Gardening - US - December 2003

Contents

INTRODUCTION & ABBREVIATIONS

• INTRODUCTION
• OTHER RELEVANT REPORTS
• DEFINITION
• ABBREVIATIONS & TERMS
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• GARDENERS FIND SPACE ANYWHERE
• GARDENING AS PART OF THE OUTDOOR LIVING TREND
• BABY BOOMERS ARE PRIME GARDENERS
• THE MARKET
• GARDENING PRODUCTS SOLD THROUGH A WIDE VARIETY OF CHANNELS
• DIFFERENT SPACES USED FOR GARDENING ACTIVITY
• GENDER DIFFERENCES IN GARDENING ACTIVITIES
• OVER HALF OF HOUSEHOLDS PURCAHSE GARDENING ITEMS
• DEMOGRAPHIC TRENDS DETERMINE FUTURE OF GARDENING INDUSTRY
• GROWTH FORECAST FOR DIY MAINTENANCE AND PROFESSIONAL SERVICES

MARKET DRIVERS

• HOMEOWNERSHIP AND HOUSING SALES
• Figure 1: Homeownership rates in the U.S., 1998-2003 (3rd quarter)
• Figure 2: Sales of new and existing homes, 1992-2002
• TYPE AND SIZE OF HOUSING UNITS
• Figure 3: Number of housing units, by type, 1999 and 2001*
• Figure 4: Distribution of single-unit dwellings by lot size, 1999 and 2001
• CLIMATE
• GARDENING AND OUTDOOR LIVING
• Figure 5: Total (subscription plus single copy) revenues - gardening and garden-oriented magazines, 2000 and 2002
• THE BABY BOOMER INFLUENCE
• Figure 6: U.S. population by age, 1998 and 2003
• GARDENING AS EXERCISE
• THE EPA AND GARDEN CHEMICAL REGULATIONS

MARKET SIZE & TRENDS

• Figure 7: Total U.S. retail sales of gardening products, at current and constant prices, 1998-2003
• Graph 1: Total U.S. retail sales of gardening products, at current and constant prices, 1998-2003

MARKET SEGMENTATION

• Figure 8: Sales of gardening products & services segmented by type of activity/product, 2001 & 2003
• PROFESSIONAL LAWN/GARDEN CARE SERVICES
• Figure 9: Sales of professional lawn/garden care services, 1998-2003
• DIY LAWN/GARDEN CARE
• Figure 10: Sales of diy lawn/garden care, 1998-2003
• Figure 11: Sales of growing stock, 1998-2003

SUPPLY STRUCTURE

• FOREIGN TRADE
• Figure 12: Imports and Exports of Nursery Products, 1998-2003
• MAJOR COMPANIES
• GROWING STOCK
• COLOR SPOT
• HINES HORTICULTURE
• SEMINIS
• MONROVIA NURSERY CO.
• GRIFFIN LAND & NURSERIES
• BALL HORTICULTURAL
• VILMORIN CLAUSE & CIE.
• CHEMICALS & GROWING MEDIA
• THE SCOTTS COMPANY
• U.S. HOME & GARDEN, INC.
• LESCO, INC.
• UNITED INDUSTRIES
• LAWN CARE SERVICES
• WHOLESALE DISTRIBUTORS
• PRO GROUP
• CENTRAL GARDEN & PET COMPANY

RETAIL DISTRIBUTION

• INTRODUCTION
• Figure 13: Households purchasing garden products by channel, 2000 & 2002*
HOME IMPROVEMENT AND HARDWARE STORES
• OVERVIEW
• Figure 14: Households shopping for garden products at home centers and hardware stores, 1998-2002*
• HOME IMPROVEMENT CENTERS OPERATING DATA
• Figure 15: Top home improvement center operating statistics, latest fiscal year-end
• Figure 16: Home improvement center operating statistics, percentage change from latest fiscal year-end versus year prior
• Home Depot
• Lowe's
• MASS MERCHANDISERS
• OVERVIEW
• Figure 17: households shopping for garden products at mass merchandisers, 1998-2002*
• MASS MERCHANDISER OPERATING DATA
• Figure 18: Top mass merchandiser operating statistics, latest fiscal year-end
• Figure 19: Mass merchandiser operating statistics, percentage change from latest fiscal year-end versus year prior
• MASS MERCHANDISER PROFILES
• Wal-Mart
• Kmart
• Target
• GARDEN CENTERS
• OVERVIEW
• Figure 20: households shopping for garden products at garden centers, 1998-2002*
• Figure 21: Number of garden center retailers, September 2002
• Figure 22: Top garden center retailers, by sales, fiscal years ending 2001 and 2002 (unless noted)
• GARDEN CENTER PROFILES
• Southern States Cooperative, Inc.
• Frank's Nursery
• Smith & Hawken
• Pike Family Nursery
• Bachman's
• Armstrong Garden Center
• SUPERMARKETS/DRUG STORES
• OVERVIEW
• Figure 23: households shopping for garden products at supermarkets and drug stores, 1998-2002*
• Figure 24: Top supermarket and drug store operating statistics, latest fiscal year-end
• Figure 25: Supermarket and drug store operating statistics, percentage change from latest fiscal year-end versus year prior
• FEED/SEED STORES
• Figure 26: households shopping for garden products through feed/seed stores, 1998-2002*
• MAIL ORDER & INTERNET GARDEN COMPANIES
• Figure 27: households shopping for garden products through mail order, 1998-2002*

