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Lawn and Garden Products - US - April 2016

Lawn and Garden Products - US - April 2016

The lawn and garden products market is on the rise in an improving economy as more consumers engage in discretionary projects to improve their outdoor living space. In addition, consumers are viewing lawn and garden care as an enjoyable activity with benefits rather than a chore. While a stable and improving economy and housing market points to future market growth, consumers will continue to take a price-driven approach to shopping for lawn and garden products. Going forward, creative and affordable projects, safe and healthy products, and ergonomic garden designs that are suitable for any size living space may help continue growth and appeal to a range of consumers.

This report examines the following areas:

Slow, steady growth expected to continue
Gardening Non-enthusiasts outnumber Garden Enthusiasts
Cost and time most common barriers for caring for lawn and garden


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2010-20
Figure 2: Share of Garden Enthusiasts versus Non-enthusiasts, February 2016
Figure 3: Barriers to caring for lawn and garden, February 2016
The opportunities
Figure 4: Purchase location, February 2016
Figure 5: Lawn and garden projects, February 2016
Figure 6: Motivators for caring for lawn and garden, agree, by age and Hispanic origin, February 2016
What it means
THE MARKET
What you need to know
Lawn and garden products market experiences growth
DIY home improvement spending on rise
More than four in 10 respondents are Gardening Enthusiasts
Improving economy, housing shifts impact market
Market size and forecast
Historic and projected sales for lawn and garden products
Figure 7: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2010-20
Figure 8: Total US revenues and forecast of lawn and garden products, at current prices, 2010-20
Market perspective
Spending on DIY home improvement increases, including outdoors
Figure 9: DIY improvement expenditures ($billions), 1995-2013
Gardening enthusiasts market
Overview of Gardening Enthusiasts
Figure 10: Share of Gardening Enthusiasts versus Non-enthusiasts, February 2016
Figure 11: Gardening Enthusiasts participation, attitude, and skills, February 2016
Lawn care and gardening segments
Gardening Enthusiasts
Figure 12: Typical demographic of Gardening Enthusiast, February 2016
Gardening Non-enthusiasts
Market factors
Improving economy helps lift lawn and garden category
Figure 13: Consumer Sentiment Index, January 2007-February 2016
Stagnant homeownership rates, rental rates increase
Figure 14: Homeownership rate, by age of householder, 2014
Bigger homes, smaller lawns
Figure 15: Change in median home and lot size, 2009-14
KEY PLAYERS
What you need to know
Scotts continues to lead market, but sees decline in sales and share
Sales of select lawn and garden product brands increasing
Garden stores face hurdles
Apps, smaller products represent growth opportunity
Manufacturer sales of lawn and garden products
Scotts leads market, but sees sales and share fall
Manufacturer sales of lawn and garden products
Figure 16: MULO sales of lawn and garden products, by leading companies, rolling 52-weeks 2014 and 2015
What’s flourishing?
Problem specific products
Figure 17: MULO sales of lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
Simplicity and humor: Effective marketing for retailers
Figure 18: “LowesFixInSix,” online Vine video, December 18, 2015
Fresh, organic foods enabling healthy living and yard-to-table trend
What’s dying?
Central Garden & Pet losing share
Figure 19: MULO sales of Central Garden & Pet, by leading companies and brands, rolling 52-weeks 2014 and 2015
Specialists, garden stores face challenges
Fertilizers, soils, seeds
Figure 20: MULO sales of select lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
What will be growing?
Want to improve the lawn or garden? There is an app for that!
Figure 21: Interest in technology for lawn and garden, agree, by age, Hispanic origin, and parents, February 2016
Subscription services for the garden
Gardening for urbanites: Bringing the outdoors in
Figure 22: Terrarium image
THE CONSUMER
What you need to know
Age, living situation, and lifestyle influence lawn and garden trends
Most lawn and garden projects are DIY
Big-box home centers offer convenience, but lack expertise
Price is the most important factor when shopping the category
Home value and health benefits motivate participants
Money, time are the most common challenges for consumers
Lawn and garden participation, attitudes, skills
