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The $27 billion lawn and garden market has fallen off slightly from its above-inflation growth pace of the late 1990s. Yet this slowdown looks to be only temporary as American homeowners, now at a record number, settle into their newly acquired properties and baby boomers enter the peak years for gardening popularity. Covering the three primary L&G categories—outdoor equipment, supplies and professional lawn care services—this 2001 update of Packaged Facts' best-selling study of the U.S. lawn and garden market comprehensively analyzes the factors that promise to drive this market—including extremely favorable demographics, continued homeowner affluence and a new focus on push-marketing by the consolidating major players. Featuring numerous sales tables and definitive marketer lists, and containing profiles of industry leaders such as Deere, Toro, MTD, Echo, Ames, Fiskars, Scotts, Pursell-Bayer, and TruGreen-ChemLawn, this study thoroughly examines competitive and new product trends, evolving regulatory issues, the shifting retail environment, the emergence of e-commerce, advertising/promotion expenditures and positioning, and consumer attitudes and purchasing patterns. It is a must-read for anyone interested in the coming boom of the lawn and garden market.
Additional Information
Press Release Gardening Is #2 Activity With Over-30 Crowd; Lawncare Market Reaches $21 Billion in 2000
New York, March 20/PRNewswire –- MarketResearch.com, the leading provider of global market intelligence products and services, announced the release of a new research study “The U.S. Lawn & Garden Market” from Packaged Facts. According to this study, the lawncare market enjoyed a 3.9% growth in 2000 and is expected to grow to $26 billion by in 2005. This renewed growth is mostly attributed to the 77 million aging baby boomers who account for most of the equipment, product and service expenditures associated with lawncare.
“Most baby boomers have become affluent homeowners, viewing lawncare and gardening as outdoor leisure activities and basic functions of homeownership,” said Richard Koulbanis, Senior VP of Research Publishing for MarketResearch.com. “Because beautifying a home while improving its value is important to any homeowner, investing in high-ticket landscaping products and services is considered both realistic and feasible.”
The lawn equipment category, which includes outdoor power equipment, tools and implements, and watering/spraying devices, reached a historic high of $12.6 billion in 2000. The lawn and garden supply category, covering fertilizers/growth media and pest control, jumped nearly 5% over 1999 sales to garnish $4.9 billion in 2000. Professional lawncare services, defined as those devoted to lawn treatment rather than maintenance, reached an outstanding $3.4 billion, up 12% from 1999.
About Packaged Facts
For over 30 years, Packaged Facts, a division of MarketResearch.com, has been producing quality research reports on a wide range of consumer markets. Packaged Facts reports cover U.S. markets and include information on global market trends and opportunities. The industry sectors covered by the company include: beverages, demographics, educational and leisure products, food, health and beauty products, home furnishings, household chemicals, lawn and garden products, pharmaceuticals (OTC) and retailing.
Scope and Methodology
Market Parameters
This study examines the U.S. lawn and garden market, with a primary focus on products/services sold to consumers at retail or on a contractual basis for maintenance and treatment of their lawns and gardens. As defined by Packaged Facts, the lawn and garden market is divided into three broad product categories: equipment, supplies, and services.
The equipment category consists of engine-powered outdoor power equipment (OPE), hand-powered tools and implements, and watering/spraying equipment designed for outdoor lawn and garden use.
The supplies category includes two segments: fertilizers/growth media; and pest control products (herbicides, insecticides, and fungicides).
The services category is limited to professional lawncare services specializing in supplies application.
Not included within the scope of this study are products and services sold to commercial/professional, horticultural/agricultural, and institutional/recreational markets. Also excluded from this study are the actual “elements” of lawns and gardens—i.e., seeds, bulbs, plants, grasses, trees, and other “live goods.”
