The U.S. Lawn and Garden Market

Apr 1, 2005
256 Pages - Pub ID: LA1049620
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The $24 billion lawn and garden market has been full of surprises since 2003—with acquisition activity taking some odd and unexpected turns, marketers embarking on forays into distribution and retail channels, and professional companies flooding consumer categories with crossover products. In our new updated 2005 edition of Packaged Facts’ widely popular and well-received study The U.S. Lawn and Garden Market, these and other surprising developments are explored and their underlying dynamics explained within the context of a comprehensive overview and in-depth analysis of the current market. Major issues and trends are addressed, including the impact of regulation on technology, the ongoing housing boom and aging baby boomers as primary growth drivers, economic and weather uncertainties as potential growth inhibitors, and conglomeratization and vertical integration as strategic responses to a rapidly shifting competitive landscape.

Now in its 6th edition, this study features numerous tables detailing sales patterns for L&G equipment, supplies, and services, with projections offered to 2009. It also contains profiles of major marketers such as MTD, Toro, Electrolux, Deere, Ames True Temper, Fiskars, Scotts, TruGreen-Chemlawn, and now Briggs & Stratton and Rayovac; provides compete coverage of new product trends; engages in a thorough analysis of distribution and retail sectors; and surveys consumer purchasing patterns for numerous lawn and garden products and services.

Report Methodology
The information in The U.S. Lawn and Garden Market is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the lawn and garden market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Lawn and Garden Market makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Lawn and Garden Market offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the lawn and garden market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for lawn and garden equipment, supplies and services, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for lawn and garden products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for lawn and garden equipment, supplies and services.
  • Research and development professionals stay on top of competitor initiatives and explore demand for lawn and garden products.
  • Advertising agencies working with clients in the lawn/garden industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
  • The Overall Market
    • Market Parameters: Equipment, Supplies, and Services
    • Study Methodology
    • Regulation
    • Overall L&G Market 2004 Sales
    • Share By Category
    • L&G Retail Share
    • Four Macro Factors Will Determine Future Growth
    • L&G Market Projection: Positive Outlook
    • Size of Marketers
    • Generalists vs. Specialists
    • Retail Distribution Channels: Equipment/Supplies
    • At the Retail Level: Home Centers on Top

  • Lawn and Garden Equipment
    • Equipment Category: Three Segments
    • Emissions Regulations
    • Leaf-Blower Restrictions
    • L&G Equipment Sales in 2004
    • Reasons for OPE and W/S Growth
    • Gas-Powered OPE: Share of Unit Shipments
    • Sustained Gains Projected
    • Four OPE Leaders
    • Briggs & Stratton and the All-New Second Tier
    • Tools/Implements Marketers
    • Watering/Spraying Equipment Marketers
    • Consolidation/Shakeout
    • Pro/Residential Crossover Mowers
    • Retail Share
    • Big Box Dominance and OPE Dealers
    • Factors Favoring Ownership of L&G Equipment

  • Lawn and Garden Supplies
    • Two Segments: Fertilizers/Growth Media and Pesticides
    • Canadian Regulation
    • Positive Response
    • L&G Supplies Sales in 2004
    • Growth by Segment
    • Positive Growth Projected
    • Handful of Companies Dominate
    • Scotts Rules
    • Spectrum Brands Now No. 2
    • Scotts Buys Smith & Hawken
    • Scotts’ New Products Reflect Mainstream Trends
    • Organic Fertilizer Trends
    • A Wide Range of Retail Outlets
    • Retail Share
    • Big Boxes Defeat Garden Centers/Nurseries
    • Factors Favoring Purchase: L&G Supplies

  • Professional Lawncare Services
    • Definition: Treatment, Not Maintenance
    • Prime Selling Points
    • Professional Lawncare Services Sales in 2004
    • Labor Shortage Eases
    • Alternative Techniques
    • Continued Good Growth Projected
    • Most Marketers Are Small Independents
    • TruGreen-ChemLawn and the Franchisers
    • Service Users Display Strong Upscale Profile

