Hygeia research reveals what drives Irish garden-care purchasing decisions

Garden care and agricultural manufacturer Hygeia, based in Oranmore, Galway , undertook a large market research study with one of Ireland’s leading independent market research agencies, iReach Insights

New nationally representative research commissioned by Galway-based Hygeia highlights the attitudes, priorities and purchasing triggers shaping the garden-care market in Ireland

Horticulture

22 September 2026

Hygeia has commissioned new consumer research to gain a deeper understanding of how Irish consumers approach garden and lawn care, and what factors influence their purchasing decisions.

The garden-care and agricultural manufacturer, based in Oranmore, Galway, worked with independent market research agency iReach Insights on the study, which examined consumer awareness, attitudes and purchasing triggers across the garden-care and lawn-care categories. The research was nationally representative by age, gender, region and socioeconomic demographics.

The findings provide an insight into how consumers view their gardens, how frequently they undertake garden-care activities and the values that influence their choice of products.

Caring for the garden is a regular activity

The research indicates that gardening remains an active part of everyday life for a significant proportion of Irish consumers.

According to the research findings, 73% of respondents say they take care of their garden, while 57% carry out outdoor plant or flower care at least once a week.

Lawn care is also a regular activity, with 74% saying they carry out lawn-care activities at least once a month.

For retailers and manufacturers, these findings highlight the range of opportunities within garden care, from products supporting routine maintenance through to solutions for planting, lawn care and outdoor plant health.

Pride remains a key motivation

The research also explored the emotional and practical motivations behind garden care.

83% of respondents agree that having a well-maintained garden makes them feel proud of their home, suggesting that the appearance and condition of outdoor spaces can play an important role in how consumers view their homes.

Alongside pride, environmental considerations are also evident. 55% of respondents say they are concerned about the environmental impact of garden-care products.

This points to a consumer base that is not only interested in maintaining their gardens but is also increasingly conscious of the products they use to do so.

Irish provenance can influence purchasing

The research identified a strong response to Irish provenance, with 71% of respondents saying they are more likely to purchase guaranteed Irish products because they see the designation as a symbol of trust and Irishness.

For Hygeia, the findings provide further insight into the factors that can influence consumers at the point of purchase.

The research is part of the company’s wider effort to better understand consumers and ensure its products respond to their needs.

“It’s so important to understand the consumers’ perspective and what drives them to purchase. Market research like this isn’t about selling more, it’s about ensuring we are providing the right products to market that fit the needs of the consumer, and it’s as simple as just asking them,” Maria O’Donnell, marketing manager at Hygeia, said.

Safety is an important consideration

The research also highlights the importance consumers place on safety, particularly where children and pets are concerned.

83% of respondents identified safety for children and pets as a priority, while the research also found a preference for garden-care products that are safe to use around children and pets.

This consideration is reflected in Hygeia’s Nature Safe positioning, which focuses on garden-care products designed with safety around children and pets in mind.

What the findings mean for garden care

Taken together, the findings illustrate a consumer who remains actively engaged with their garden but whose purchasing decisions can extend beyond price and product function.

Regular garden-care activity, pride in the appearance of the home, environmental concerns, Irish provenance and safety around children and pets all feature among the attitudes identified through the research.

For the garden-care trade, understanding these motivations can provide useful context when considering how products are presented, communicated and positioned for consumers.

For Hygeia, the research provides a direct view of the consumer perspective as the company continues to develop and supply products for the garden-care market.

The research was conducted as part of the iReach Consumer Decisions Omnibus Survey, with fieldwork undertaken nationwide between 23 and 30 July 2026.

To learn more visit www.hygeia.ie and view the full range of products on offer.