Lawn and Garden Products in the U.S., 8th Edition

Jul 1, 2009
247 Pages - Pub ID: LA1837848
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The $24 billion U.S. lawn and garden (L&G) market has held up remarkably well under the relentless pressure of an epic macroeconomic storm. While cracks in the competitive structure are beginning to appear, the L&G market has proven to be tough and adaptable. Certainly, vast opportunities exist to turn current downsides into upsides.

In our 2009 edition of the widely consulted study The U.S. Lawn and Garden Market, 8th Edition, Packaged Facts presents a comprehensive and multifaceted analysis of the current L&G market. Along with detailing the many opportunities latent in the economic crisis, this study offers an in-depth examination of competitive issues and trends, including the impact of marketer attrition, management survival strategies, the slowing of globalization, potential dealer and independent retailer resurgence, growing influence of the green movement, regulatory/political developments, and responses to drought. Also addressed are possible breakdown scenarios involving supply shortages or similar economic discontinuities.

As always, our study features numerous tables estimating current sales of L&G equipments, supplies, and services, and offers five-year sales projections. Complete and up-to-date competitive profiles are presented of major marketers, such as MTD, Toro, Deere, Husqvarna, Briggs & Stratton, Ames True Temper, Fiskars, Scotts Miracle-Gro, and TruGreen, among others. Comprehensive coverage of new product trends, a thorough analysis of the retail sector, and analytical profiles of L&G consumers are also provided.

Read an excerpt from this report below.

Report Methodology

The study is based on the analysis of a wide range of primary and secondary research, including information compiled from trade journals, trade associations, company reports, government data, industry surveys, consumer polls, magazines, newspapers, websites, books, in-store inspections, and discussions with professionals. These sources have been supplemented by proprietary consumer demographic data supplied by Experian Simmons Market Research Bureau. Adding depth to our analysis is over a decade’s worth of research on the lawn and garden market conducted by Packaged Facts.

About the Author

David Cappello is a senior market analyst who in over 20 years has authored and edited scores of studies on a vast range of consumer and financial products markets. In 2000 Cappello began researching alternative energy and green economics in order to apply his understanding of market dynamics to these emerging sectors. The first result was a report on the solar power market, published in 2004 by ARS Insights. His most recent studies in these areas, published by imprints of MarketResearch.com, include Renewable Energy Investment in the United States (2007), The U.S. Solar Energy Market (2008), and Trends in Organic Lawn and Garden Products (2009).

Chapter 1: Executive Summary
The Overall L&G Market
Scope of Study
Areas Outside Scope
Three L&G Product Categories: Equipment, Supplies, and Services
Overall L&G Market Sales
Table 1-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market by Category, 2002-2009 (millions of dollars)
Outlook: Market Growth
Market Projections
Table 1-2: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars)
Major L&G Marketers
At the Retail Level: Home Centers on Top
L&G Equipment
Three Product Segments
Regulation: EPA Phase III
Watering Restrictions
L&G Equipment Sales
Table 1-3: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars)
Gas-Powered OPE: Combined Unit Shipments
Unit Trends: Walk-Behind Mowers
L&G Equipment Projections
Table 1-4: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars)
Major Marketers: OPE
Major Marketers: Tools/Implements
Major Marketers: Garden Hoses
Green OPE
Retail Share
Number of OPE Owners/Purchasers: By Product Type
L&G Supplies
Fertilizers/Growth Media: Four Product Types
Pest Control Supplies: Three Product Types
Weed-and-Feed Products
L&G Supplies Sales
Table 1-5: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars)
The Organic Sector: Size and Growth
L&G Supplies Projections
Table 1-6: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars)
Handful of Companies Dominate
Scotts Miracle-Gro
Spectrum Brands
Organic L&G Marketers
Retail Share
Number of Purchasers: By Supplies Product Type
Professional Lawncare Services
Lawncare Operators (LCOs)
LCO Appeal
Lawn Care Operator Sales
Table 1-7: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars)
Lawn Care Operator Projections
Table 1-8: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars)
Most LCOs are Small Independents
Leading Marketers
Organic and IPM LCOs
Estimated Number of LCO Users


