Grow-your-own Trend Continues

3 out of 4 UK women are interested in growing their own fruit and vegetables.

75% of UK women are interested in growing their own fruit and vegetables, according to the latest poll conducted by IPC Insight through the Origin Panel, demonstrating the continued move towards self-sufficiency.

The recession has prompted consumers to be more self-reliant, cautious with their money, waste less and re-discover ‘lost’ skills, such as growing their own food. IPA Touchpoints data reveals that more women have fruit and vegetables in their gardens now compared to 2 years ago. Retailers like B&Q have reported that sales of vegetable seeds now outsell those of flowers (March 2010).

Among those women with good intentions 12% plan to start growing their own food, up 2% from last year. 27% are interested but feel they would never get round to it – a potential market for retailers who operate in this sector.

36% are currently growing their own food, but this figure has fallen from 46% compared to last July, suggesting that some women may have dropped out of the practice. Lack of success may have had an impact here or the fact that having a never-ending supply of tomatoes has its limitations. This may prompt consumers to turn to their local communities for advice and/or to swap produce and maximise their food gardening attempt.

IPC's Origin Panel is an interactive online community of 7,500 women. We maintain an ongoing dialogue with this nationally representative sample of women through polls, discussion forums and surveys, providing insight into their attitudes to everything from finance to food, motors to mothering.