Lawn & Garden Products and Services - US - July 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Executive Summary
• Home ownership, outdoor living trends and DIY programs drive sales
• Green living and environmentally friendly products
• The impact of aging Baby Boomers and younger, multi-ethnic consumers
• Diversity of market leads to highly fragmented supply structure
• Variety of advertising and marketing tactics with Internet becoming important platform
• Highly diversified retail distribution, with home centers and mass merchandisers playing dominant role
• Home-owners, older couples and women are among most active hobbyists and key consumer groups
• Hispanics appear as significant consumer base that may be developed further
• Equipment and product ownership and purchasing levels
• Characteristics of Eco-Gardeners, Hobbyists and Enthusiasts
• Outdoor living, home sales, demographic factors and green trends shape future market
• Market Drivers
• Home ownership and home sales drive sales in garden and lawn products
  • Figure 1: Home ownership rates in the U.S., 1998-2005
  • Figure 2: Sales of new and existing homes, 2001-06
• The impact of projected demographic change
• Age
  • Figure 3: Population by age, 2002-12
• Race/ethnicity
  • Figure 4: Population by race and Hispanic origin, 2002-12
• Popularity of outdoor entertainment and the development of outdoor rooms
• Upper income consumers fuel demand for luxury products and specialized services
• TV programs and magazines dedicated to gardening and outdoor living spur interest
• Green living trends, organic farming and demand for environmentally-friendly products
• Wider interest in green living and environmental issues
• Green trends and products in lawn and garden industry
• Organic farming and fresh foods
• Gardening as an activity with mental, physical and other health benefits
• Seasonal and weather-related issues
• Market Size and Segmentation
• Supply Structure
• Introduction
  • Figure 5: Manufacturer sales of green goods and gardening products in the U.S., 2004 and 2006
• Companies
• Scotts Miracle-Gro
• TruGreen Landscaping (ServiceMaster)
• LESCO, Inc.
• Seminis
• Hines Horticulture
• Color Spot Nurseries
• Fiskars
• Monrovia Nursery Company
• Griffin Land and Nurseries
• Advertising and Promotion
• Suppliers
• Scotts Miracle Gro
  • Figure 6: Miracle Gro TV spot for Liquafeed featuring Baby Boomers
  • Figure 7: Scotts Lawn Fertilizer TV Spot featuring young famlies
• TruGreen (ServiceMaster)
• LESCO
• Hines Horticulture
• Fiskars
• Monrovia
• Griffin Nurseries
• Retail Distribution
• Introduction
• Independent lawn and garden stores
  • Figure 8: operating statistics of top lawn and garden center retailers, by sales, fiscal year ending 2006
• Bachman' s
• Pike Family Nursery
• Armstrong Garden Centers
• Stein Garden Centers
• Meadows Farms
• Home Centers
• Pricing pressure through private labels and imported goods
• Moving from the suburbs into urban and rural areas
  • Figure 9: Top home improvement centers' operating statistics, latest fiscal year-end, 2006
• Home Depot
• Lowe' s
• Menards
• Department stores/mass merchandisers/discount centers
  • Figure 10: top mass merchandisers' operating statistics and home channel sales, latest fiscal year-end 2006
• Wal-Mart
• Sears Holding
• Target
• Independent hardware stores
  • Figure 11: Top independent hardware-buying groups, by number of members, 2006
  • Figure 12: Top independent hardware-buying groups, by sales, financial years ending 2005 and 2006
• True Value
• Ace Hardware
• Do it Best
• The Gardening Consumer
• Introduction
• Summary consumer highlights
• Gardening as hobby or leisure activity
  • Figure 13: Undertook gardening as a hobby in the last 12 months, November 2006
  • Figure 14: Undertook gardening as a hobby in the last 12 months, by type of residence, November 2006
• Amount spent on purchasing of lawn/garden supplies
  • Figure 15: Amount spent on purchasing lawn/garden supplies, May 2007
  • Figure 16: mean amount spent on purchasing lawn/garden supplies, by key demographics, May 2007
• Household purchases of gardening products
  • Figure 17: Gardening products purchased in the past 12 months, January-October 2006
  • Figure 18: Household purchases of gardening products, by age, January-October 2006
  • Figure 19: Household purchases of gardening products, by household income, January-October 2006
  • Figure 20: Household purchases of gardening products, by race/ethnicity, January-October 2006
• Types of seed, bulbs or fertilizers bought in the last 12 months
  • Figure 21: Number of types of seeds, bulbs and fertilizer products purchased for household in the past 12 months, January-October 2006
• Retail channels for purchasing of lawn/garden supplies
