Lawn and Garden Products in the U.S.

Table of Contents

Chapter 1 Executive Summary

• The Overall Market
  • Scope of Study
  • Areas Outside Scope
  • Study Methodology
  • Three L&G Product Categories: Equipment, Supplies, and Services
  • Overall L&G Market 2006 Sales
  • Table 1-1 Estimated Overall Retail Sales of the U.S. Lawn and Garden Market: By Category, 2002-2006 (millions of dollars)
  • Projected L&G Market Growth: Overview
  • Sales Projections Through 2011
  • Table 1-2 Projected Retail Sales of the U.S. Lawn and Garden Market by Category: 2007-2011 (millions of dollars)
  • Major L&G Marketers: Overview
  • Major Marketers: Outdoor Power Equipment (OPE)
  • Major Marketers: Tools/Implements
  • Major Marketers: Watering/Spraying Equipment
  • Major Marketers: Supplies
  • Major Marketers: Services
  • Retail Channels: Equipment/Supplies
  • OPE Dealers and Lawn Services

• Lawn and Garden Equipment
  • Three Product Segments
  • Government Regulation
  • L&G Equipment Sales in 2006
  • Table 1-3 Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment: 2002-2006 (In millions of $)
  • Gas-Powered OPE: Combined Unit Shipments
  • All Consumer Mowers: Unit Shipments
  • Portable OPE: Unit Share by Product Type
  • Unit Trends: Walk-Behind Mowers
  • Tools/Implements: Ownership Shares
  • Watering/Spraying Equipment: Estimated Shares
  • L&G Equipment: Projections
  • Table 1-4 Projected Retail Sales of Lawn and Garden Equipment by Product Segment:2007-2011 (millions of dollars)
  • Four OPE Leaders
  • MTD Products
  • Husqvarna AB
  • Toro Co.
  • Deere & Co.
  • OPE Second Tier
  • Marketers: Tools/Implements
  • Marketers: Watering/Spraying Equipment
  • Engine Trends
  • Electric OPE Trends
  • The Hottest OPE Trend: Zero-Turn Riders
  • Portable OPE Trends
  • Retail Share
  • Big Box Dominance and OPE Dealers
  • Number of Owners: All L&G Equipment
  • Number of OPE Owners/Purchasers: By Product Type
  • Factors Favoring Ownership: OPE

• Lawn and Garden Supplies
  • Two Product Segments
  • Fertilizers/Growth Media: Four Product Types
  • Pest Control Supplies: Three Product Types
  • Weed-and-Feed Products
  • EPA Pesticide Review Complete
  • New EPA Pesticide Process
  • L&G Supplies Sales
  • Table 1-5 Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment: 2002-2006 (In millions of $)
  • The Fast-Growing Organic Niche
  • L&G Supplies: Projections
  • Table 1-6 Projected Retail Sales of Lawn and Garden Supplies by Product Segment: 2007-2011 (millions of dollars)
  • Handful of Companies Dominate
  • Scotts Miracle-Gro Rules
  • Former United Industries/Spectrum Brands No. 2
  • Few Truly New Trends
  • Post-Patent Pesticides
  • Organic Supplies
  • Majors All Now In Organics
  • Wide Range of Retail Outlets
  • Retail Share
  • Garden Centers/Nurseries
  • Number of Purchasers: By Supplies Product Type
  • Factors Favoring Purchase: L&G Supplies

• Professional Lawncare Services
  • Focus on Treatment
  • Lawncare Operators (LCOs)
  • The Standard Treatment Program
  • Customized Programs
  • PLCS Sales
  • Table 1-7. Estimated Sales of Professional Lawncare Services: 2002-2006 (millions of dollars)
  • Professional Services: Projections
  • Table 1-8 Projected Sales of Professional Lawncare Services: 2007-2011 (millions of dollars)
  • Most LCOs Are Small Independents
  • TruGreen-ChemLawn and Franchisers
  • Organic/Synthetic Conflict
  • Estimated Number of Service Users
  • Service Users Display Strong Upscale Profile

