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U.S. Lawn And Garden Market
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Sep 1, 1997
230 Pages - Pub ID: LA477
Attention: There is an updated edition available for this report.
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- Executive Summary
The Overall Market
- Market Size and Growth
- Positive Factors Affecting Market Growth
- Negative Factors Affecting Market Growth
- Projected Market Growth
- Table 1-1: Retail Sales and Growth of U.S. Lawn and Garden Market
by Category, 1992-2001
- The Marketers
- Distribution Channels
- Share by Retail Outlet Type
- Almost Three in Four Households Participate
The Equipment Category
- The Products
- Category Size and Growth
- Power Grass-Cutting Equipment Leads OPE
- Figure 1-1: Share of U.S. Outdoor Power Equipment Shipments by
Product Type, 1996 (percent): Walk-Behind Mowers, Trimmers &
Brush Cutters, Chainsaws, Riding Mowers & Tractors, Leaf Bowers,
Snowthrowers
- The Marketers
- The Competitive Situation
- Consumer Advertising Expenditures
- The Consumer
The Supplies Category
- The Products
- Category Size and Growth
- The Marketers
- The Competitive Situation
- Consumer Advertising Expenditures
- The Consumer
Professional Lawncare Services
- The Services
- Category Size and Growth
- The Marketers
- Consumer Advertising Expenditures
- The Consumer
Scope and Methodology
- Market Parameters
- Report Methodology
The Overall Market
- Figure 2-1: U.S. Lawn and Garden Retail Sales, 1992-1996 (dollars)
The Products
- Three Product Categories
- Three Tiers of Regulators
Market Size, Growth, and Composition
- Overall Sales Approach $23 Billion in 1996
- Equipment Drives Growth
- Table 2-1: U.S. Lawn and Garden Retail Sales by Category, 1992-1996
(dollars): Equipment, Supplies, Lawncare Services, Total
Equipment Accounts for 72% of Market
- Figure 2-2: Share of U.S. Lawn and Garden Retail Sales by Category,
1996 (percent): Equipment, Supplies, Professional Lawncare
- Discounters Claim Half of Market
- Table 2-2: Share of U.S. Lawn and Garden Sales by Retail Outlet, 1996
(percent): Discounters; Nurseries/Garden Centers, Florists; Mass
Merchandisers; Home Centers, Discount Hardware/Building Supply;
Full-Priced Hardware/Building Supply, Feed/Seed Stores; OPE Dealers,
Supermarkets/Drugstores; Warehouse Clubs; Mail Order
- Spring and Summer Season
- California Market Is Largest
Factors Affecting Market Growth
- Equipment and Supplies Largely Mature
- Mom-and-Pop Base to Lawncare Services
- The Weather Wildcard
- Impact of the Economy
- Table 2-3: U.S. Housing Starts, 1992-1996 (number)
Graying and Greening of America
- Table 2-4: Percent Distribution of U.S. Population by Age Bracket,
1995-2005 (percent): Age Brackets from under 5 Years to 65 or older
- Baby Boomers and Cocooning
- Gardening as Attitude
- Bio-Engineering Not Yet a Factor
- Figure 2-3: Projected U.S. Lawn and Garden Retail Sales,
1996-2001 (dollars)
Projected Market Growth
- Sales to Surpass $28 Billion in 2001
- Growth by Category
- Table 2-5: Projected U.S. Lawn and Garden Retail Sales by Category,
1996-2001 (dollars): Equipment, Supplies, Lawncare Services, Total
The Marketers
- Approximately 1,500 Marketers
- Little Category Overlap
- Best-Performing Brands in Discounters
- Table 2-6: Selected U.S. Lawn and Garden Marketers and Brands
Distribution and Retail
- Equipment, Supplies Distribution Channels Similar
- Fewer Factory Shipments Going Through Wholesalers
- Wholesalers Offer Valued Services
- Growing Number and Range of Retail Outlets
- Garden Centers Attract the Most Shoppers
- Retailers Increase Commitment to Lawn and Garden
- Greenhouses and Growth
- Kmart Winning the L&G Battle
- Coping with Seasonality
- Joint Advertising and Promotion
- Examples of Joint Advertising
The Consumer
- NGA Lawn and Garden Participation Index
- Almost Three in Four Participate
- Spending on the Rise