THE CONSUMER

• INTRODUCTION
• PROFILE OF THE "TYPICAL" GARDENER
• Figure 28: Profile of participation in gardening in last 12 months, June 2002-May 2003
• AVAILABILITY OF GARDENING/LAWN CARE AREAS
• Figure 29: Available gardening/lawn care areas, september 2003
• Figure 30: Available gardening/lawn care areas, by age, september 2003
• Figure 31: Available gardening/lawn care areas, by household income, september 2003
• Figure 32: Available gardening/lawn care areas, by race/ethnicity, september 2003
• Graph 2: Available gardening/lawn care areas, by race/ethnicity, september 2003
• Figure 33: Available gardening/lawn care areas, by region, september 2003
• Figure 34: Available gardening/lawn care areas, by urban status, september 2003
• TIME SPENT IN GARDENING/LAWN CARE
• Figure 35: Average amount of time per week spent in outdoor gardening/lawn care pursuits, september 2003
• Figure 36: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by gender, september 2003
• Figure 37: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by age, september 2003
• Figure 38: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by household income, september 2003
• Figure 39: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by region, september 2003
• Figure 40: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by urban status, september 2003
• LAWN/GARDEN ACTIVITIES
• Figure 41: Gardening season activities, september 2003
• Figure 42: Gardening season activities, by gender, september 2003
• Figure 43: Gardening season activities, by age, september 2003
• Figure 44: Gardening season activities, by household income, september 2003
• Figure 45: Gardening season activities, by region, september 2003
• Figure 46: Gardening season activities, by urban status, september 2003
• HOUSEHOLD PURCHASES OF GARDENING PRODUCTS
• Figure 47: Household purchases of gardening products, june 2002-may 2003
• Figure 48: Household purchases of gardening products, by age of head of household, june 2002-may 2003
• Figure 50: Household purchases of gardening products, by race/ethnicity, june 2002-may 2003
• Figure 51: Household purchases of gardening products, by region of residence, june 2002-may 2003
• Figure 52: Household purchases of gardening products, by kind of residence (own vs. rent), june 2002-may 2003
• Figure 53: Household purchases of gardening products, by type of residence, june 2002-may 2003
• Figure 54: Household purchases of gardening products, by home purchasing status in past 12 months, june 2002-may 2003
• TYPES OF GARDENS IN HOUSEHOLD
• Figure 55: Presence of flower or vegetable garden, june 2002-may 2003
• Figure 56: Presence of flower or vegetable garden, by age of head of household, June 2002-May 2003
• Figure 57: Presence of flower or vegetable garden, by household income, june 2002-may 2003
• Figure 58: Presence of flower or vegetable garden, by race/ethnicity, june 2002-may 2003
• Figure 59: Presence of flower or vegetable garden, by region of residence, june 2002-may 2003
• Figure 60: Presence of flower or vegetable garden, by kind of residence (own vs. rent), june 2002-may 2003
• Figure 61: Presence of flower or vegetable garden, by type of residence, june 2002-may 2003
• Figure 62: Cross-tabulation of flower or vegetable garden owners, june 2002-may 2003
• Figure 63: Cross-tabulation of results: Purchases of gardening products in past 12 months and presence of flower or vegetable garden, june 2002-may 2003
• CONCLUSIONS

FUTURE & FORECAST

• FUTURE TRENDS
• DEMOGRAPHIC TRENDS
• NUMBER OF HOUSEHOLDS
• Figure 64: Number of u.s. households, 2003-2008
• AGE AND GENERATIONAL TRENDS
• Figure 65: American population projections, by generation, 2000, 2005 and 2010
• Figure 66: U.S. population projections, by age, 2000-2010
• HOMEOWNERSHIP AND AGE
• Figure 67: Homeownership rates, by age, 1996-2003 (3rd quarter)
• MARKET FORECAST
• OVERVIEW
• Figure 68: Forecast of retail sales of gardening products, at current and constant prices, 2003-2008
• Graph 3: Forecast of retail sales of gardening products, at current and constant prices, 2003-2008
• PROFESSIONAL GARDEN/LAWN SERVICES
• Figure 69: Forecast of sales of professional garden/lawn services, at current and constant prices, 2003-2008
• DIY GARDEN/LAWN MAINTENANCE
• Figure 70: Forecast of sales of diy garden/lawn maintenance, at current and constant prices, 2003-2008
• GROWING STOCK
• Figure 71: Forecast of sales of growing stock, at current and constant prices, 2003-2008
• FORECAST FACTORS

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

• CONSUMER RESEARCH
• Sampling & Weighting
• Presentation & Definition
• Further Analysis
• TRADE RESEARCH
• Informal trade research
• Formal trade research
• DESK & INTERNET RESEARCH 
• SOURCES 
• DEFINITIONS 
• FORECASTS

APPENDIX: WHAT IS MINTEL?

• MINTEL PUBLICATIONS 
• MINTEL SERVICES
• Product retrieval
• Retail audits
• Tailored research
• Global New Products Database
• RESEARCH SUPPORT/CONSULTANCY/MIC
• The Mintel Information Centre (MiC)
• PR Research