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
Executive Summary
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- The market
- The market for lawn and garden products on a path of recovery
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- Figure 1: Total U.S. sales of lawn and garden products and fan chart forecast with best- and worst-case scenarios, 2006-16
- Market factors
- Urban living may shift focus of lawn and garden product purchases
- Lawn and garden products can make homes ready for sale
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- Figure 2: U.S. existing home inventory and sales prices, March 2011-12
- Reality TV programming encourages lawn and garden work
- Gardening provides more opportunities for healthy eating
- Industry competition
- Lawn and garden service providers discourage DIY
- Access to fresh produce at farmers markets decreases need for gardening work
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- Figure 3: Farmers markets in the U.S., 1994-2011
- The consumer
- Northeastern, urban areas tend to have small outdoor spaces
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- Figure 4: Types of household outdoor space, by region and area, January 2012
- Younger age groups the most inclined to maintain gardens
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- Figure 5: Household owns a garden, by generation and age, January 2012
- Small spaces foster growing diversity
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- Figure 6: Items grown in household outdoor spaces, by household outdoor small spaces, January 2012
- Families tend to grow more items
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- Figure 7: Average number of items grown in household outdoor spaces, by household size, January 2012
- Small-space maintenance the most expensive, one third want to spend less overall
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- Figure 8: Amount spent on lawn and garden supplies in the last 12 months, by household outdoor space, January 2012
- Most purchases in store, but urbanites and small-space owners are shopping online
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- Figure 9: Online lawn and garden purchases, by area and type of outdoor space, January 2012
- Families finding tradition, opportunities for personal expression in gardening
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- Figure 10: Expression and tradition in gardening, by household size, January 2012
- Children participating in household lawn and garden activities
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- Figure 11: Who participates in lawn maintenance and gardening, by marital status and presence of children in household, January 2012
- Non-white groups looking for high-quality, brand name lawn and garden products
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- Figure 12: Important aspects of lawn care and gardening, by race and Hispanic origin, January 2012
- What we think
Issues in the Market
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- How can retailers stimulate interest in yard and lawn care?
- How can the market overcome the notion that outdoor work is a chore?
- Are consumers, real estate agents ready to do what it takes to sell homes?
- Can the market cater to an aging population?
Insights and Opportunities
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- Marketing partnerships with real estate offices
- Expanding the role of lawns, gardens in school curriculum
- Mobile garden centers
Inspire Insights
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- Trend: Edutainment
- Trend: A Simple Balance for Health
Market Size and Forecast
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- Key points
- Lawn and garden product sales improve as consumers focus on homes, health
- Total U.S. sales and forecast of lawn and garden products
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- Figure 13: Total U.S. sales of lawn and garden products at current prices, 2006-16
- Figure 14: Total U.S. sales of lawn and garden products at inflation-adjusted prices, 2006-16
- Fan chart forecast of lawn and garden product sales
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- Figure 15: Total U.S. sales of lawn and garden products fan chart forecast with best- and worst-case scenarios, 2006-16
Market Drivers
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- Key points
- Urbanization trend may shift the focus to city living
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- Figure 16: Urban vs. rural population in the U.S., 2000 and 2010
- Homeowners looking to increase curb appeal
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- Figure 17: U.S. Existing home inventory and sales price, 2009-March 2012
- Reality TV a motivating force behind home improvement
- Cooking, eating at home becoming more popular
- Warmer weather nationwide could encourage more outdoor activity
Competitive Context
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- Key points
- Hired lawn and garden services do consumers’ work for them
- Farmers markets give instant access to fresh produce
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- Figure 18: Farmers markets in the U.S., 1994-2011
- Restaurants can give consumers faster access to health food
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- Figure 19: Attitudes toward food ingredients and restaurants, May 2011
Segment Performance
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- Key points
- Lawn and garden product sales, by segment
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- Figure 20: U.S. lawn and garden product segment sales, 2009 and 2011
- Figure 21: Total U.S. sales of lawn and garden products, by segment, 2006-16
Segment Performance—Gardening Products
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- Key points
- Gardening product segment leads the market
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- Figure 22: Sales and forecast of gardening products in the U.S., 2006-16
Segment Performance—Lawn Products
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- Key points
- Lawn segment grows, but still falls behind garden
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- Figure 23: Sales and forecast of lawn products in the U.S., 2006-16
Retailer Overview
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- Leading large home stores
- Home Depot
- Lowe’s
- Menards
- Select local and specialty nurseries
- American Plant
- Plant Delights Nursery Inc.