- Factors Favoring Participation
- Factors Favoring Gardening Purchases
- Power Brands Survey Shows Low Brand Loyalty
Lawn And Garden Equipment
The Products
- Category Has Three Segments
- Five Types of Outdoor Power Equipment
- Seven Types of Watering/Spraying Equipment
- Four Types of Tools and Implements
Government Regulations
- Protecting the Consumer: Safety Standards
- Off-Road Engines Cause 10% of Major Air Pollutants
- Protecting the Air: Federal Emissions Standards
- New Regulations Will Make Significant Air Pollutant Cuts
- California Enforces Separate Regulations
- Trade Associations Work with EPA
- Local Waste Disposal Restrictions
- Noise Control and Leaf Blowers
- Figure 3-1: U.S. Retail Sales of Lawn and Garden Equipment,
1992-1996 (dollars)
Market Size, Growth, and Composition
- Sales Approach $16.5 Billion in 1996
- OPE Leads in Size, Growth
- Table 3-1: Estimated U.S. Retail Sales of Lawn and Garden Equipment
by Product Segment, 1992-1996 (dollars): Outdoor Power,
Watering/Spraying, Tools/Implements, Total
- Trends by Product Segment
- Beneath the Surface
- OPE Is Largest Segment
- Figure 3-2: Share of U.S. Retail Sales of Lawn and Garden Equipment by
Product Segment, 1996 (percent): Outdoor Power Equipment,
Watering/Spraying Equipment, Tools/Implements
- Relative Pricing Determines Category Rank
- Power Grass-Cutting Equipment Leads OPE
- Table 3-2: Share of U.S. Outdoor Power Equipment Shipments by
Product Type, 1996 (percent): 5 OPE Types
- Mass Merchants Dominate Sales
- Private-Label OPE Outsells Brand Names
- Sales by Season and Region
Factors Affecting Market Growth
- Category Maturity
- Weather Has Strong Impact on Sales
- Strong Economy Boosts High-Ticket Sales
- Positive Demographics: More Female Household Heads,
- and Aging Boomers
- Environmental Issues Spur Interest in New Products
- Retailing Trends Pressure Price Points
- Figure 3-3: Projected U.S. Retail Sales of Lawn and Garden Equipment,
1996-2001 (dollars)
Projected Market Growth
- Sales to Surpass $20 Billion in 2001
- OPE to Grow 26% Over 1996—2001
- Table 3-3: Estimated U.S. Retail Sales of Lawn and Garden Equipment
by Product Segment, 1992-1996 (dollars): Outdoor Power,
Watering/Spraying, Tools/Implements, Total
The Marketers
- A Few Hundred Equipment Marketers
- At Least 75 Outdoor Power Equipment Marketers
- Diversified Marketers
- Large, Lesser-Known Marketers
- OPE Manufacturing Concentrated in Midwest
- Foreign Involvement in OPE
- Watering/Spraying Equipment Marketers Choose Subsegment
- Leading Watering/Spraying Equipment Marketers
- Fragmentation in Tools and Implements Segment
- Old-Line Tool Marketers
- Well-Known Smaller Marketers of Tools and Implements
- Private-Label Marketers
- Table 3-4: Selected U.S. Lawn and Garden Equipment
Marketers and Brands
Marketer and Brand Shares
- Marketer Share Data
- Top Equipment Marketers
- MTD and Tomkins Tie in Mowers
- MTD's Riding Mowers on Top at Home Centers
- Electrolux First in Leaf Blower Sales
- Electrolux Leads in String Trimmers
- Chapin Leads Compression Sprayer Sales
- Ames and Suncast Ahead in Hose Reels
- Ames Drives Long-Handled Tool Sales
- Huffy Tops in Wheelbarrows
- Ames Scores in Lawn Carts
- American Lawn Mower Dominates Push-Mower Sales
The Competitive Situation
- Fight for Share in Mature Market
- Competition Spawns Acquisitions, Generalization
- Private-Label Marketers Play Key Role
- Advertising Counts in OPE Competition
- Watering/Spraying Marketers Lower-Key
- Tools and Implements Segment an Easy Target
- Tools and Implements Marketers Compete via Quality, Price
Competitive Profile: Black & Decker Corp.
- Company Overview
- Outdoor Products Division
- Growth Strategy Centers on VersaPak
Competitive Profile: Deere & Co.
- Company Overview
- Lawncare Equipment
- Mass-Market Sabre Line
- Investing for Future Gains
- Going Commercial
- Branching Out
Competitive Profile: Huffy Corp. (True Temper Hardware Co.)
