Predicting the customer of tomorrow Laura Jeffery & Dave Denny - PowerPoint PPT Presentation

Predicting the customer of tomorrow Laura Jeffery & Dave Denny HTA

Introducing the gardener of tomorrow . . .

Two million more over 60s in next 5 years

Generation rent – fewer young home owners

So who should we be focusing on as the gardener of tomorrow? Kenzie Susan

Triathlete of tomorrow Tinder of tomorrow

“I don’t want to be defined by my age” "How strongly do you agree or disagree with the following statements?" 100% Disagree strongly 80% Disagree Demographics 60% Neither agree nor disagree 40% Agree 20% Agree strongly 0% Female Total Male 16-24 25-34 35-44 45-54 55-64 65-74 75+ Millennials Generation X Baby-boomers AB C1 C2 DE Source: Foresight Factory │ Base: 4166 online respondents aged 16+ , GB, 2017 August

Smartphone ownership by age

Sources on information on the garden The % of keen gardeners who have used each social 100% 83% 35% media in the last week Base: 12,038 GB adults aged 16+ who agree with the statement “I get a great deal of pleasure from my garden” 80% 30% Under 60% 45's 34% 25% 40% 28% Over 45's 20% 20% 0% 15% Facebook Twitter Instagram 10% 5% 0% A family member or A social networking YouTube tutorials) Online videos (e.g. Garden centre's Gardening TV magazines Gardening Home/lifestyle Staff at a specialist Public gardens, site (e.g. Facebook, programmes parks or plant garden centre or Instagram etc.) magazines retail nursery websites displays friend Source: YouGov for HTA (2019). Base: 1,778 GB adults (aged 16+) who have access to a private garden or outdoor space (excluding communal gardens and window boxes/balconies)

Cold hard cash – where’s the money in gardening? Age 15-35 Age 55+ Garden plants, seeds & £210m £864m bulbs Garden furniture & BBQ £262m £456m Source: HTA/Kantar media’s TGI survey 2018

Anticipating their needs – health, wellbeing and horticulture

Consumers see gardens as benefiting their health 100% 89% 89% 85% 85% 84% 78% 77% 80% 67% 60% Physical health 40% State of mind 20% 0% 16 to 24 25 to 39 40 to 54 55 plus For the following question, by "public green spaces", we mean public areas with grass, plants or trees (e.g. parks, woods, public gardens, village greens etc.). In general, to what extent, if at all, do you agree or disagree with each of Source: HTA/YouGov June 2019, base 2,094 GB adults the following statements? Gardens and public green spaces benefit my . . .. Chart shows % agreeing with the statements

Reaching these consumers in the digital age

Conclusions & Susan Kenzie