New survey finds home gardeners concerned about lawn, plant survival during watering bans

Although home gardeners in metro areas that regularly experience watering bans are concerned about high summer temperatures, many are unaware of water-saving products for their lawns and gardens, according to a new research study.

In the Axiom Market Insights 2024 Lawn and Garden Watering Ban Survey, Axiom Marketing surveyed 500 homeowners ages 18 to 55 living in metro areas of the western U.S. that regularly experience droughts, watering bans and high water costs. The survey also found that many homeowners are unaware of purchase rebates offered by municipal water providers.

“Concerns about watering bans, keeping lawns and garden plants alive, and high water costs are prevalent in many areas of the country,” says Mike Reiber, founder and CEO of Axiom Marketing, a Minneapolis-based marketing firm serving the horticultural, agricultural and home improvement markets. “Home gardeners are keenly interested in identifying solutions and purchasing water-saving products that will help their lawns and gardens survive during sprinkling bans.”

Key findings include:

• 23.6% of respondents experience bans all summer, and 35.6% experience bans in the middle of summer.
• 65.5% are concerned about their lawns and garden plants being damaged or dying during watering bans.
• 64.5% are concerned about the costs they pay for water to their local water providers.
• 71.4% have experienced water cost price increases in the past five years.
• 79.8% are interested in products that can reduce the amount of water they need to apply to their lawns and gardens by 15 to 35%.
• 57.8% of respondents are unaware of that will reduce the amount of water they need to apply to their lawns and gardens.
• 78.4% are likely to purchase water-saving products for their lawns and gardens.
• 33.2% are not sure or don't know if their water utility or local government offers rebates on products that save water.
  

Axiom Marketing CEO Mike Reiber sees a continued business opportunity for independent garden centers in water management and conservation based on the following results:

• 34.6% of respondents named local garden centers as a place where they can learn more about water-saving products (IGCs were fourth, with Home Depot at 69.1%, Lowe's at 54.2% and YouTube at 48.8%).
• 44.2% believe they can buy water-saving products for their lawns and gardens at local garden centers (IGCs were fifth, with Home Depot at 77.7%, Lowe's at 64.8%, Walmart at 53.8% and Amazon at 46.2%).

The top three aided categories of water-saving products for lawns and gardens include natural fertilizers, soil wetting agents and compost.