← This is the average American gardener.
She’s over 45 years old and there is a 79% chance that she’s college educated. She spends an average of five hours a week and $70 a year on her hobby, mostly at garden centers. She almost certainly grows tomatoes.
This is the new American gardener. ↓
He’s between 18 and 34. He’s not puttering in his own backyard but in the yard of his rental or maybe a community garden. In fact he’s not puttering at all because he’s busy taking on the industrialized food system.
These new gardeners and have little in common with the ladies in floppy sun hats. They plant more intensively in much smaller spaces (96 square feet versus the typical old-school garden of 600 square feet) and spend lavishly (an average of $440), plunking down more in hardware stores than other gardeners. They pass on herbicides, pesticides, and ornamental plantings and have created a boom market for hot peppers and beer hops.
Gardening rates have exploded in the past five years with participation up from 36 million households in 2008 to 42 million in 2013.
Five million of those new gardeners came from the 18-34 year old age group, with young men (6 million) quickly gaining on young women (7 million), and most of those are first-time gardeners. Fully 35% of all households in America are now growing food at home or in a community garden. Garden purchases are a top priority for discretionary spending, ranking third after Christmas and weight loss-related purchases; they’re in second place if you throw in the $7 billion spent on garden gnomes and other decorative accessories.