Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
Executive Summary
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- Home ownership, outdoor living trends and DIY programs drive sales
- Green living and environmentally friendly products
- The impact of aging Baby Boomers and younger, multi-ethnic consumers
- Home sales spur market growth
- Diversity of market leads to highly fragmented supply structure
- Variety of advertising and marketing tactics with Internet becoming important platform
- Highly diversified retail distribution, with home centers and mass merchandisers playing dominant role
- Home-owners, older couples and women are among most active hobbyists and key consumer groups
- Hispanics appear as significant consumer base that may be developed further
- Equipment and product ownership and purchasing levels
- Characteristics of Eco-Gardeners, Hobbyists and Enthusiasts
- Outdoor living, home sales, demographic factors and green trends shape future market
- Future trends and forecast
Market Drivers
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- Home ownership and home sales drive sales in garden and lawn products
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- Figure 1: Home ownership rates in the U.S., 1998-2005
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- Figure 2: Sales of new and existing homes, 2001-06
- The impact of projected demographic change
- Age
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- Figure 3: Population by age, 2002-12
- Race/ethnicity
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- Figure 4: Population by race and Hispanic origin, 2002-12
- Popularity of outdoor entertainment and the development of outdoor rooms
- Upper income consumers fuel demand for luxury products and specialized services
- TV programs and magazines dedicated to gardening and outdoor living spur interest
- Green living trends, organic farming and demand for environmentally-friendly products
- Wider interest in green living and environmental issues
- Green trends and products in lawn and garden industry
- Organic farming and fresh foods
- Gardening as an activity with mental, physical and other health benefits
- Seasonal and weather-related issues
Market Size and Segmentation
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- Figure 5: Total U.S. sales of lawn and garden products and services, 2002-07
- Figure 6: Graph Total U.S. sales of lawn and garden products and services, 2002-07
- Lawn and Garden Products
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- Figure 7: Total U.S. sales of lawn and garden products, 2002-07
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- Figure 8: Total U.S. sales of greenhouse and nursery crops, 2002-07
- Lawn and Garden Services
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- Figure 9: Total U.S. sales of lawn and garden services, 2002-07
- Market Trends
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Supply Structure
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- Introduction
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- Figure 10: Manufacturer sales of green goods and gardening products in the U.S., 2004 and 2006
- Companies
- Scotts Miracle-Gro
- TruGreen Landscaping (ServiceMaster)
- LESCO, Inc.
- Seminis
- Hines Horticulture
- Color Spot Nurseries
- Fiskars
- Monrovia Nursery Company
- Griffin Land and Nurseries
Advertising and Promotion
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- Suppliers
- Scotts Miracle Gro
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- Figure 11: Miracle Gro TV spot for Liquafeed featuring Baby Boomers
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- Figure 12: Scotts Lawn Fertilizer TV Spot featuring young famlies
- TruGreen (ServiceMaster)
- LESCO
- Hines Horticulture
- Fiskars
- Monrovia
- Griffin Nurseries
Retail Distribution
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- Introduction
- Independent lawn and garden stores
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- Figure 13: operating statistics of top lawn and garden center retailers, by sales, fiscal year ending 2006
- Bachman’s
- Pike Family Nursery
- Armstrong Garden Centers
- Stein Garden Centers
- Meadows Farms
- Home Centers
- Pricing pressure through private labels and imported goods
- Moving from the suburbs into urban and rural areas
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- Figure 14: Top home improvement centers’ operating statistics, latest fiscal year-end, 2006
- Home Depot
- Lowe’s
- Menards
- Department stores/mass merchandisers/discount centers
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- Figure 15: top mass merchandisers’ operating statistics and home channel sales, latest fiscal year-end 2006
- Wal-Mart
- Sears Holding
- Target
- Independent hardware stores
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- Figure 16: Top independent hardware-buying groups, by number of members, 2006
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- Figure 17: Top independent hardware-buying groups, by sales, financial years ending 2005 and 2006
- True Value
- Ace Hardware
- Do it Best
The Gardening Consumer
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- Introduction
- Summary consumer highlights
- Gardening as hobby or leisure activity
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- Figure 18: Undertook gardening as a hobby in the last 12 months, November 2006
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- Figure 19: Undertook gardening as a hobby in the last 12 months, by type of residence, November 2006
- Amount spent on purchasing of lawn/garden supplies
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- Figure 20: Amount spent on purchasing lawn/garden supplies, May 2007
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- Figure 21: mean amount spent on purchasing lawn/garden supplies, by key demographics, May 2007
- Household purchases of gardening products
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- Figure 22: Gardening products purchased in the past 12 months, January-October 2006
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- Figure 23: Household purchases of gardening products, by age, January-October 2006
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- Figure 24: Household purchases of gardening products, by household income, January-October 2006
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- Figure 25: Household purchases of gardening products, by race/ethnicity, January-October 2006
- Types of seed, bulbs or fertilizers bought in the last 12 months
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- Figure 26: Number of types of seeds, bulbs and fertilizer products purchased for household in the past 12 months, January-October 2006
- Retail channels for purchasing of lawn/garden supplies
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- Figure 27: Retail channels used to purchase lawn/garden supplies, May 2007
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- Figure 28: Retail channels used to purchase lawn/garden supplies, by gender, May 2007
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- Figure 29: Retail channels used to purchase lawn/garden supplies, by marital status, May 2007
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- Figure 30: Retail channels used to purchase lawn/garden supplies, by age, May 2007
