Just Add Ice Orchids - Consumer Report 2012

Orchid Industry
Consumer Report January 2012

It’s Just That Simple.

JustAddIceOrchids.com

IntrOductIOn
Just Add Ice phalaenopsis orchids are grown and supplied by Green Circle Growers,
one of the largest greenhouse operations in the Midwest. The Just Add Ice Orchids® brand is
committed to introducing fresh new ideas to the market place while utilizing production
methods that are efficient and environmentally conscious.

www.justaddiceorchids.com

www.facebook.com/justaddiceorchids

www.youtube.com/justaddiceorchids

www.twitter.com/justaddice

1

Year over year, consumer research and surveys show how the Just Add Ice Orchids® brand
continues to grow and become better known across various demographics and geography.
This report highlights many interesting value points that were collected in the recently
completed second annual Consumer Survey.

EXCLUSIVE
Consumer surVeY resuLTs

Key Points:
• Brand awareness is growing in younger demographics

• Customers are overwhelmingly happy with their purchase

• Customer engagement results in repeat orchid purchases

• Economic factors have little impact on sales

2

GEndEr & AGE
The Just Add Ice Orchids® buyers profile has remained strong among married woman, 50-65
years old. Compared to 2010 figures, recent survey data show an increase in purchases from
buyers aged 18-49.

gender

86%
14%
21% INCREASE
in Orchid Owners Aged 18-49

Age grOup

18-25 4%

26-35 11%

36-49 17%

50-65 42%

66+ 26%

3

HOuSEHOLd & EducAtIOn
Compared to previous year data, there has been a 6% increase in buyers without a
higher-level of education. The brand continues to effectively communicate that
caring for orchids is simple.

mArrIed number In HOuseHOLd
Yes 68% 1 14%
No 32% 2 53%
3 17%
4 9%
rent Or Own HOme 5 3%
Own 81% 6 3%
Rent 19% 7 1%

educAtIOn LeveL

High School Diploma 37% Master’s Degree 14%

Associate Degree 21% Doctorate Degree 2%

Bachelor’s Degree 24% Medical Degree 2%

SIMPLE OrchId carE
is Appealing to Buyers at Different Education Levels

4

BuYEr PrEFErEncES
Over half (55%) of our customers prefer traditional or modern/contemporary design aesthetic.
Orchid pot preference data reveal a 4% increase for “earthy/Organic” and a 5% decrease
for “country” with the majority of buyers still preferring to match orchid pot colors to
their home décor.

preferred desIgn AestHetIc
Traditional 34% Funky 2%

Modern/Contemporary 21% Bohemian 2%

Earthy/Organic 18%

Country 10%

Antiques 8%

Victorian 5%

BUYERS PREFER POTS THAT
Complement Home Décor

cHOOsIng OrcHId pOt cOLOr

I prefer both 47%

Match to current décor 50%
Match season/holiday 3%

5

wHere dO YOu
dIspLAY YOur OrcHId?

Living Room 40%
Kitchen 24%

Dining Room 15%

Other 8%

Bath/Sunroom 6%

Bedroom 4%

Study 3%

My orchid from last winter
is just about ready to bloom.
This is so exciting, I want to
have one of every color in
the house. Thank you.
- Ann Fahl

6

BuYEr PrEFErEncES cont.
Just Add Ice Orchids® have a brand loyalty that exceeds a particular orchid color. While most
orchid owners report plans to purchase additional Just Add Ice Orchids®, the next orchid they
purchase can be any shade. Consumers, however, have shown an increased interest in
patterned plants, with unusual colors and extraordinary markings.

cOLOr Of OrcHId YOu wOuLd purcHAse next:

Doesn’t Matter

Bi-color
42%

13%
42%
of Orchid Owners Have No
Color Preference for Their
Next Orchid Purchase
Purple 11%

Salmon 9%

Yellow 8%

White 6%

Pink 6%

Patterned 5%

7

EXPErIEncE WItH JuSt Add IcE OrcHIdS ®

In the buying decision process, there was a 5% increase on the impact from flower color
and packaging color, and 83% of buyers say that website support is important.

rAte tHe AttrIbutes tHAt prOmpted YOur OrcHId purcHAse

1 Most Important 2 Important 3 Not Important

Care 60% 37% 3%

Website Support 23% 60% 18%

Price 53% 43% 4%

Flower Color 57% 36% 7%

Packaging Color 18% 35% 47%

Store Support 10% 26% 64%

86%
of Just Add Ice Customers Rate Their
Experience with Just Add Ice Orchids
as “Excellent” or “Good”

Scan this QR code
to watch a video
on how to care for
your orchid.

8

EXPErIEncE
WItH JuSt Add IcE OrcHIdS ®

Watering is the most important care step in keeping our orchid plants flourishing and in bloom
for months. Orchid care has never been more simple with Just Add Ice Orchids®. Our orchids
need 3 ice cubes once a week - It’s Just that simple.

