PROJECT UPDATE: Nursery Consumer Usage & Attitudes

Tuesday, 23 March 2021

The Nursery Strategic Investment Plan outlines a 4% per year growth ambition but this goal will only be achievable by truly understanding the customer attitudes and behaviour to allocate marketing resources effectively.

That’s where a new levy funded project ‘Nursery Consumer Usage & Attitudes’ (NY20002), comes in.

Funded by Hort Innovation the project aims to identify highest priority consumer segments to drive demand for greenlife. Through a mix of qualitative and quantitative research, the project will build a greater understanding of consumer usage and attitudes using data to guide and support and marketing activities in 2021 and beyond.

The project team has surveyed 1600 adult Australians, representative of the population and distributed across age, gender and state. The research will segment the population according to attitudes and behaviour and identify priority segments to drive growth across the industry. The consumer segmentation will provide a clearer picture of what the motivations are towards greenlife, confidence in maintaining plants and how much different consumer groups spend or are willing to spend on plants.

The final results will provide recommendations on key messages for audience targeting.

The project is nearing completion and Hort Innovation will soon be releasing a set of actionable insights that growers and retailers can use to help guide their own marketing strategies to better reach their customers.

Ultimately, this project will propel the industry forward as it seeks to retain the COVID-19 induced demand providing previously unknown insights into the ways our customers purchase greenlife and over the longer term the lessons learned will feed into the development of the new strategic investment plan and FY22 marketing program for the nursery industry.

Stay tuned for the release of the results of the survey.

The Nursery Consumer Usage & Attitudes’ (NY20002) project is funded by Hort Innovation using the nursery industry levy and funds from the Australian Government.