Most enjoy regularly caring for lawn and garden
Figure 23: Lawn and gardening participation, attitudes, and skill, February 2016
Lawn and garden: Men slightly more engaged than women
Figure 24: Lawn and gardening participation, by gender, February 2016
Adults aged 25-44, parents establish place in the category
Figure 25: Lawn and gardening attitudes, by gender, February 2016
Figure 26: Lawn and gardening skill, by gender, February 2016
Figure 27: Lawn and gardening participation, by age and parental status, February 2016
Figure 28: Lawn and gardening attitudes, by age and parental status, February 2016
Figure 29: Lawn and gardening skill, by age and parental status, February 2016
Hispanics represent important lawn and garden group
Figure 30: Lawn and gardening participation, by race and Hispanic origin, February 2016
Figure 31: Lawn and gardening attitude, by race and Hispanic origin, February 2016
Figure 32: Lawn and gardening skill, by race and Hispanic origin, February 2016
Lawn and garden activities
Lawn and garden care more likely to be DIY than by professionals
Figure 33: Lawn and garden activities, February 2016
Adults aged 25-44 doing work themselves
Figure 34: Select lawn and garden activities done themselves, by age, February 2016
Older adults, Hispanics willing to spend for professional services
Figure 35: Select lawn and garden activities done by hired professional, by age and Hispanic origin, February 2016
Gardening Enthusiasts take on more DIY lawn and garden projects
Figure 36: Lawn and garden activities done themselves, by all and Garden Enthusiasts, February 2016
Purchase locations
Big-box home centers dominate lawn and garden retail
Figure 37: Purchase locations, by all and Garden Enthusiasts, February 2016
Older consumers want the experts
Figure 38: Purchase locations, by age, February 2016
Hispanics, Blacks seek convenient locations
Figure 39: Purchase Locations, by race and Hispanic origin, February 2016
Purchase factors
Price weighs on cost-conscious consumers
Brand recognition important to lawn and garden equipment shoppers
Figure 40: Purchase factors for lawn and garden equipment and tools, February 2016
Safety features a priority for lawn and garden care products
Figure 41: Purchase factors for lawn and garden care, February 2016
Care requirements, visual impact are key for plant purchasers
Figure 42: Purchase factors for trees, plants, and bushes, February 2016
Figure 43: Select purchase factors for lawn and garden equipment or tools, by age and Hispanic origin, February 2016
Adults aged 25-44, Hispanics look for environmental and safety benefits
Figure 44: Select purchase factors for lawn and garden care, by age and Hispanic origin, February 2016
Figure 45: Select purchase factors for trees, plants, and shrubs, by age and Hispanic origin, February 2016
Gardening Enthusiasts are willing to put in time and effort for quality
Figure 46: Select purchase factors among Garden Enthusiasts, February 2016
Lawn and garden motivations
Health benefits and curb appeal motivate most participants
Figure 47: Lawn and gardening motivations, agree, February 2016
25-44’s, Hispanics bonding over activities; planning future projects
Figure 48: Select lawn and gardening motivators, agree, by age, February 2016
Figure 49: Select lawn and gardening motivators, agree, by Hispanic origin, February 2016
Appeal to Gardening Enthusiasts with customizable projects
Figure 50: Select lawn and garden motivations, among Garden Enthusiasts, February 2016
Are renters less motivated to garden?
Figure 51: Select lawn and gardening motivations, agree, by primary residence, February 2016
Lawn and garden barriers
Cost, time are top barriers for consumers
Figure 52: Barriers for lawn and garden activities, February 2016
Space constraints, lack of knowledge challenge younger adults
Hispanics concerned about chemicals, overwhelmed
Figure 53: Select barriers for lawn and garden activities, by age, February 2016
Figure 54: Select barriers for lawn and garden activities, by Hispanic origin, February 2016
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Market
Figure 55: Total US revenues and forecast of lawn and garden products, at inflation-adjusted prices, 2010-20
Key players
Figure 56: MULO sales of lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
Consumer
CHAID methodology
Correspondence methodology
Purchase Factors
Figure 57: Correspondence Analysis – Purchase factors, February 2016
Figure 58: Purchase factors, February 2016
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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