Latest Research from Suttons Seeds
During March and April 2011 Suttons Seeds undertook a piece of specially commissioned marketing research to review the consumer gardening marketplace. We assessed awareness of seed brands, consumer buying behaviour, reactions to marketing messages, and motivations for buying packet seed. The results of this research have led us to identify and provide exciting new products, ranges and services that are driven by completely driven by consumer demand.
The main objectives were to assess:
- Consumer attitudes and perception towards seeds and growing from seed
- Consumer buying habits when purchasing seeds
- Consumer awareness of availability, price and products available
- What motivates consumers to purchase packet seed
Key findings from the research include:
- 93% of consumers surveyed recognised Suttons Seeds, when asked which brands they were aware of from a prompted list. 17% more than the nearest competitor!
- 71% of consumers surveyed have a small garden, patio, windowsill or balcony – perfect customers for Suttons ‘For Your Space’ range!
- 78% of consumers surveyed will be very or quite likely to buy packet seeds in the foreseeable future. 72% of these would choose Suttons!
- 78% of consumers buy 2-5 packets of seed per store visit with the most popular choice being Suttons vegetable seeds.
- 70% of consumers surveyed have bought packet flower seed in the last 2 years
- Suttons Seeds’ quality and variety of packet seeds is rated highly at over 8/10 on average
- Suttons Seeds packet seeds are rated highly – at over 8/10 on average – for clear and relevant information on the front of the pack.
- 63% of consumers surveyed were novice or learner gardeners – perfect customers for Suttons new Beginners Gardeners Seed Collection
- 94% of consumers would consider buying their seeds from a garden centre or nursery. Garden centres are also the most likely place to get advice on growing from seed
- Added value offers eg. Suttons Free Wildlife seed when you buy any 2 packs of seed, proved more popular than a straight money saving offer.
