Table of Contents
Chapter 1 Executive Summary
- The Overall Market
- Market Parameters: Equipment, Supplies, and Services
- Study Methodology
- Regulation
- Overall L&G Market 2004 Sales
- Share By Category
- L&G Retail Share
- Four Macro Factors Will Determine Future Growth
- L&G Market Projection: Positive Outlook
- Size of Marketers
- Generalists vs. Specialists
- Retail Distribution Channels: Equipment/Supplies
- At the Retail Level: Home Centers on Top
- Lawn and Garden Equipment
- Equipment Category: Three Segments
- Emissions Regulations
- Leaf-Blower Restrictions
- L&G Equipment Sales in 2004
- Reasons for OPE and W/S Growth
- Gas-Powered OPE: Share of Unit Shipments
- Sustained Gains Projected
- Four OPE Leaders
- Briggs & Stratton and the All-New Second Tier
- Tools/Implements Marketers
- Watering/Spraying Equipment Marketers
- Consolidation/Shakeout
- Pro/Residential Crossover Mowers
- Retail Share
- Big Box Dominance and OPE Dealers
- Factors Favoring Ownership of L&G Equipment
- Lawn and Garden Supplies
- Two Segments: Fertilizers/Growth Media and Pesticides
- Canadian Regulation
- Positive Response
- L&G Supplies Sales in 2004
- Growth by Segment
- Positive Growth Projected
- Handful of Companies Dominate
- Scotts Rules
- Spectrum Brands Now No. 2
- Scotts Buys Smith & Hawken
- Scotts New Products Reflect Mainstream Trends
- Organic Fertilizer Trends
- A Wide Range of Retail Outlets
- Retail Share
- Big Boxes Defeat Garden Centers/Nurseries
- Factors Favoring Purchase: L&G Supplies
- Professional Lawncare Services
- Definition: Treatment, Not Maintenance
- Prime Selling Points
- Professional Lawncare Services Sales in 2004
- Labor Shortage Eases
- Alternative Techniques
- Continued Good Growth Projected
- Most Marketers Are Small Independents
- TruGreen-ChemLawn and the Franchisers
- Service Users Display Strong Upscale Profile
Chapter 2 The Overall Market
- Overview
- Scope of Study
- Areas Outside Scope
- The Products
- Three 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: Few Figures to Go On
- Overall L&G Market 2004 Sales
- Growth By Category
- Share By Category
- L&G Retail Share
- Seasonality: Most Sales in Spring and Early Summer
- Regionality: Even Distribution by Population Patterns
- Factors in Future Growth
- Overview: Four Macro Factors
- Housing Boom: Through the Roof
- Boom Sustained by Financial and Fiscal Stimulus
- Housing Boom Has Been Nothing But Positive for L&G
- Lawn Maintenance/Enhancement Increases Property Values
- Positive: The Aging Baby Boomers
- L&G and Middle Age
- The Economy: Performed Surprisingly Well
- Are We Looking at More of the Same--Or a Less-Rosy Scenario?
- Wild Cards: Oil Prices
- Currency Problems
- Housing: From Boom to Bust?
- Economy Summary
- The Weather: Semi-Cooperative Recently
- Back to Normal or Global Warming?