65%
OrcHId KnOwLedge LeveL

Beginner 65%
Intermediate 30%
Advanced 5% have a “Beginner” Level
wAs tHIs YOur fIrst OrcHId? of Orchid Knowledge. 36%
Yes 78%
have Purchased 3+ Orchids
No 22%

OrcHIds purcHAsed rAtIng YOur
In 12 mOntHs
experIence
3+ 27%
2 23%
Excellent! 47%
1 30%
0 20% Good 39%
Not So Good 8%
HOw mAnY OrcHIds dO
YOu currentLY Own? No Opinion 5%

3+ 36% Bad 1%
2 19%
1 38%
0 7%

9

Our brand community continues to contributes large
HOw dId YOu LeArn AbOut volumes product photos, friendly comments and
Just Add Ice OrcHIds? suggestions throughout our social channels.
The typical buyers continue to become more
Store 75% technology-savvy and have engaged regularly
I’m really proud and happy that
on Facebook, Twitter and YouTube.
Website 9%
@justaddice shared my picture
Other 8%
on their FB page. All the nice
Word of Mouth 5%
comments, wow!!! Thanks!
Social Media 2%
Newspaper/ 1% - Meluzynn
Magazine

10

PurcHASInG JuSt Add IcE OrcHIdS
More consumers are purchasing orchids at home improvement and wholesale stores,
while big box and grocery stores remain popular places to buy orchids.

pLAce Of purcHAse
4%
Grocery Store 33%
13%
Home Improvement 26% 33%
Big Box Store 21%
Wholesale 13%
21%
Greenhouse 2%
Florist 1% 26%
Other 4%

wHere dO YOu expect tO
buY A Just Add Ice OrcHId?
5% 4%
Grocery Store 28%
7%
Home Improvement 24% 28%
Big Box Store 22% 10%
Wholesale 10%
Greenhouse 7%

66%
22% 24%
Florist of Orchid
5% Buyers Have Purchased an Orchid for a Gift
Other 4%

11

GIFtInG
Orchids are popular gifts for any occasion,
for birthdays, holidays or “just because.”

59%
of Gift Recipients Purchase
Additional Orchids

OccAsIOn fOr OrcHId gIft

Birthday 27% Holidays 17% Condolences 1%
Everyday Gift 23% House Decoration 8% Congratulatory 2%
Other 16% Get Well 5% Wedding 1%

So.....excited!!!! Got a Just Add Ice Orchid for
Mother’s Day and not only have I not killed it,
it is still alive and just re-bloomed!!!! Beautiful!!!!
- Jennifer Uttermohlen

AcquIrIng Our OrcHIds
A gIft purcHAsed
41% 59% Purchased 59%
Received as Gift 41%

12

LIFEStYLE
with 88% of orchid owners displaying plants in the home, Just Add Ice Orchids® are the highlight
of a simple elegant lifestyle. We have made it easy to care for the orchids, so consumers can
focus on creating the perfect environment for themselves, their family and their friends.

pets

Dog(s) 34%

Cat(s) 33%

No Pets 19%

Fish 8%

Other 6%

HObbIes
Gardening 16% Interior Decorating 6%
Reading 12% Shopping 7%
Cooking 12% Entertaining 6%
Music 11% Collecting 5%
Traveling 10% Athletics 4%
Crafts 9% Other 2%

13

wHere dO YOu sHOp
fOr HOme décOr?

department
store
15%
big box
Home store
Improvement 33%
15%
specialty discount
store store
18% 19%

Just Add Ice Orchids are beautiful and
so easy to care for! The numerous colors
and styles are delightful and add a spark
of beauty wherever they are placed!
- Kay Wallis

14

SuStAInABILItY
Just Add Ice Orchids® are produced in a state-of-the-art growing
facility modeled after those found in Holland where sustainability
practices are a top priority. Following European production methods,
Just Add Ice Orchids® are grown in an environmentally friendly way
using highly efficient growing techniques, water conservation and a
sustainable heat source.

How Important Are How Important is a Recycled or
Green Initiatives to You? Biodegradable Pot Option to You?

Somewhat Important 42% Somewhat Important 39%
Very Important 41% Very Important 34%
A Little Important 10% A Little Important 14%
Not Important 7% Not Important 13%

How Important is it to You to do You buy
buy American-made products? Organic products?

Very Important 63% Yes 57%
Somewhat Important 28% No 43%
A Little Important 5%
Not Important 4%

15

$20 Million +
investMent
in Particulate Removal Technology
Exceeds EPA Standards by 95%

I do not have much of a green
thumb; however, hubby got
me my first JAI orchid back
in September …and lo and
behold … it’s still quite alive!
- Sherri Chatterton

16

uSInG tEcHnOLOGY
tO GrOW Our cOMMunItY
Just Add Ice Orchids® has made orchid care simple with online resources, including email
and text watering reminders, videos, blogs and forums. supporting our growing community
encourages repeat purchases, with some fans purchasing 40 orchids or more.

social network most used Online resources used

Facebook 52% Watering Emails 34%
Website 29% Thank you Just Add Ice
Do Not Use 41% Orchids for the videos
Facebook 16%
and tips!
? Other 3% Blog 5% - Ary Jean Taylor Silas
Forums 5%
LinkedIn 3%
Monthly Wallpaper 5%
YouTube 1%
YouTube 4%

Twitter 2%

Text ORCHID
TO 44040 for
reminders to
water your orchid

17

11,000 Fans on
2.8 million Friends of Fans
Just Add Ice Orchids uses social media connections to continually grow our
®

online community. Ongoing contests and sponsorships allow fans to promote
the Just Add Ice Orchids brand to millions of potential customers.
®

Facebook & Twitter
Users Can “Ask the Grower”
and Watch Video Responses on YouTube

Frank Paul
Head Orchid Grower

18

51051 US Hwy 20, Oberlin, Ohio 44074
Office: 440.775.1411


Just Add Ice Orchids - Consumer Report 2012

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Just Add Ice Orchids - Consumer Report 2012