Lawn and Garden Products and Services in the U.S., 9th Edition

Date: December 1, 2011
Pages: 212
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Publisher: Packaged Facts
Report type: Strategic Report
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ID: L25E77C63E9EN
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Lawn and Garden Products and Services in the U.S., 9th Edition
This new edition continues Packaged Facts’ tradition of comprehensive coverage of the U.S. lawn & garden market, valued at over $25 billion at retail in 2011. Closely linked to housing and employment trends, the market has suffered from the recession and its lingering drag on the economy, as well as other dampening factors including high energy prices and climate concerns. Some of those challenges also represent opportunities, however. For example, “green” gardening threatens traditional L&G (gas-powered machinery, synthetic chemicals), but also offers a way forward into a more sustainable future as a new generation of gardeners embrace trends including organic gardening and food gardening. The all-important aging Boomer segment also holds promise, including in professional lawn care services.



Building on the continuity and coverage of previous editions, this fully updated report examines the U.S. market for lawn and garden products and services, including all products and services sold for maintenance, treatment, and enhancement of lawns, gardens, and landscapes. Focusing primarily on the consumer sector, the report divides the market into three categories: Equipment (power and hand-held), Supplies (insecticides and fertilizer), and Services. Following an overview chapter detailing the market as a whole and providing cross-category perspective, the study offers separate in-depth chapter analyses of each category, including market size, composition, and projections; competitive trends; retail trends; and consumer trends.
CHAPTER 1: EXECUTIVE SUMMARY

Scope and Methodology
  Scope of Study
  Areas Outside Scope
Report Methodology
Market Trends
  Economic Downturn Takes a Toll
  Table 1-1: U.S. Retail Sales of Lawn & Garden Products and Services, 2007-2011 (in millions of dollars)
  Share and Sales by Category
  Share of Sales by Retail Channel
  Figure 1-1: Share of U.S. Retail Sales of Lawn & Garden Equipment and Supplies by Distribution Outlet, 2011 (percent)
  Market Outlook
      A Weak Housing Market
    Aging Boomers
    Climate Change
    Regulation
    Green L&G: Challenge and Opportunity
Market Projections
Competitive Overview
  Overview
  U.S. vs. Foreign Ownership
  Major Marketers
      Equipment
    Supplies
    Services
  Distribution & Retail
  Distribution Channels
Consumer Trends
  Popularity of Lawn and Garden Activities Declining
Figure 1-2: Participation in Gardening as Leisure Activity in Last 12 Months, 2007-2011 (percent of U.S. adults)
The Gardening Hobbyist
Figure 1-3: Percentage of U.S. Consumers Who Do Any Type of Outdoor Gardening, Indoor Gardening, or Composting, 2011 (U.S.
adults)
Demographics of Gardening Enthusiasts