- Sunscapes Rare Plant Nursery
- Contrary Mary’s Plants and Designs
- Other retailers in the lawn and garden products market
Innovations and Innovators
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- Overview
- The White House Garden
- The People’s Gardens
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- Figure 24: People’s Garden sign, April 2012
- City-sponsored outdoor spaces
- Lowe’s stores’ gardens in a box
- Williams-Sonoma’s Agrarian
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- Figure 25: Williams-Sonoma Agrarian Annual Harvest Calendar, April 2012
- GoGo Gardens
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- Figure 26: GoGo Garden units, April 2012
Marketing Strategies
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- Key points
- TV advertising
- Home Depot—inviting gardens
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- Figure 27: Home Depot TV ad “Inviting Gardens” April 2012
- Home Depot—maximize space
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- Figure 28: Home Depot TV ad “Maximize Space” April 2011
- Miracle-Gro—grow bigger better
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- Figure 29: Miracle-Gro TV ad “Grow Bigger Better” March 2012
- Lowe’s—Be Prepared
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- Figure 30: Lowe’s TV ad “Be Prepared” April 2012
- Lowe’s—Fresh Cut Grass
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- Figure 31: Lowe’s TV ad “Fresh Cut Grass” March 2012
- Print advertising
- Sunshine Hardscape Landscape and Nursery
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- Figure 32: Sunshine Hardscape Landscape and Nursery print ad, May 2012
- Capital Nursery
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- Figure 33: Capital Nursery print ad, April 2012
- Internet advertising and email campaigns
- Wave petunias
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- Figure 34: Wave Petunias online ad, April 2012
- Crate and Barrel
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- Figure 35: Crate and Barrel email subscriber promotion, May 2012
Types of Outdoor Space
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- Key points
- Yards and lawns common, residence type and region impact ownership
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- Figure 36: Types of household outdoor space, January 2012
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- Figure 37: Types of household outdoor space, by census region and area, January 2012
- Young consumers go without expansive outdoor areas
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- Figure 38: Types of household outdoor space, by generation, January 2012
- Gardens less common, but more popular among Millennials
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- Figure 39: Household gardens, by generation and age, January 2012
- High-income households most likely to have all types of outdoor space
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- Figure 40: Types of household outdoor space, by household income, January 2012
Items Grown in Outdoor Spaces
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- Key points
- More diversity found in small spaces
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- Figure 41: Items grown in household outdoor spaces, by types of household outdoor space, January 2012
- Women drawn to variety in outdoor spaces
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- Figure 42: Items grown in household outdoor spaces, by gender, January 2012
- Large households and those with kids grow the most
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- Figure 43: Average number of items grown in household outdoor spaces, by household size and presence of children in household, January 2012
- Millennials and parents favor fresh produce
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- Figure 44: Edible items grown in household outdoor spaces, by generation and parental status, January 2012
Lawn and Garden Product Purchases
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- Key points
- Consumers spending the most on small outdoor spaces
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- Figure 45: Amount spent on lawn and garden supplies in last 12 months, by types of household outdoor space, January 2012
- Outdoor maintenance more costly for families, Northeasterners
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- Figure 46: Amount spent on lawn and garden supplies, by household size and presence of children, January 2012
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- Figure 47: Amount spent on lawn and garden supplies, by census region, January 2012
- One third want to spend less on lawns and gardens
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- Figure 48: Reducing spending on lawn and garden products is very important, by key demographics, January 2012
- Most lawn and garden supplies purchased at large home stores
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- Figure 49: Lawn and garden purchases, by in store or online, January 2012
- Urbanites, small-space dwellers buying lawn and garden supplies online
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- Figure 50: Online lawn and garden purchases, by generation, area, residency, and type of outdoor space, January 2012
Lawn Care and Gardening Activities
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- Key points
- Few improving outdoor spaces, young and urbanites more enthusiastic
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- Figure 51: Time spent on lawn/gardening space, by types of household outdoor space, January 2012
