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Lawn and Garden Equipment in the U.S., 11th Edition


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Lawn and Garden Equipment in the U.S., 11th Edition

The economy and weather continued to suppress sales of lawn and garden (L&G) equipment over the last five years despite the fact that Americans love to care for their lawns and gardens. Packaged Facts estimates total retail sales of the L&G equipment market, consisting of outdoor power equipment (OPE), tools and implements (T/I), and watering/spraying equipment (W/S), at $10.2 billion in 2014. OPE accounted for 68% or $7 billion of total sales. T/I accounted for 16% or $1.7 billion and W/S equipment for over 15% or about $1.6 billion in sales.

Sales of L&G equipment peaked at the height of the housing boom in 2005, and have been declining and trying to recover since then. The market stabilized somewhat with sales declining by a CAGR of 0.2% between 2010 and 2014. This is an improvement over 2008 to 2012, when sales declined by a CAGR of more than 1%. Lawn and Garden Equipment in the U.S., 11th Edition details how L&G equipment is a mature market with sales highly dependent on the economy, housing, household formation, weather, and seasonality. Continued economic challenges have made market recovery uneven and weather has also created fluctuations in sales year-to-year.

Forecasting future market sales is near impossible given so many variables. However Packaged Facts projects retail sales will increase by a CAGR of 3% to reach $11.8 billion in 2019. Many assumptions are built into the forecast including improvement in the economy, a sustained housing recovery, and an increase in household formations. Weather will have a significant impact on the forecast and is impossible to predict. Continued drought conditions and severe water restrictions in some parts of the U.S. will likely have a negative impact on several segments across all categories. Growth will be driven by increasing popularity of riding/tractor lawn mowers and zero-turn models in particular. Electric products, particularly lithium ion battery-powered products, will also contribute to growth. The segment is expected to continue growing as battery technology is improving rapidly to deliver power and performance equal to gas-powered products. Lawn and Garden Equipment in the U.S., 11th Edition discusses new technologies and marketers that are challenging leading players in this arena.

Both marketers and retailers are challenged to grow in a mature and highly competitive L&G equipment market. Marketers fight to primarily take share from each other and a relatively small number of players account for the majority of sales. Few marketers compete across all categories, and leaders differ by category. Husqvarna and MTD Products remain the largest marketers of OPE, with each deriving sales from a number of brands that target every price segment. TTI, through its Homelite and Ryobi brands, and Black & Decker are leaders in electric OPE (corded and battery.) Ames, through multiple brand offerings, is the leader by a wide margin in T/I, and is a major player in some W/S products. The W/S category is relatively concentrated with a few major competitors leading individual product segments. Although a retailer and not a manufacturer, Sears is a major marketer of L&G equipment through its private label Craftsman brand. Private label store brands are significant factors in the market with Home Depot and Lowe’s marketing extensive product lines through multiple brands.

Home Depot and Lowe’s, plus Walmart and Sears/Kmart (both owned by Sears Holdings) dominate sales of L&G equipment in the U.S. They along with other mass retailers control 75% of total market sales and at least 80% of OPE sales. Consumers also shop the Internet aggressively, mainly for information and pricing on OPE. It’s estimated that more than a third of OPE consumers shop online, seeking price comparisons and information on product features. Lawn and Garden Equipment in the U.S. 11th Edition outlines the importance of omni-channel retailing which integrates computers and mobile devices with bricks-and-mortar stores, direct mail, and catalogs to provide consumers with a convenient, seamless shopping experience allowing them to buy wherever, however, and whenever they want.

A companion report, Lawn and Garden Supplies in the U.S., 10th Edition, is available for purchase at www.packagedfacts.com. 

Scope of Report

This report presents a detailed analysis of the U.S. consumer market for do-it-yourself (DIY) lawn and garden (L&G) equipment. It outlines key issues and trends affecting the overall market and analyzes all product categories including outdoor power equipment (OPE), tools and implements (T/I), and watering/spraying equipment (W/S). The report also discusses major players and brands and analyzes their key activities and performance. Market size data are provided for 2010–2014 and projections for 2014–2019. All retail channels that sell consumer L&G equipment are covered and considered in arriving at overall market size estimates, market trends and competitive analysis.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included proprietary Packaged Facts online consumer surveys as well as consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers, publications and other market research sources. Our analysis of consumer trends relies on data from various sources including national online consumer usage surveys conducted in June 2013 and April 2015 by Packaged Facts, and Simmons National Consumer Surveys for Fall 2004 through Fall 2014, from Experian Marketing Services. The Packaged Facts national online consumer surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.