- Company Overview
- True Temper Hardware Company
Competitive Profile: Kubota Tractor Corp.
Competitive Profile: The Toro Co.
- Company Overview
- Toro Lawn & Garden Equipment
- Expanding Line-Ups and Price Ranges
- E-Engines and the Environment
- Electrifying Product Line-Ups
- Purchase of James Hardie
- Beyond Consumer Equipment
- Bulking Up in Professional Landscaping
Competitive Profile: U.S. Industries, Inc. (O. Ames Co.)
- Company Overview
- O. Ames Co.
- Leading by Design
- Growth Through Acquisition
Marketing and New Product Trends
- Multi-Segment Marketing Grows
- More Power
- Friendlier Power
- Cleaner Power
- Alternative Power
- Tool Ergonomics
- Lawn Carts Move on Wheelbarrows
- Table 3-5: Selected New Product Introductions: Lawn and
Garden Equipment, 1995-Summer 1997
Consumer Advertising and Promotion
- Equipment Marketers Spend Over $100 Million
- Spring Spending Highest
- Wide Range of Media
- Longevity, Performance Among Common Themes
- Toro Outlasts Anything
- Snapper Rides Forrest Gump Premiere
- Made in America
- Private-Label, Cross-Over Marketers Emphasize Brand-Name Engines
- Home Trial and Easy Credit Are Common Promotions
- Examples of Consumer Advertising and Promotion
Trade Advertising and Promotion
- Marketers Rely Heavily on Trade Advertising
- Ready Profits Is Standard Theme
- Ames Offers Reliability, Advantage
- Making Selling Easy
- Examples of Trade Advertising
Distribution and Retail
- Standard Distribution Channels
- Deere Centralizes Distribution
- A Wide Variety of Retailers
- The Primary Outlets
- What Makes a Dealer?
- Dealers Primarily Sell OPE, But Are Adapting to Competition
- Mail-Order Equipment
The Consumer
- Note on Simmons Market Research Bureau
- Data on Ownership, Renting, and Purchasing
- Over Half of American Adults Own Lawn & Garden Equipment
- Income and Age Brackets Are Top Indicators for Ownership
- Table 3-6: Demographic Characteristics Favoring Ownership of Lawn
and Garden Equipment: By Product Type, 1996 (U.S. adults):
Any Equipment, Power Equipment, Tools/Implements
- Nearly 14 Million Purchase OPE in One-Year Period
- More Adults Own OPE Than Tools/Implements
- Three in Ten Adults Own Walk-Behind Gas Mowers
- Table 3-7: Consumer Ownership of Outdoor Power Equipment by
Product Type, 1996 (number and percent): 12 Product Types
Garden Tillers Lead OPE Rentals
- Table 3-8: Consumer Rental of Outdoor Power Equipment in Last 12
Months: By Type (number and percent): 12 Product Types
- OPE Ownership Skews to Upscale Consumers, Midwesterners
- Indicators for Recent Purchasers Are Similar
- Indicators for Gas-Powered Mowers and Fertilizer Spreaders
- Indicators for Tractors, Riding Mowers, Garden Tillers, and
- Yard Trimmers
- Indicators for Edge Trimmers and Hedge Trimmers
- Indicators for Electric Yard Trimmers
- Indicators for Leaf Blowers/Vacuums
- Indicators for Snow Blowers
- Indicators for Walk-Behind Electric Mowers
- Table 3-9a: Demographic Characteristics Favoring Ownership of
Outdoor Power Equipment by Product Type (U.S. adults): 1996
Walk-Behind Lawn-Mower/Gas-Powered, Edge Trimmer, Riding
Tractor/Lawn-Mower
- Table 3-9b: Demographic Characteristics Favoring Ownership of
Outdoor Power Equipment by Product Type (U.S. adults): 1996: Hedge
Trimmer; Fertilizer Spreader, Yard Trimmer/Gas
- Table 3-9c: Demographic Characteristics Favoring Ownership of
Outdoor Power Equipment by Product Type (U.S. adults): 1996: Leaf
Blower/Vacuum, Yard Trimmer/Electric, Garden Tiller
- Table 3-9d: Demographic Characteristics Favoring Ownership of
Outdoor Power Equipment by Product Type (U.S. adults): 1996: Snow
Blower, Garden Tractor, Walk-Behind Lawn-Mower/Electric