Study Methodology
The information contained in this study was compiled from both primary and secondary sources. Primary research took the forms of consultation with industry experts and on-site inspections of the major lawn and garden retail outlets. Secondary research entailed analysis and synthesis of a vast range of information collected from the industry-dedicated trade press, lawn and garden trade associations, government documents, retail journals, marketer publications and press releases, and other relevant sources. Sales figures are based on a comprehensive evaluation of various current market estimates and growth trends as put forth in the trade literature, as well as reference to Packaged Facts’ own historical files on the lawn and garden market. Our analysis of consumer demographics is based on data supplied by Simmons Market Research Bureau in its Spring 2000 Study of Media and Markets.
Are you prepared to grow your lawncare business?
“The U.S. Lawn & Garden Market” from Packaged Facts covers advancements in six specific areas of lawncare, focusing on the product development, government regulations and marketing strategies of each. Get detailed industry information on:
Outdoor power equipment
Tools and implements
Watering/spraying equipment
Fertilizers/growth media
Pest-control
Professional lawncare services
Find out how:
Company consolidation and acquisition are beginning to change to overall structure of the lawncare business.
The 78 million baby boomers nearing middle age countermand the negative affects of a slowing economy and erratic weather patterns.
EPA and CARB challenged manufacturers to reduce lawn equipment’s pollution contribution by 70%-80%.
A new “natural” lawncare trend is expected to stimulate growth in some area of the equipment category.
Representing over 600 hours of research, analysis and execution, “The U.S. Lawn & Garden Market” is compiled from both primary and secondary data, including:
Industry-dedicated trades
Lawn and garden associations
Company, government and industry research
Consultations with industry experts
On-site inspections of major lawn and garden retail outlets>
MarketResearch.com gives you the tools you need to identify strategic opportunities for your company and stay ahead of the competition. With this substantial insight into your current and projected market, you have the necessary information to formulate on-target business plans, execute the right creative for advertising, and budget resources properly.
At MarketResearch.com, we provide critical information to key decision-makers in the lawncare industry. Visit our site at www.MarketResearch.com today to access this entire report, select chapters or discrete segments that hold the most value to you.
Categories Covered:
Outdoor Power Equipment
Tools and Implements
Watering/Spraying Equipment
Fertilizers/Growth Media
Pest Control Products
Professional Lawncare Services
Issues Addressed:
Current and Projected Market Growth
New Product Development
Government Regulations
Affect of Global Warming, Home Ownership
Marketing Strategies
Technological/Biotechnological Innovations
Industry Consolidation
Consumer Profiles
Channels of Distribution and Retail
E-Commerce Activity
Consumer Advertising Expenditures
Companies Profiles:
Ames True Temper
Bayer-Pursell
Black & Decker Corp.
Deere & Co.
Electrolux
Fiskars Corp.
Lawn Doctor
MTD Products, Inc.
Murray Ohio Manufacturing Co.
The Scotts Co.
ServiceMaster
Terra Systems
The Toro Company
UnionTools, Inc.
Weed Man/Turf Holdings, Inc.
Tables and Graphs:
Market Size and Growth
Share of Market by Category, Outlet Type
Selected Marketers, Top Brands and Products
Marketer and Brand Shares
New Product Introductions
Housing Market Stats
Retailers Profiled:
Home Depot
Kmart
Lowe’s
Sears
Target
Wal-Mart
Hours of Research: 650
Executive Summary
Scope and Methodology
Market Parameters
Study Methodology
The Overall Market
L&G Market at $21 Billion in 2000
Prime Factor in Positive Outlook
Projected Sales Near $26 Billion in 2005