Chapter 2 The Overall Market

  • Overview
    • Scope of Study
    • Areas Outside Scope

  • The Products
    • Three Categories: Equipment, Supplies, and Services
    • Government Regulation
    • The EPA
    • EPA and OPE
    • EPA and Pest Control
    • At the State Level
    • At the Local Level

  • Market Size, Growth and Composition
    • Overview: Few Figures to Go On
    • Overall L&G Market 2004 Sales
    • Growth By Category
    • Share By Category
    • L&G Retail Share
    • Seasonality: Most Sales in Spring and Early Summer
    • Regionality: Even Distribution by Population Patterns

  • Factors in Future Growth
    • Overview: Four Macro Factors
    • Housing Boom: Through the Roof
    • Boom Sustained by Financial and Fiscal Stimulus
    • Housing Boom Has Been Nothing But Positive for L&G
    • Lawn Maintenance/Enhancement Increases Property Values
    • Positive: The Aging Baby Boomers
    • L&G and Middle Age
    • The Economy: Performed Surprisingly Well
    • Are We Looking at More of the Same—Or a Less-Rosy Scenario?
    • Wild Cards: Oil Prices
    • Currency Problems
    • Housing: From Boom to Bust?
    • Economy Summary
    • The Weather: Semi-Cooperative Recently
    • Back to Normal or Global Warming?
    • Acknowledging Global Warming
    • Popularity of Gardening and the Garden Lifestyle
    • Cocooning
    • Container Gardening Soaring
    • Government Regulation: More Threatening
    • The Conflict, the Solution
    • Futuristic New Products Are Here
    • Not So Fast on BioTech

  • Projected Market Growth
    • Positive Outlook
    • Projected Growth by Category

  • The Marketers
    • Size of Marketers
    • Generalists vs. Specialists
    • U.S. vs. Foreign Ownership
    • Major L&G Marketers: Overview

  • Retail and Distribution
    • Retail Distribution Channels: Equipment/Supplies
    • Anomalous Retail Distribution: Lawncare Services
    • Distribution Patterns: Direct vs. Intermediary
    • OPE Dealership Distribution
    • Distributors Still Play Vital Role
    • At the Retail Level: Home Centers on Top
    • The Home Depot
    • Lowe’s Companies
    • Wal-Mart
    • Sears/Kmart
    • Garden Centers/Nurseries
    • Hardware Stores
    • Other Retail Venues
    • Direct Sales

Chapter 3 Lawn and Garden Equipment

  • Overview
    • Three Product Segments
    • Government Regulation: Focused Primarily on OPE
    • EPA, CARB, and the CPSC
    • Emissions Regulations
    • “Durability” Requirements
    • Leaf-Blower Restrictions
    • Yard Waste Restrictions
    • Watering Restrictions

  • Market Size, Growth, and Composition
    • L&G Equipment Sales in 2004
    • OPE: Strong Recent Gains
    • Watering/Spraying Equipment: Consistently Good
    • Tools/Implements: Slow Growth
    • Reasons for OPE and W/S Growth
    • Equipment Segment Shares
    • Gas-Powered OPE: Share of Unit Shipments
    • Large OPE: Unit Share
    • Large OPE Share: Historical Trend
    • Portable OPE: Unit Share
    • Potable OPE Share: Historical Trends
    • Unit Trends: Walk-Behind Mowers
    • Unit Trends: Lawn Tractors
    • Unit Trends: Garden Tractors
    • Unit Trends: Riding Mowers
    • Unit Trends: Tillers
    • Unit Trends: Snowthrowers
    • Unit Trends: Trimmers
    • Unit Trends: Handheld Leaf Blowers
    • Unit Trends: Chainsaws
    • Electric OPE Share
    • Tools/Implements: Ownership Shares
    • Watering/Spraying Equipment; Empirical Indications

