January 2023 - 7

INDUSTRY NEWS
GARDENERS PLAN TO CONTINUE PLANTING
IN 2023, SURVEY SAYS
Despite extreme spring weather and growing economic
concerns in 2022, gardeners have a positive outlook
for 2023. Axiom's Gardening Insights Survey found
homeowners in several age groups and experience levels
are looking forward to spending more time and money
next year. In fact, more than 80% of those surveyed said
they plan to spend the same or more money in 2023.
Some 88% expect to spend the same or more time
gardening this year.
The research, conducted by Axiom, a Minneapolis-based
marketing firm serving the horticulture, landscaping and
construction industries, found that men report they're
spending more money than women, with nearly 87% of
males saying they'll spend the same or more in 2023.
Younger gardeners are likely to spend more money, too,
with Gen Y and Gen Z homeowners leading the way.
Newer gardeners are showing signs of growing into the
hobby. Some 48.5% of first-time gardeners and 52.5%
of those who've been gardening for two to four years say
they will be spending more time in 2023.
Big box retailers are taking a bigger bite of the garden
spend compared to Axiom's last survey. When asked where
homeowners purchased most of their plants in 2022,
independent garden centers came in third, behind The
Home Depot and Lowe's.
When asked what factors may have had homeowners
gardening less in 2022, 17% said being back in the
office was a diversion. Nearly 15% said bad weather
affected how much time they spent in the garden. Some
35% say they were working on indoor and outdoor home
improvement, maintenance, and repair projects.
If they spent less money, where did those funds go?
More than 22% said groceries. Nearly 19% spent funds
on home improvement projects. Fifteen percent said they
spent more money at the gas pump and 14% said they
were traveling more.
Axiom also asked where gardeners learned about new
plants and what social channels they thought offered
the best information on new plants and supplies. More
than 74% say they learn about new plants from webinars
and podcasts. Google searches come in second at 48%.
YouTube was the top social medium with 38.5%.
Download the report at www.axiomcom.com/
2023-gardening-survey.
PANTONE CHOOSES FLORAL-FRIENDLY 2023 COLOR OF THE YEAR
Dianthus 'Constant Beauty Crimson Picotee'
Green Fuse Botanicals
Pantone has named Viva Magenta 18-1750 as its Color
of The Year for 2023. Vibrating with vim and vigor, it is a
shade rooted in nature descending from the red family
and expressive of a new signal of strength. According
to Pantone, Viva Magenta is brave and fearless, and a
pulsating color whose exuberance promotes a joyous and
optimistic celebration, writing a new narrative.
" In this age of technology, we look to draw inspiration
from nature and what is real, " says Leatrice Eiseman,
Calibrachoa 'Noa Mega Magenta'
Danziger
executive director, Pantone Color Institute. " PANTONE
18-1750 Viva Magenta descends from the red family, and
is inspired by the red of cochineal, one of the most precious
dyes belonging to the natural dye family as well as one of
the strongest and brightest the world has known.
" Rooted in the primordial, PANTONE 18-1750 Viva
Magenta reconnects us to original matter. Invoking the
forces of nature, PANTONE 18-1750 Viva Magenta galvanizes
our spirit, helping us to build our inner strength. "
GREENHOUSE PRODUCT NEWS 7
http://www.axiomcom.com/2023-gardening-survey
January 2023

Table of Contents for the Digital Edition of January 2023