Services to Drive Growth
Size of Marketers
Retail Channels: Equipment/Supplies
The Consumer: Gardening as Activity
Lawn and Garden Equipment
Equipment Category: Three Segments
Equipment Sales Flattening
OPE the Dominant Segment
OPE Unit Share by Product Type
Major OPE Marketers
Major Tools/Implements Marketers
Major Watering Equipment Marketers
Competition: General
Equipment Product Trends
Consumer Advertising Expenditures
Retail Outlet Share
Home Depot and Lowe's
L&G Equipment: Overall Owner Profile
Lawn and Garden Supplies
Two Product Segments: Fertilizers/Growth Media; Pest Control Supplies
Supplies Sales at $4.9 Billion
Sales Trends by Segment
Factors in Growth: Overview
Scotts an Overwhelming Force in Supplies
Bayer-Pursell Arises to Challenge Scotts
Competition: Fertilizers
Competition: Growth Media
Competition: Pesticides
Consumer Advertising Expenditures
A Wide Range of Retail Outlets
Mass Retailers Lead in Share
The Consumer: Factors Favoring Supplies Purchasing
Professional Lawncare Services
The Services: Defined
Sales: 2000 Continues Strong Growth
Reasons for Growth Explosion
Size and Types of Marketers
TruGreen-ChemLawn with Lion's Share
A Second Tier
Consumer Advertising Expenditures
The Consumer
The Overall Market
Introduction
Scope of Study
Areas Outside Scope
Brief History: L&G in Antiquity
Modern Technological Breakthroughs
Post WWII: Market Takes Off
The Products
Three Categories: Equipment, Supplies, and Services
The Equipment Category: Three Segments
Outdoor Power Equipment (OPE)
Tools and Implements
Watering/Spraying Equipment
The Supplies Category: Two Segments
Fertilizers/Growth Media
Pest Control Products
The Services Category: Professional Lawncare Services
Government Regulation
At the Federal Level
The EPA
EPA and OPE
EPA and Pest Control
The Food Quality Protection Act
At the State Level
At the Local Level
Market Size, Growth, and Composition
Telling It Like It Is
Spot Tracking by Trade Associations
Wild Disparities in Figures from Research Firms and Trade Journals
Government Numbers Not Much Help
No Monitoring at Retail Level
Our Best "Guesstimates"
Special Note: Lowering Our Previous Estimates
L&G Market at $21 Billion in 2000
Table 2-1: Estimated Retail Sales of the U.S. Lawn and Garden Market by Category: 1996-2000
Figure 2-1: Estimated Total Retail Sales of U.S. Lawncare and Garden Market, 1996-2000 (dollars)
Reasons for Recent Flattening
Services Show Most Impressive Growth
Equipment Falls off Most
Supplies Make Modest Gains
Equipment the Dominant Sales Category
Retail Share: Big Boxes Overthrow Traditional Hierarchy
Home Centers Surpass Discount Chains
Figure 2-2: Dollar Share of U.S. Lawn and Garden Market by Category, 2000
Traditional Retailers Down
Table 2-2: Estimated Retail Share of U.S. Lawn and Garden Sales by Outlet Type, 2000 (percent)
OPE Dealers Even, Direct Sales Up
"Other" Retailers
Seasonality: Most Sales in Spring and Early Summer
Regionality: Even Distribution by Population Patterns
Factors in Future Growth
The Major Positive: Growth in Middle-Agers
Huge Baby Boom Populating Middle Age
Table 2-3: Number of U.S. Population by Age Group, 2000-2010 (Number)
An Aging Population Overall
Table 2-4: Percent of U.S. Population by Age Group, 2000-2010 (Percent)
Understanding the Aging Baby Boom
Understanding Generation X
The Red-Hot Economy
Signs of Cooling?
The Economy and the L&G Market
The Boom in Home Sales
Table 2-5: Sales of New and Existing Single-Family Homes, 1995-1999 (number)
Record Number of Housing Starts
Table 2-6: U.S. Housing Starts, 1991-1999 (percent)
L&G and the Housing Market: Extremely Positive Implications
L&G and the Weather
Extreme Springs
Global Warming?
Climate Change and L&G Opportunities
The Outdoor Living Phenomenon (OLP)
Outdoor Livers on a Spending Spree
OLP Driven by Demographics, Economics
OLP Reinforced by Cable, Internet
Magazines Also Play a Part
The Queen of Outdoor Living: Martha Stewart
OLP Going Strong into 2001
Proliferating Retail L&G Outlets
L&G Marketers Gradually Consolidating
Is This Good or Bad?