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 Outdoor Power Equipment
  • 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 2006 Sales
  • Table 2-1 Estimated Overall Retail Sales of the U.S. Lawn and Garden Market: By Category, 2002-2006 (millions of dollars)
  • 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: 2006
  • Seasonality
  • Regionality

• Factors in Future Growth
  • Primary Factors: Housing
  • The Boom Is Over
  • Sales of New/Existing Homes
  • Table 2-3 Sales of New and Existing Homes: 2000-2006 (in thousands)
  • Housing Starts
  • Table 2-4 U.S. Housing Starts: 2000-2006 (in millions)
  • Home Prices
  • Mortgage Rates
  • ARMs and Other Schemes
  • Glut and Foreclosures
  • Optimists vs. Pessimists
  • Housing and the L&G Market
  • Lawn Maintenance/Enhancement Increases Property Values
  • Demographics
  • Aging Baby Boomers: Automatically Positive?
  • Table 2-5 U.S. Population, by Age Group, 2000-2010
  • Digging vs. Decorating
  • Affluent Nomads
  • Aging Boomers: Positives
  • Gardening Renaissance?
  • Challenges of the Next Generation
  • The Economy
  • Slowing GDP
  • Interest Rate Dilemma
  • Debt
  • Inflation
  • Commodity Prices
  • Oil Prices
  • Peak Oil?
  • Oil and L&G
  • Currency
  • Economic Outlook: Rocky
  • The Weather
  • Not Normal
  • 2006 Hottest on Record
  • Droughts
  • Global Warming Is Here
  • Secondary Factors: Garden Lifestyle Trend
  • Still Going Strong
  • Garden Lifestyle Products/Accessories
  • Cocooning
  • Container Gardening
  • Regulation
  • Temporary Let Up
  • Distant Rumblings
  • Alternative L&G Concepts
  • Transforming the Regulatory Debate
  • The Organic Approach
  • The Natural Approach
  • The Sustainable Approach
  • Native Lawns
  • Edible Yards
  • Anti-Cocooning
  • Prospects for Alt-L&G Concepts
  • Product Trends
  • New Products Stimulate Growth

• Projected Market Growth
  • Overview
  • Sales Projections Through 2011
  • Table 2-6 Projected Retail Sales of the U.S. Lawn and Garden Market by Category: 2007-2011 (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: OPE
  • Major Marketers: Tools/Implements
  • Major Marketers: Watering/Spraying Equipment
  • Major Marketers: Supplies
  • Major Marketers: Services

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

• Trends and Opportunities
  • An Unwelcome Transformation
  • A Former Era Now Over
  • Consumer Education a Must
  • Consumers Clearly Clueless
  • Two Potential Paths
  • Education Fraught with Problems
  • Demographic Opportunities
  • OPE: Future Miracles
  • Supplies: Breath New Life
  • Services: Follow Canada

Chapter 3 Lawn and Garden Equipment

• Overview
  • Three Product Segments
  • Government Regulation
  • Focused on Outdoor Power Equipment (OPE)
  • CPSC, EPA, CARB
  • Emissions Regulations
  • “Durability” Requirements
  • Leaf-Blower Restrictions
  • Yard Waste Restrictions
  • Watering Restrictions

• Market Size, Growth, and Composition
  • Initial Note: Adjusted Watering/Spraying Sales Figures
  • L&G Equipment Sales in 2006
  • Table 3-1 Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment: 2002-2006 (In millions of $)
  • OPE: Sales Patterns
  • Tools/Implements: Sales Patterns
  • Watering/Spraying Equipment: Sales Patterns
  • 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, 2006
  • All Consumer Mowers: Unit Shipments
  • All Consumer Mowers: Unit Share
  • Riding Mowers: Unit Share and Trends
  • Gas-Powered Portable OPE: Combined Unit Shipments
  • Portable OPE: Unit Share by Product Type
  • Portable OPE: 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: Estimated Shares

