Description

“As Canadians prioritized their outdoor spaces as a result of the pandemic, the importance of having a beautiful and functional yard grew. Consumers turned to yard work and gardening as a safe activity that offered tangible results beyond curb appeal. Wellness benefits associated with working in the garden are expected to continue to elevate these tasks from simply chores on the to-do list to an enjoyable hobby, particularly since most Canadians recognize the physical and mental benefits associated with the practise as a creative outlet. Going forward, environmental considerations will play a larger role in lawn and garden design and planting decisions.”

– Meghan Ross, Senior Home & Beauty Analyst

Key issues covered in this Report:

  • Market factors influencing the lawn and garden market
  • Involvement in lawn and garden care
  • Lawn and garden skill level
  • Enjoyment levels of lawn and garden care
  • Lawn and garden task responsibilities
  • Motivations for hiring professionals
  • Lawn and garden retailers

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Market context
        • Executive Summary

            • Top takeaways
              • Market overview
                  • Figure 1: Category outlook: lawn and garden, 2022-27
                • Opportunities and challenges
                  • Environmental concerns will play a larger role in product choice and landscape design
                    • Wellness benefits can be leveraged to encourage greater participation
                      • Edible gardening will receive a boost from the high cost of living
                        • Space concerns limit category involvement
                          • A focus on convenience will help reduce time barriers
                            • Better education will lead to heightened engagement
                            • Market Factors

                              • Impact of COVID-19 on the lawn and garden market
                                • Outdoor spaces have become a bigger priority
                                  • Figure 2: ‘I’ve used my outdoor space more often since the start of the COVID-19 pandemic’ (% agree), by age, 2022
                                  • Figure 3: Those who hired a professional because the pandemic made lawns and gardens more important, by parental status, 2022
                                  • Figure 4: ‘I moved to a home with better lawn and garden space during the pandemic’ (% agree), by age, 2022
                                • Consider how other lifestyle shifts impact outdoor needs
                                  • Figure 5: Scotts Lawn Canada Instagram post, June 2022
                                  • Figure 6: Rachioco Instagram post, June 2022
                                • Impact of inflation on the lawn and garden market
                                  • Figure 7: 12-month change in the Consumer Price Index, July 2019-July 2022
                                • Gardening as a way to save on food costs
                                  • Sharing, splitting and starting over to save
                                    • Figure 8: Garden Safe Instagram post, October 2021
                                  • Interest rate fluctuations will impact home ownership plans
                                    • Figure 9: Home ownership status, 2022
                                  • Physical limitations due to aging should be considered
                                    • Figure 10: Population aged 0-14 and 65+, 1988-2068*
                                    • Figure 11: Those who have hired professionals because of physical limitations, by age, 2022
                                • Competitive Strategies and Market Opportunities

                                  • Value will be sought through different means
                                    • Figure 12: Mintel Trend Driver: Value
                                  • Cost saving strategies will impact lawn and garden decisions
                                    • Figure 13: Involvement in lawn and garden care, done themselves vs hired a professional, 2022
                                    • Figure 14: Scotts Lawn Canada Instagram post, July 2022
                                    • Figure 15: Home Depot Canada Instagram post, May 2022
                                    • Figure 16: Garden.Safe Instagram post, May 2020
                                  • “Time is money”
                                      • Figure 17: Scotts Lawn Canada Instagram post, May 2021
                                      • Figure 18: Spectracide Instagram post, August 2021
                                      • Figure 19: Official Aerogarden Instagram post, August 2022
                                      • Figure 20: Rachioco Instagram post, May 2022
                                      • Figure 21: Husqvarna USA Instagram post, October 2020
                                      • Figure 22: Yarbo Global Instagram post, August 2022
                                    • Environmental considerations will influence planting choices
                                      • Figure 23: Mintel Trend Driver: Surroundings
                                      • Figure 24: Perceived negative impact on the environment, 2021
                                      • Figure 25: Fiskars Instagram post, July 2022
                                      • Figure 26: Protecting Pollinators – Air pollution’s effect on bees, May 2019
                                      • Figure 27: Plantsnap Instagram post, June 2022
                                      • Figure 28: Fiskars Instagram post, May 2022
                                    • Gardening for wellness
                                      • Figure 29: Mintel Trend Driver: Wellbeing
                                      • Figure 30: The Happy Gardening Life Instagram post, July 2022
                                      • Figure 31: Fiskars Instagram post, July 2022
                                      • Figure 32: Canadian Garden Council Instagram post, September 2022
                                      • Figure 33: Rachioco Instagram post, August 2022
                                      • Figure 34: Fiskars Instagram post, August 2022
                                  • Lawn and Garden: Fast Facts