Regulations: Potentially Positive
Technological Innovation Stimulates Sales
Biotechnology and L&G
Projected Market Growth
Moderately Salutary Outlook
Near $26 Billion in 2005
Services to Drive Growth
Table 2-7: Projected Retail Sales of the U.S. Lawn and Garden Market by Category: 2000-2005 (dollars)
The Marketers: Overview
Size of Marketers
Types of Marketers
Typological Overlaps
Most Marketers Are Specialists
The Rare Generalist
Major Lawn and Garden Marketers
"Major Marketers": Explanations and Qualifications
Majors: Outdoor Power Equipment
Majors: Tools and Implements
Majors: Watering/Spraying Equipment
Majors: Supplies
Majors: Services
Majors: Private-Label Marketers
Table 2-8: List of Selected Major U.S. Lawn and Garden Marketers, Top Brands, and Product Specialization, 2000 (21 marketers)
Distribution
Distribution Channels: Equipment/Supplies
Anomalous Distribution: Lawncare Services
Distribution Patterns: Direct vs. Intermediary
OPE Dealership Distribution
Distributors Still Play Vital Role
At the Retail Level
The Gang of Four
Home Depot: Undisputed Champion
The Home Center Concept
Home Depot: Sales, Units, and Store Plan
Is Home Depot Hitting a Wall?
Big Box Goes Small(er) Box: HD's Villager's Hardware
HD Tests Specialty Formats
Profile: Lowe's Cos.
Profile: Wal-Mart
Profile: Kmart
Kmart and Martha Stewart
Profile: Target
Profile: Sears
Garden Centers/Nurseries: Being Squeezed
Upscaling the Garden Center Concept
Reinventing the Concept
Direct Sales: Mail-Order on the Rise
E-Commerce: Wheeling and Dealing in 1999
A Mail-Order/Internet Crossover?
Who's Left in Internet Retailing
Regionality/Seasonality: North vs. South Retailing
Regionality/Seasonality: Weather Uncertainty and Retailing
The Consumer: L&G Surveys/Polls
The NGA Survey
Harris Poll
USA Today
Grapevine Consumer Network
American Demographics
Roper Public Pulse Poll
Simmons: Flower Gardening
Simmons: Vegetable Gardening
Profile: Flower Gardeners
Profile: Vegetable Gardeners
Lawn and Garden Equipment
The Products
Equipment Category: Three Segments
Outdoor Power Equipment: Brief Description
Gas-Powered Engines: Two-Stroke vs. Four-Stroke
Electric-Powered Engines: Corded and Cordless
Two OPE Classes: Large and Portable
Large OPE: Wheeled vs. Stationary
Large Wheeled OPE: Four Product Types
Mowers/Tractors: Four Classes
Walk-Behind Lawn Mowers
Riding Mowers
Lawn Tractors
Garden Tractors
Power Tillers/Cultivators
Snowthrowers
Power Spreaders/Seeders
Large Stationary OPE: Two Product Types
Chipper/Shredders
Power Composters
Portable OPE: Three General Product Types
Trimmers
String Trimmers
Trimmer/Brushcutters
Hedge Trimmers
Edge Trimmers
Hand Trimmers
Blowers
Wood-Cutters
Tools/Implements: Description
Tools/Implements: Classifications
Cutting Tools
Cutting Tools on Wheels
Cultivating Tools
Weeding Tools
Digging Tools
Raking Tools
Wheeled Implements
Stationary Composting Implements
Watering/Spraying Equipment: Classifications
Watering Equipment: Three Product Types
Garden Hoses
Aboveground Sprinklers/Drip Systems
Underground Irrigation Systems
Water Wands/Bubblers
Spraying Equipment: Product Types
Government Regulations
Federal Labeling Standards
Federal Performance Safety Standards
EPA and Phase I
EPA and Phase II
CARB Tier 2
EPA and CARB Agree
Manufacturers Meeting Challenges
The Leaf Blower Controversy
Blower Makers More Proactive
Local Waste Restrictions
Brief History