  • Executive Summary
    • Introduction
      • Scope of Report
      • Methodology
      • Product Category Definitions
        • Table Outdoor Power Equipment Product Segments
        • Table Tools and Implements Product Segments
        • Table Watering and Spraying Equipment Product Segments
      • Areas Outside Scope
    • Market Size and Growth
      • L&G Equipment Sales at $10.2 Billion in 2014
      • Factors Affecting Market Growth
      • Category Sales
      • Product Segment Sales
      • Mass Retailers Account for Three Quarters of L&G Equipment Sales
      • Market Forecast
    • The Marketers
      • Market is Relatively Concentrated
      • Category Leaders
      • Private Label a Significant Factor in Market
    • New Product, Retailing, and Marketing Trends
      • Product Trends
      • Retail Trends
      • Marketing Trends
    • The Consumer
      • Percentage of Households Owning L&G Equipment Declines
      • Size of Land Influences Level of L&G Equipment Ownership
        • Table Share of Households That Own Lawn & Garden Equipment: By Size of Land Around Home, 2014 (percent)
      • Lawn Mowers and Trimmers Most-Owned L&G Power Equipment
      • Homeowners Need Shovels and Rakes Most
      • L&G Equipment Purchases Driven by Replacement of Existing Products
      • Craftsman and Black & Decker Most Owned by Consumers
      • Black & Decker Purchased by Consumers at Highest Rate
        • Table Share of Gardeners Who Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 vs. 2015 (percent)
  • The Market
    • Introduction
      • Scope of Report
      • Methodology
      • Product Category Definitions
        • Table Outdoor Power Equipment Product Segments
        • Table Tools/Implements Product Segments
        • Table Watering/Spraying Equipment Product Segments
      • Areas Outside Scope
    • Market Size and Growth
      • L&G Equipment Sales at $10.2 Billion in 2014
        • Table Retail Dollar Sales of Lawn & Garden Equipment, 2010–2014 (in millions)
      • Factors Affecting Market Growth
      • Housing and Households
        • Table Annual Existing Home Sales and Housing Starts, 2002-2015
        • Table Annual New Single-Family Home Sales and Median Annual Sales Price, 2000-2015
      • Economy and Spending
        • Table Personal Income and Its Disposition, 2007-2014 ($ billions)
        • Table U.S. Personal Consumption Expenditures by Type of Product, 2006-2013 (billions)
      • Category Sales
        • Table Retail Dollar Sales of Lawn & Equipment by Category, 2010–2014 (in millions)
      • Product Segment Sales
        • Table Retail Dollar Sales of Outdoor Power Equipment by Product Segment, 2012-2014 (millions)
        • Table Retail Dollar Sales of Tools and Implements by Product Segment, 2012-2014 (millions)
        • Table Retail Dollar Sales of Watering/Spraying Equipment by Product Segment, 2014 (millions)
      • Mass Retailers Account for Three Quarters of L&G Equipment Sales
      • Market Forecast
  • The Marketers
    • Overview
      • Table Selected Marketers of L&G Equipment by Product Category, 2015
      • Private Label a Significant Factor in Market
        • Table Selected Private-Label Lawn & Garden Equipment Brands, 2015
      • Licensing Extends Brand Reach
      • Lawn and Garden Equipment Market
        • Table Leading Marketers of Lawn & Garden Outdoor Power Equipment, 2015
        • Table Leading Marketers of Lawn & Garden Tools & Implements, 2015
        • Table Leading Marketers of Lawn & Garden Watering/Spraying Equipment, 2015
      • Mergers, Acquisitions, Divestitures
    • Competitive Profiles
      • Husqvarna Group
        • Table Husqvarna Lawn & Garden Equipment Products
      • MTD Products
        • Table MTD Products L&G Equipment Products
      • John Deere
        • Table John Deere Lawn & Garden Equipment Products
      • TTI (Techtronic Industries)
        • Table TTI Lawn & Garden Equipment Products
      • Toro
        • Table Toro Sales, Fiscal Years 2008–2014 (in millions)
        • Table Toro Lawn & Garden Equipment Products
      • Briggs & Stratton
        • Table Briggs & Stratton Sales, Fiscal Years 2009–2014 (in millions)
        • Table Briggs & Stratton Lawn & Garden Equipment Products
      • Ariens
        • Table Ariens Lawn & Garden Equipment Products
      • Stihl Inc.
        • Table Stihl Lawn & Garden Equipment Products
      • Honda Power Equipment
        • Table Honda Lawn & Garden Equipment Products
      • Stanley Black & Decker
        • Table Black & Decker Lawn & Garden Equipment Products
      • Echo Inc.
        • Table Echo Inc. Lawn & Garden Equipment Products
      • The Ames Companies (formerly AmesTrue Temper)
