26 September 2023
Growing consumer plant-care confidence could boost plant purchases
The value of building this knowledge and confidence is outlined in the Hort Innovation funded Nursery Consumer Usage and Attitudes – Key Findings report.
The top barriers to purchasing were identified as not having time to nurture plants; plants always seeming to die; cost; and a lack of indoor and outdoor space.
What industry can learn from the research
Greenlife Industry Australia CEO, Joanna Cave, believes it’s beneficial for sellers to help build that confidence, and find new ways to share knowledge with customers.
“Thirty percent of respondents doubt their own gardening ability and don’t back themselves to keep their indoor plants alive. Correspondingly, those who feel they don’t have a green thumb haven’t bought any new plants in the last three months,” said Cave.
“I think we all have a setback story when it comes to plants at home,” Ms Cave said.
“It is disheartening, so it's unsurprising that some consumers are put off trying again. Understanding the hesitation brings an opportunity for industry to educate consumers and build their confidence so they’re willing to give greening another go. Ultimately, this means more greenlife sales.
“Taking the opportunity to match plants to people with specific skillsets and living conditions, simple tips and tricks to help low-confidence buyers succeed, and encouraging low maintenance options for people that do struggle with keeping plants alive is beneficial in the long run.
“We saw this in play during the research – low maintenance plants were the highest indoor varietal purchased, rising more than 7% above the benchmark.”
A beautiful home, and improved mood among benefits for plant buyers
While some customers doubt their ability to maintain plants, Ms Cave says the effort of growing them is worth it for the benefits they bring to the home.
“The research also shows the cost and effort is worth it in the long run with lifestyle benefits.
“The vast majority of respondents say plants improved their health and wellbeing, and made their home and garden more beautiful,” Ms Cave said.
Financial pressures still at play across the sector
“Cost of living pressures were also front of mind, with over 40% of people saying they were avoiding buying new plants for financial reasons.
“We also saw more edible plant purchases among those who were buying plants, suggesting that many Australians could be opting to grow their own fruit, vegetables and herbs.”
The research however clearly shows that the investment and effort of purchasing plants pays off, yielding significant lifestyle benefits.
"The Nursery Consumer Usage and Attitudes – Key Findings report reflects the opportunities and optimism we're seeing on the ground across the Australian greenlife sector," said Ms Cave.
"These findings align with our own experiences, and they bode well for the industry's future."
Read the Nursery Consumer Usage and Attitudes – Key Findings report at: www.greenlifeindustry.com.au/consumerreport
The ‘Consumer usage and attitude tracking 2022/23 (MT21202)’ project is funded by Hort Innovation using nursery research and development levy and funds from the Australian Government.