February 2023 - 11

DUETS
Peter: A momentary detour
please as we get into more research
results ... Understanding new
consumers is critical to our industry's
growth; I get that. Put these new
consumers into the bigger picture
of our complete customer base.
What are the different consumer
segments, and how big are the
different pie slices? Yes, we need to
learn how to reach new consumers
and communicate with them. But,
simultaneously, we have older, loyal
gardeners deserving continued
attention as well.
Alicia: Good question, Peter.
There are several different customer
segments interested in gardening.
In general, there is a more mature,
experienced gardening group who
is historically the core consumer of
ornamental plants and then the new
consumer who tends to be younger
and less experienced. Depending
on who you are targeting, these two
groups come together on wanting a
high-quality product that matches
their wants and needs.
However, they also have some
differences. For instance, the term
" gardener " does not necessarily
resonate well with new consumers;
rather, they prefer plant lover, parent or
saver to identify their interest. Gaining
more knowledge about plants was
the primary activity that participants
identified as a means of improving
their engagement with plants.
They also use online tools to gain
knowledge related to plants and
gardening. Google search was their
primary source for plant information,
followed by asking a close friend or
relative, online videos, books, and
social media. In general, first-time
plant buyers were more receptive to
online plant purchases and following
growers or retailers on social media
than existing customers.
Peter: We growers are benefiting
from next-gen researchers like you.
With the help of my son, daughter and
grandkids, I'm being guided - no,
lectured - on how to observe and
react appropriately so as not to elicit
that snarky comment: " OK, boomer. "
Thanks again for putting some science
to social behavior. Switching gears,
native plants continue to ascend on
the production side of horticulture.
You are conducting research specific
to native plants, correct?
Alicia: In our recent Horticulture
Research Institute (HRI) study of
2,066 U.S. consumers, we found that
about 58% of the sample purchased
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Circle 104
GREENHOUSE PRODUCT NEWS 11
http://www.soilmoist.com
February 2023

Table of Contents for the Digital Edition of February 2023
