U.S. Lawn And Garden Market
Sep 1, 1997
230 Pages - Pub ID: LA477
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  1. 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
  2. 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
  3. 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.
    • Company Overview

    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
  4. 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
  5. 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.
    • Operations Overview

    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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