spring and summer of 2020 saw homeowners gardening in record numbers. A new survey released today shows gardeners of all ages will be back digging in the dirt in 2021. The research, conducted by Axiom Marketing, a Minneapolis-based firm, found that 86% of homeowners plan to continue gardening in 2021. Nearly 40% of those surveyed say they will plant about the same as last year, with 47% say they will be planting more and expanding their garden spaces next season.

Many homeowners surveyed said they were gardening in 2020 because it gave them something to do while stuck at home during the pandemic, provided a source of exercise and helped to cope with stress. But, overwhelmingly, most were gardening to add beauty in their lives. “More than half of those surveyed told us they just wanted a beautiful outdoor space,” says Kathleen Hennessy, head of Axiom’s horticulture marketing group. “With many of us spending more time at home, and more time outside, gardening opened the door for positive activities and good feelings in a time where things were looking pretty bleak.”

Overwhelmingly, gardeners felt accomplished last season. “More than 80% of those surveyed said they felt successful or very successful in their 2020 gardening tasks,” adds Hennessy. “This is great news for the horticulture industry. When homeowners feel successful, they buy more plants, are more likely to try new types of gardening and expand their knowledge. These are all signs that 2021 will be another busy year.”

Growing flowers is by far the most popular gardening activity at nearly 73%, with shrubs and vegetables rounding out the top three. More than 32% rank container gardening high on their list. Houseplants are also important with 46% saying indoor gardening is a meaningful activity.  

The survey also dug in to where homeowners get their information and inspiration on new plants, where they purchase and what digital sources they use for growing tips and care. For more information on the Axiom 2021 Gardening Survey visit: https://bit.ly/Axiom2021GardeningSurvey