• Factors in Future Growth
  • Overview
  • Housing/Economy
  • Negative
  • Related Negative Factors
  • The Bright Side
  • The Weather
  • Unfavorable
  • Global Warming Threat to OPE
  • Regulation
  • Storms Form on the Horizon
  • CARB and Catalytic Converters
  • Palo Alto Bans Gas Blowers
  • Global Warming and Regulation
  • Internal Market Trends
  • Overcapacity
  • China
  • Commercial vs. Consumer
  • Skilled Labor
  • Exports
  • New Products
  • Positive
  • Factors in Tools/Implements Growth
  • Factors in Watering/Spraying Equipment Growth

• L&G Equipment: Category Projections
  • Slow Growth Foreseen
  • Table 3-3 Projected Retail Sales of Lawn and Garden Equipment by Product Segment: 2007-2011 (millions of dollars)
  • Projections by Segment
  • The Marketers
    • Size and Types of Marketers
    • Marketers, Manufacturers, and Engines
    • Many Marketers Have Deep Historical Roots
    • U.S. vs. Foreign Marketers
    • Most OPE Marketers Have Diversified Interests
    • From Specialization to Generalization
    • Four OPE Leaders
    • MTD Products
    • Husqvarna AB
    • Toro Co.
    • Deere & Co.
    • OPE Second Tier
    • 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, 2007
  • Marketer Share
    • OPE
    • Table 3-5 Estimated Marketer Share: OPE, 2006
  • The Competitive Situation
    • Competition and Globalization
    • Acquisitions Down
    • Soaring Costs
    • The “China Threat”
    • Outsourcing through Joint Ventures
    • Blended Manufacturing
    • Integrated Manufacturing
    • Private-Equity Firms and Hedge Funds
    • Traditional Strategies
    • Moving to the Commercial Sector
    • International Markets
    • Retail Vulnerabilities
    • Competition in Tools/Implements
    • Competition in Watering/Spraying Equipment
  • Competitive Profiles: Major Equipment Marketers
    • MTD Products
    • Company Overview
    • Sales Speculations
    • Bulging Brand Portfolio
    • Price and Quality Distribution Strategy
    • Early 2K Acquisitions
    • MTD and Jenn Feng
    • Managing an Empire of Brands
    • New Product Activity
    • Chinese Joint Venture
    • Mower MD
    • The Toro Company
    • Company Overview
    • Current Sales
    • Two Divisions
    • Professional and International Divisions
    • Residential Division
    • Strong Growth in Recent Years
    • Residential Brand Lines
    • Toro Brand Mower Products
    • Toro Portable, Other OPE Products
    • Lawn-Boy
    • Watering Equipment
    • Extension into Garden Tools/Accessories
    • Husqvarna AB
    • Company Overview
    • Electrolux Spin-Off
    • Consumer Products Segment
    • Professional Sales Strong
    • Solar and Robot Mowers
    • New Product Activity
    • Poulan/Weed Eater
    • Recent Husqvarna Acquisitions
    • Komatsu Zenoah (RedMax)
    • Dixon Industries
    • Gardena
    • Deere & Co.
    • Company Overview
    • Current Sales
    • Commercial & Consumer Equipment Segment
    • C&C Sales
    • C&C Portfolio Extensions
    • Into Home Depot- Then Lowe' s
    • Mollifying Dealers
    • Branching into Servicing
    • John Deere Landscapes
    • New Product Activity
    • TruGreen Selection
    • Briggs & Stratton Corp.
    • Company Overview
    • Organization
    • Yard Power Products Group: Brands
    • Vertical Integration Strategy
    • Current Sales
    • Engine Sales Down
    • Simplicity
    • Snapper and SnapperPro
    • Vanguard Engines
    • Murray: In Limbo
    • B&S Product Activity
    • Ames-True Temper, Inc. (ATT Holding Co.)
    • Company Overview
    • Extensive Brand Portfolio
    • Dizzying Ownership Shifts
    • Current Sales
    • Two Partial Reasons for Success
    • Reinvention
    • Blended Manufacturing
