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.