  • Factors in Future Growth
    • Potent Positive Fundamentals
    • OPE and the Housing Boom
    • Equipment and the Aging Baby Boomers
    • Equipment and the Economy
    • Equipment and the Bubble
    • Equipment and the Weather
    • “Awesome” New OPE Products
    • Factors in Tools/Implements Growth
    • Factors in Watering/Spraying Growth

  • Projected Category Sales
    • Sustained Gains Projected
    • Projections by Segment

  • The Marketers
    • Size and Types of Marketers
    • Most Marketers Are Manufacturers
    • Many Marketers Have Deep Historical Roots
    • Domestic vs. Foreign Marketers
    • Most OPE Makers with Diversified Interests
    • More Crossover Marketing
    • Four OPE Leaders
      • MTD Products
      • Electrolux AB
      • Toro Co.
      • Deere & Co.

    • Briggs & Stratton and the All-New Second Tier
    • Sears
    • Honda
    • Marketers: Portable OPE
    • Marketers: Electric OPE
    • Tiller Marketers
    • Chipper/Shredder Marketers
    • Crossover Mower/Tractor Marketers
    • Major/Minor Marketers: Tools/Implements
    • Reel Mower Marketers
    • Wheeled Implements Marketers
    • Composter Marketers
    • Major/Minor Marketers: Watering/Spraying Equipment

  • The Competitive Situation
    • Consolidation/Shakeout
    • The First Wave: 1999-2001
    • J-V Activity in 2003
    • Back to “Normal” in 2004
    • Top Four Still Standing
    • Radical Second-Tier Transformation
    • The Big Winner: Briggs & Stratton
    • Situation Fluid in Portable OPE
    • Fewer Marketers, But More Brands
    • Commercial OPE Booming
    • Tools Marketers Expand Offerings
    • New Competition in Watering
    • Niche Strategies
    • Big OPE and the Big Boxes
    • Big Box Backlash
    • Marketers into Distribution, Retail
    • Stepping up Promo Activity

  • Competitive Profiles: OPE Marketers
    • MTD Products
      • OPE Brand Lines
      • Acquisitions and Joint-Venture Activity
      • Bulging Brand Portfolio
      • Recent Marketing Activity

    • Deere & Co.
      • Recent Strong Sales
      • The C&C Division
      • Into Home Depot
      • Consumer Promo Activity
      • Commercial, Other Activity
      • JD Landscapes

    • Electrolux AB
      • Organization
      • Poulan/Weed Eater
      • American Yard Products
      • Husqvarna

    • The Toro Company
      • Record Sales
      • Two Divisions
      • Recent Restructuring
      • OPE Brand Lines
      • Toro Brand Mower Products
      • Toro Brand Portable, Other OPE Products
      • Lawn-Boy Mowers
      • Watering Equipment
      • New Product Activity

    • Briggs & Stratton Corp.
      • B&S Acquires Simplicity
      • Strategic Direction
      • Transformations
      • Simplicty: Profile
      • Simplicity’s Limited-Distribution Philosophy
      • Distribution Dilemma
      • Crossover Pioneer
      • Snapper and SnapperPro
      • Vanguard Engines
      • B&S Acquires Murray

    • Brief OPE Marketer Profiles
      • Murray
      • Black & Decker
      • Homelite
      • Schiller-Pfeiffer
      • MacKissic
      • Country Home Products
      • Desa Specialty Products

  • Competitive Profiles: Other Equipment Marketers
    • Ames-True Temper
      • ATT and Innovation
      • Recent Ownership Shifts

    • Fiskars
      • Organization
      • Stik Tools
      • New Line of Watering Equipment
      • Retailer Favorite
      • Recent Promo Activity

    • Brief Tools Marketer Profiles
      • Corona Clipper
      • Union Tools

    • Brief Watering/Spraying Marketer Profiles
      • Tekni-Plex
      • Teknor Apex Co.
      • L.R. Nelson
      • Rain Bird Sprinkler Mfg.
      • Melnor, Inc.
      • Gilmour
      • Root-Lowell Mfg. Co.