    • An Acquisition Strategy
    • Union Tools Acquisition
    • Flow of New Products
  • Brief Competitive Profiles: L&G Equipment Marketers
    • Black & Decker
    • Homelite
    • Schiller-Pfeiffer
    • Country Home Products
    • Fiskars Corp.
    • Corona Clipper
    • Tekni-Plex, Inc.
    • Teknor Apex Co.
    • L.R. Nelson
    • Rain Bird Sprinkler Mfg.
    • Melnor, Inc.
    • Gilmour
    • Root-Lowell Mfg. Co.
  • New Product Trends: OPE
    • Engine Trends
    • Commercial Engine Trends
    • Electric OPE Trends
    • The Hottest OPE Trend: Zero-Turn Riders
    • Crossover Mowers
    • Zero-Turns Becoming Crossover Mowers of Choice
    • ZT Technical Advances
    • Robot and Solar Mowers
    • Commercial Mower Trends
    • Tiller Trends
    • Sweeper/Vac Trends
    • Snow Blower Trends
    • Utility Vehicles
    • Portable OPE Trends
    • Easier Starting Systems
    • New Product Trends: Tools/Implements
    • Sheer Proliferation
    • Mid-Range “Better” Tools/Implements
    • Design Innovations
    • No-Bend Tools
    • Esoteric Tools
    • Miniaturization
    • Watering/Spraying Trends
    • Table 3-7 Selected New Product Introductions: L&G Equipment, 2005-2006
  • Distribution/Retail
    • Distribution Patterns
    • Retail Share
    • Big Box Dominance and OPE Dealers
    • Marketer/Dealer Tensions Intensify
    • OPE Dealer Viability Strategies
    • Optimism and Futurism
    • A Few OPE Dealer Statistics
    • Profile: Tractor Supply Co.
  • The Consumer
    • Explanatory Note on Simmons Market Research
    • Number of Owners: All L&G Equipment
    • Number of OPE Owners/Purchasers: By Product Type
    • Table 3-8. Outdoor Power Equipment: Number of Households Owning and Recently Purchasing by Product Type, 2006 (millions of households)
    • Factors Favoring Ownership: OPE
    • Table 3-10a. Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2006
    • Walk-Behind Mower Owners
    • Riding Mower and Garden Tractor Owners
    • Tiller Owners
    • Snowblower Owners
    • String Trimmer and Blower Owners
    • Table 3-10b. Demographic Characteristics Favoring Ownership of Outdoor Power Equipment By Product Type, 2006
    • Factors Favoring Ownership: By OPE Brand
    • OPE Brand Ownership: Regionality
    • Table 3-12a. Demographic Characteristics Favoring Ownership of OPE by Brand, 2006
    • Table 3-12b. Demographic Characteristics Favoring Ownership of OPE by Brand, 2006
    • Table 3-12c. Demographic Characteristics Favoring Ownership of OPE by Brand, 2006
    • Tools/Implements: Number of Owners by Product Type
    • Table 3-9. Tools/Implements: Number of Households Owning and Recently Purchasing by Product Type, 2006 (millions of adult-headed households)
    • Factors Favoring Ownership: Tools/Implements
    • Table 3-11a. Demographic Characteristics Favoring Ownership of Tools/Implements By Product Type, 2006
    • Table 3-11b. Demographic Characteristics Favoring Ownership of Tools/Implements By Product Type, 2006

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
  • EPA Pesticide Review Complete
  • Controversy over Organophosphates, Carbamates
  • New EPA Pesticide Process
  • The Canadian Threat to Pesticides
  • Organics and Unintended Consequences
  • Fertilizer Restrictions

• Market Size, Growth, and Composition
  • L&G Supplies Sales
  • Table 4-1Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment: 2002-2006 (millions of dollars)
  • Segment Share: Fertilizers/Growth Media vs. Pesticide Products
  • Growth by Segment
  • The Fast-Growing Organic Niche
  • Table 4-2. Estimated U.S. Retail Sales of Organic Lawn and Garden Supplies: 2002-2006 (millions of dollars)
  • Popularity of Supplies: By Product Type
  • Retail Share
  • Regionality

