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Lawn and Garden Equipment in the U.S., 10th Edition


Attention: There is an updated edition available for this report.

Americans love to care for their lawns and gardens, but the economy and weather conspired to suppress sales of lawn and garden (L&G) equipment over the last five years.  The $10 billion retail market, consisting of outdoor power equipment (OPE), tools and implements (T/I), and watering/spraying equipment (W/S), declined by a CAGR of over 1% between 2008 and 2012.   OPE accounted for over two-thirds of L&G equipment retail dollar sales in 2012. 

The overall market presents challenges and opportunities for both marketers and retailers.  A relatively small number of players account for the majority of sales, making for a highly competitive situation that is particularly difficult for new entrants.  Few marketers compete across all categories, and leaders differ by category.  Husqvarna and MTD Products are the largest marketers of OPE.  Ames True Temper is the leader by a wide margin in T/I, and is a major player in some W/S products.  The W/S category has a few major competitors leading individual product segments. 

Retailing is even more concentrated, with 75% of sales coming from mass retailers, primarily Home Depot, Lowe’s, Sears/Kmart (both owned by Sears Holdings) and Walmart.   Consumers also shop the Internet aggressively, mainly for information and pricing on OPE.  They demand low prices and value, challenging marketers to innovate with products that either cost less or are worth a higher price.   Zero turn radius lawn mowers and dual-stage snow blowers are examples of products that consumers have been willing to pay more for.  They also represent higher-performance but easier-to-use products that have been trending across all categories.  The trend is seen in battery powered OPE, ergonomic cutting tools, and automatic rewinding hose reels.   

Lawn and Garden Equipment in the U.S. projects that retail sales in this market will increase by a CAGR of 2.5% to reach $11.4 billion in 2017. The forecast assumes an improving economy, a continued recovery in housing, and an increase in household formations. Existing homeowners have pent-up demand for some products, and new homeowners will have to stock up on a range of products to take care of their lawns and gardens.

Scope of Report

This report presents a detailed analysis of the U.S. consumer market for do-it-yourself 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 2008–2012 and projections for 2012–2017.   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 consultation with industry sources, a national online consumer usage survey conducted in June 2013 by Packaged Facts, 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 reported revenues of product manufacturers and retailers, and figures from other market research sources.  Our analysis of consumer trends draws on data compiled by Simmons, New York, NY, a division of Experian Marketing Services.  On an ongoing basis, Simmons conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population.  The 2005 through 2013 surveys cited in this report are based on samples of approximately 25,000 U.S. adults.  


