Table of Contents
Executive Summary
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- The issues
- Consumers face barriers to lawn and garden participation
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- Figure 1: Barriers to lawn and garden work – agree and attitudes toward time, December 2017
- Lawn-specific products are struggling
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- Figure 2: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2013-23
- Figure 3: Concerns about lawn chemicals, by age, December 2017
- The opportunities
- Promote the secondary benefits of gardening
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- Figure 4: Attitudes toward lawn and garden care - agree, December 2017
- Appeal to Millennials’ sense of ethics and social responsibility
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- Figure 5: Lawn and garden purchase locations, December 2017
- Invest in indoor and small-space gardening
- Build social media influence
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- Figure 6: Use of social media/instructional videos for lawn and garden product information, December 2017
The Market – What You Need to Know
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- The market will continue on a steady growth trajectory
- Lifestyle changes will impact housing demand
- Health, wellness, and small-space gardening can sway young consumers
- Rising landscaping material costs
Market Size and Forecast
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- Historic and projected sales performance of 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, 2013-23
- Figure 8: Total US retail sales and forecast of lawn and garden products, at current prices, 2013-23
Market Perspective
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- Lifestyle changes will impact housing demand
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- Figure 9: US homeownership rate, 1965-2017
- Older Millennials are moving to the suburbs
- The barriers to lawn and garden work are growing
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- Figure 10: Barriers to lawn and garden work – agree and attitudes toward time, December 2017
- Health, wellness, and small-space gardening can sway young consumers
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- Figure 11: Select attitudes toward lawn and garden care, December 2017
Market Factors
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- Falling unemployment benefits housing and lawn and garden
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- Figure 12: Unemployment and underemployment, January 2007-March 2018
- Rising consumer confidence
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- Figure 13: Consumer Sentiment Index, January 2007-April 2018
- Rising landscaping material costs
Key Players – What You Need to Know
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- Spectrum gains sales and share, as profits decline
- Scotts Miracle-Gro loses sales and market share, but shifts its strategy for future growth
- The economic benefits of homegrown food will become a greater purchase driver
- Indoor gardening will mainstream and become more high-tech
- Roundup sees declining sales
Manufacturer Sales of Lawn and Garden Products
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- Spectrum gains sales and share, as profits decline
- Scotts Miracle-Gro loses sales and market share, but shifts its strategy for future growth
- MULO sales of lawn and garden products on the decline
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- Figure 14: MULO sales of lawn and garden products, by leading companies, rolling 52 weeks 2017 and 2018
What Will Blossom?
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- Homegrown food will become a greater economic driver
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- Figure 15: Attitudes toward health benefits of home-grown produce, by age, December 2017
- Indoor gardening will mainstream and become more high-tech
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- Figure 16: Attitudes around space limitations for gardening - agree, by age and housing situation, December 2017
- More natural and less resource-intensive lawn care
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- Figure 17: Try to use natural lawn and garden products, by age, December 2017
What’s Wilting?
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- Chemical fears could be slowing lawn sector sales
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- Figure 18: Concerns about lawn chemicals - agree, by age, December 2017
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- Figure 19: Multi-outlet sales of lawn and garden products, by leading companies and brands, rolling 52 weeks 2017 and 2018
The Consumer – What You Need to Know
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- Passion and skill are closely linked
- Make garden stores/nurseries more relevant to young homeowners
- Identify social media influencers
- Innovate for the space-constrained
- Serve the underserved with community gardens
- Promote the secondary benefits of lawn and garden maintenance
Lawn and Gardening Enthusiasm and Skills
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- Passion and skill are closely linked
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- Figure 20: Gardening enthusiasm and level of skill, December 2017
- Parents of young children are most likely to enjoy gardening
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- Figure 21: Gardening enthusiasm, by age of children in the home, December 2017
- Dads want to improve their skills
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- Figure 22: Interest in improving lawn and garden skills - agree, by parental status and gender, December 2017
- Consider parents a distinct consumer segment
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- Figure 23: Select attitudes about lawn and garden care - agree, by number of children of any age in household, December 2017
Lawn and Garden Activities
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- Consumers do most work themselves
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- Figure 24: Lawn and garden activities, December 2017
- Target professionals for lawn maintenance products
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- Figure 25: Lawn and garden enthusiasts segmentation, by age and gender and income, December 2017
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- Figure 26: Hired a professional for lawn maintenance – any lawn maintenance (net), by age and income, December 2017
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- Figure 27: Preference for garden stores/nurseries by gardening enthusiasm, December 2017
Purchase Locations
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- Garden stores are gaining ground
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- Figure 28: Lawn and garden purchase locations, December 2017
- Garden stores/nurseries can become more relevant to Millennials
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- Figure 29: Lawn and garden purchase locations, by age and gender, December 2017
- Price and convenience are still king
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- Figure 30: Challenges in undertaking DIY projects, July 2017
Research and Shopping Behaviors
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- Identify social media influencers
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- Figure 31: Sources of gardening knowledge, December 2017
- Younger consumers are going online for guidance
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- Figure 32: Use of social media/instructional videos for lawn and garden product information, by age, December 2017
Lawn Care and Gardening Behaviors
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- Instil a love of nature
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- Figure 33: Lawn and garden behaviors, by lawn and garden enthusiast, December 2017
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- Figure 34: Spend as much time outside as possible, by age, December 2017
- Serve the underserved with community gardens
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- Figure 35: Interest in improving their lawn and garden skills - agree, by housing type, December 2017
- Innovate for the space-constrained
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- Figure 36: Housing type by age, December 2017
Lawn and Gardening Attitudes
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- Promote the secondary benefits of lawn and garden maintenance
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- Figure 37: Attitudes about lawn and garden care - agree, December 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Fan chart forecast
- Consumer survey data
- Abbreviations
Appendix – The Market
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- Figure 38: Total US sales and forecast of lawn and garden products, at inflation-adjusted prices, 2013-23
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Appendix – Key Players
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- Figure 39: Multi-outlet sales of lawn and garden products, by leading companies and brands, rolling 52 weeks 2017 and 2018
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