• Factors in Future Growth
  • From Bright to Flat
  • Demographics, Economics, and Regulation
  • Organic Perceptions Challenge Synthetic Brand Equity
  • Post-Patent Pesticides
  • Brand Equity Dilemmas
  • Organics and Future Growth
  • Peak Oil and Global Warming

• Projected Category Growth
  • Projected Growth to 2011
  • Table 4-3 Projected Retail Sales of Lawn and Garden Supplies by Product Segment: 2007-2011 (millions of dollars)
  • Projections: F/GM
  • Projections: Pesticides

• The Marketers
  • Size and Types of Marketers
  • F/GM and Pesticide Crossover
  • Handful of Companies Dominate
  • Scotts Miracle-Gro Rules
  • Former United Industries/Spectrum Brands (FUI/SB) No. 2
  • Scotts MG and FUI/SB: Leading Brands by Segment
  • Significant Minors: Fertilizers, Plant Food, and Potting Soil
  • Top Marketers in Minor F/GM Segments
  • Significant Minor 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, 2007

• Marketer Share
  • Share Approximations
  • Table 4-5. Estimated Marketer Share: L&G Supplies, 2006

• The Competitive Situation
  • From Simple to Complex
  • Things Seem the Same
  • Battle Royale
  • Scotts' Response to the Organic Challenge
  • Finessing the Challenge
  • Acquiring the Challenge
  • If the Organic Fad Fades
  • Traditional Strategies
  • Science Waits in the Wings

• Competitive Profiles: Major L&G Supplies Marketers
  • Scotts Miracle-Gro Company
  • Company Overview
  • The Ever-Expanding SMG Spectrum
  • Recent Sales
  • Organization
  • The North American Segment
  • Recent NA Sales Results
  • The International Segment
  • Scotts LawnService
  • SMG Brand Lines
  • New Extensions
  • Why SMG Brands Are So Popular
  • Scotts and Debt
  • Focus: Smith & Hawken
  • S&H Retail Outlets and Sales
  • Into Target
  • Redesigning Direct Vehicles
  • Renaissance Stores
  • S&H and Garden Centers
  • Walking a Fine Retail Line
  • Scott MG: Operations, Marketing, and Management
  • Focus: SMG and the Organic Trend
  • Organic Choice
  • SMG' s Organic Strategy
  • Spectrum Brands/Successor Company
  • Company Overview
  • Sales, Income, and Debt
  • Blame It on Rayovac
  • Home and Garden Sell-Off
  • United Industries, Spectrum Brands, and Rayovac
  • FUI/SB Still No. 2 in L&G Supplies
  • Pesticide Products: Spectracide, Garden Safe, Other Brands
  • F/GM Products: Vigoro, Schultz, Other Brands
  • Acquisition History
  • Future Prospects
  • Recent Product Activity
  • Vigoro Tools
  • Brief Competitive Profiles: L&G Supplies Marketers
  • Green Light Co.
  • Central Garden and Pet
  • Easy Gardener Products
  • Bonide Products
  • Woodstream Corp.
  • Sun Gro Horticulture
  • Espoma Co.
  • The Fertrell Co.
  • North Country Organics
  • Monterey Lawn and Garden Products
  • American Agritech

• New Product Trends
  • Few Truly New Trends
  • The Combo Trend
  • Pest Combos
  • Moisture Control
  • Maximum Strength
  • Convenience
  • Specific-Application Products
  • Focus: Pesticide Trends
  • The Post-Patent World
  • Responses
  • Fire Ant Killers
  • Less Odoriferous Products
  • Fungicides
  • Plant Growth Regulators
  • Table 4-6 Selected New Product Introductions: Lawn and Garden Supplies, 2005-2006