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- Figure 31: Retail channels used to purchase lawn/garden supplies, by household income, May 2007
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- Figure 32: Retail channels used to purchase lawn/garden supplies, by race/ethnicity, May 2007
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- Figure 33: Retail channels used to purchase lawn/garden supplies, by region, May 2007
- Other outlets: use of phone/mail, internet and catalogue to order gardening supplies
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- Figure 34: Ordered garden products by phone/mail order in the last 12 months, January-October 2006
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- Figure 35: Ordered garden products by phone/mail order in the last 12 months, January-October 2006
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- Figure 36: Ordered garden products by catalog in the last 12 months, January-October 2006
The Consumer—Types of Gardening Undertaken
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- Availability and type of gardening/lawn care areas
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- Figure 37: Available gardening/lawn care areas, May 2007
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- Figure 38: Available gardening/lawn care areas, by age, May 2007
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- Figure 39: Available gardening/lawn care areas, by household income, May 2007
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- Figure 40: Available gardening/lawn care areas, by marital status, May 2007
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- Figure 41: Available gardening/lawn care areas, by race/ethnicity, May 2007
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- Figure 42: Available gardening/lawn care areas, by region, May 2007
- Presence of grass, trees and water gardens in outdoor spaces
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- Figure 43: Presence of grass, trees and water gardens in backyard space, May 2007
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- Figure 44: Presence of grass, trees and water gardens in backyard space, by age, May 2007
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- Figure 45: Presence of grass, trees and water gardens in backyard space, by household income, May 2007
- Types of flowers and plants grown in outdoor areas
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- Figure 46: Types of flowers and plants grown in outdoor areas, May 2007
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- Figure 47: Types of flowers and plants grown in outdoor areas, by age, May 2007
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- Figure 48: Types of flowers and plants grown in outdoor areas, by household income, May 2007
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- Figure 49: Types of flowers and plants grown in outdoor areas, by region, May 2007
- Plant containers, tubs and hanging boxes in outdoor areas
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- Figure 50: Have plant container, tub or hanging box in outdoor area, by key demographics, May 2007
- Ownership of any lawn and garden equipment
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- Figure 51: Own lawn & garden equipment, November 2006
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- Figure 52: Ownership of lawn and garden equipment, by type of residence, November 2006
- Household ownership of handheld gardening tools
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- Figure 53: Household ownership of lawn and garden handheld tools, January-October 2006
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- Figure 54: Household ownership of lawn and garden handheld tools, by age, January-October 2006
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- Figure 55: Household ownership of lawn and garden handheld tools, by household income,
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- Figure 56: Household ownership of lawn and garden handheld tools, by race/ethnicity, January-October 2006
- Multiple handheld lawn and garden products owned
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- Figure 57: number of hand held lawn and garden equipment products owned, November 2006
The Consumer—Special Types of Gardeners
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- Hobbyists, Gardening Enthusiasts and Eco-gardeners: A comparison of three categories of gardeners
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- Figure 58: Overlap between Hobbyists, Enthusiasts and Eco-gardeners
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- Figure 59: Amount spent on lawn and garden supplies, by categories of gardeners, May 2007
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- Figure 60: retail channel used to purchase garden supplies, by categories of gardeners, May 2007
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- Figure 61: Presence of grass, trees and water gardens in backyard space, by categories of gardeners, May 2007
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- Figure 62: Types of flowers and plants grown in outdoor areas, by categories of gardeners, May 2007
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- Figure 63: Attitudes towards gardening and related issues, by categories of gardeners, May 2007
- Attitudes, activities and environmental concerns related to gardening
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- Figure 64: Attitudes towards lawn and garden care, by key demographics, May 2007
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- Figure 65: Activities related towards lawn and garden care, by key demographics, May 2007
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- Figure 66: Environmental and green attitudes and activities, by key demographic groups, May 2007
Future and forecast
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- Future trends
- Outdoor living trends should remain a positive driver, especially in high-end market
- Slower home sales still likely to place downward pressure on sales
- Environmental products and trends
- Baby Boomers will be central to market growth through 2012
- Young, multi-ethnic consumers of importance for the long-term growth of market
- Market forecast
- Lawn and garden market
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- Figure 67: Forecast of total U.S. retail sales of lawn and garden products and services, at current and constant prices, 2007-12
- Figure 68: Forecast of retail sales of lawn and garden products and services, at current and constant prices, 2007-12
- Lawn and garden products
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- Figure 69: Forecast of U.S. retail sales of lawn and garden products, at current and constant prices, 2007-12
- Greenhouse and nursery crops
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- Figure 70: Forecast of U.S. retail sales of greenhouse and nursery crops, at current and constant prices, 2007-12
- Lawn and garden services
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- Figure 71: Forecast of U.S. retail sales of lawn and garden services, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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- Nursery Retailer Magazine
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