Evolution of Outdoor Power Equipment
The Otto-Cycle Engine
The Rotary Mower
Lawn Mowers Perfected
Future Mower Developments
Portable OPE History Is Recent
Evolving Engines in Portable OPE
Market Size, Growth, and Composition
Equipment Sales Flattening
Table 3-1: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 1996-2000 (dollars)
Figure 3-1: Estimated Total Retail Sales of U.S. Lawn and Garden Equipment, 1996-2000 (dollars)
Possible Causes
Sales Trends by Segment
OPE the Dominant Segment
OPE Unit Share by Product Type
Table 3-2: Share of U.S. Outdoor Power Equipment Shipments by Product Type, 2000
Unit Share: Large OPE
Figure 3-2: Share of Dollar Sales of Lawn and Garden Equipment by Product Segment, 2000 (percent)
Table 3-13: Selected New Product Introductions: Lawn and Garden Equipment, 1999-2000 (list)
Advertising and Promotion
Consumer Advertising Expenditures: OPE
Consumer Ad Expenditures: Tools
Media Employed
Equipment Advertising Positioning: Quality the Primary Thematic
The Performance Theme
The Longevity Theme
Secondary Themes: Value and Comfort
The Direct Pitch
Few Consumer Promotions
Charity Promotions
Trade Advertising
Trade Promotion
Examples of Advertising
Distribution and Retail
Distribution Patterns
Retail Outlet Share
Home Depot and Lowe's
Discounters
Gradual Erosion of Dealers by Home Centers
Dealers Continue to Be Viable
Hardware Stores
Home Centers and Sears Enter Hardware Arena
Sears
Smith & Hawken
The Consumer
Explanatory Note on Simmons Market Research
Number of Equipment Owners
OPE: Number of Owners/Buyers/Renters
Number of OPE Owners by Product Type
Table 3-14: Outdoor Power Equipment: Number of Owners by Product Type, 2000 (number, percent)
Tools/Implements: Number of Owners/Buyers
Number of Tool/Implement Owners by Product Type
Table 3-15: Tools/Implements: Number of Owners by Product Type, 2000 (number, percent)
L&G Equipment: Overall Owner Profile
OPE and Tools/Implements: Owner/Buyer Profiles
Profile: OPE Owners/Buyers
Profile: Tools/Implements Owner/Buyers
Table 3-16: Demographic Characteristics Favoring Ownership and Purchasing of Lawn and Garden Equipment: By Product Segment (U.S. adults)
Factors Favoring Ownership: All OPE
Walk-Behind Gas Mowers
Walk-Behind Electric Mowers
Riding Mowers/Lawn Tractors and Garden Tractors
Garden Tillers
Fertilizer Spreaders
Edge Trimmers
Hedge Trimmers
Yard Trimmers: Gas and Electric
Leaf Blower/Vacs
Factors Favoring Ownership: Tools/Implements
Grass Mowers an Anomaly
Table 3-17: Demographic Characteristics Favoring Ownership of Outdoor Power Equipment: By Product Type, 2000 (11 types)
Table 3-18: Demographic Characteristics Favoring Ownership of Tools/Implements: By Product Type, 2000 (12 types)
Lawn and Garden Supplies
The Products
Two Product Segments: Fertilizers/Growth Media (F/GM); Pest Control Supplies (Pesticides)
Fertilizers/Growth Media: Four Product Types
Fertilizers: Supplements, Not Foods
Fertilizers: Organic and Synthetic
Fertilizer Forms/Terminology
Growth Media
Soils
Soil Amendments
Mulches
Compost Accelerators
Pest Control Supplies: Three Product Types
Insecticides
Herbicides
Fungicides
Governmental Regulation
Pesticide Registration
The Food Quality Protection Act
Dursban Banned
Diazinon Next on Nix List
International Trends in Regulation
Industry Response: RISE Arises
Local/State Fertilizer Restrictions
Vermiculite the Next Asbestos?