  • New Product Trends
    • Engine Trends
    • Electric Alternatives to Pricier Engines
    • Pro/Residential Crossover Mowers
    • Commercial Mower Trends
    • Robot and Solar Mowers
    • Tiller Trends
    • Crossover Niche Products
    • Snowthrower Trends
    • Chipper/Shredder Trends
    • Portable OPE Trends
    • Easier Starting Systems
    • Tools/Implements Trends
    • Watering/Spraying Trends

  • Distribution/Retail
    • Distribution Patterns
    • Retail Share
    • Big Box Dominance and OPE Dealers
    • OPE Dealer Viability Strategies
    • Reasons for Dealer Optimism

  • The Consumer
    • Explanatory Note on Simmons Market Research
    • Number of Owners: All L&G Equipment
    • Number of OPE Owners/Purchasers: By Product Type
    • Factors Favoring Ownership: Any L&G Equipment
    • Large OPE Owners: Walk-Behind Mowers
    • Riding Mower and Garden Tractor Owners
    • Tiller Owners
    • Snowblower Owners
    • Trimmer and Blower Owners
    • Factors Favoring Ownership: By OPE Brand
    • OPE Brand Ownership: Regionality
    • Number of Tools/Implements Owners: By Product Type
    • Factors Favoring Ownership: Tools/Implements

Chapter 4 Lawn and Garden Supplies

  • The Products
    • Two Product Segments
    • Fertilizers/Growth Media: Four Product Types
    • Fertilizers: Supplements, Not Foods
    • Fertilizer Forms/Terminology
    • Growth Media
    • Pest Control Supplies: Three Product Types
    • Weed-and-Feed Products

  • Government Regulation
    • Pesticides: Federal Regulation
    • Pesticide Registration
    • Labeling: Pesticides and Fertilizers
    • The FQPA, the EPA, and Lawsuits
    • EPA and Endangered Species
    • Storm Looms North of the Border
    • The Industry Is Angry at Extremists
    • Fighting Back: RISE and Project Evergreen
    • Phosphate Ban Redux

  • Market Size, Growth, and Composition
    • L&G Supplies Sales in 2004
    • Segment Share: F/GM vs. Pesticide Products
    • Growth by Segment
    • Popularity of Supplies: By Product Type
    • Retail Share
    • Regionality

  • Factors in Future Growth
    • Bright Outlook
    • The Economy: Some Inflation
    • Regulation: A Mounting Challenge
    • Strong Brands and Positive Perceptions
    • Appeal to Green Consumers
    • Newly Commercialized Scientific Products

  • Projected Category Growth
    • Positive Growth Foreseen
    • Projections by Product Segment

  • The Marketers
    • Size and Types of Marketers
    • F/GM and Pesticide Crossover
    • Handful of Companies Dominate
    • Scotts Rules
    • Spectrum Brands (Rayovac/United Industries) Now No. 2
    • Scotts and Spectrum: Leading Brands by Segment
    • Significant Minors: Fertilizers, Plant Food, Potting Soil
    • Top Marketers in Minor F/GM Segments
    • Significant Minor Marketers: Pesticides
    • Professional Supplies Marketers
    • Global Chemical Giants

  • The Competitive Situation
    • Lawn Fertilizers/Lawn Herbicides Owned by Scotts
    • Consolidation of the No. 2 Position
    • Scotts’ Refractory Response
    • Shakeout Below
    • Successful Survivors
    • Competition and the AgroChems

  • Competitive Profiles: Supplies
    • The Scotts Co.
      • Crossover into Equipment, Services, Lifestyle
      • 2004 Sales
      • Organization
      • Sales by Segment
      • The International Group
      • Scotts LawnService
      • Roundup and Professional
      • Brand Lines
      • Why Scotts’ Brands Are Popular
      • New Extensions
      • Scotts and Debt
      • Latest Audacious Move: Acquires Smith & Hawken
      • Implications
      • Using S&H
      • Bullish on 2005