- Acknowledging Global Warming
- Popularity of Gardening and the Garden Lifestyle
- Cocooning
- Container Gardening Soaring
- Government Regulation: More Threatening
- The Conflict, the Solution
- Futuristic New Products Are Here
- Not So Fast on BioTech
- Projected Market Growth
- Positive Outlook
- Projected Growth by Category
- The Marketers
- Size of Marketers
- Generalists vs. Specialists
- U.S. vs. Foreign Ownership
- Major L&G Marketers: Overview
- Retail and Distribution
- Retail Distribution Channels: Equipment/Supplies
- Anomalous Retail Distribution: Lawncare Services
- Distribution Patterns: Direct vs. Intermediary
- OPE Dealership Distribution
- Distributors Still Play Vital Role
- At the Retail Level: Home Centers on Top
- The Home Depot
- Lowes Companies
- Wal-Mart
- Sears/Kmart
- Garden Centers/Nurseries
- Hardware Stores
- Other Retail Venues
- Direct Sales
Chapter 3 Lawn and Garden Equipment
- Overview
- Three Product Segments
- Government Regulation: Focused Primarily on OPE
- EPA, CARB, and the CPSC
- Emissions Regulations
- "Durability" Requirements
- Leaf-Blower Restrictions
- Yard Waste Restrictions
- Watering Restrictions
- Market Size, Growth, and Composition
- L&G Equipment Sales in 2004
- OPE: Strong Recent Gains
- Watering/Spraying Equipment: Consistently Good
- Tools/Implements: Slow Growth
- Reasons for OPE and W/S Growth
- Equipment Segment Shares
- Gas-Powered OPE: Share of Unit Shipments
- Large OPE: Unit Share
- Large OPE Share: Historical Trend
- Portable OPE: Unit Share
- Potable OPE Share: Historical Trends
- Unit Trends: Walk-Behind Mowers
- Unit Trends: Lawn Tractors
- Unit Trends: Garden Tractors
- Unit Trends: Riding Mowers
- Unit Trends: Tillers
- Unit Trends: Snowthrowers
- Unit Trends: Trimmers
- Unit Trends: Handheld Leaf Blowers
- Unit Trends: Chainsaws
- Electric OPE Share
- Tools/Implements: Ownership Shares
- Watering/Spraying Equipment; Empirical Indications
- Factors in Future Growth
- Potent Positive Fundamentals
- OPE and the Housing Boom
- Equipment and the Aging Baby Boomers
- Equipment and the Economy
- Equipment and the Bubble
- Equipment and the Weather
- "Awesome" New OPE Products
- Factors in Tools/Implements Growth
- Factors in Watering/Spraying Growth
- Projected Category Sales
- Sustained Gains Projected
- Projections by Segment
- The Marketers
- Size and Types of Marketers
- Most Marketers Are Manufacturers
- Many Marketers Have Deep Historical Roots
- Domestic vs. Foreign Marketers
- Most OPE Makers with Diversified Interests
- More Crossover Marketing
- Four OPE Leaders
- MTD Products
- Electrolux AB
- Toro Co.
- Deere & Co.
- Briggs & Stratton and the All-New Second Tier
- Sears
- Honda
- Marketers: Portable OPE
- Marketers: Electric OPE
- Tiller Marketers
- Chipper/Shredder Marketers
- Crossover Mower/Tractor Marketers
- Major/Minor Marketers: Tools/Implements
- Reel Mower Marketers
- Wheeled Implements Marketers
- Composter Marketers
- Major/Minor Marketers: Watering/Spraying Equipment
- The Competitive Situation
- Consolidation/Shakeout
- The First Wave: 1999-2001
- J-V Activity in 2003
- Back to "Normal" in 2004
- Top Four Still Standing
- Radical Second-Tier Transformation
- The Big Winner: Briggs & Stratton
- Situation Fluid in Portable OPE
- Fewer Marketers, But More Brands
- Commercial OPE Booming
- Tools Marketers Expand Offerings
- New Competition in Watering
- Niche Strategies
- Big OPE and the Big Boxes
- Big Box Backlash
- Marketers into Distribution, Retail
- Stepping up Promo Activity
- Competitive Profiles: OPE Marketers
- MTD Products
- OPE Brand Lines
- Acquisitions and Joint-Venture Activity
- Bulging Brand Portfolio
- Recent Marketing Activity
- Deere & Co.
- Recent Strong Sales
- The C&C Division
- Into Home Depot
- Consumer Promo Activity
- Commercial, Other Activity
- JD Landscapes
- Electrolux AB
- Organization
- Poulan/Weed Eater
- American Yard Products
- Husqvarna
- The Toro Company
- Record Sales
- Two Divisions
- Recent Restructuring
- OPE Brand Lines
- Toro Brand Mower Products
- Toro Brand Portable, Other OPE Products
- Lawn-Boy Mowers
- Watering Equipment
- New Product Activity
- Briggs & Stratton Corp.