CHAPTER 2: THE OVERALL MARKET

Overview
  Scope of Study
    Areas Outside Scope
  Three Lawn & Garden Categories: Equipment, Supplies, Services
  Government Regulation
  The EPA
  EPA and OPE
  EPA and Pest Control
  At the State Level
  At the Local Level
Market Size, Growth and Composition
  Economic Downturn Takes a Toll
  Table 2-1: U.S. Retail Sales of Lawn & Garden Products and Services, 2007-2011 (in millions of dollars)
  Share and Sales by Category
  Table 2-2: Share of U.S. Retail Sales of Lawn & Garden Market by Category: Equipment, Supplies, Services, 2007 vs. 2011 (percent and in billions of dollars)
  Share of Sales by Retail Channel
  Figure 2-1: Share of U.S. Retail Sales of Lawn & Garden Equipment and Supplies by Distribution Outlet, 2011 (percent)
  Seasonality
  Regionality
Market Outlook
  Housing
    Sales of New/Existing Homes
  Table 2-3: Sales of New and Existing Homes, 2002-2011 (in thousands)
    Housing Starts
  Table 2-4: U.S. Housing Starts, 2002-2011 (in thousands)
    Home Prices
    Mortgage Rates
    Glut and Foreclosures
  The Economy
    Breakdown
    Impact on L&G Market
    Globalization and the Dollar
    Changes Loom
  Aging Boomers
  Table 2-5: Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)
  Climate Change
    Drought
  Regulation
  Green L&G
  Challenge and Opportunity
  Green L&G Concepts
  Edible Yards
  Food Gardening
  Opportunities in Food Gardens
Market Projections
Table 2-6: Projected U.S. Retail Sales of Lawn & Garden Products and Services, 2011-2016 (in millions of dollars)
Table 2-7: U.S. Retail Sales of Lawn & Garden Products and Services by Category: Equipment, Supplies, Services, 2007, 2011, 2016 (percent and in millions of dollars)
The Marketers
  Overview
  U.S. vs. Foreign Ownership
  Major Marketers
    Equipment
    Supplies
    Services
Distribution & Retail
  Distribution Patterns: Direct vs. Intermediary
  Distributors Still Play Vital Role
  Distribution Channels
  Home Centers on Top
  Home Depot
  Lowe’s Companies
  Walmart
  Sears Holdings Co.
  Target
  Garden Centers/Nurseries
  Hardware Stores
  Other Retail Venues
Consumer Overview
Introduction
  Methodology
  Historical Trend: Popularity of Lawn and Garden Activities Declining
  Table 2-8: Percentage of U.S. Households Participating in Lawn & Garden Activities, 2001-2007
  Figure 2-2: Participation in Gardening as Leisure Activity in Last 12 Months, 2007-2011 (percent of U.S. adults)
  Table 2-9: Owning or Purchasing in Last 12 Months of Lawn & Garden Power Equipment or Hand Equipment, 2007 vs. 2011 (percent of U.S. adults)
  The Gardening Hobbyist
  Figure 2-3: Percentage of U.S. Consumers Who Do Any Type of Outdoor Gardening, Indoor Gardening, or Composting, 2011 (U.S. adults)
  Table 2-10: Participation in Outdoor Gardening: By Type, 2011 (percent of U.S. adults)
  Figure 2-4: Annual Household Spending on Outdoor Gardening: By Spending Range, 2011 (percent of U.S. adults)
  Table 2-11: Reasons for Outdoor Gardening, 2011 (percent of U.S. adults)
  Demographics of Gardening Enthusiasts
  Table 2-12: Demographic Characteristics of Participants in Gardening as Leisure Activity in Last 12 Months, 2011 (percentage and index of U.S. households)
Looking Ahead: Trends and Opportunities
  Vegetable Gardening
  The Anti-Lawn Movement
  Medical Marijuana
  Green Roofs
  Vertical Gardening

