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Live Goods: Plants, Trees, and Shrubbery

Live Goods: Plants, Trees, and Shrubbery

US sales of live goods, including plants, trees, & shrubbery, are projected to increase 2.5 percent per year to $12.1 billion in 2023. A healthy economy, coupled with growing participation in outdoor living, will support gains through the forecast.

This report covers sales of live goods by product, end-user, and region. Additionally, the study presents and discusses major factors affecting demand; growth opportunities; consumer survey data and trends; and retail sales, channels, and marketing strategies. Data are given in dollar value.

Live goods products covered in the study include:
Bedding/garden plants
Indoor/patio plants
Trees & Shrubs
Other live goods

Live goods end-users covered in the study include:
Consumer/DIY
Professional

Regions covered in the study include:
Northeast
Midwest
South
West

Scope of the Report
This report covers the scope, size, and growth of the US live goods market including key trends in products, end-users, and regions. Historical data are provided for 2008, 2013, and 2018 with forecasts for 2023, with year by year historical market volatility also addressed. Data are provided in dollar value. Additionally, the study presents and discusses major factors affecting demand; growth opportunities; consumer survey data and trends; and retail sales, channels, and marketing strategies. The study also analyzes leading growers.


  • EXECUTIVE SUMMARY
    • Table Figure 1-1 | Key Trends in the US Live Goods Market
  • OVERVIEW
    • Key Findings
      • Table Figure 2-1 | US Live Goods Market Overview
    • Historical Sales Trends
      • Table Live Goods Product Market, 2008 – 2018
      • Table Figure 2-2 | Live Goods Product Market, 2009 – 2018
    • Sales by End User
      • Consumer/DIY vs. Professional Sales
        • Table Live Goods Product Sales by End User, 2008 – 2023
      • Consumer/DIY
      • Professional
    • Sales by Region
      • Northeast
      • Midwest
      • South
      • West
        • Table Live Goods Product Sales by Region, 2008 – 2023
        • Table Figure 2-3 | Live Goods Product Sales by Region, 2008 – 2023
    • Major Factors That Impact Sales of Live Goods
      • Homeowners vs. Renters
      • Demographic Trends: Boomers & Millennials
      • Outdoor Living Trends
      • Landscaping Activity
      • Planting from Seeds, Bulbs & Propagative Materials
      • Urban Green Spaces & Park Investment
      • Green (Vegetative) Roofing
      • Climate & Seasonality
      • Rainfall & Watering
      • Native Plants & Soil Composition
      • Wildlife Conservation & Pollinator-Friendly Gardens
    • Major Opportunities for Growth
      • Table Growth Opportunities in Live Goods
  • CONSUMER INSIGHTS & TRENDS
    • Key Findings
      • Table Figure 3-1 | Key Consumer Insights in the Live Goods Products Market
    • Consumer Survey Trends
      • Homeownership Trends: Ownership vs. Rentals
        • Table Total Homeownership & Rentals in the US, 2008 – 2018
      • Homeownership Trends: Annual Household Income
        • Table Homeownership & Rental Trends in the US by Annual Household Income, 2008 – 2018
      • Homeownership Trends: Age Brackets
        • Table Figure 3-2 | Homeownership & Rental Trends in the US by Age Bracket, 2008 & 2018
      • Prevalence of Outdoor Spaces at Home
        • Table Presence of an Outdoor Space at Home, 2018
      • Size of Owned Land Around Home
        • Table Percent of Households That Own Land by Size of Lot, 2008 – 2018
      • Home Improvement
        • Table Remodeling Done in Last 12 Months vs. Planned in Next 12 Months, 2008 – 2018
        • Table Who Completed Home Remodeling in the Last 12 Months, 2008 – 2018
      • Landscaping Preferences
        • Table Figure 3-3 | Landscaping Preferences of Consumers, 2019
      • Water Conservation Concerns by Region
        • Table Figure 3-4 | Consumer Concerns About Water Usage in Landscaping by Region, 2019
      • Gardening Preferences
        • Table Figure 3-5 | Gardening Preferences of Consumers, 2019
      • Gardening by Age Bracket
        • Table Figure 3-6 | Consumers Who Enjoy Gardening by Age Bracket, 2019