Chapter 2: The Overall Market
Overview
Scope of Study
Areas Outside Scope
Products/Services
Three L&G Product 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
Overall L&G Market Sales
Table 2-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market, by Category, 2002-2009 (millions of dollars)
Sales and Growth by Category
Share by Category
L&G Retail Share
Table 2-2: Estimated Retail Share of U.S. Lawn and Garden Sales by Outlet Type, 2009
Seasonality
Regionality
Factors in Future Growth
Housing
Sales of New/Existing Homes
Table 2-3: Sales of New and Existing Homes, 2000-2009 (in thousands)
Housing Starts
Table 2-4: U.S. Housing Starts, 2000-2009 (in millions)
Home Prices
Mortgage Rates
Glut and Foreclosures
Housing and the L&G Market
The Economy
Breakdown
L&G and the Economy
Supply Shortages?
Globalization and the Dollar
Changes Loom
Age Demographics
Aging Boomers
Table 2-5: U.S. Population, by Age Group, 2000-2010 (in millions)
The Next Generation
Climate
Climate Change
Drought
Regulation
Garden Lifestyles
Waning Affluence
Cocooning
Green L&G
Challenge and Opportunity
Green L&G Concepts
Edible Yards
Food Gardening
Opportunities in Food Gardens
Projected Market Growth
Overview
Market Projections
Table 2-6: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars)
Projections by Category
The Marketers
Size of Marketers
Generalists vs. Specialists
U.S. vs. Foreign Ownership
Major L&G Marketers: Overview
Major Marketers: Equipment
Major Marketers: Supplies
Major Marketers: Services
Distribution and Retail
Distribution Patterns: Direct vs. Intermediary
Distributors Still Play Vital Role
Regular Distribution Channels: Equipment/Supplies
Anomalous Distribution: OPE Dealers and Lawn Services
At the Retail Level: Home Centers on Top
Home Depot
Lowe’s Companies
Wal-Mart
Sears Holdings Co.
Target
Garden Centers/Nurseries
Hardware Stores
Other Retail Venues
Direct Sales