  • Figure 22: Retail channels used to purchase lawn/garden supplies, May 2007
  • Figure 23: Retail channels used to purchase lawn/garden supplies, by gender, May 2007
  • Figure 24: Retail channels used to purchase lawn/garden supplies, by marital status, May 2007
  • Figure 25: Retail channels used to purchase lawn/garden supplies, by age, May 2007
  • Figure 26: Retail channels used to purchase lawn/garden supplies, by household income, May 2007
  • Figure 27: Retail channels used to purchase lawn/garden supplies, by race/ethnicity, May 2007
  • Figure 28: Retail channels used to purchase lawn/garden supplies, by region, May 2007
• Other outlets: use of phone/mail, internet and catalogue to order gardening supplies
  • Figure 29: Ordered garden products by phone/mail order in the last 12 months, January-October 2006
  • Figure 30: Ordered garden products by phone/mail order in the last 12 months, January-October 2006
  • Figure 31: Ordered garden products by catalog in the last 12 months, January-October 2006
• The Consumer--Types of Gardening Undertaken
• Availability and type of gardening/lawn care areas
  • Figure 32: Available gardening/lawn care areas, May 2007
  • Figure 33: Available gardening/lawn care areas, by age, May 2007
  • Figure 34: Available gardening/lawn care areas, by household income, May 2007
  • Figure 35: Available gardening/lawn care areas, by marital status, May 2007
  • Figure 36: Available gardening/lawn care areas, by race/ethnicity, May 2007
  • Figure 37: Available gardening/lawn care areas, by region, May 2007
• Presence of grass, trees and water gardens in outdoor spaces
  • Figure 38: Presence of grass, trees and water gardens in backyard space, May 2007
  • Figure 39: Presence of grass, trees and water gardens in backyard space, by age, May 2007
  • Figure 40: Presence of grass, trees and water gardens in backyard space, by household income, May 2007
• Types of flowers and plants grown in outdoor areas
  • Figure 41: Types of flowers and plants grown in outdoor areas, May 2007
  • Figure 42: Types of flowers and plants grown in outdoor areas, by age, May 2007
  • Figure 43: Types of flowers and plants grown in outdoor areas, by household income, May 2007
  • Figure 44: Types of flowers and plants grown in outdoor areas, by region, May 2007
• Plant containers, tubs and hanging boxes in outdoor areas
  • Figure 45: Have plant container, tub or hanging box in outdoor area, by key demographics, May 2007
• Ownership of any lawn and garden equipment
  • Figure 46: Own lawn & garden equipment, November 2006
  • Figure 47: Ownership of lawn and garden equipment, by type of residence, November 2006
• Household ownership of handheld gardening tools
  • Figure 48: Household ownership of lawn and garden handheld tools, January-October 2006
  • Figure 49: Household ownership of lawn and garden handheld tools, by age, January-October 2006
  • Figure 50: Household ownership of lawn and garden handheld tools, by household income,
  • Figure 51: Household ownership of lawn and garden handheld tools, by race/ethnicity, January-October 2006
• Multiple handheld lawn and garden products owned
  • Figure 52: number of hand held lawn and garden equipment products owned, November 2006
• The Consumer--Special Types of Gardeners
• Hobbyists, Gardening Enthusiasts and Eco-gardeners: A comparison of three categories of gardeners
  • Figure 53: Overlap between Hobbyists, Enthusiasts and Eco-gardeners
  • Figure 54: Amount spent on lawn and garden supplies, by categories of gardeners, May 2007
  • Figure 55: retail channel used to purchase garden supplies, by categories of gardeners, May 2007
  • Figure 56: Presence of grass, trees and water gardens in backyard space, by categories of gardeners, May 2007
  • Figure 57: Types of flowers and plants grown in outdoor areas, by categories of gardeners, May 2007
  • Figure 58: Attitudes towards gardening and related issues, by categories of gardeners, May 2007
• Attitudes, activities and environmental concerns related to gardening
  • Figure 59: Attitudes towards lawn and garden care, by key demographics, May 2007
  • Figure 60: Activities related towards lawn and garden care, by key demographics, May 2007
  • Figure 61: Environmental and green attitudes and activities, by key demographic groups, May 2007
• Future
• Future trends
• Outdoor living trends should remain a positive driver, especially in high-end market
• Slower home sales still likely to place downward pressure on sales
• Environmental products and trends
• Baby Boomers will be central to market growth through 2012
• Young, multi-ethnic consumers of importance for the long-term growth of market
• Appendix: Trade Associations
• Nursery Retailer Magazine