- B&S Acquires Simplicity
- Strategic Direction
- Transformations
- Simplicty: Profile
- Simplicitys Limited-Distribution Philosophy
- Distribution Dilemma
- Crossover Pioneer
- Snapper and SnapperPro
- Vanguard Engines
- B&S Acquires Murray
- Brief OPE Marketer Profiles
- Murray
- Black & Decker
- Homelite
- Schiller-Pfeiffer
- MacKissic
- Country Home Products
- Desa Specialty Products
- Competitive Profiles: Other Equipment Marketers
- Ames-True Temper
- ATT and Innovation
- Recent Ownership Shifts
- Fiskars
- Organization
- Stik Tools
- New Line of Watering Equipment
- Retailer Favorite
- Recent Promo Activity
- Brief Tools Marketer Profiles
- Corona Clipper
- Union Tools
- Brief Watering/Spraying Marketer Profiles
- Tekni-Plex
- Teknor Apex Co.
- L.R. Nelson
- Rain Bird Sprinkler Mfg.
- Melnor, Inc.
- Gilmour
- Root-Lowell Mfg. Co.
- New Product Trends
- Engine Trends
- Electric Alternatives to Pricier Engines
- Pro/Residential Crossover Mowers
- Commercial Mower Trends
- Robot and Solar Mowers
- Tiller Trends
- Crossover Niche Products
- Snowthrower Trends
- Chipper/Shredder Trends
- Portable OPE Trends
- Easier Starting Systems
- Tools/Implements Trends
- Watering/Spraying Trends
- Distribution/Retail
- Distribution Patterns
- Retail Share
- Big Box Dominance and OPE Dealers
- OPE Dealer Viability Strategies
- Reasons for Dealer Optimism
- The Consumer
- Explanatory Note on Simmons Market Research
- Number of Owners: All L&G Equipment
- Number of OPE Owners/Purchasers: By Product Type
- Factors Favoring Ownership: Any L&G Equipment
- Large OPE Owners: Walk-Behind Mowers
- Riding Mower and Garden Tractor Owners
- Tiller Owners
- Snowblower Owners
- Trimmer and Blower Owners
- Factors Favoring Ownership: By OPE Brand
- OPE Brand Ownership: Regionality
- Number of Tools/Implements Owners: By Product Type
- Factors Favoring Ownership: Tools/Implements
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
- The FQPA, the EPA, and Lawsuits
- EPA and Endangered Species
- Storm Looms North of the Border
- The Industry Is Angry at Extremists
- Fighting Back: RISE and Project Evergreen
- Phosphate Ban Redux
- Market Size, Growth, and Composition
- L&G Supplies Sales in 2004
- Segment Share: F/GM vs. Pesticide Products
- Growth by Segment
- Popularity of Supplies: By Product Type
- Retail Share
- Regionality
- Factors in Future Growth
- Bright Outlook
- The Economy: Some Inflation
- Regulation: A Mounting Challenge
- Strong Brands and Positive Perceptions
- Appeal to Green Consumers
- Newly Commercialized Scientific Products
- Projected Category Growth
- Positive Growth Foreseen
- Projections by Product Segment
- The Marketers
- Size and Types of Marketers
- F/GM and Pesticide Crossover
- Handful of Companies Dominate
- Scotts Rules
- Spectrum Brands (Rayovac/United Industries) Now No. 2
- Scotts and Spectrum: Leading Brands by Segment
- Significant Minors: Fertilizers, Plant Food, Potting Soil
- Top Marketers in Minor F/GM Segments
- Significant Minor Marketers: Pesticides
- Professional Supplies Marketers
- Global Chemical Giants
- The Competitive Situation
- Lawn Fertilizers/Lawn Herbicides Owned by Scotts
- Consolidation of the No. 2 Position
- Scotts Refractory Response
- Shakeout Below
- Successful Survivors
- Competition and the AgroChems
- Competitive Profiles: Supplies
- The Scotts Co.