Chapter 3: Lawn and Garden Equipment
Overview
Three Product Segments
Government Regulation
OPE Focus
CPSC, EPA, CARB
Air Pollution Emissions Regulations
EPA Phase III
Note on CARB
“Durability” Requirements
Leaf Blower Restrictions
Yard Waste Restrictions
Watering Restrictions
Market Size, Growth, and Composition
L&G Equipment Sales
Analysis: Equipment Growth Trends
Table 3-1: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars)
OPE: Sales Trends
Tools/Implements: Sales Trends
Watering/Spraying Equipment: Sales Trends
Equipment Segment Shares
Gas-Powered OPE: Combined Unit Shipments
Gas-Powered OPE: Unit Share by Product Type
Table 3-2: Share of Gas-Powered Outdoor Power Equipment Shipments by Product Type, 2008
All Consumer Mowers: Unit Shipments
All Consumer Mowers: Unit Share
Gas-Powered Portable OPE: Combined Unit Shipments
Portable OPE: Unit Share by Product Type
Unit Trends: Walk-Behind Mowers
Unit Trends: Lawn Tractors
Unit Trends: Garden Tractors
Unit Trends: Riding (Zero-Turn) Mowers
Unit Trends: Tillers
Unit Trends: Snow throwers
Unit Trends: Trimmers
Unit Trends: Handheld Leaf Blowers
Unit Trends: Chainsaws
Electric OPE Share
Tools/Implements: Ownership
Watering/Spraying Equipment: Guesstimated Shares
Factors in Future Growth
Introductory Note
Factors in OPE Growth
The Economy
Demographics
Climate
Regulation
New Products
Factors in Tools/Implements Growth
Factors in Watering/Spraying Equipment Growth
L&G Equipment: Projections
Category Projections
Table 3-3: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars)
Projections by Segment
The Marketers
Size and Types of Marketers
Manufacturing and Sourcing
Many Marketers Have Deep Historical Roots
U.S. vs. Foreign Marketers
Most OPE Marketers Have Diversified Interests
OPE Majors
Marketers: Portable OPE
Marketers: Electric OPE
Tiller Marketers
Crossover Mower/Tractor Marketers
Major/Minor Marketers: Tools/Implements
Reel Mower Marketers
Wheeled Implements Marketers
Composter Marketers
Major/Minor Marketers: Watering/Spraying Equipment
Table 3-4: Selected List of Lawn and Garden Equipment Marketers and Their Brands, 2009
The Competitive Situation
Continuity and Change
Economic Pressure
Attrition and Absorption
M&A Activity
Alliances/Partnerships
Consolidation Speculation
Consequences of Globalization
Globalization Slows
Traditional Strategies
Competition in OPE
Competition in Tools
Competition in Watering Equipment
Competitive Profiles: Major Equipment Marketers
MTD Products
Overview
A Family Business
OPE Brand Lines
Private Label
GardenWay: Into Tools—Then Supplies!
Cracks in Distribution Strategy
The Jenn Feng/McCulloch Saga
Last Snow blower in Canada
New Product Activity
New Partnership
The Toro Company
Company Overview
Sales Trends
Response to Slowdown
Two Divisions
Professional Division
Residential Division
International Sales
Residential Brand Lines
Toro Brand Residential Mowers
Toro Brand Residential Portable, Other OPE
Lawn-Boy
Residential Watering Equipment
Betting on Water Conservation
And Farming?
New Product Activity
Pollution Fine
CATT
Husqvarna AB
Company Overview
Electrolux Spin-Off
Consumer Products
U.S. Operations
Poulan/Weed Eater
Professional Products Reorganized
Acquisitions
Komatsu Zenoah (RedMax)
Dixon Industries
Gardena
Jenn Feng (McCulloch)
Unique Dealer Strategy
New Product Activity
The Automower: A Robotic Solar Hybrid
Deere & Co
Overview
Sales Trends
Commercial & Consumer Equipment Segment
C&C Sales Trends
Expanding Parts Distribution
The Stihl Deal
Dealer Wars Die Down
John Deere Landscapes
New Product Activity
Kudos
Briggs & Stratton Corp.
Company Overview
Business Segments
Yard Power Products Group: Brands
U.S. Manufacturing
Vertical Integration Strategy
Sales Trends
Engines vs. Power Products
Dominance in Engines
Marketer Acquisitions
Simplicity
Murray
“Made in America” vs. China
B&S, Snapper, and Sears
New Products Focus on Snapper
Ames-True Temper
Company Overview
Extensive Brand Portfolio
Ownership
Sales Trends
Is Something Amiss?
Legacy Issues
Old and New Days
Brief Competitive Profiles: L&G Equipment Marketers
Black & Decker
Homelite
Schiller Grounds Care, Inc.
Country Home Products
Stihl
Tecumseh
Fiskars Corp.
Corona Clipper
Tekni-Plex, Inc.
Teknor Apex Co
L.R. Nelson
Bosch Group
Rain Bird Corp.
Melnor, Inc.
Root-Lowell Mfg. Co
New Product Trends: OPE
Engine Trends
Crossover OPE
Zero-Turn Riders
ZT Advances
Robot and Solar Mowers
Snow Blower Trends
Portable OPE Trends
Focus: Green OPE
Efficiency
Alternative Fuels
Ethanol
Biodiesel
Propane
Natural Gas
Electric OPE
Electric Mowers
Focus: Neuton
Battery Advances
Non-Fuel Powered
New Product Trends: Tools and Watering
Proliferation
Ergonomic Innovation
Miscellaneous Tools/Implements Trends
Watering Equipment Trends
Table 3-5: Selected New Product Introductions, L&G Equipment, 2008-2009
Distribution/Retail
Distribution Patterns
Retail Share
Home Centers vs. OPE Dealers
OPE Dealer Strategies
Dealer Diversification
Dealers on the Upswing
Profile: Tractor Supply Co
The Consumer
Explanatory Note
Number of Owners: All L&G Equipment
Number of OPE Owners/Purchasers: By Product Type
Table 3-6: Outdoor Power Equipment: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of households)
Factors Favoring Ownership: OPE
Women and OPE Purchasing
Walk-Behind Mower Owners
Riding Mower and Garden Tractor Owners
Tiller Owners
Snow blower Owners
String Trimmer Owners
Hedge and Yard Trimmer Owners
Blower Owners
Factors Favoring Ownership: By OPE Brand
Tools/Implements: Number of Owners by Product Type
Table 3-7: Tools/Implements: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of adult-headed households)
Factors Favoring Ownership: Tools/Implements
Table 3-8(a): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008
Table 3-8(b): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008
Table 3-9(a): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008
Table 3-9(b): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008
Table 3-10(a): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008
Table 3-10(b): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008
Table 3-10(c): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008