CHAPTER 3: LAWN AND GARDEN EQUIPMENT

Overview
  Three Product Segments
  Government Regulation
    OPE Focus
    Government Agencies Overseeing Regulation
    OPE and Air Pollution
  Illustration 3-1: EPA WaterSense Label
    Engines and Ethanol
    Blowback Against Leaf Blowers
Market Size, Growth and Composition
  Sales Decline During Down Economy
  Table 3-1: U.S. Retail Sales of Lawn & Garden Equipment, 2007-2011 (in millions of dollars)
  Historical Growth Trends
  Market Share and Sales by Segment
  Table 3-2: Share of U.S. Retail Sales of Lawn & Garden Equipment by Segment: Outdoor Power Equipment, Hand Tools/Implements, Watering/Spraying Equipment, 2007 vs. 2011 (percent and in millions of dollars)
    Share of OPE Sales by Product Type
  Figure 3-1: Share of U.S. Consumer Purchasing of Lawn & Garden Outdoor Power Equipment by Type, 2011 (percent)
    Share of Hand Tools/Implements Sales by Product Type
  Figure 3-2: Share of U.S. Consumer Purchasing of Lawn & Garden Hand Tools by Type, 2011 (percent)
    Share of Watering/Spraying Equipment Sales by Product Type
Market Outlook
  Outdoor Power Equipment
    The Economy
    Geo-Political Factors
    Demographics
    Climate
    Regulation
    New Products
    OPE Outlook
  Tools/Implements
  Watering/Spraying Equipment
  Market Projections
  Table 3-3: Projected U.S. Retail Sales of Lawn & Garden Equipment, 2011-2016 (in millions of dollars)
  Table 3-4: U.S. Retail Sales of Lawn & Garden Equipment by Segment: Outdoor Power Equipment, Hand Tools/Implements, Watering/Spraying Equipment, 2007, 2011, 2016 (in millions of dollars)
  OPEI Forecasts Rebound in Some OPE Categories
  Table 3-5: Percentage Growth Rates in U.S. Shipments of Selected Types of Lawn and Garden Equipment, 2008-2011 (percent and 2011 number of units)
The Marketers
  Overview
  Manufacturing and Sourcing
  Many Marketers Have Deep Historical Roots
  U.S. vs. Foreign Marketers
  Most OPE Marketers Have Diversified Interests
  OPE Marketers
  Portable OPE Marketers
  Electric OPE Marketers
  Tiller Marketers
  Crossover Mower/Tractor Marketers
  Tools/Implements Marketers
  Reel Mower Marketers
  Wheeled Implements Marketers
  Composter Marketers
  Watering/Spraying Equipment Marketers
  Table 3-6: Selected Leading U.S. Lawn & Garden Equipment Marketers and Their Brands, 2011
The Competitive Situation
  Continuity in the Marketplace
  Economic Pressure
  Consolidation Speculation
  International in Scope
  Traditional Strategies
  Competition and Marketing in OPE
  Competition in Tools
  Competition in Watering Equipment
Product Trends
  Engines and Fuel
  Mowers
    Anticipated Market Direction
    Crossover Mowers
    Zero-Turn Riders
    Robotic Mowers and Vacuums
  Snow Blowers Benefitting from Severe Weather
  Watering with Caught Rain
  Ergonomics
Distribution/Retail
  Distribution Patterns and Channels
  Home Centers vs. OPE Dealers
  OPE Dealer Strategies
  Dealers on the Upswing
Consumer Trends
  Two-Thirds of U.S. Adults Own L&G Equipment
  Table 3-7: Ownership and Purchase in Last 12 Months of Lawn & Garden Equipment: Total, Power Equipment, Hand Equipment, 2007-2011 (percent of U.S. adults)
  Table 3-8: Ownership and Purchase in Last 12 Months of Lawn & Garden Power Equipment and Hand Equipment by Type, 2007-2011 (percent of U.S. adults)
  Craftsman Is Leading Equipment Brand
  Table 3-9: Brand Share for Consumer Purchasing of Lawn & Garden Equipment: Overall Power/Hand Equipment vs. Power Equipment Only, 2011 (percent)
  Lawn & Garden Equipment Purchaser Demographics
    Age
    Gender
    Race
    Geography
    Education
  Employment, Income and Family Make-Up
  Housing
  Table 3-10: Demographic Characteristics of Owners and Purchasers of Lawn & Garden Equipment in Last 12 Months: Total, Power Equipment, Hand Equipment, 2011 (index of U.S. households)
  Table 3-11: Demographic Characteristics of Owners and Purchasers of Lawn & Garden Equipment in Last 12 Months: Total, Power Equipment, Hand Equipment, 2011 (percent of U.S. households)
  Power Equipment Purchase by Price Range, Product Type, and Retail Channel
  Figure 3-3: Household Spending on Lawn & Garden Power Equipment in Last 12 Months, 2011 (percent of U.S. adults)
  Figure 3-4: Average Amount Spent on Power Walk-Behind Mower in Last 12 Months, 2011 (percent of U.S. adults)
  Table 3-12: Types of Lawn & Garden Power Equipment Purchased in Last 12 Months, 2011 (percent of U.S. adults)
  Table 3-13: Retail Channels Used for Purchase of Lawn & Garden Power Equipment in Last 12 Months, 2011 (percent of U.S. adults)
  Hand Equipment Purchase by Price Range, Product Type, and Retail Channel
  Table 3-14: Types of Lawn & Garden Hand Equipment Purchased in Last 12 Months, 2011 (percent of U.S. adults)
  Figure 3-5: Annual Household Spending on Lawn & Garden Hand Equipment in Last 12 Months: By Spending Range, 2011 (percent of U.S. adults)
  Table 3-15: Retail Channels Used for Purchase of Lawn & Garden Hand Equipment in Last 12 Months, 2011 (percent of U.S. adults)
  What Consumers Want
  Table 3-16: Most Sought-After Lawn & Garden Products Among Global Consumers

