Lawn and Garden Products in the U.S., 8th Edition

Table of Contents

Chapter 1: Executive Summary

The Overall L&G Market

• Scope of Study
• Areas Outside Scope
• Three L&G Product Categories: Equipment, Supplies, and Services
• Overall L&G Market Sales
  • Table 1-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market by Category, 2002-2009 (millions of dollars)
• Outlook: Market Growth
• Market Projections
  • Table 1-2: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars)
• Major L&G Marketers
• At the Retail Level: Home Centers on Top

L&G Equipment

• Three Product Segments
• Regulation: EPA Phase III
• Watering Restrictions
• L&G Equipment Sales
  • Table 1-3: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars)
• Gas-Powered OPE: Combined Unit Shipments
• Unit Trends: Walk-Behind Mowers
• L&G Equipment Projections
  • Table 1-4: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars)
• Major Marketers: OPE
• Major Marketers: Tools/Implements
• Major Marketers: Garden Hoses
• Green OPE
• Retail Share
• Number of OPE Owners/Purchasers: By Product Type

L&G Supplies

• Fertilizers/Growth Media: Four Product Types
• Pest Control Supplies: Three Product Types
• Weed-and-Feed Products
• L&G Supplies Sales
  • Table 1-5: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars)
• The Organic Sector: Size and Growth
• L&G Supplies Projections
  • Table 1-6: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars)
• Handful of Companies Dominate
• Scotts Miracle-Gro
• Spectrum Brands
• Organic L&G Marketers
• Retail Share
• Number of Purchasers: By Supplies Product Type

Professional Lawncare Services

• Lawncare Operators (LCOs)
• LCO Appeal
• Lawn Care Operator Sales
  • Table 1-7: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars)
• Lawn Care Operator Projections
  • Table 1-8: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars)
• Most LCOs are Small Independents
• Leading Marketers
• Organic and IPM LCOs
• Estimated Number of LCO Users

Chapter 2: The Overall Market

Overview

• Scope of Study
• Areas Outside Scope

Products/Services

• Three L&G Product Categories: Equipment, Supplies, and 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

• Overview
• Overall L&G Market Sales
  • Table 2-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market, by Category, 2002-2009 (millions of dollars)
• Sales and Growth by Category
• Share by Category
• L&G Retail Share
  • Table 2-2: Estimated Retail Share of U.S. Lawn and Garden Sales by Outlet Type, 2009
• Seasonality
• Regionality

Factors in Future Growth

• Housing
• Sales of New/Existing Homes
  • Table 2-3: Sales of New and Existing Homes, 2000-2009 (in thousands)
• Housing Starts
  • Table 2-4: U.S. Housing Starts, 2000-2009 (in millions)
• Home Prices
• Mortgage Rates
• Glut and Foreclosures
• Housing and the L&G Market
• The Economy
• Breakdown
• L&G and the Economy
• Supply Shortages?
• Globalization and the Dollar
• Changes Loom
• Age Demographics
• Aging Boomers
  • Table 2-5: U.S. Population, by Age Group, 2000-2010 (in millions)
• The Next Generation
• Climate
• Climate Change
• Drought
• Regulation
• Garden Lifestyles
• Waning Affluence
• Cocooning
• Green L&G
• Challenge and Opportunity
• Green L&G Concepts
• Edible Yards
• Food Gardening
• Opportunities in Food Gardens

Projected Market Growth

• Overview
• Market Projections
  • Table 2-6: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars)
• Projections by Category

The Marketers

• Size of Marketers
• Generalists vs. Specialists
• U.S. vs. Foreign Ownership
• Major L&G Marketers: Overview
• Major Marketers: Equipment
• Major Marketers: Supplies
• Major Marketers: Services

Distribution and Retail

• Distribution Patterns: Direct vs. Intermediary
• Distributors Still Play Vital Role
• Regular Distribution Channels: Equipment/Supplies
• Anomalous Distribution: OPE Dealers and Lawn Services
• At the Retail Level: Home Centers on Top
• Home Depot
• Lowe' s Companies
• Wal-Mart
• Sears Holdings Co.
• Target
• Garden Centers/Nurseries
• Hardware Stores
• Other Retail Venues
• Direct Sales

Chapter 3: Lawn and Garden Equipment

• Overview
• Three Product Segments
• Government Regulation
• OPE Focus
• CPSC, EPA, CARB
• Air Pollution Emissions Regulations
• EPA Phase III
• Note on CARB
• "Durability" Requirements
• Leaf Blower Restrictions
• Yard Waste Restrictions
• Watering Restrictions