      • Live Goods Sales by Selected Demographics
        • Table Live Goods Sales by Selected Demographics
      • Live Goods Sales by Type
        • Table Figure 3-7 | Live Goods Purchases in the Last 12 Months by Type, 2019
      • Live Goods Product Preferences
        • Table Figure 3-8 | Live Goods Product Preferences, 2019
    • Major Consumer Trends in Live Goods
      • Low Maintenance
      • Food Gardening
      • Plant Parents & Millennials
      • Moon Gardens
        • Table Figure 3-9 | Moon Garden Example
      • Hydroponics
      • Cacti & Succulents
        • Table Cacti & Succulent Sales, 2008 – 2023
        • Table Figure 3-10 | Assorted Succulents from Altman Plants
      • Urban Living: Balcony & Rooftop Gardens
        • Table Figure 3-11 | Urban Dwellers Percent of US Population, 2000 – 2023
      • Instagram-Worthy Plants & Other Social Media Trends
        • Table Figure 3-12 | Instagram: #plantsofinstagram
        • Table Figure 3-13 | Pinterest: Pollinator-Friendly Garden Board
      • Indoor Plants, Container Gardens, & Living Walls: Décor & Air Cleaning
        • Table Figure 3-14 | Garden Tips' Video on NASA-Recommended Air-Cleaning Indoor Plants
        • Table Figure 3-15 | POPSUGAR's Eye on Design Living Wall Installation Tutorial Video Sponsored by Lowe's
      • Community Gardens
        • Table Figure 3-16 | GrowNYC Community Garden in Brooklyn, NY
      • Organic Gardening
        • Table Figure 3-17 | Home Depot Garden Club Organic Gardening Banner Ad
      • Smart & Automated Equipment
        • Table Figure 3-18 | Tertill Weed Trimming Robot
      • Xeriscaping & Water Management
      • Bee-Friendly & Wildlife Gardens
  • GROWERS SALES
    • Key Findings
      • Table Figure 4-1 | Key Growers Trends in the Live Goods Market
    • Live Goods Sales by Type
      • Table Live Goods Product Sales by Type, 2008 – 2023
      • Table Figure 4-2 | Live Goods Product Sales by Type, 2018 – 2023
    • Bedding/Garden Plants
      • Sales by Product
        • Table Bedding/Garden Plant Sales, 2008 – 2023
        • Table Figure 4-3 | Bedding/Garden Plant Sales, 2018 – 2023
      • Flowering & Foliage
        • Table Figure 4-4 | Flowering & Foliage Annual vs. Perennial Bedding/Garden Plants, 2018 – 2023
      • Vegetable
    • Indoor/Patio Plants
      • Table Indoor/Patio Plant Sales, 2008 – 2023
      • Table Figure 4-5 | Indoor/Patio Plants, 2018 – 2023
    • Trees & Shrubs
      • Tree & Shrub Sales
        • Table Tree & Shrub Sales, 2008 – 2023
      • Sales by Format (Balled & Burlapped, Bare Root, & Container & Other)
        • Table Figure 4-6 | Trees & Shrubs Sales by Format, 2018 – 2023
      • Sales by Type (Evergreens, Fruit & Nut Plants, Deciduous Trees, & Deciduous Shrubs)
        • Table Figure 4-7 | Trees & Shrubs Sales by Type, 2018 – 2023
    • Other Live Goods (Ornamental Grasses, Landscaping Palms, Groundcover & Vines, Cacti & Succulents, & Aquatic Plants)
      • Table Other Live Goods Product Sales, 2008 – 2023
      • Table Figure 4-8 | Other Live Goods Product Sales, 2018 – 2023
    • Growers
      • Industry Composition
      • Industry Restructuring
        • Table Selected Acquisitions & Divestitures
      • Leading Growers
        • Table Leading Growers, 2018
      • Altman Specialty Plants
      • Central Garden & Pet (Bell Nursery)
      • Color Point
      • Costa Farms
      • Gardens Alive!
      • Green Circle Growers
      • Kurt Weiss Greenhouses
      • Metrolina Greenhouses
      • Monrovia Nursery
      • Rocket Farms
      • Seville Farms
      • TreeSap Farms
      • Willoway Nurseries
  • RETAIL SALES & DISTRIBUTION CHANNELS
    • Key Findings
      • Table Figure 5-1 | Key Retail Trends for Live Goods Products
    • Plant & Tree Retail Sales
      • Table Live Goods Product Retail Sales by Type, 2008 – 2023
      • Table Figure 5-2 | Live Goods Product Retail Sales by Type, 2018 – 2023
    • Plant & Tree Retail Channel Descriptions
    • Professional Retail Sales by Channel
      • Table Figure 5-3 | Professional Live Goods Product Retail Sales Share by Channel, 2018
    • Consumer/DIY Retail Sales by Channel
      • Table Consumer/DIY Live Goods Product Retail Sales Share by Channel, 2008 – 2023