CHAPTER 4: LAWN AND GARDEN SUPPLIES

The Products
  Two Product Segments
  Fertilizers/Growth Media: Four Product Types
    Fertilizers: Supplements, Not Foods
    Fertilizer Forms/Terminology
    Growth Media
  Pesticides: Three Product Types
  Weed-and-Feed Products
Government Regulation
  Pesticides: Federal Regulation
  Pesticide Registration
  Labeling: Pesticides and Fertilizers
  FQPA and the EPA Pesticide Review
  Critics Urge New Regulatory Philosophy
  Fertilizer Restrictions/Bans
  USDA Deems Scotts’ Genetically Modified Kentucky Bluegrass Outside its Regulatory Domain
Market Size, Growth and Composition
  Sales Lag with Economy
  Table 4-1: U.S. Retail Sales of Lawn & Garden Supplies, 2007-2011 (in millions of dollars)
  Sales by Segment
  Table 4-2: Share of U.S. Retail Sales of Lawn & Garden Supplies by Segment: Fertilizers/Growth Media and Pesticides, 2007 vs. 2011 (percent and in millions of dollars)
  Market Share by Product Type
  Figure 4-1: Share of U.S. Retail Sales of Lawn & Garden Fertilizers/Growth Media by Type: Lawn Fertilizer, Vegetable/Flower Garden Fertilizer, House Plant Food/Fertilizer, 2011 (percent)
  Figure 4-2: Share of U.S. Retail Sales of Lawn & Garden Insecticide by Type: Weed Killer vs. Insecticide, 2011 (percent)
  Historical Growth Trends
  Organic Segment Performance
  Table 4-3: U.S. Retail Sales of Organic Lawn & Garden Supplies, 2007-2011 (in millions of dollars)
Market Outlook
  Factors in Overall L&G Supplies Market Growth
    Economy/Housing
    Fertilizer Prices Volatile
  Table 4-4: DAP Fertilizer Monthly Price, September 2006-September 2011 (U.S. dollar per metric ton)
    Age Demographics
    Regulation
    Climate
  Factors in Organic Supplies Growth
    Pricing
    Supply
    Climate
    Age Demographics
    Cultural Factors
  Market Factors
    Education and Labor
    Regulation
  Organic Does Not Equal Recession-Proof
  Market Projections
  Table 4-5: Projected U.S. Retail Sales of Lawn & Garden Supplies, 2011-2016 (in millions of dollars)
  Table 4-6: U.S. Retail Sales of Lawn & Garden Supplies by Segment: Fertilizers/Growth Media and Pesticides, 2007, 2011, 2016 (percent and in millions of dollars)
  Organic Sales on the Ups
  Table 4-7: U.S. Retail Sales of Organic Lawn & Garden Supplies, 2007-2011 (in millions of dollars)
The Marketers
  Overview
  Conventional vs. Organic/Natural Marketers
  A Handful of Companies Dominate
  Scotts Miracle-Gro
  Second-Tier Marketers: Fertilizers, Plant Food, and Potting Soil
  Top Marketers in Minor F/GM Segments
  Second-Tier Marketers: Pesticides
  Professional Supplies Marketers
  Global Chemical Giants
  Organic L&G Marketers
  Competitive Directions
    Fertilizers/Growth Media
    The Organic Threat
    Pesticides and Herbicides
  Table 4-8: Selected Leading U.S. Lawn and Garden Supplies Marketers and Their Brands, 2011
Product Trends
  Phosphorous On Its Way Out
  Advantages of Going Organic
  Organic Products Gaining Ground
    Organics Embraced by Mainstream
    Manure, a Main Ingredient
    Organic Herbicides
    Compost
  Marketing Synthetics
    Combination Products
    Seasonal and Regional
    Moisture Control
    Packaging
Distribution and Retail
  Distribution Patterns
  Wide Range of Retail Outlets
  Garden Centers/Nurseries
  Cooperative Buying Groups
Consumer Trends
  Purchasing of Lawn & Garden Supplies
  Table 4-9: Purchasing of Lawn & Garden Supplies in Last 12 Months (6 Types), 2007-2011 (percent of U.S. adults)
  Lawn & Garden Supplies Purchaser Demographics
    Age
    Gender
    Race
    Geography
    Education
    Employment, Income, and Family Make-Up
    Housing
  Table 4-10: Demographic Characteristics of Purchasers of Lawn & Garden Supplies in Last 12 Months (6 Types), 2011 (index of U.S. households)
  Table 4-11: Demographic Characteristics of Purchasers of Lawn & Garden Supplies in Last 12 Months (6 Types), 2011 (percent of U.S. households)
  Lawn & Garden Supplies Purchase by Price Range, Product Type, and Retail Channel
  Figure 4-3: Types of Lawn & Garden Supplies Purchased in Last 12 Months (6 Types), 2011 (percent of U.S. adults)
  Table 4-12: Outlets Used for Purchase of Lawn & Garden Supplies in Last 12 Months, 2011 (percent of U.S. adults)
  Table 4-13: Average Amount Spent on Lawn & Garden Supplies Purchased, 2011 (percent of U.S. adults)

