Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
Executive Summary
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- Lawn and garden market worth $95 billion
- Half of six segments show sizable growth; green goods up most
- Green goods are getting branded
- Suppliers and retailers realize that one size does not fit all
- Many “point and click” for green goods
- Multiple growing spaces mean opportunity for cross-promotions
- Married consumers are “sweet spot” for lawn and garden industry
- The future likely to see a fusion of gardening and cooking
- Market forecast to grow to $133 billion by 2010
Market Drivers
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- Home ownership
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- Figure 1: Home ownership rates in the U.S., 1998-2004
- Aging population, especially women, drive market
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- Figure 2: U.S. population, by age, 2000-10
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- Figure 3: Most popular leisure activities among women, March 2003
- Boom in outdoor living interest
- Popularity of fresh foods explodes
- EClip addressing the taste of garden-grown vegetables
- Weather woes
- Lawn and garden care provides mental and physical “outlet” for many
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- Figure 4: Estimated calories burned per hours doing listed outdoor activity
Market Size and Trends
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- Figure 5: Total U.S. sales of lawn and garden products and services, at current and constant prices, 2000-05
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- Figure 6: Graph: Total U.S. sales of lawn and garden products and services, at current and constant prices, 2000-05
- Market trends
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Market Segmentation
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- Overview
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- Figure 7: Sales of lawn and garden products and services, segmented by type of product/service, 2003 and 2005
- Green goods
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- Figure 8: Sales of green goods, at current and constant prices, 2000-05
- Chemicals
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- Figure 9: Sales of chemicals, at current and constant prices, 2000-05
- Hand tools
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- Figure 10: Sales of hand tools, at current and constant prices, 2000-05
- Professional garden/lawn services
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- Figure 11: Sales of professional garden and lawn services, at current and constant prices, 2000-05
- Accessories
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- Figure 12: Sales of accessories, at current and constant prices, 2000-05
- Soils and fertilizer
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- Figure 13: Sales of soils and fertilizers, at current and constant prices, 2000-05
Supply Structure
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- Introduction
- Companies and brands
- Color Spot Nurseries
- Fiskars
- Griffin Land and Nurseries
- Hines Horticulture
- LESCO, Inc.
- Monrovia Nursery Company
- The Scotts Company
- Seminis
- ServiceMaster/TruGreen Landscaping
Advertising and Promotion
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- Suppliers
- Retailers
- Professional services
Retail Distribution
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- Introduction
- Home improvement and hardware stores
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- Figure 14: Number of stores among select home improvement and hardware chains, 2002-04
- Mass merchandisers
- Garden centers
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- Figure 15: Number of garden center retailers, December 2004
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- Figure 16: Top garden center retailers, by sales, fiscal years ending 2004
- Mail order and Internet garden companies
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- Figure 17: Garden products sold through mailorder
The Consumer
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- Introduction
- Availability of gardening/lawn care areas
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- Figure 18: Available gardening/lawn care areas, July 2005
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- Figure 19: Available gardening/lawn care areas, by gender, July 2005
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- Figure 20: Available gardening/lawn care areas, by marital status, July 2005
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- Figure 21: Available gardening/lawn care areas, by age, July 2005
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- Figure 22: Available gardening/lawn care areas, by household income, July 2005
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- Figure 23: Available gardening/lawn care areas, by race, July 2005
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- Figure 24: Available gardening/lawn care areas, by region, July 2005
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- Figure 25: Available gardening/lawn care areas, by urban status, July 2005
- Usage and decoration of backyard space
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- Figure 26: Usage and decoration of backyard space, July 2005
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- Figure 27: Usage and decoration of backyard space, by gender, July 2005
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- Figure 28: Usage and decoration of backyard space, by household income, July 2005
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- Figure 29: Usage and decoration of backyard space, by region, July 2005
- Types of flowers and plants grown in outdoor areas
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- Figure 30: Types of things grown in outdoor areas, July 2005
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- Figure 31: Types of things grown in outdoor areas, by marital status, July 2005
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- Figure 32: Types of things grown in outdoor areas, by age, July 2005
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- Figure 33: Types of things grown in outdoor areas, by household income, July 2005
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- Figure 34: Types of things grown in outdoor areas, by region, July 2005
- Household purchases of gardening products
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- Figure 35: Gardening products purchased for household in the past 12 months, January-September 2004
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- Figure 36: Household purchases of gardening products, by age of head of household, January-September 2004
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- Figure 37: Household purchases of gardening products, by household income, January-September 2004
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- Figure 38: Household purchases of gardening products, by race/ethnicity, January-September 2004
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- Figure 39: Household purchases of gardening products, by region of residence, January-September 2004
- Household ownership of gardening-related hand tools
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- Figure 40: Household ownership of lawn and garden handheld tools, January-September 2004
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- Figure 41: Household ownership of lawn and garden handheld tools, by age of head of household, January-September 2004
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- Figure 42: Household ownership of lawn and garden handheld tools, by household income, January-September 2004
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- Figure 43: Household ownership of lawn and garden handheld tools, by race/ethnicity, January-September 2004
- Enthusiasm towards gardening
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- Figure 44: Attitudes towards lawn and garden care, July 2005
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- Figure 45: Type of things grown in outdoor areas, by attitudes towards gardening, July 2005
- Conclusions
Future and Forecast
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- Future trends
- The fusion of gardening with other activities
- Gardening and traveling
- Gardening and cooking
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- Figure 46: Attitudes towards cooking among those who garden, July 2005
- Baby Boomers to need lawn and garden care for their “next homes”
- Possibility of more garden rooftops
- Market forecast
- Lawn and garden products and services
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- Figure 47: Forecast of total U.S. sales of lawn and garden products and services, at current and constant prices, 2005-2010
- Green goods
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- Figure 48: Forecast of U.S. sales of green goods, at current and constant prices, 2005-2010
- Forecast factors
Appendix: Trade Associations
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