                                    • Involvement in Lawn and Garden Care

                                      • Approximately two thirds of Canadians care for lawns or gardens
                                        • Figure 35: Frequency of lawn and garden care, 2022
                                      • Gendered differences exist in outdoor responsibilities
                                        • Figure 36: Involvement in lawn and garden care, men vs women, 2022
                                        • Figure 37: Frequency of lawn care, by age, 2022
                                        • Figure 38: Frequency of gardening, by age, 2022
                                      • Category participation is tied to home ownership
                                        • Figure 39: Involvement in lawn and garden care, by household income, 2022
                                        • Figure 40: Involvement in lawn and garden care, by home ownership status, 2022
                                        • Figure 41: Lowes Canada Instagram post, July 2021
                                    • Enjoyment and Skill Level

                                      • Perceived expertise is limited
                                        • Figure 42: Garden and lawn care skill level, 2022
                                      • Gardening enjoyment is tied to perceived skill level
                                        • Figure 43: Enjoyment of gardening, by skill level, 2022
                                        • Figure 44: Plantsnap Canada Instagram post, June 2022
                                        • Figure 45: Enjoyment of gardening, men vs women, 2022
                                        • Figure 46: Enjoyment of lawn care, men vs women, 2022
                                        • Figure 47: Self-assessed lawn care skill level, men vs women, 2022
                                        • Figure 48: Scotts Lawn Instagram post, September 2021
                                        • Figure 49: Those who ‘like’ or ‘love’ lawn care, by age, 2022
                                    • Lawn and Garden Task Responsibilities

                                      • Only a third of Canadians hire professionals for lawn and garden help
                                        • Figure 50: Involvement in lawn and garden care, done yourself or hired professionals, 2022
                                        • Figure 51: Hired professionals for any lawn or any garden task, by age, 2022
                                        • Figure 52: Involvement in lawn and garden care – done yourself or hired professionals, by household income, 2022
                                      • Certain tasks are more likely to be outsourced
                                        • Figure 53: Involvement in lawn care, done yourself or hired professionals, 2022
                                        • Figure 54: Involvement in gardening tasks, done yourself or hired professionals, 2022
                                    • Motivations for Hiring Professionals

                                      • Canadians are seeking help for a variety of reasons
                                        • Figure 55: Motivations for hiring professionals, 2022
                                        • Figure 56: Motivations for hiring professionals, men vs women, 2022
                                      • Time is a barrier for younger consumers
                                        • Figure 57: Motivations for hiring professionals, 18-44s vs over-45s, 2022
                                    • Lawn and Garden Retailers

                                      • Home improvement and garden centres are relied upon most for purchases
                                        • Figure 58: Retailers used most often for lawn and garden purchases (up to three), 2022
                                        • Figure 59: Select retailers used most often for lawn and garden purchases (up to three), men vs women, 2022
                                        • Figure 60: Retailers used most often for lawn and garden purchases (up to three), 2022
                                    • Appendix – Data Sources and Abbreviations

                                      • Data sources
                                        • Consumer survey data
                                          • Consumer qualitative research
                                            • Mintel Trend Drivers
                                              • Abbreviations

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