Multiple Chemical Sensitivity
Regulations: Packaging/Labeling
Market Size, Growth, and Composition
Supplies Sales at $4.9 Billion
Table 4-1: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 1996-2000 (dollars)
Sales Trends by Segment
Figure 4-1: Estimated Total Retail Sales of Lawn and Garden Supplies, 1996-2000 (dollars)
Share by Segment
Share by Type
Weed/Feed Most Popular Fertilizer
Insecticides Most Popular Pesticide Type
Mulch Most Popular Growth Media
Supplies: Retail Share
Factors in Future Growth
Overview: A Mixed Picture
Climate Change Could Be Favorable
Extending the Season into Fall
A Marketing-Driven Approach to Growth
Cleverly Blunting Negative Perceptions
Consolidation Favors Greater Marketing Efforts
Shift to Organic Solutions Would Be Positive
"Natural" Niches Could Expand
The Container Gardening Trend
Projected Market Growth
Fertilizers and Growth Media to Drive Growth
Forecast: Pesticides
$5.8 Billion by 2005
Table 4-2: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2000-2005 (dollars)
The Marketers
Concentration at the Top
Size and Types of Marketers
From Specialists to Generalists
Scotts an Overwhelming Force in Supplies
Bayer-Pursell Arises to Challenge Scotts
Second-Tier Marketers
Significant Minors: Fertilizers
Significant Minors: Growth Media
Significant Minors: Pesticides
Table 4-3: Selected List of U.S. Lawn and Garden Supplies, 1998-2000 (40 marketers)
Brand Rankings: L&G Supplies
Perceived Brand Strengths
Evaluating Brand Ranking
Caveats
Brand Rank: Lawn Fertilizer
Brand Rank: Water-Soluble Plant Food
Brand Rank: Granular Plant Food
Brand Rank: Peat Moss
Brand Rank: Potting Soil
Brand Rank: Landscape Fabric
Brand Rank: Granular Insecticide
Brand Rank: Liquid Insecticide
Brand Rank: Liquid Herbicide
The Competitive Situation
Most Important Challenge: Branding
Scotts the "Brand Master"
Can Bayer-Pursell Take on Scotts?
Musical Chairs: Acquisition Activity
Global Chemical Consolidation
Competition: Fertilizers
Competition: Growth Media
Competition: Pesticides
Bayer's Hardball Tactics
Pesticides: Niche Competition
Competitive Profile: The Scotts Co.
Napoleonic L&G Ambitions
International Sales
Astonishing Dominance in U.S. Supplies
Record Sales in 2000
Six Marketing Groups
Sales Trends by Group
Scotts' Brands
The U.K. and Europe
Ortho and Roundup
Most Business through Top Home Centers and Discounters
Brief History
A Series of Strategic Acquisitions
Scotts' Major Move: The Miracle-Gro Merger
Miracle-Gro: The Magic of the Hard Sell
Synergy: Product Strength and Marketing Chutzpah
A "Consumer-Pull" Marketing Approach
Targeting Users and Non-Users
James Hagedorn to Inherit the Throne
A Vast Extension of the Miracle-Gro Franchise
Sold Off Pro Turf Business
Acquires Marketing Rights to Substral
Two Strategical Faux Pas: A Lawsuit
And a Product Recall
Shakeup in Distribution
Scotts and Its Debts
Competitive Profile: Bayer-Pursell
Pursell the World Leader in Time-Release Fertilizers
Pursell's Flagship Brand: Sta-Green with Polyon
Recent Brand Acquisitions
Thriving Private-Label Business
Organics in the Future?
Mineral-Based Growth Media
The Bayer-Pursell Alliance
Boxing with Scotts in Pesticides
Bayer Pulls the Rug Out with Di-Syston
Scotts Suffers a Hit
Pursell's Role
Second-Tier Supplies Marketers
United Industries/Spectrum Brands
Schultz Co.
Green Light Co.
Bonide Products
U.S. Home & Garden
Sun Gro Horticulture
Premier Horticulture
Southdown, Inc.
Lebanon Seaboard Corp.
Southern Importers, Inc.