      • Table Figure 5-4 | Consumer/DIY Live Goods Product Retail Sales Share by Channel, 2018
    • Consumer Survey Trends: Sales by Primary & Secondary Retail Outlet
      • Table Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Primarily Shop for These Items?
      • Table Figure 5-5 | Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Primarily Shop for These Items?
      • Table Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Also Shop for These Items?
      • Table Figure 5-6 | Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Also Shop for These Items?
    • Home Improvement Stores
      • Supplier Spotlight: Home Depot
      • Supplier Spotlight: Lowe's
    • Garden Centers & Nurseries
      • Table Selected Retail Garden Centers & Nurseries by Region Served
    • Hardware & Farm Supply Stores
      • Supplier Spotlight: Ace Hardware
      • Supplier Spotlight: True Value
      • Supplier Spotlight: Tractor Supply
    • Mass Merchandisers
      • Supplier Spotlight: Walmart
      • Supplier Spotlight: Target
    • E-Commerce
      • Amazon & Other Pure Play Platforms
      • Brick-&-Mortar Stores
      • Catalog Converts
    • Other Distribution Channels
      • Grocery Stores
      • Florists
      • All Other Distribution Channels
    • Marketing Trends
      • Brand Name Recognition & Certified Products
        • Table Figure 5-7 | Marketing Example: Anatomy of a Proven Winners Tag
      • Labeling & Packaging Products to Reflect Consumer Lifestyles
        • Table Figure 5-8 | Marketing Example: Labeling Products by Relevance to Consumer Lifestyles
      • Quality Assurance for E-Commerce Orders
        • Table Figure 5-9 | Marketing Example: Assuring the Protectiveness of E-Commerce Packaging
      • Subscription Programs
        • Table Figure 5-10 | Marketing Example: Horti Plant Subscription Promotion
      • Social Media & Other Online Venues: Pictures Sell
        • Table Figure 5-11 | Marketing Example: The Sill on Instagram
      • Expert Advice: How to Get a Green Thumb
        • Table Figure 5-12 | Marketing Example: Bloomscape's Official Plant Mom
      • Reduced or Limited Use of Pesticides & GMOs & Other Sustainability Considerations
        • Table Figure 5-13 | Marketing Example: Growers Exchange Statement on Neonicotinoids
      • Heirloom vs. Hybrid Plants
        • Table Figure 5-14 | Marketing Example: Bonnie Plants' Hybrid vs. Heirloom Plant Gardening Webpage
  • APPENDIX
    • Scope
      • Table Study Scope: Live Goods
      • Table Study Scope: US Geographic Regions & Subregions
      • Table Relevant Industry Codes
      • Table Relevant HS Codes
    • Definitions
    • Abbreviations
      • Table Abbreviations & Acronyms Used in Study
    • Freedonia Methodology
    • Study-Specific Methodology
    • Sources
    • Associations & Agencies
    • Related Studies & Reports
    • Macroeconomic Assumptions
      • Economic Environment
        • Table Macroeconomic Indicators, 2008 – 2023
        • Table Figure 6-1 | Annual Growth in Real GDP, 2000 – 2018, Compared to 1980 – 2005 Average
      • Demographics
        • Table Population & Households, 2008 – 2023
        • Table Figure 6-2 | Annual Population Growth, 2003 – 2018
      • Consumer Spending
        • Table Personal Consumption Expenditures, 2008 – 2023
      • Residential Building Construction
        • Table Residential Building Construction Expenditures, 2008 – 2023
      • Residential Improvements & Repairs
        • Table Residential Improvement & Repair Expenditures, 2008 – 2023
      • Housing Stock
        • Table Housing Stock by Type, 2008 – 2023
        • Table Figure 6-3 | Housing Stock by Year of Construction, 2018
      • Housing Completions
        • Table New Housing Indicators, 2008 – 2023
      • Commercial Building Construction
        • Table Commercial Building Construction Expenditures, 2008 – 2023
      • Commercial Building Improvements & Repairs
        • Table Commercial Building Improvement & Repair Expenditures, 2008 – 2023
      • Nonbuilding Construction Expenditures
        • Table Nonbuilding Construction Expenditures, 2008 – 2023

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