Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The size of the lawn and garden market is growing as more consumers turn to gardening
- Opportunities to grow the market abound
- Consumers are increasingly turning to gardening
- Segments
- But competition has the potential to take away sales
- The recession is the biggest driver of this market
- Companies are continually striving to innovate
- Advertising focuses on a couple of themes
- The consumer
Insights and Opportunities
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- Community gardens enable even those who lack space to garden
- Health risks and high cost of market product leading consumers in droves to gardening…
- … but there’s a need to keep it simple…
- … and realistic
- Unrealistic expectations for “victory gardens”?
- Interest in organics on the rise
- Larger companies not taking advantage of social networking
- Safer gardening for urban dwellers
Inspire Insights
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- Slow It All Down
- What’s it about?
- What we’ve seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- A boom in gardening in 2009
- Total sales and forecast
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- Figure 1: Total U.S. sales and forecast of lawn and garden products and services at current prices, 2004-14
- Figure 2: Total U.S. sales and forecast of lawn and garden products and services at inflation-adjusted prices, 2004-14
Segment Performance—Overview
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- Key points
- Products segment continues to dominate
- Sales of lawn and garden items, by segment
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- Figure 3: U.S. sales of lawn and garden products and services, by segment, 2007 and 2009
Segment Performance—Lawn and Garden Products
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- Key points
- Sales of lawn and garden products see huge increase in 2009
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- Figure 4: Total U.S. sales and forecast of lawn and garden products at current prices, 2004-14
Segment Performance—Lawn and Garden Services
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- Key points
- Sales of lawn and garden services show an upward trend
- Lawn and garden services sales
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- Figure 5: Total U.S. sales and forecast of lawn and garden services at current prices, 2004-14
Competitive Context
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- Cash-strapped consumers turn to DIY alternatives
- Other, more sedentary interests compete for consumers’ attention as well
- Related interests also play a role
Market Drivers
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- General population changes
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- Figure 6: General U.S. population by age, 2005-15
- Recessionary pressures
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- Figure 7: Consumer Sentiment Index, by quarter, 2001-09
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- Figure 8: Views on gardening, by gender, June 2010
- Media evolution connects gardeners, drives product research
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- Figure 9: Incidence of overall and recent use of social networking sites, 2005-09
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- Figure 10: Increased use of online entertainment and research activities, 2008 and 2009
- Renewed interest in quality family time
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- Figure 11: Relative importance of attributes related to gardening, by gender, June 2010
Innovation and Innovators
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- Scotts
- Miracle-Gro
- Superthrive
- Espoma
- Proven Winners
Advertising and Promotion
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- Overview
- Ad clips
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- Figure 12: Black & Decker Cordless Trimmer, TV ad, 2010
- Figure 13: The Home Depot, take the garden into our own hands, TV ad, 2010
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- Figure 14: The Home Depot, more saving. more doing, TV ad, 2010
- Figure 15: Miracle-Gro Moisture Control, TV ad, 2010
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- Figure 16: Scotts Turf Builder, so revolutionary, TV ad, 2010
- Figure 17: Lowe’s, George, TV ad, 2010
Ownership/Usage
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- Key points
- Ownership of lawn and garden equipment
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- Figure 18: Ownership of lawn and garden equipment, by age, November 2008-December 2009
- Ownership of power lawn and garden equipment
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- Figure 19: Ownership of power lawn and garden equipment, by type, by age, November 2008-December 2009
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- Figure 20: Ownership of power lawn and garden equipment, by type, by region, November 2008-December 2009
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- Figure 21: Ownership of hand held lawn and garden eqiupment, by type, by age, November 2008-December 2009
- Recent purchases of lawn and garden products
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- Figure 22: Purchases of lawn and garden products, by type, by age, November 2008-December 2009
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- Figure 23: Purchases of lawn and garden products, by type, by region, November 2008-December 2009
- Insecticide purchase
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- Figure 24: Purchases of Insecticide, by age, November 2008-December 2009
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- Figure 25: Purchases of specific Insecticides, by age, November 2008-December 2009
Types of Home Garden Space and Plants/Planting
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- Key points
- Types of home garden space
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- Figure 26: Types of home garden space, by age, June 2010
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- Figure 27: Types of home garden space, by household income, June 2010
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- Figure 28: Types of home garden space, by presence of children, June 2010
- Types of plants and planting at home
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- Figure 29: Types of plants and planting at home, by age, June 2010
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- Figure 30: Types of plants and planting at home, by presence of children, June 2010
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- Figure 31: Types of plants and planting at home, by region, June 2010
Attitudes Towards Gardening
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- Key points
- Views on gardening in general
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- Figure 32: Views on gardening, by gender, June 2010
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- Figure 33: Views on gardening, by age, June 2010
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- Figure 34: Views on gardening, by household income, June 2010
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- Figure 35: Views on gardening, by region, June 2010
- Relative importance of attributes related to gardening
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- Figure 36: Relative importance of attributes related to gardening, by gender, June 2010
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- Figure 37: Relative importance of attributes related to gardening, by household income, June 2010
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- Figure 38: Relative importance of attributes related to gardening, by presence and number of children, June 2010
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- Figure 39: Relative importance of attributes related to gardening, by region, June 2010
Lawn Care and Gardening Services
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- Concerns or preferences towards lawn care and gardening services