Verdant Brands
Good Earth Organics/A.H. Hoffman
Central Garden & Pet
New Product Trends
Combo Products
Autumn Products
Trends in Fertilizer: Time-Release
More Spikes
Minor Fertilizer Niches: Dog Spots and Tea Bags
Trends in Potting Soil
Trends in Peat Moss
Trends in Mulch
Trends in Lawn Lime
Soil Amendment Trend: Lawn and Garden Supplements
Trends in Pesticides: Price and Convenience
Trends in "Preventers"
"Natural" Pesticides
High-Tech Pesticides
Table 4-4: Selected New Product Introductions: Lawn and Garden Supplies, 1999-2000 (list)
Advertising and Promotion
Consumer Advertising Expenditures
Advertising Positioning: Performance the Primary Thematic
The Professional Theme
The Superior Theme
The Humor Theme
Celebrity Endorsements
Huckster Ads
The Convenience Theme
Typical Consumer Promotions
Educational, Charitable Promotions
Trade Advertising
Examples of Advertising
Distribution and Retail
Distribution Patterns
Scotts Takes Direct Control
Shakeup at Central Garden & Pet
A Wide Range of Retail Outlets
Mass Retailers Lead in Share
Home Centers Winning vs. Discounters
Discounters Continue to Battle
Garden Centers/Nurseries in Trouble
Frank's Nursery & Crafts
Agway
Agway's Upscale Store: Cultivations
Other Upscaling Attempts
Garden Centers' Best Defense: Coop Buying Groups
Major L&G Buying Groups
The Consumer
Overview
Number of Purchasers by Product Type
Table 4-5: Number of Purchasers of Lawn and Garden Supplies by Product Type, 2000 (number, percent)
Purchasing Patterns by Sex
Factors Favoring Supplies Purchasing: Overall
Factors Favoring Purchase: Weed/Feed Products
Plant Food
Flower Garden Fertilizer
Insecticide (Synthetic)
Lawn Fertilizer
Vegetable Garden Fertilizer
Compost
Herbicide (Synthetic)
Insecticide (Organic)
Table 4-6: Demographic Characteristics Favoring Purchasing of Supplies: By Product Type, 2000 (9 types)
Professional Lawncare Services
The Services
Category Definition
Focus: Professional Lawncare Services
The Standard Treatment Program
Synthetic vs. Organic Programs
Government Regulation
Licensing Requirements
Disclosure Policies
State Notification Policies
The New York Neighbor Notification Law
Federal Pesticide Bans
State Pesticide Bans
Local/State Fertilizer Restrictions
Market Size, Growth, and Composition
2000 Continues Strong Growth
Table 5-1: Estimated U.S. Sales of Professional Lawncare Services, 1996-2000 (dollars)
Reasons for Growth Explosion
Figure 5-1: Estimated U.S. Sales of Professional Lawncare Services, 1996-2000 (dollars)
Reasons for Slight Slowdown
Testimonials to Record Growth
Most Sales in Standard Programs
Trend to Customized IPM Programs
Residential vs. Commercial Sales
Seasonality
Regionality
Factors in Future Growth
The More Money/Less Time Equation Is Positive
But What About the Downturn?
Strong Housing Market and Services
Appeal to Elite Is Positive
Almost Can't Miss with Aging Boomers
Three Wild Cards
The Weather Could Upset Services
Dursban Ban Spells Temporary Trouble
Notifying Neighbors Can Be Costly
Will Regulation Violate IPM?
The Shrug-Off Response
The Vitriolic Response
Looks Like a More Lenient Regime—For a While
Labor Shortage Reaches Crisis Proportions
Temp Workers Yes; Middle Managers No
How Will the Labor Situation Be Resolved?
Consolidation a Positive but Ancillary Factor
Consolidation Implications
Projected Category Growth
Services to Continue Double-Digit Growth
Table 5-2: Projected Sales of Professional Lawncare Services, 2000-2005 (dollars)
Why the Rosy Prediction
The Marketers
Number of Marketers
Size and Types of Marketers
TruGreen-ChemLawn with Lion's Share
A Second Tier
Significant Minor Franchise Operators
Table 5-3: Selected U.S. Marketers of Professional Lawncare Services (35 marketers)
The Competitive Situation
The Old Days: A Metro-Based "Mom and Pop" Affair
The New Days: Transformation through Consolidation
Easy to Enter, Hard to Grow
Safe Expansion; Risky Expansion
Barefoot and the Risky Approach
ServiceMaster Gobbles up Successful Firms
Franchising the Safest Route to Expansion
Franchisee Benefits
Fees/Royalties a Small Price to Pay
Scotts Lawn Service the Exception
Lowballers and Higher Costs Leave Services Vulnerable
Education Is in Order
Consolidation Pressures Remain
Vertical or Horizontal Integration?