- Crossover into Equipment, Services, Lifestyle
- 2004 Sales
- Organization
- Sales by Segment
- The International Group
- Scotts LawnService
- Roundup and Professional
- Brand Lines
- Why Scotts Brands Are Popular
- New Extensions
- Scotts and Debt
- Latest Audacious Move: Acquires Smith & Hawken
- Implications
- Using S&H
- Bullish on 2005
- Spectrum Brands
- Rayovac Buys No. 2 United Industries
- Terms and Name Change
- Wild Ride for United
- UI Sales
- UIs Brand Lines
- Full-Bore into Mass Retail
- UI Branches Beyond Seasons
- Rayovac Branches Beyond Batteries
- Rayovac Sales
- Unknown Implications
- Brief Supplies Marketer Profiles
- Green Light Co.
- Central Garden & Pet
- Easy Gardener Products
- Bonide Products
- Woodstream Corp.
- Sun Gro Horticultural
- New Product Trends
- Scotts New Products
- Scotts Entries Reflect Mainstream Trends
- Organic Fertilizers
- Insecticides: Fire Ant Killers
- Natural Insecticides
- Neem Oil
- Systemics and Biologicals
- Herbicides: Tentative Trends
- Landscape Fabrics/Geotextiles
- Fungicides/Disease Management
- Crossover Pro Products
- Next-Tech Growth Promoters
- Plant Growth Regulators
- Micro-Injection Systems
- Packaging Trends
- Distribution and Retail
- Shifting Distribution Patterns
- Agrochems and Indirect Distribution
- A Wide Range of Retail Outlets
- Retail Share
- Big Boxes Defeat Garden Centers/Nurseries
- Franks Nursery & Craft Bites the Dust
- Calloways Nursery Takes a Hit
- GC/N Survival Strategies
- Cooperative Buying Groups
- The Consumer
- Overview
- Number of Purchasers: By Supplies Product Type
- Factors Favoring Purchase: L&G Supplies
- Organic Insecticide: Anomalous Profile
- Regionality of Purchasing
Chapter 5 Professional Lawncare Services
- The Services
- Definitions/Parameters
- Lawncare Operators: Selling Points
- The Standard Treatment Program
- Customized Programs
- Integrated Pest Management (IPM)
- Organic Treatment Programs
- Enhanced Services
- Fungicide Treatments
- Prices for Programs
- Are Prices Going Up?
- Market Size, Growth, and Composition
- Professional Lawncare Services Sales in 2004
- Standard Programs Predominate
- Residential Business Accounts for Lions Share
- Combo Products Popular
- Seasonality
- Factors in Future Growth
- Positive: Housing and Aging
- Uncertain Economy
- Weather Uncertainty
- Regulatory Problems
- Proactive Solutions
- Trade Association Merger
- Labor Shortage Eases
- H-2B
- Growth Strategies: Service Expansion
- Incorporating Alternative Techniques
- Future Services?
- Projected Category Sales
- Continued Good Growth Projected
- The Marketers
- Most Are Small Independents
- TruGreen-ChemLawn and the Franchisers
- Competitive Profile: ServiceMaster (TruGreen Cos.)
- Reorganization
- TruGreen Cos.
- TruGreen-ChemLawn and TruGreen LandCare
- Peaking Then Standing Still
- Restructuring
- Critical Speculation
- Brief Company Profiles
- Scotts LawnService
- Lawn Doctor
- Weed Man
- Good Nature Organic Lawn Care
- The Consumer
- Estimated Number of Service Users
- Service Users Display Strong Upscale Profile
Chapter 6 Trends and Opportunities
- Beyond the Economics of Aesthetics and Norms
- Exploiting Climate Change
- Regulation and Alternatives Favor Value-Added Products and Services
- Consolidation and Education
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