Market Size, Growth, and Composition

• L&G Equipment Sales
• Analysis: Equipment Growth Trends
  • Table 3-1: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars)
• OPE: Sales Trends
• Tools/Implements: Sales Trends
• Watering/Spraying Equipment: Sales Trends
• Equipment Segment Shares
• Gas-Powered OPE: Combined Unit Shipments
• Gas-Powered OPE: Unit Share by Product Type
  • Table 3-2: Share of Gas-Powered Outdoor Power Equipment Shipments by Product Type, 2008
• All Consumer Mowers: Unit Shipments
• All Consumer Mowers: Unit Share
• Gas-Powered Portable OPE: Combined Unit Shipments
• Portable OPE: Unit Share by Product Type
• Unit Trends: Walk-Behind Mowers
• Unit Trends: Lawn Tractors
• Unit Trends: Garden Tractors
• Unit Trends: Riding (Zero-Turn) Mowers
• Unit Trends: Tillers
• Unit Trends: Snow throwers
• Unit Trends: Trimmers
• Unit Trends: Handheld Leaf Blowers
• Unit Trends: Chainsaws
• Electric OPE Share
• Tools/Implements: Ownership
• Watering/Spraying Equipment: Guesstimated Shares

Factors in Future Growth

• Introductory Note
• Factors in OPE Growth
• The Economy
• Demographics
• Climate
• Regulation
• New Products
• Factors in Tools/Implements Growth
• Factors in Watering/Spraying Equipment Growth
• L&G Equipment: Projections
• Category Projections
  • Table 3-3: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars)
• Projections by Segment

The Marketers

• Size and Types of Marketers
• Manufacturing and Sourcing
• Many Marketers Have Deep Historical Roots
• U.S. vs. Foreign Marketers
• Most OPE Marketers Have Diversified Interests
• OPE Majors
• Marketers: Portable OPE
• Marketers: Electric OPE
• Tiller Marketers
• Crossover Mower/Tractor Marketers
• Major/Minor Marketers: Tools/Implements
• Reel Mower Marketers
• Wheeled Implements Marketers
• Composter Marketers
• Major/Minor Marketers: Watering/Spraying Equipment
  • Table 3-4: Selected List of Lawn and Garden Equipment Marketers and Their Brands, 2009

The Competitive Situation

• Continuity and Change
• Economic Pressure
• Attrition and Absorption
• M&A Activity
• Alliances/Partnerships
• Consolidation Speculation
• Consequences of Globalization
• Globalization Slows
• Traditional Strategies
• Competition in OPE
• Competition in Tools
• Competition in Watering Equipment

Competitive Profiles: Major Equipment Marketers

• MTD Products
• Overview
• A Family Business
• OPE Brand Lines
• Private Label
• GardenWay: Into Tools Then Supplies!
• Cracks in Distribution Strategy
• The Jenn Feng/McCulloch Saga
• Last Snow blower in Canada
• New Product Activity
• New Partnership
• The Toro Company
• Company Overview
• Sales Trends
• Response to Slowdown
• Two Divisions
• Professional Division
• Residential Division
• International Sales
• Residential Brand Lines
• Toro Brand Residential Mowers
• Toro Brand Residential Portable, Other OPE
• Lawn-Boy
• Residential Watering Equipment
• Betting on Water Conservation
• And Farming?
• New Product Activity
• Pollution Fine
• CATT
• Husqvarna AB
• Company Overview
• Electrolux Spin-Off
• Consumer Products
• U.S. Operations
• Poulan/Weed Eater
• Professional Products Reorganized
• Acquisitions
• Komatsu Zenoah (RedMax)
• Dixon Industries
• Gardena
• Jenn Feng (McCulloch)
• Unique Dealer Strategy
• New Product Activity
• The Automower: A Robotic Solar Hybrid
• Deere & Co
• Overview
• Sales Trends
• Commercial & Consumer Equipment Segment
• C&C Sales Trends
• Expanding Parts Distribution
• The Stihl Deal
• Dealer Wars Die Down
• John Deere Landscapes
• New Product Activity
• Kudos
• Briggs & Stratton Corp.
• Company Overview
• Business Segments
• Yard Power Products Group: Brands
• U.S. Manufacturing
• Vertical Integration Strategy
• Sales Trends
• Engines vs. Power Products
• Dominance in Engines
• Marketer Acquisitions
• Simplicity
• Murray
• "Made in America" vs. China
• B&S, Snapper, and Sears
• New Products Focus on Snapper
• Ames-True Temper
• Company Overview
• Extensive Brand Portfolio
• Ownership
• Sales Trends
• Is Something Amiss?
• Legacy Issues
• Old and New Days