- Table 3-9e: Demographic Characteristics Favoring Ownership of
- Outdoor Power Equipment by Product Type (U.S. adults): 1996: Yard
- Trimmer/Gas, Leaf Blower/Vacuum, Yard Trimmer/Electric
- Over Half of U.S. Adults Own Tools/Implements
- Rakes and Shovels Are Most Popular Tools/Implements
- Table 3-10: Consumer Ownership of Tools/Implements by
Product Type, 1996 (U.S. adults): 12 Product Types
- Nearly 30 Million Have Recently Purchased Garden Tools
- Over 1 Million Adults Have Recently Rented Tools/Implements
- Rakes Also Top Rentals
- Table 3-11: Consumer Rental of Tools/Implements by Product Type,
1996 (U.S. adults): 12 Product Types
- Indicators for Tool/Implement Ownership
- Resisters to Tool/Implement Ownership
- Table 3-12a: Demographic Characteristics Favoring Ownership of
Tools/Implements by Product Type (U.S. adults): 1996: Hoe,
Wheelbarrow, Pruner
- Table 3-12b: Demographic Characteristics Favoring Ownership
of Tools/Implements by Product Type (U.S. adults): 1996: Trowel,
Pitchfork, Spreader
- Table 3-12c: Demographic Characteristics Favoring Ownership
of Tools/Implements by Product Type (U.S. adults): 1996: Edger,
Grass Mower, Cultivator
- Purchasers
- Watering Equipment Purchasers Slightly Outnumber Tool Purchasers
- Household Income Strongest Factor for Watering Equipment
Lawn And Garden Supplies
The Products
- Two Segments, Divided by Function
- Three Types in the Growth Segment
- Fertilizers
- Growing Media
- Compost Accelerators
- Three Types in the Control Segment
- Combination Products
Government Regulations
- Federal Controls
- Bliley Bill
- Limiting Further Restrictions
- Packaging and Labeling
- Figure 4-1: U.S. Retail Sales of Lawn and Garden Supplies,
1992-1996 (dollars)
Market Size, Growth, and Composition
- Sales Surpass $4 Billion in 1996
- Fertilizers/Growing Media Segment Is Healthier
- Table 4-1: U.S. Retail Sales of Lawn and Garden Supplies by
Product Segment, 1992-1996 (dollars): Fertilizers/Growing Media,
Pesticides, Total
- Fertilizers/Growing Media Almost Three-Fifths of Category
- Lawn Food Drives Segment
- Non-Specialty Stores Claim Half of Market
- Western States Buy More
Factors Affecting Market Growth
- Category's Maturity Inhibits Growth
- Natural and Economic Influences
- Discounters Commit to Lawn and Garden
- Convenience Products Win Over Consumers
- Mixed Impact of Environmental, Health Awareness
- Figure 4-2: Projected U.S. Retail Sales of Lawn and Garden Supplies,
- 1992-1996 (dollars)
Projected Market Growth
- Supplies to Reach $5 Billion in 2001
- Different Directions by Segment
- Table 4-2: Projected U.S. Retail Sales of Lawn and Garden Supplies
by Product Segment, 1996-2001 (dollars): Fertilizers/Growing Media,
Pesticides, Total
The Marketers
- Hundreds of Supply Marketers
- Scotts Leads in Fertilizers, Monsanto in Pesticides
- Role of Conglomerates
- Table 4-3: Selected U.S. Lawn and Garden Supplies
Marketers and Brands
Marketer and Brand Shares
- Scotts Fertilizers Are Top Three with Consumers
- Scotts' Fertilizers Also Tops with Retailers
- Ringer on Top for Organic Fertilizer
- Monsanto's Ortho Leads in Insecticides
- Monsanto Doubles with Round Up, Ortho Herbicides
Competitive Overview
- Marketer Consolidation Reflects Mature Market
- Gaining Share Means Getting Shelf Space
- Competition from Geneticists
Competitive Profile: The Scotts Co.
- Company Overview
- Restructuring for Profits
- Promotional Program Failure
- Growth Through Acquisitions
- Staying a Step Ahead
Competitive Profile: Monsanto Co.
- Company Overview
- Monsanto Lawn and Garden
- Round Up
- Monsanto Biotechnology
Competitive Profile: IMC Global, Inc.