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- Figure 40: Concerns/preferences towards gardening services, by gender, June 2010
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- Figure 41: Concerns/preferences towards gardening services, by age, June 2010
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- Figure 42: Concerns/preferences towards gardening services, by region, June 2010
Spend on Lawn and Garden Supplies and Services
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- Key points
- Amount of money spent on lawn care and gardening
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- Figure 43: Money spent on gardening, June 2010
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- Figure 44: Money spent on gardening, by age, June 2010
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- Figure 45: Money spent on gardening, by household income, June 2010
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- Figure 46: Money spent on gardening, by presence of children, June 2010
- What money for services is being spent on
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- Figure 47: What money for gardening services is being spent on, June 2010
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- Figure 48: What money for gardening services is being spent on, by region, June 2010
Sources of Lawn & Garden Supplies
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- Key points
- Respondents prefer large home improvement stores
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- Figure 49: Sources of lawn and garden supplies, by gender, June 2010
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- Figure 50: Sources of lawn and garden supplies, by age, June 2010
Impact of Race and Hispanic Origin
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- Types of home garden space
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- Figure 51: Types of home garden space, by race and ethnicity, June 2010
- Ownership of lawn and garden equipment
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- Figure 52: Ownership of power lawn and garden eqiupment, by type, by race/Hispanic origin, November 2008-December 2009
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- Figure 53: Ownership of hand held lawn and garden eqiupment, by type, by race/Hispanic origin, November 2008-December 2009
- Asians more likely to be growing fruit
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- Figure 54: Types of plants and planting at home, by race and ethnicity, June 2010
- Black respondents less likely to garden
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- Figure 55: Purchases of lawn and garden products, by type, by race/Hispanic origin, November 2008-December 2009
- Attitudes towards gardening
- View on gardening in general
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- Figure 56: Views on gardening, black vs. white, June 2010
- Attitudes towards gardening
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- Figure 57: Relative importance of attributes related to gardening, black vs. white, June 2010
- Concerns or preferences towards lawn care and gardening services
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- Figure 58: Concerns/preferences towards gardening, black vs. white, June 2010
- Spend on lawn care and gardening
- Amount of money spent on lawn care and gardening supplies and services
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- Figure 59: Money spent on gardening, by race and ethnicity, June 2010
- What that money is being spent on
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- Figure 60: What money for gardening services is being spent on, black vs. white, June 2010
- Sources of lawn and garden supplies
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- Figure 61: Where purchases are made, black vs. white, June 2010
Gardening and Lawn Care Ownership and Purchase by Mosaic Group
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- Simmons Mosaic (cohorts) profiled:
- Ownership of lawn and garden equipment
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- Figure 62: Ownership of lawn and garden equipment, by Cohort, November 2008-December 2009
- Ownership of power lawn and garden equipment
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- Figure 63: Ownership of power lawn and garden eqiupment, by type, by Cohort, November 2008-December 2009
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- Figure 64: Ownership of Hand held lawn and garden equipment, by type, by Cohort, November 2008-December 2009
- Recent purchases of lawn and garden products
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- Figure 65: Recent purchase of lawn and garden products, by type, by Cohort, November 2008-December 2009
Cluster Analysis
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- Efficients
- Demographics
- Characteristics
- Opportunity
- Connectors
- Demographics
- Characteristics
- Opportunity
- Toilers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 66: Lawn care clusters, March 2010
- Figure 67: Views on gardening, by lawn care clusters, March 2010
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- Figure 68: Importance of attributes related to gardening, by lawn care clusters, March 2010
- Figure 69: What money for lawn services is being spent on, by lawn care clusters, March 2010
- Cluster demographics
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- Figure 70: Lawn care clusters, by gender, March 2010
- Figure 71: Lawn care clusters, by age group, March 2010
- Figure 72: Lawn care clusters, by household income group, March 2010
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- Figure 73: Lawn care clusters, by race, March 2010
- Figure 74: Lawn care clusters, by Hispanic origin, March 2010
- Cluster methodology
IRI/Builders—Key Household Purchase Measures
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- Outdoor/lawn fertilizer/weed killer
- Consumer insights on key purchase measures – outdoor/lawn fertilizer/weed killer
- Brand map
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- Figure 75: Brand map, selected brands of outdood/lawn fertilizer/weed killer, buying rate by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of outdoor/lawn fertilizer/weed killer, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Figure 77: Types of plants and planting at home, by household income, June 2010
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- Figure 78: Ownership of hand held lawn and garden equipment, by type, by region, November 2008-December 2009
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- Figure 79: Relative importance of attributes related to gardening, by age, June 2010
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- Figure 80: Concerns/preferences towards gardening services, by household income, June 2010
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- Figure 81: What money for gardening services is being spent on, by age, June 2010
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- Figure 82: What money for gardening services is being spent on, by household income, June 2010
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- Figure 83: Source of lawn and garden supplies, by household income, June 2010
- Insecticide purchase by Mosaic group
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- Figure 84: Purchases of insecticide, by Cohort, November 2008-December 2009
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- Figure 85: Purchases of specific insecticides, by Cohort, November 2008-December 2009
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Appendix: Simmons Mosaic definitions
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- Group A: Affluent Suburbia
- Group B: Upscale America
- Group C: Small-town Contentment
- Group D: Blue-collar Backbone
- Group E: Rural Villages and Farms
- Group F: Struggling Societies
Appendix: Trade Associations
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