Brief Competitive Profiles: L&G Equipment Marketers

• Black & Decker
• Homelite
• Schiller Grounds Care, Inc.
• Country Home Products
• Stihl
• Tecumseh
• Fiskars Corp.
• Corona Clipper
• Tekni-Plex, Inc.
• Teknor Apex Co
• L.R. Nelson
• Bosch Group
• Rain Bird Corp.
• Melnor, Inc.
• Root-Lowell Mfg. Co

New Product Trends: OPE

• Engine Trends
• Crossover OPE
• Zero-Turn Riders
• ZT Advances
• Robot and Solar Mowers
• Snow Blower Trends
• Portable OPE Trends
• Focus: Green OPE
• Efficiency
• Alternative Fuels
• Ethanol
• Biodiesel
• Propane
• Natural Gas
• Electric OPE
• Electric Mowers
• Focus: Neuton
• Battery Advances
• Non-Fuel Powered

New Product Trends: Tools and Watering

• Proliferation
• Ergonomic Innovation
• Miscellaneous Tools/Implements Trends
• Watering Equipment Trends
  • Table 3-5: Selected New Product Introductions, L&G Equipment, 2008-2009

Distribution/Retail

• Distribution Patterns
• Retail Share
• Home Centers vs. OPE Dealers
• OPE Dealer Strategies
• Dealer Diversification
• Dealers on the Upswing
• Profile: Tractor Supply Co

The Consumer

• Explanatory Note
• Number of Owners: All L&G Equipment
• Number of OPE Owners/Purchasers: By Product Type
  • Table 3-6: Outdoor Power Equipment: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of households)
• Factors Favoring Ownership: OPE
• Women and OPE Purchasing
• Walk-Behind Mower Owners
• Riding Mower and Garden Tractor Owners
• Tiller Owners
• Snow blower Owners
• String Trimmer Owners
• Hedge and Yard Trimmer Owners
• Blower Owners
• Factors Favoring Ownership: By OPE Brand
• Tools/Implements: Number of Owners by Product Type
  • Table 3-7: Tools/Implements: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of adult-headed households)
• Factors Favoring Ownership: Tools/Implements
  • Table 3-8(a): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008
  • Table 3-8(b): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008
  • Table 3-9(a): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008
  • Table 3-9(b): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008
  • Table 3-10(a): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008
  • Table 3-10(b): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008
  • Table 3-10(c): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008

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
• Pest Control Supplies: Three Product Types
• Weed-and-Feed Products

Government Regulation

• Pesticides: Federal Regulation
• Pesticide Registration
• Labeling: Pesticides and Fertilizers
• FQPA and the EPA Pesticide Review
• Continuous Review
• Critics Urge New Regulatory Philosophy
• Fertilizer Restrictions/Bans

Market Size, Growth, and Composition

• L&G Supplies Sales
  • Table 4-1: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars)
• Segment Share: F/GM vs. Pesticide Products
• Analysis: Growth by Segment
• The Organic Sector: Size and Growth
  • Table 4-2: Retail Sales of Organic L&G Products, Market Size and Growth, 2003-2009 (millions of dollars)
• Popularity of Supplies: By Product Type
• Retail Share
• Regionality

Factors in Future Growth

• Introductory Note
• Factors in Overall Supplies Growth
• Economy/Housing
• Fertilizer Prices
• Age Demographics
• Regulation
• Climate
• Factors in Organic Supplies Growth
• Pricing Factors
• Supply Factors
• Climate Factors
• Age Demographic Factors
• Cultural Factors
• Market Factors
• Education and Labor Factors

L&G Supplies: Projections

• Category Projections
  • Table 4-3: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars)
• Projections by Segment

The Marketers

• Size and Types of Marketers
• Conventional vs. Organic/Natural Marketers
• Handful of Companies Dominate
• Scotts Miracle-Gro
• Spectrum Brands
• 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
  • Table 4-4: Selected List of U.S. Lawn and Garden Supplies Marketers, 2009

