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)
|