Competitive Profile: ServiceMaster LP
From Servant to Master
Consumer/Commercial and Other Divisions
A Highly Unique Strategy
Rise to Dominance in Lawn Services
A More Recent Takeover Move
The Same White Knight: The LandCare Acquisition
TruGreen-ChemLawn: Overview
TruGreen's Recent Acquisitions
Has ServiceMaster Bitten Off More than It Can Chew?
TruGreen's Troubles
New Watchword: Integration
Competitive Profile: Weed Man/Turf Holdings, Inc.
Canada's Leading Firm Expanding to U.S.
The Time Is Right
A Well-Prepared Strategy
Industry Bigwigs Sign Up
Why They Are Joining Weed Man
Weed Man's Plan
A Confident Challenger
Competitive Profile: Lawn Doctor
No. 2 Service Firm
Franchise Fees
Standard Program
Customized Treatment Services
Lawn Doctor a Major Advertiser
Competitive Profile: Terra Systems
Entrepreneur Swayed by Organic Approach
Savvy Salesman Achieves Success
The Crux of the System
Higher Education, Better Service
A Harbinger of Things to Come?
Advertising and Promotion
Low Advertising Expenditures
TGCL and Lawn Doctor
Marketing through Branding
Services Positioning
Services Promotion
Free Estimates, Discounts
The Consumer
Estimated Number of Users
Factors Favoring Use: Lawn Maintenance and Garden Services
Table 5-4: Demographic Characteristics Favoring Use of Lawn Maintenance Services, 2000 (U.S. adults)
Appendix I: Examples of consumer and trade advertising and promotions
Appendix II: Addresses of selected marketers
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First Research, Inc.
Brief Excerpt from Industry Overview Chapter: The US garden center and farm supply store industry includes about 16,000 stores with combined annual revenue of about $30 ...
Nursery & Garden Stores in the US - Industry Risk Rating Report by
IBISWorld
IBISWORLD INDUSTRY RISK RATINGS REPORT This is the replacement for IBISWorld's May 2011 edition of Nursery & Garden Stores in the US Industry Risk Ratings Report. Industry ...
Lawn & Outdoor Equipment Stores in the US - Industry Risk Rating Report by
IBISWorld
IBISWORLD INDUSTRY RISK RATINGS REPORT This is the replacement for IBISWorld's June 2011 edition of Lawn & Outdoor Equipment Stores in the US Industry Risk Ratings ...
Bisphenol A Industry Outlook in the US to 2015 - Market Size, Company Share, Price Trends, Capacity Forecasts of All Active and Planned Plants by
GlobalData
Bisphenol A Industry Outlook in the US to 2015 - Market Size, Company Share, Price Trends, Capacity Forecasts of All Active and Planned Plants Summary GlobalData’s report, ...
Industrial Designers in the US - Industry Market Research Report by
IBISWorld
Industrial Designers in the US A premium on creativity : As technology becomes more prevalent in everyday life and products become more standardized, companies require something beyond ...
2012 U.S. Drinking Places & Bars Industry-Industry & Market Report by
Barnes Reports
The Drinking Places & Bars Industry report, published annually by Barnes Reports, contains timely and accurate industry statistics, forecasts and demographics. The report features ...
2012 U.S. Direct Mail Advertising Industry-Industry & Market Report by
Barnes Reports
The Direct Mail Advertising Industry-Industry & Market report, published annually by Barnes Reports, contains timely and accurate industry statistics, forecasts and demographics. The report features ...
2012 U.S. Department Stores Industry-Industry & Market Report by
Barnes Reports
The Department Stores Industry-Industry & Market report, published annually by Barnes Reports, contains timely and accurate industry statistics, forecasts and demographics. The report features 2012 ...
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