The Competitive Situation

• F/GM Competition
• Quasi-Monopoly and Its Discontents
• The Organic Threat to SMG
• Pesticides Competition
• Traditional Strategies

Competitive Profiles: Major L&G Supplies Marketers

• Scotts Miracle-Gro
• Overview
• Retail Concentration
• The Expansive SMG Spectrum
• Sales Trends
• Business Segments: Sales
• The Global Consumer Segment
• North American vs. International Consumer Sales
• SMG Brand Lines
• New Products
• Scotts and Advertising
• Scotts and Debt
• Scotts and Pricing
• Regional Grand Strategy
• Sales Force and Distribution Trends
• New Promotions
• Extending Retail Reach
• Scotts and Organic F/GM
• Smith & Hawken
• Scotts and the Spectrum Absorption
• Outlook
• Spectrum Brands
• Company Overview
• Bankruptcy
• Home and Garden Liquidation
• Retains Pesticides
• Brief Competitive Profiles: L&G Supplies Marketers
• Central Garden and Pet
• Green Light Co
• Easy Gardener Products
• Bonide Products
• Woodstream Corp.
• Sun Gro Horticulture
• Espoma
• TerraCycle
• Schultz Co

New Product Trends

• Trends: Synthetic Supplies
• Combo Products: F/GM
• Combo Products: Pesticides
• Moisture Control
• Maximum or Fortified Strength
• Convenience
• Specific-Application Products
• Stabilized Nitrogen
• Fire Ant Killers
• Trends: Organic Supplies
• Compost
  • Table 4-5: Selected Marketers of Compost, 2009
• Compost Tea
  • Table 4-6: Selected Marketers of Compost Tea, 2009
• Documenting Compost Benefits
• Advancing Compost Technology
• Compost Problems
• Organic Fertilizer Blends
• Hybrid Fertilizers
• Trendy Ingredients: Menefee Humates
• Ascophyllum Nosodum
• Fish Hydrolysate
• Encapsulated Gypsum
• Biochar ("Terra Preta")
• Corn Gluten
• Bio-Controls
• Neem
  • Table 4-7: Selected Marketers of Neem Products, 2009
• Karanja Oil

Distribution and Retail

• Distribution Patterns
• Wide Range of Retail Outlets
• Retail Share
• Garden Centers/Nurseries
• Expanding Organic/Natural Retail Presence
• Greening GC/Ns
• Focus: Specialty Organic/Natural Stores
• Cooperative Buying Groups
• Urban Outfitters/Terrain

The Consumer

• Overview
• Number of Purchasers: By Supplies Product Type
• Factors Favoring Purchase: L&G Supplies
• Organic Supplies: Anomalous Profiles
• Regionality of Purchasing
• Natural/Organic L&G Users
  • Table 4-8(a): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008
  • Table 4-8(b): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008

Chapter 5: Professional Lawncare Services

Professional Services

• Focus on Treatment
• Lawncare Operators (LCOs)
• The Standard Treatment Program
• Customized Programs
• Integrated Pest Management (IPM)
• Natural/Organic Treatment Programs
• Enhanced Services
• Fungicide Treatments
• Prices for Programs

Market Size and Growth

• Lawn Care Operator Sales
  • Table 5-1: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars)
• Analysis: LCO Growth Trends

Factors in Future Growth

• Introductory Note
• The Housing Bust
• Slowing Economy
• Gas Prices
• Aging Baby Boomers
• Canada Trends
• IPM Adaptation
• U.S. LCOs Stand Pat
• RISE and Project Evergreen
• Immigrant Labor
• Weather
• Expanding Services
• Management Challenges
• Software and Marketing
• Consolidation Scenario
• Incorporating Alternative Techniques

Professional Lawncare Services: Projections

• Category Projections
  • Table 5-2: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars)

The Marketers

• Most are Small Independents
• Leading Marketers

Competitive Profile: ServiceMaster

• Overview
• Acquired by Clayton, Dubilier & Rice
• TruGreen
• TruGreen LawnCare Options

Brief History

• Consumer Complaints
• A Grand Makeover
• Targeted Lawn Care SM
• Brief Competitive Profiles
• Scotts LawnService
• Weed Man
• Lawn Doctor
• NaturaLawn
• Focus: Organic LCOs
• Numbers Rising
• Organic LCOs: Different Approaches
• The Future of Organic LCOs

The Consumer

• Estimated Number of LCO Users
• Service Users Display Strong Upscale Profile

Appendix: Addresses of Selected Marketers