  • Executive Summary
    • Scope of Report
    • Methodology
    • Product Category Definitions
    • L&G Equipment Sales at $10 Billion in 2012
      • Sales Increase Only One Year Since 2008
        • Table Retail Dollar Sales of Lawn & Garden Equipment, 2008-2012 (in millions)
      • Factors Affecting Growth
      • Housing Recovering, Still Below 2005 Peak
    • Category Sales
      • Table Retail Dollar Sales of Lawn & Equipment by Category, 2008-2012 (in millions)
      • Lawn Care Products Account for Majority of OPE Sales
        • Table Retail Dollar Sales of Outdoor Power Equipment by Product Segment, 2012 (millions)
      • Long-Handled Tools at a Third of T/I Category Sales
        • Table Retail Dollar Sales of Tools and Implements by Product Segment, 2012 (millions)
      • Hoses and Reels Lead W/S Equipment Category
        • Table Retail Dollar Sales of Watering/Spraying Equipment by Product Segment, 2012 (millions)
    • Three Quarters of L&G Equipment Sales from Mass Retailers
    • Market Forecast
    • Lawn and Garden Equipment Marketers
    • Marketing and New Product Trends
    • Consumers Shop Internet, Particularly for OPE
    • About a Third of Consumers Garden
    • Demographics of Gardeners
    • Two-Thirds of U.S. Households Own L&G Equipment
    • Blowers, Trimmers, Lawn Mowers Most-Owned L&G Power Equipment
    • Shovels and Rakes Most-Owned L&G Tools/Implements
    • Small Percentage of Households Purchase L&G Equipment
      • Table Households That Bought Lawn & Garden Equipment in Last 12 Months, 2005-2013 (percent)
    • Garden Hose and Hose End Watering Products Bought Most Frequently
      • Table Consumers That Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 (percent)
  • The Market
    • Introduction
      • Scope of Report
    • Methodology
    • Product Category Definitions
      • Outdoor Power Equipment Category
      • Tools and Implements Category
      • Watering/Spraying Equipment Category
    • Areas Outside Scope
    • Market Size and Growth
      • L&G Equipment Sales at $10 Billion in 2012
      • Sales Increase Only One Year Since 2008
        • Table Retail Dollar Sales of Lawn & Garden Equipment, 2008-2012 (in millions)
      • Factors Affecting Growth
      • Housing Recovering, Still Below 2005 Peak
        • Table Annual Existing Home Sales and Housing Starts, 2002-2013
      • Household Formation Lags
      • Weather
      • Seasonality
      • Regionality
    • Category Sales
      • Table Retail Dollar Sales of Lawn & Equipment by Category, 2008-2012 (in millions)
    • Product Segment Sales
      • Lawn Care Products Account for Majority of OPE Sales
        • Table Retail Dollar Sales of Outdoor Power Equipment by Product Segment, 2012 (millions)
      • Long-Handled Tools About a Third of T/I Category Sales
        • Table Retail Dollar Sales of Tools and Implements by Product Segment, 2012 (millions)
      • Hoses and Reels Lead W/S Equipment Category
        • Table Retail Dollar Sales of Watering/Spraying Equipment by Product Segment, 2012 (millions)
    • Three Quarters of L&G Equipment Sales from Mass Retailers
      • Home Centers
      • Discount Stores
      • L&G Specialty Stores
      • Hardware Stores
      • Other
    • Market Forecast
  • Marketers
    • Table Selected Marketers of L&G Equipment by Product Category, 2013
    • Table Selected Private-Label Lawn & Garden Equipment Brands, 2013
    • Lawn and Garden Equipment Market
      • Outdoor Power Equipment Category
        • Table Leading Marketers of Lawn & Garden Outdoor Power Equipment
        • Table Leading and Significant Marketers of Lawn & Garden Tools & Implements, 2012
      • Watering/Spraying Equipment Category
        • Table Leading Marketers of Lawn & Garden Watering/Spraying Equipment
    • Mergers, Acquisitions, Divestitures
    • Competitive Profiles
      • Husqvarna Group
        • Table Husqvarna Lawn & Garden Equipment 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 2008-2012 (in millions)
      • Table Toro Lawn & Garden Equipment Products
    • Briggs & Stratton
      • Table Briggs & Stratton Sales, Fiscal Years 2008-2012 (in millions)
      • Shift from Mass Market
        • 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 Lawn & Garden Equipment Products
    • Ames True Temper
      • Table Ames True Temper Sales, Fiscal Years 2008-2012 (in millions)
      • Broad Product Portfolio
        • 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 Products (formerly owned by Tekni-Plex)
      • Table Swan Lawn & Garden Equipment Products
    • Teknor Apex
      • Table Teknor Apex Lawn & Garden Equipment Products
    • Suncast Corp.
      • Table Suncast Lawn & Garden Equipment Products
    • Bosch
      • Table Bosch Lawn & Garden Equipment Products
    • Rain Bird
      • Table Rain Bird Lawn & Garden Equipment Products
      • Table Orbit Irrigation Lawn & Garden Equipment Products
      • Table Sears Craftsman Lawn & Garden Equipment Products
  • New Product, Retailing, and Marketing Trends
    • Product Trends
      • Outdoor Power Equipment Category
      • All-Wheel Drive Mowers for Traction
      • Zero Turn Mowers Growing
      • Dual Stage Snow Blowers Powerful Yet Compact, Easy to Use
      • Non-gas Technology Advancing
      • Electric Is Eco-Friendly
      • "Intelligent Technology to Replace Gas"
      • E15 a Problem for OPE
    • Tools and Implements Category
      • Ergonomic for Greater Comfort
      • Ease and Performance
      • Easier Hauling
      • Multi-functional Tool Handle
    • Watering/Spraying Equipment Category
      • Water Conservation Key for Irrigation
      • Healthier Hoses
      • Style Plus Performance
      • Ease and Convenience
    • Retailing Trends
      • Consumers Shop Internet, Particularly for OPE
    • Selling the Brand Instead of Product
    • Turf Wars
    • Some Shift to Dealers
    • Marketing Trends
    • Troy-Bilt's Saturday 6
    • Rain Bird in the Wild Facebook Photo Contest
    • Stihl Dealer Days
    • Stihl Text2Win
    • Corona Clipper Garden App
    • Fiskars' Project Orange Thumb
    • Event Sponsorship Builds Brand Awareness
    • Licensing Extends Brand Reach
    • Warranty as Marketing Tool
  • The Consumer
    • About a Third of Consumers Garden
    • Demographics of Gardeners
      • Table Demographic Characteristics of Adults Who Gardened in Last 12 Months, 2013 (index)
    • Two-Thirds of U.S. Households Own L&G Equipment
      • Table Households Who Own Lawn & Garden Equipment, 2005-2013 (percent)
    • Size of Land Influences L&G Equipment Ownership
      • Table Households That Own Lawn & Garden Equipment: By Size of Land, 2013 (percent)
    • Blowers, Trimmers, Lawn Mowers Most-Owned L&G Power Equipment
      • Table Households That Own Selected Power Lawn & Garden Equipment: By Product Type, 2005-2013 (percent)
    • Shovels and Rakes Most-Owned L&G Tools/Implements
      • Table Households That Own Selected L&G Tools/Implements: By Product Type, 2005-2013 (percent)
    • Small Percentage of Households Purchase L&G Equipment
      • Table Households That Bought Lawn & Garden Equipment in Last 12 Months, 2005-2013 (percent)
    • Trimmers Bought More than Other L&G Power Equipment
      • Table Households That Bought Selected Power Lawn & Garden Equipment in Last 12 Months: By Product Type, 2005-2013 (percent)
    • Rakes and Shovels Purchased Most
      • Table Households That Bought Selected L&G Tools/Implements in Last 12 Months: By Product Type, 2005-2013 (percent)
    • Demographic Differences between Owners and Buyers
      • Age
      • Income
      • Region
      • Race
      • Kind of Residence
        • Table Demographic Characteristics of Lawn and Garden Equipment Consumers: By Owners Overall vs. Recent Buyers, 2013 (index)
    • Brand Preference for L&G Equipment
      • Table Consumers That Own Lawn & Garden Equipment: By Selected Brands, 2013 (percent)
    • Demographic Differences by Brand
      • Table Demographic Characteristics of Lawn & Garden Equipment Owners: By Selected Brands, 2013 (index)
    • Demographic Differences by Selected MTD Products' Brands
      • Age
      • Income
      • Region
      • Race/Kind of Residence
        • Table Demographic Characteristics of L&G Equipment Owners: By MTD Brands, 2013 (index)
    • Garden Hose and Hose End Watering Products Bought Most Frequently
      • Table Consumers That Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 (percent)

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