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- Figure 52: Time spent on lawn/gardening space, by key demographics, January 2012
- Consumers value environmental upkeep with outdoor spaces
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- Figure 53: Environmentalism in lawn and garden activities, by key demographics, January 2012
- Outdoor maintenance collaborative only for some
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- Figure 54: Collaborative Lawn and garden activities, by Types of household outdoor space, January 2012
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- Figure 55: Attitudes about gardening as a social activity, by children in household, January 2012
- Most think gardening is fun, families find tradition and expression
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- Figure 56: Enjoyment, expression, and tradition in gardening, by key demographics, January 2012
Household Participants in Lawn Care and Gardening
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- Key points
- Lawn and garden work split along gender lines
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- Figure 57: Participation in household lawn maintenance and gardening, by key demographics, January 2012
- Children given opportunity to participate in lawn and gardening activities
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- Figure 58: Who participates in lawn maintenance and gardening, by marital status and presence of children in household, January 2012
Impact of Race and Hispanic Origin
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- Key points
- Blacks not gardening, Asians maintain nontraditional outdoor spaces
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- Figure 59: Types of outdoor space, by race and Hispanic origin, January 2012
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- Figure 60: Items grown in outdoor spaces, by race and Hispanic origin, January 2012
- Asians most engaged gardeners, spend more on outdoor spaces
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- Figure 61: Attitudes about lawns and gardens, by race and Hispanic origin, January 2012
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- Figure 62: Average spending on lawn and garden supplies in the last 12 months, by race and Hispanic origin, January 2012
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- Figure 63: Household income distribution, by race and Hispanic origin of householder, 2010
- Multicultural groups more selective about lawn and garden products
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- Figure 64: Important aspects of lawn care and gardening, by race and Hispanic origin, January 2012
Cluster Analysis
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- No Frills Lawn Keepers
- Demographics
- Characteristics
- Opportunity
- Innovative but Selective Gardeners
- Demographics
- Characteristics
- Opportunity
- Über-environmental Gardeners
- Demographics
- Characteristics
- Opportunity
- Balanced Flower Growers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 65: Lawn and garden clusters, January 2012
- Figure 66: Types of household outdoor space, by lawn and garden clusters, January 2012
- Figure 67: Items grown in household outdoor spaces, by lawn and garden clusters, January 2012
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- Figure 68: Number of items grown in household outdoor spaces, by lawn and garden clusters, January 2012
- Figure 69: Attitudes about lawns and gardens, by lawn and garden clusters, January 2012
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- Figure 70: Time spent on lawn/gardening space, by lawn and garden clusters, January 2012
- Figure 71: Important aspects of lawn care and gardening, by lawn and garden clusters, January 2012
- Cluster demographics
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- Figure 72: Key demographics, by lawn and garden clusters, January 2012
- Figure 73: Race and Hispanic origin, by lawn and garden clusters, January 2012
- Figure 74: Household composition and size, by lawn and garden clusters, January 2012
- Cluster methodology
Appendix—Other Useful Consumer Tables
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- Types of outdoor space
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- Figure 75: Types of household outdoor space, by primary residence, January 2012
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- Figure 76: Types of household outdoor space, by age, January 2012
- Items grown in outdoor spaces
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- Figure 77: Average number of items grown in household outdoor spaces, by area and primary residence, January 2012
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- Figure 78: Items grown in household outdoor spaces, by household size, January 2012
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- Figure 79: Items grown in household outdoor spaces, by presence of children in household, January 2012
- Lawn care and gardening activities
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- Figure 80: Attitudes about lawns and gardens, by items grown in household outdoor spaces, Part i, January 2012
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- Figure 81: Attitudes about lawns and gardens, by items grown in household outdoor spaces, Part II, January 2012
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- Figure 82: Important aspects of lawn care and gardening, by Types of household outdoor space, January 2012
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- Figure 83: Time spent maintaining vs. improving outdoor space, by race, January 2012
Appendix—Trade Associations
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