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
FQPA and the EPA Pesticide Review
Continuous Review
Critics Urge New Regulatory Philosophy
Fertilizer Restrictions/Bans
Market Size, Growth, and Composition
L&G Supplies Sales
Table 4-1: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars)
Segment Share: F/GM vs. Pesticide Products
Analysis: Growth by Segment
The Organic Sector: Size and Growth
Table 4-2: Retail Sales of Organic L&G Products, Market Size and Growth, 2003-2009 (millions of dollars)
Popularity of Supplies: By Product Type
Retail Share
Regionality
Factors in Future Growth
Introductory Note
Factors in Overall Supplies Growth
Economy/Housing
Fertilizer Prices
Age Demographics
Regulation
Climate
Factors in Organic Supplies Growth
Pricing Factors
Supply Factors
Climate Factors
Age Demographic Factors
Cultural Factors
Market Factors
Education and Labor Factors
L&G Supplies: Projections
Category Projections
Table 4-3: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars)
Projections by Segment
The Marketers
Size and Types of Marketers
Conventional vs. Organic/Natural Marketers
Handful of Companies Dominate
Scotts Miracle-Gro
Spectrum Brands
Second-Tier Marketers: Fertilizers, Plant Food, and Potting Soil
Top Marketers in Minor F/GM Segments
Second-Tier Marketers: Pesticides
Professional Supplies Marketers
Global Chemical Giants
Organic L&G Marketers
Table 4-4: Selected List of U.S. Lawn and Garden Supplies Marketers, 2009
The Competitive Situation
F/GM Competition
Quasi-Monopoly and Its Discontents
The Organic Threat to SMG
Pesticides Competition
Traditional Strategies
Competitive Profiles: Major L&G Supplies Marketers
Scotts Miracle-Gro
Overview
Retail Concentration
The Expansive SMG Spectrum
Sales Trends
Business Segments: Sales
The Global Consumer Segment
North American vs. International Consumer Sales
SMG Brand Lines
New Products
Scotts and Advertising
Scotts and Debt
Scotts and Pricing
Regional Grand Strategy
Sales Force and Distribution Trends
New Promotions
Extending Retail Reach
Scotts and Organic F/GM
Smith & Hawken
Scotts and the Spectrum Absorption
Outlook
Spectrum Brands
Company Overview
Bankruptcy
Home and Garden Liquidation
Retains Pesticides
Brief Competitive Profiles: L&G Supplies Marketers
Central Garden and Pet
Green Light Co
Easy Gardener Products
Bonide Products
Woodstream Corp.
Sun Gro Horticulture
Espoma
TerraCycle
Schultz Co
New Product Trends
Trends: Synthetic Supplies
Combo Products: F/GM
Combo Products: Pesticides
Moisture Control
Maximum or Fortified Strength
Convenience
Specific-Application Products
Stabilized Nitrogen
Fire Ant Killers
Trends: Organic Supplies
Compost
Table 4-5: Selected Marketers of Compost, 2009
Compost Tea
Table 4-6: Selected Marketers of Compost Tea, 2009
Documenting Compost Benefits
Advancing Compost Technology
Compost Problems
Organic Fertilizer Blends
Hybrid Fertilizers
Trendy Ingredients: Menefee Humates
Ascophyllum Nosodum
Fish Hydrolysate
Encapsulated Gypsum
Biochar (“Terra Preta”)
Corn Gluten
Bio-Controls
Neem
Table 4-7: Selected Marketers of Neem Products, 2009
Karanja Oil
Distribution and Retail
Distribution Patterns
Wide Range of Retail Outlets
Retail Share
Garden Centers/Nurseries
Expanding Organic/Natural Retail Presence
Greening GC/Ns
Focus: Specialty Organic/Natural Stores
Cooperative Buying Groups
Urban Outfitters/Terrain
The Consumer
Overview
Number of Purchasers: By Supplies Product Type
Factors Favoring Purchase: L&G Supplies
Organic Supplies: Anomalous Profiles
Regionality of Purchasing
Natural/Organic L&G Users
Table 4-8(a): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008
Table 4-8(b): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008


Chapter 5: Professional Lawncare Services
Professional Services
Focus on Treatment
Lawncare Operators (LCOs)
The Standard Treatment Program
Customized Programs
Integrated Pest Management (IPM)
Natural/Organic Treatment Programs
Enhanced Services
Fungicide Treatments
Prices for Programs
Market Size and Growth
Lawn Care Operator Sales
Table 5-1: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars)
Analysis: LCO Growth Trends
Factors in Future Growth
Introductory Note
The Housing Bust
Slowing Economy
Gas Prices
Aging Baby Boomers
Canada Trends
IPM Adaptation
U.S. LCOs Stand Pat
RISE and Project Evergreen
Immigrant Labor
Weather
Expanding Services
Management Challenges
Software and Marketing
Consolidation Scenario
Incorporating Alternative Techniques
Professional Lawncare Services: Projections
Category Projections
Table 5-2: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars)
The Marketers
Most are Small Independents
Leading Marketers
Competitive Profile: ServiceMaster
Overview
Acquired by Clayton, Dubilier & Rice
TruGreen
TruGreen LawnCare Options
Brief History
Consumer Complaints
A Grand Makeover
Targeted Lawn Care SM
Brief Competitive Profiles
Scotts LawnService
Weed Man
Lawn Doctor
NaturaLawn
Focus: Organic LCOs
Numbers Rising
Organic LCOs: Different Approaches
The Future of Organic LCOs
The Consumer
Estimated Number of LCO Users
Service Users Display Strong Upscale Profile


Appendix: Addresses of Selected Marketers

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