Table of Contents
Executive Summary
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- The issues
- Slow, steady growth expected to continue
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- Figure 1: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2010-20
- Gardening Non-enthusiasts outnumber Garden Enthusiasts
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- Figure 2: Share of Garden Enthusiasts versus Non-enthusiasts, February 2016
- Cost and time most common barriers for caring for lawn and garden
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- Figure 3: Barriers to caring for lawn and garden, February 2016
- The opportunities
- Beyond low prices and selection, expertise and inspiration could benefit retailers
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- Figure 4: Purchase location, February 2016
- Consumers do majority of lawn and garden projects themselves
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- Figure 5: Lawn and garden projects, February 2016
- Highlight bonding, creativity, and health benefits adults 25-44, Hispanics
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- Figure 6: Motivators for caring for lawn and garden, agree, by age and Hispanic origin, February 2016
- What it means
The Market – What You Need to Know
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- Lawn and garden products market experiences growth
- DIY home improvement spending on rise
- More than four in 10 respondents are Gardening Enthusiasts
- Improving economy, housing shifts impact market
Market Size and Forecast
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- Historic and projected sales for lawn and garden products
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- Figure 7: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2010-20
- Figure 8: Total US revenues and forecast of lawn and garden products, at current prices, 2010-20
Market Perspective
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- Spending on DIY home improvement increases, including outdoors
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- Figure 9: DIY improvement expenditures ($billions), 1995-2013
Gardening Enthusiasts Market
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- Overview of Gardening Enthusiasts
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- Figure 10: Share of Gardening Enthusiasts versus Non-enthusiasts, February 2016
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- Figure 11: Gardening Enthusiasts participation, attitude, and skills, February 2016
Lawn Care and Gardening Segments
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- Gardening Enthusiasts
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- Figure 12: Typical demographic of Gardening Enthusiast, February 2016
- Gardening Non-enthusiasts
Market Factors
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- Improving economy helps lift lawn and garden category
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- Figure 13: Consumer Sentiment Index, January 2007-February 2016
- Stagnant homeownership rates, rental rates increase
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- Figure 14: Homeownership rate, by age of householder, 2014
- Bigger homes, smaller lawns
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- Figure 15: Change in median home and lot size, 2009-14
Key Players – What You Need to Know
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- Scotts continues to lead market, but sees decline in sales and share
- Sales of select lawn and garden product brands increasing
- Garden stores face hurdles
- Apps, smaller products represent growth opportunity
Manufacturer Sales of Lawn and Garden Products
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- Scotts leads market, but sees sales and share fall
- Manufacturer sales of lawn and garden products
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- Figure 16: MULO sales of lawn and garden products, by leading companies, rolling 52-weeks 2014 and 2015
What’s Flourishing?
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- Problem specific products
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- Figure 17: MULO sales of lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
- Simplicity and humor: Effective marketing for retailers
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- Figure 18: “LowesFixInSix,” online Vine video, December 18, 2015
- Fresh, organic foods enabling healthy living and yard-to-table trend
What’s Dying?
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- Central Garden & Pet losing share
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- Figure 19: MULO sales of Central Garden & Pet, by leading companies and brands, rolling 52-weeks 2014 and 2015
- Specialists, garden stores face challenges
- Fertilizers, soils, seeds
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- Figure 20: MULO sales of select lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
What Will Be Growing?
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- Want to improve the lawn or garden? There is an app for that!
