HTA research shows grow-your-own set to continue

Almost half of those with a garden intend to grow fruit and vegetables this year, according to the Horticultural Trades Association's (HTA) latest research.

The GIM Consumer Insight No 7: Garden Intentions 2010, which is available for HTA members to download free from the HTA website, found a majority of people expect to spend more time working in their gardens this year than last.

Those aged 35-44 (32%) are most likely to spend more time gardening. Some 29% of respondents expect to spend more time relaxing and entertaining in their gardens this year and 57% expect to spend the same amount of time.

HTA director of marketing Andrew Maxted said: "Providing the weather is favourable and the economic situation continues to improve the indications are that the garden industry should show further growth in 2010. Any concerns that grow-your-own would be a one season fad appear to be unfounded and it is particularly encouraging to see younger people driving this trend as these will be our core customers of the future."

Ipsos Mori was commissioned by the HTA to repeat the garden intentions survey first undertaken last year. A representative sample of 1,946 adults aged 15+ were interviewed in home between 12 and 18 March.


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