    • Spectrum Brands
      • Rayovac Buys No. 2 United Industries
      • Terms and Name Change
      • Wild Ride for United
      • UI Sales
      • UI’s Brand Lines
      • Full-Bore into Mass Retail
      • UI Branches Beyond Seasons
      • Rayovac Branches Beyond Batteries
      • Rayovac Sales
      • Unknown Implications

    • Brief Supplies Marketer Profiles
      • Green Light Co.
      • Central Garden & Pet
      • Easy Gardener Products
      • Bonide Products
      • Woodstream Corp.
      • Sun Gro Horticultural

  • New Product Trends
    • Scotts’ New Products
    • Scotts’ Entries Reflect Mainstream Trends
    • Organic Fertilizers
    • Insecticides: Fire Ant Killers
    • Natural Insecticides
    • Neem Oil
    • Systemics and Biologicals
    • Herbicides: Tentative Trends
    • Landscape Fabrics/Geotextiles
    • Fungicides/Disease Management
    • Crossover Pro Products
    • Next-Tech Growth Promoters
    • Plant Growth Regulators
    • Micro-Injection Systems
    • Packaging Trends

  • Distribution and Retail
    • Shifting Distribution Patterns
    • Agrochems and Indirect Distribution
    • A Wide Range of Retail Outlets
    • Retail Share
    • Big Boxes Defeat Garden Centers/Nurseries
    • Frank’s Nursery & Craft Bites the Dust
    • Calloway’s Nursery Takes a Hit
    • GC/N Survival Strategies
    • Cooperative Buying Groups

  • The Consumer
    • Overview
    • Number of Purchasers: By Supplies Product Type
    • Factors Favoring Purchase: L&G Supplies
    • Organic Insecticide: Anomalous Profile
    • Regionality of Purchasing

Chapter 5 Professional Lawncare Services

  • The Services
    • Definitions/Parameters
    • Lawncare Operators: Selling Points
    • The Standard Treatment Program
    • Customized Programs
      • Integrated Pest Management (IPM)
      • Organic Treatment Programs

    • Enhanced Services
    • Fungicide Treatments
    • Prices for Programs
    • Are Prices Going Up?

  • Market Size, Growth, and Composition
    • Professional Lawncare Services Sales in 2004
      • Source: Packaged Facts

    • Standard Programs Predominate
    • Residential Business Accounts for Lion’s Share
    • Combo Products Popular
    • Seasonality

  • Factors in Future Growth
    • Positive: Housing and Aging
    • Uncertain Economy
    • Weather Uncertainty
    • Regulatory Problems
    • Proactive Solutions
    • Trade Association Merger
    • Labor Shortage Eases
    • H-2B
    • Growth Strategies: Service Expansion
    • Incorporating Alternative Techniques
    • Future Services?

  • Projected Category Sales
    • Continued Good Growth Projected

  • The Marketers
    • Most Are Small Independents
    • TruGreen-ChemLawn and the Franchisers
    • Competitive Profile: ServiceMaster (TruGreen Cos.)
      • Reorganization
      • TruGreen Cos.
      • TruGreen-ChemLawn and TruGreen LandCare
      • Peaking Then Standing Still
      • Restructuring
      • Critical Speculation

      Brief Company Profiles
      • Scotts LawnService
      • Lawn Doctor
      • Weed Man
      • Good Nature Organic Lawn Care

    • The Consumer
      • Estimated Number of Service Users
      • Service Users Display Strong Upscale Profile

Chapter 6 Trends and Opportunities

  • Beyond the Economics of Aesthetics and Norms
  • Exploiting Climate Change
  • Regulation and Alternatives Favor Value-Added Products and Services
  • Consolidation and Education

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