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- Figure 21: Interest in technology for lawn and garden, agree, by age, Hispanic origin, and parents, February 2016
- Subscription services for the garden
- Gardening for urbanites: Bringing the outdoors in
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- Figure 22: Terrarium image
The Consumer – What You Need to Know
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- Age, living situation, and lifestyle influence lawn and garden trends
- Most lawn and garden projects are DIY
- Big-box home centers offer convenience, but lack expertise
- Price is the most important factor when shopping the category
- Home value and health benefits motivate participants
- Money, time are the most common challenges for consumers
Lawn and Garden Participation, Attitudes, Skills
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- Most enjoy regularly caring for lawn and garden
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- Figure 23: Lawn and gardening participation, attitudes, and skill, February 2016
- Lawn and garden: Men slightly more engaged than women
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- Figure 24: Lawn and gardening participation, by gender, February 2016
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- Figure 25: Lawn and gardening attitudes, by gender, February 2016
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- Figure 26: Lawn and gardening skill, by gender, February 2016
- Adults aged 25-44, parents establish place in the category
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- Figure 27: Lawn and gardening participation, by age and parental status, February 2016
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- Figure 28: Lawn and gardening attitudes, by age and parental status, February 2016
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- Figure 29: Lawn and gardening skill, by age and parental status, February 2016
- Hispanics represent important lawn and garden group
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- Figure 30: Lawn and gardening participation, by race and Hispanic origin, February 2016
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- Figure 31: Lawn and gardening attitude, by race and Hispanic origin, February 2016
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- Figure 32: Lawn and gardening skill, by race and Hispanic origin, February 2016
Lawn and Garden Activities
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- Lawn and garden care more likely to be DIY than by professionals
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- Figure 33: Lawn and garden activities, February 2016
- Adults aged 25-44 doing work themselves
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- Figure 34: Select lawn and garden activities done themselves, by age, February 2016
- Older adults, Hispanics willing to spend for professional services
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- Figure 35: Select lawn and garden activities done by hired professional, by age and Hispanic origin, February 2016
- Gardening Enthusiasts take on more DIY lawn and garden projects
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- Figure 36: Lawn and garden activities done themselves, by all and Garden Enthusiasts, February 2016
Purchase Locations
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- Big-box home centers dominate lawn and garden retail
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- Figure 37: Purchase locations, by all and Garden Enthusiasts, February 2016
- Older consumers want the experts
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- Figure 38: Purchase locations, by age, February 2016
- Hispanics, Blacks seek convenient locations
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- Figure 39: Purchase Locations, by race and Hispanic origin, February 2016
Purchase Factors
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- Price weighs on cost-conscious consumers
- Brand recognition important to lawn and garden equipment shoppers
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- Figure 40: Purchase factors for lawn and garden equipment and tools, February 2016
- Safety features a priority for lawn and garden care products
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- Figure 41: Purchase factors for lawn and garden care, February 2016
- Care requirements, visual impact are key for plant purchasers
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- Figure 42: Purchase factors for trees, plants, and bushes, February 2016
- Adults aged 25-44, Hispanics look for environmental and safety benefits
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- Figure 43: Select purchase factors for lawn and garden equipment or tools, by age and Hispanic origin, February 2016
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- Figure 44: Select purchase factors for lawn and garden care, by age and Hispanic origin, February 2016
- Figure 45: Select purchase factors for trees, plants, and shrubs, by age and Hispanic origin, February 2016
- Gardening Enthusiasts are willing to put in time and effort for quality
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- Figure 46: Select purchase factors among Garden Enthusiasts, February 2016
Lawn and Garden Motivations
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- Health benefits and curb appeal motivate most participants
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- Figure 47: Lawn and gardening motivations, agree, February 2016
- 25-44’s, Hispanics bonding over activities; planning future projects
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- Figure 48: Select lawn and gardening motivators, agree, by age, February 2016
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- Figure 49: Select lawn and gardening motivators, agree, by Hispanic origin, February 2016
- Appeal to Gardening Enthusiasts with customizable projects
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- Figure 50: Select lawn and garden motivations, among Garden Enthusiasts, February 2016
- Are renters less motivated to garden?
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- Figure 51: Select lawn and gardening motivations, agree, by primary residence, February 2016
Lawn and Garden Barriers
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- Cost, time are top barriers for consumers
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- Figure 52: Barriers for lawn and garden activities, February 2016
- Space constraints, lack of knowledge challenge younger adults
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- Figure 53: Select barriers for lawn and garden activities, by age, February 2016
- Hispanics concerned about chemicals, overwhelmed
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- Figure 54: Select barriers for lawn and garden activities, by Hispanic origin, February 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 55: Total US revenues and forecast of lawn and garden products, at inflation-adjusted prices, 2010-20
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Appendix – Key Players
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- Figure 56: MULO sales of lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
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Appendix – Consumer
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- CHAID methodology
- Correspondence methodology
- Purchase Factors
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- Figure 57: Correspondence Analysis – Purchase factors, February 2016
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- Figure 58: Purchase factors, February 2016
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