        • Table Ames True Temper Sales, Fiscal Years 2008–2014 (in millions)
        • Table Ames True Temper Lawn & Garden Equipment Products
      • Fiskars
        • Table Fiskars Lawn & Garden Equipment Products
      • Corona Clipper
        • Table Corona Clipper Lawn & Garden Equipment Products
      • Swan
        • Table Swan Lawn & Garden Equipment Products
      • Apex Hose
        • Table Apex Lawn & Garden Equipment Products
      • Suncast Corp.
        • Table Suncast Lawn & Garden Equipment Products
      • Rain Bird
        • Table Rain Bird Lawn & Garden Equipment Products
      • Orbit Irrigation Products
        • Table Orbit Irrigation Lawn & Garden Equipment Products
      • Craftsman (Sears Holdings Corporation)
        • Table Sears Craftsman Lawn & Garden Equipment Products
  • New Product, Retailing, and Marketing Trends
    • Product Trends
      • Outdoor Power Equipment (OPE) Category
      • Tools and Implements (T/I) Category
      • Watering/Spraying (W/S) Equipment Category
    • Retailing Trends
      • Internet Grows in Importance, Particularly for OPE
      • Houzz Major Internet Community for Home Design
      • Omni Channel Retailing Has become Essential
      • Supporting Independent Dealers
    • Marketing Trends
      • Fiskars Discover the Difference Tour
      • Troy-Bilt Test Events at Lowe's
      • Manufacturers Sponsor Events to Build Brand Awareness
      • Doing Good Is Good For Business
      • Licensing Extends Brand Reach
      • Companies Rebrand to Increase Relevance
      • Made in USA Making a Comeback
      • Better Warranty is Marketing Tool
      • Look Before You Pump
  • The Consumer
    • Sources
    • Thirty Percent of Americans Garden
    • Demographics of Gardeners
      • Table Demographic Indexes for Participating in Gardening in Last 12 Months, 2014 (adults)
    • Percentage of Households Owning L&G Equipment Declines
    • Size of Land Influences Level of L&G Equipment Ownership
      • Table Percent of Households That Own Lawn & Garden Equipment: By Size of Land Around Home, 2014
    • Lawn Mowers and Trimmers Are Most-Owned L&G Power Equipment
      • Table Percent of Households That Own Selected Types of Power Lawn & Garden Equipment, 2004-2014
    • Homeowners Need Shovels and Rakes Most
      • Table Percent of Households That Own Selected Types of Lawn & Garden Tools/Implements, 2004-2013
    • L&G Equipment Purchases Driven by Replacement of Existing Products
      • Trimmers and Mowers Purchased at Highest Rates of OPE
        • Table Number of Households That Bought Selected Types of Power Lawn & Garden Equipment in Last 12 Months, 2004-2014 (in thousands)
      • Rakes and Shovels Purchased at Much Higher Rates than Other T/I
        • Table Number of Households That Bought Selected Types of Lawn & Garden Tools/Implements in Last 12 Months, 2004-2013 (in thousands)
    • Demographic Differences Between Owners and Buyers
      • Age
      • Income
      • Region
      • Race
      • Kind of Residence
        • Table Demographic Indexes for Ownership or Purchasing of Selected Lawn and Garden Equipment Products, 2014
    • Craftsman and Black & Decker Most Owned by Consumers
      • Table Selected Brands of Lawn & Garden Equipment Owned by Consumers, 2004-2014 (percent)
    • Black & Decker Purchased by Consumers at Highest Rate
      • Table Number of Households Purchasing Selected Brands of Lawn & Garden Equipment in Last 12 Months, 2004-2014 (in thousands)
    • Demographic Differences by Brand
      • Craftsman
      • Black & Decker
      • John Deere
      • Toro
      • Lawn Boy
      • Stihl
      • Ariens
      • Homelite
      • Worx
      • Scotts
        • Table Demographic Indexes for Ownership of Selected Lawn & Garden Equipment Brands, 2014 (index)
    • Demographic Differences by Selected MTD Products' Brands
      • Gender
      • Age
      • Household Income
      • Region
      • Race
      • Number of People in Household
        • Table Demographic Indexes for Ownership of Selected MTD Brands of Lawn & Garden Equipment, 2014 (index)
    • Demographic Differences by Selected Husqvarna Brands
      • Gender
      • Age
      • Household Income
      • Region
      • Race
      • Number of People in Household
        • Table Demographic Indexes for Ownership of Selected Husqvarna Brands of Lawn & Garden Equipment, 2014 (index)
    • Consumers Purchase Garden Hose Products at Highest Rates
      • Table Percent of Outdoor Gardeners Who Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 vs. 2015
    • Most Spend Less Than $100 a Year on Watering or Spraying Products

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