City dwellers yearn to go green in the garden

Wednesday, 27 October 2010 1:17 PM

Urban residents are keen to grow their own fruit and veg, with gardens becoming an increasing priority, according to the latest consumer trends study from Mintel.

The research found that 1 in 5 Brits already grow their own fruit and vegetables, and this trend is spreading, as the UK Allotment waiting list has grown by 20 per cent in 2010.

This can be seen on both sides of the Atlantic – in the US, 26 per cent of internet users purchased vegetable seeds in past year, 19 per cent bought garden fertilizer and 27 per cent enjoy growing vegetables at home.

The financial incentive seems to be the main reason behind this, as more Brits try to grow their own organic vegetables instead of paying expensive supermarket prices.

The survey also found a general trend towards cautious saving; 43 per cent of consumers said that “trying to add to my rainy day savings/emergency fund” is a priority for this year, up 15 per cent from last year.
 

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