- Company Overview
- IMC Vigoro
- Joining the Home Depot Bandwagon
Marketing and New Product Trends
- Safer, Friendlier Products
- New Coating Formulations
- Combination Products Continue to Thrive
- Convenience in Formulation, Delivery, and Packaging
- From Sam's Choice to Seattle Blend
- Table 4-4: Selected New Product Introductions: Lawn and
Garden Supplies, 1995—Summer 1997
Consumer Advertising and Promotion
- Marketers Spend $45 Million Annually
- National Spot Radio the Favored Medium
- Advertising Comes Alive
- Effectiveness Is Top Theme
- Scotts Takes On Weeds
- Monsanto Tries Humor
- Pursell Employs Celebrities
- IMC Vigoro and Figaro
- Consumer Promotions
- Examples of Consumer Advertising and Promotion
Trade Advertising
- Trade Advertising Plays Large Role
- Examples of Trade Advertising
Distribution and Retail
- Two-Step Tradition
- Widest Retail Distribution in Lawn and Garden Market
- Mass vs. Specialty
- Pursell, IMC Weigh In at Mass Merchants
- Retailers Participate in Promotions
The Consumer
- National Gardening Association Data
- Soil Amendments/Mulch Most Common Supplies Purchase
- Indicators Across Supplies Types
- College Grads Are Key Consumers of Soil Amendments/Mulch
- Broad Group Purchases Insect Control/Chemicals
- Western Households Prime Purchasers of Outdoor Fertilizer
Professional Lawncare Services
The Services
- Category Definition
- Multi-Visit Procedure Is Standard
- Some Services Offer Organics
Government Regulations
- Federal and State Guidelines
- Professional Lawncare Disclosure Policies
- States Require Pesticide Notices
- Noise Regulations
- Figure 5-1: U.S. Sales of Professional Lawncare Services,
- 1992-1996 (dollars)
Market Size, Growth, and Composition
- Billings Reach $2.3 Billion in 1996
- Recent Growth at 3%
- Table 5-1: U.S. Sales of Professional Lawncare Services,
1992-1996 (dollars)
- Multi-Visit Program Makes Up Majority of Sales
- Sales by Season and Region
Factors Affecting Market Growth
- Not Yet Ready for Prime Time
- External Factors: Weather, Economy, Demographics
- Unemployment Levels and Labor Prices
- Outdoor Living, Curb Appeal Favor Growth
- Hectic Lifestyles Call for Services
- Ins and Outs of Lawn Fashion
- Figure 5-2: Projected U.S. Sales of Professional Lawncare Services,
1996-2001 (dollars)
Projected Market Growth
- Sales to Approach $2.9 Billion in 2001
- Table 5-2: Projected U.S. Sales of Professional Lawncare Services,
1996-2001 (dollars)
The Marketers
- One Thousand Professional Lawncare Companies
- One National Player
- Second-Tier Marketers
- Franchisers
- An Army of Smaller Marketers
- Table 5-3: Selected U.S. Marketers of Professional Lawncare Services
The Competitive Situation
- ServiceMaster Dominates Through Acquisition
- Larger Firms Offer Broad Range of Services
- Many Marketers Compete on Price
- Marketers Adding Services—And Competitors
Competitive Profile: ServiceMaster LP
- Company Overview
- Growth Strategy
- TruGreen-ChemLawn, Inc.
- Barefoot Grass Lawn Service, Inc.
- The Acquisition Food Chain
- Expansion Indoors
- Acquisition of Orkin Lawncare and Plantscaping
Competitive Profile: Rollins, Inc.
- Company Overview
- Orkin Lawncare
Competitive Profile: Spring-Green Lawncare Corp.
Competitive Profile: Lawn Doctor, Inc.
- Company Overview
- Franchise Operations
Company Briefs: Smaller Marketers
- Leisure Lawn, Inc.
- Paradise Lawn Services
- Quality Seasons, Inc.
- Super Lawn
Marketing and Advertising Trends
- Marketing Agreements
- Diversifying to Raise Bottom Line
- Lawncare Operators Advertise Least in Market
- Typical Expenditures Under $50,000
- Lawn Doctor a Major Advertiser
- Customized, Professional Care
- Local Operations
- Telemarketing, Fliers, and the Web
- Free Analyses, Discounts
The Consumer
- Gardening vs. Maintenance
- Data on Consumer Use
- Households Using Lawncare Services
- Household Income Is Key Factor
- Education, Age, and Occupation Also Strong Factors
- Table 5-4: Demographic Characteristics Favoring Use of Lawn
Maintenance Services, 1996 (U.S. adults)
- Opposite Characteristics Define Resisters
Appendix I: Examples Of Consumer, Trade, And Retail
Advertising And Promotions
Appendix II: Addresses Of Selected Marketers
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