• Focus: Organic Trends
  • Burgeoning Niche Market
  • Majors All Now In
  • Compost Products
  • Organic Fertilizer Products
  • Table 4-8 Selected Marketers of Organic Fertilizers
  • Fish-Based Products
  • Table 4-9 Selected Marketers of Fish-Based F/GM Products
  • Kelp/Seaweed Products
  • Table 4-10 Selected Marketers of Kelp/Seaweed Products
  • Mineral Products
  • Table 4-11 Selected Marketers of Mineral F/GM Products
  • Vermiculture Products
  • Table 4-12 Selected Marketers of Vermiculture-Based F/GM Products
  • Compost Tea
  • Table 4-13 Selected Marketers of Compost Tea
  • Microbial Products
  • Table 4-14 Selected Marketers of Microbial F/GM Products
  • Humates
  • Table 4-15 Selected Marketers of Humates
  • Mycorrhizal Products
  • Coconut-Based Products
  • Table 4-16 Selected Marketers of Coconut-Based F/GM Products
  • Guano Products
  • Gardening Kits
  • Organic Pesticide Products
  • Table 4-17 Selected Marketers of Organic Pesticides
  • Neem Products
  • Corn Gluten
  • Garlic Products
  • Nematode Products
  • Spinosad

• Distribution and Retail
  • Shifting Distribution Patterns
  • Wide Range of Retail Outlets
  • Retail Share
  • Garden Centers/Nurseries
  • Garden Centers/Nurseries Resurrected
  • GC/N Attempts at Transformation
  • Garden Center Success in Europe
  • Cooperative Buying Groups

• The Consumer
  • Overview
  • Number of Purchasers: By Supplies Product Type
  • Factors Favoring Purchase: L&G Supplies
  • Table 4-19 Demographic Characteristics Favoring Purchase of Lawn and Garden Supplies: By Product Type, 2006
  • Organic Supplies: Anomalous Profiles
  • Table 4-20 Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies: By Product Type, 2006
  • Regionality of Purchasing

Chapter 5 Professional Lawncare Services

• Professional Services
• Focus on Treatment
• Lawncare Operators (LCOs)
• The Standard Treatment Program
• Customized Programs
• Integrated Pest Management (IPM)
• Organic Treatment Programs
• Enhanced Services
• Fungicide Treatments
• Prices for Programs
• Labor Costs
• Market Size, Growth, and Composition
  • Category Sales
  • Table 5-1. Estimated Sales of Professional Lawncare Services: 2002-2006 (millions of dollars)

• Factors in Future Growth
  • Overview
  • After the Housing Boom
  • Slowing Economy
  • Rising Gas Prices
  • Aging Baby Boomers
  • The Canadian Situation
  • The Canadian Solution
  • U.S. Responses to the Canadian Threat
  • Project Evergreen
  • Project Evergreen Surveys
  • The Immigration Crisis
  • Weather
  • Expanded Services
  • Incorporating Alternative Techniques

• Projected Category Sales
  • Growth Slowdown
  • Table 5-2 Projected Sales of Professional Lawncare Services: 2007-2011 (millions of dollars)

• The Marketers
  • Most Are Small Independents
  • Marketer Shares
  • Table 5-3. Estimated Marketer Share: Lawncare Operators, 2006

• Competitive Profile: ServiceMaster
  • Overview
  • TruGreen Cos.
  • TruGreen-ChemLawn Programs
  • Originally a Dreaded Godzilla
  • Then Stagnation
  • Customer Complaints
  • ServiceMaster and the Private-Equity Sector

• Brief Competitive Profiles
  • Scotts LawnService
  • Weed Man
  • Lawn Doctor
  • NaturaLawn

• Focus: LCOs and Organics
  • Organic/Synthetic Conflict
  • Defending Synthetics
  • Embracing Organics
  • LCO Organic Ingredients
  • Profile: Westchester County
  • Profile: San Francisco

• The Consumer
  • Estimated Number of Service Users
  • Service Users Display Strong Upscale Profile