Organic insight

Consumers are more likely to purchase products described as “natural” or “eco-friendly,” according to findings presented at Garden Writers Association’s Annual Webinar (www.gardenwriters.org) held March 24. The session, sponsored by Scotts Miracle-Gro, offered an overview of results from a survey conducted by market-research company Ipsos-Reid.

The survey asked participants about “natural” and “conventional” lawn, garden and indoor-insect control products. The “natural” category included products described as “green, organic, natural or eco-friendly.” The products could be homemade or purchased in stores. Results showed that consumers are more likely to purchase products labeled as “natural” or “eco-friendly.” Other key findings from the survey:

• “Organic” is the label that is perceived to be most similar to natural.
• Home Depot, Walmart and Lowe’s are top destinations for all types of products.
• The key barrier for using “natural” products is the lack of perceived need for any product at all.
• Consumers also need to be educated as to how “natural” products differ from “conventionals.”

An education campaign aimed at younger non-users may be valuable, as they are more likely to say they don’t know the difference between “natural” and “conventional products,” or to believe that lawn and garden products aren’t necessary.

Among non-users of “natural” products, satisfaction with “conventional” products (especially with regard to indoor-insect control), and cost are the top barriers for using naturals.

For “naturals” users, 14 percent turn to independent garden centers for lawn products, 16 percent for garden products and 10 percent for indoor-insect control products. “Conventional” users were less likely to make garden centers a destination for their purchases. For this group, 5 percent turned to these retailers for lawn products, 7 percent for garden products and 4 percent for indoor-insect control.