Scotts-Miracle Gro plants the seeds of opportunity
Earlier this year, Scotts Miracle-Gro Company announced that it was making a minority investment in Bonnie Plants Inc., a supplier of potted vegetables and herbs. According to chairman and CEO James Hagedorn, this was a critical step in the company’s efforts to become a “true gardening company, not just a gardening products company” in the eyes of the consumer.
In San Luis Obispo, Calif., Miner’s Ace Hardware has already succeeded in this area through its upkeep of an award-winning nursery, as well as its partnership with Talley Farms, a local organic vegetable grower that operates within the store much as a wine club would, according to president Paul Filice.
What both of these companies have in common is that they’ve both caught wind of a blossoming opportunity in the DIY gardening market, where an increasingly younger demographic is still eager to do it themselves — maybe just minus the heavy lifting.
According to a 2015 IBISWorld Nursery & Garden Stores market research report, the $40 billion market experienced a 4.5% rate of annual growth between 2010 and 2015, but that number actually represents a weaker rate of revenue growth than usual. Part of that is owing to price-based competition from home improvement stores and big boxes. But part of it is owing to slowing growth in the 50+ population, the largest market for the industry.
Aside from price, how else can the average home improvement retailer capitalize on a younger population’s “ready-made” approach to gardening?
We turned to Amazon’s Best Sellers list for a proven sampling of gardening hand tools that are bringing in revenues. Here are just a few with the time-saving appeal that younger consumers are seeking.
Nite Ize Gear Tie Reusable 3-Inch Rubber Twist Tie
The versatility of these rubber twist ties mean they can be used in thousands of ways around the house, but they make quick and easy fixes around the garden as well.
Dr. Meter Moisture Sensor Meter, Soil Water Monitor & Hydrometer
This soil testing instrument does a 4-in-1 job of measuring pH value, temperature, moisture and sunlight intensity. Readings are also quick and easy thanks to an LCD screen display.
Fiskars Softough Micro-Tip Pruning Snip
These snips were awarded the Arthritis Foundation Ease-of-Use Commendation for its spring-action design, which reduces hand strain and improves operability for trimming, shaping and other quick snips.
Stout Backsaver Grip Attachment
This handle attachment appeals to a “work smarter, not harder” mentality by allowing the user to grip their tools higher – and thus stand up straighter, reducing back and shoulder fatigue.