CHAPTER 5: PROFESSIONAL LAWN CARE SERVICES

  Focus on Treatment
  Lawn Care Operators (LCOs)
  The Standard Program
  Customized Programs
    Integrated Pest Management (IPM)
    Natural/Organic Treatment Programs
  Enhanced Services
  Fungicide Treatments
  Program Pricing
Market Size and Growth
  Sales Falter During Down Economy
  Table 5-1: U.S. Sales of Residential Lawn Care Services, 2007-2011 (in millions of dollars)
  Historical Growth Patterns
Market Outlook
  The Housing Doldrums
  The Weak Economy
  Gas Prices
  Aging Baby Boomers
  Weather Cons—and Pros
  Incorporating Alternative Techniques
  Market Projections
  Table 5-2: Projected U.S. Retail Sales of Residential Lawn Care Services, 2011-2016 (in millions of dollars)
Competitive Trends
  Most Marketers Are Small Independents
  TruGreen Lawn Care
  Scotts LawnService
  Organic Options
    Drivers of Organic Services
    Government Grounds
    Biofertility
    Organic Specialists Proliferating
  Expanding Services
  Management Challenges
  Software and Marketing
  Illustration 5-1: Online Groupon for Trio Lawn Care in Atlanta, GA
  Illustration 5-2: Home Page for Heritage Lawn Care, Ann Arbor, MI
  Lessons from Canada
    IPM Adaptation
    U.S. LCOs Stand Pat
    RISE and Project Evergreen
Consumer Trends
  Household Usage and Spending Levels
  Figure 5-1: Percent of U.S. Households Who Pay for Lawn Services: Mowing, Treatment, Landscaping or Other Lawn/Yard/Garden, 2011 (U.S. households)
  Figure 5-2: Amount Spent Annually on Lawn Mowing or Treatment Services: By Spending Level, 2011 (percent of U.S. households)
  Figure 5-3: Amount Spent Annually on Landscaping or Other Lawn/Yard/Garden Services: By Spending Level, 2011 (percent of U.S. households)
  Reasons for Paying for Lawn Care Services
  Table 5-3: Reasons for Paying for Lawn Care Services, 2011 (percent of U.S. households)
  Half of Households Use Independent or Regional Operator
  Table 5-4: U.S. Household Usage of Lawn Care Treatment Services by Operator, 2011 (percent of U.S. households)
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