Jasmine Lillie
Fall 2024
Market Research
Market Growth and Size
The global horticultural therapy market is growing steadily, driven by increased awareness of mental health, the therapeutic benefits of nature, and the rise in wellness programs. According to some reports, the wellness market, which includes plant therapy, was valued at over $20.77 billion in 2022, with a portion of this involving nature-based therapies. It is projected to be valued at 40.24 billion by the year 2026 (globalmarketestimates,2024).
Case Studies and Evidence
NYU Langone Health: NYU Langone has adopted plant therapy as part of their integrative health approach, showing evidence of reduced stress levels and improved cognitive function in elderly patients through the use of gardening activities (nyulangone).
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Challenges
​Plant therapy can be cost-intensive for healthcare facilities, especially in larger operations, due to the cost of maintaining gardens or indoor plants. Additionally, accessibility can be a challenge in densely populated urban areas with limited space for outdoor therapy gardens .
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There is still limited awareness of plant therapy’s benefits in some regions. Furthermore, there is a need for more trained professionals in horticultural therapy, which limits the scalability of these programs .
Market Research
Research Problem(s) Studied
The initial step in my project involved exploring people's attitudes toward therapy and assessing their knowledge of plant therapy. Understanding these perceptions is essential, as it informs my approach to educating individuals about both the product and the typical therapy process they may be familiar with.
By gathering insights into how clients view traditional therapeutic methods, I can better determine the potential role of plant therapy in their experiences. This analysis will help me identify whether plant therapy can enhance existing therapeutic practices or provide clients with an entirely new and transformative experience. Ultimately, my goal is to create a more informed and enriching therapeutic journey for those I work with, leveraging the unique benefits that plant therapy has to offer.
Which research option did you choose? Survey 4-6 potential customers.
Part Two
The results revealed that 80% of the respondents are not currently interested in joining a community or group focused on plant therapy. Among the participants, some have had experiences with traditional therapy, while others have not. Notably, one respondent mentioned that she is contemplating starting therapy, indicating a potential openness to exploring mental health support. Interestingly, three of the five women were already familiar with the idea of plant therapy, which I found quite encouraging.
These insights have prompted me to reevaluate my marketing strategy. The feedback highlights the need for more education about what plant therapy is and how it can benefit mental and physical health. It’s clear that while these women appreciate traditional therapy and have had positive experiences, there may be an opportunity to introduce plant therapy as a complementary approach.
By positioning plant therapy as a way to enhance existing therapeutic practices, I believe we can cultivate greater interest and engagement. This approach not only acknowledges the importance of traditional therapy but also highlights the unique benefits that plant therapy can offer, ultimately encouraging a broader conversation about holistic well-being.