Lawn and Garden Equipment in the U.S., 11th Edition

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Published May 18, 2015 | 156 Pages | Pub ID: LA5474488

Lawn and Garden Equipment in the U.S., 11th Edition

The economy and weather continued to suppress sales of lawn and garden (L&G) equipment over the last five years despite the fact that Americans love to care for their lawns and gardens. Packaged Facts estimates total retail sales of the L&G equipment market, consisting of outdoor power equipment (OPE), tools and implements (T/I), and watering/spraying equipment (W/S), at $10.2 billion in 2014. OPE accounted for 68% or $7 billion of total sales. T/I accounted for 16% or $1.7 billion and W/S equipment for over 15% or about $1.6 billion in sales.

Sales of L&G equipment peaked at the height of the housing boom in 2005, and have been declining and trying to recover since then. The market stabilized somewhat with sales declining by a CAGR of 0.2% between 2010 and 2014. This is an improvement over 2008 to 2012, when sales declined by a CAGR of more than 1%. Lawn and Garden Equipment in the U.S., 11th Edition details how L&G equipment is a mature market with sales highly dependent on the economy, housing, household formation, weather, and seasonality. Continued economic challenges have made market recovery uneven and weather has also created fluctuations in sales year-to-year.

Forecasting future market sales is near impossible given so many variables. However Packaged Facts projects retail sales will increase by a CAGR of 3% to reach $11.8 billion in 2019. Many assumptions are built into the forecast including improvement in the economy, a sustained housing recovery, and an increase in household formations. Weather will have a significant impact on the forecast and is impossible to predict. Continued drought conditions and severe water restrictions in some parts of the U.S. will likely have a negative impact on several segments across all categories. Growth will be driven by increasing popularity of riding/tractor lawn mowers and zero-turn models in particular. Electric products, particularly lithium ion battery-powered products, will also contribute to growth. The segment is expected to continue growing as battery technology is improving rapidly to deliver power and performance equal to gas-powered products. Lawn and Garden Equipment in the U.S., 11th Edition discusses new technologies and marketers that are challenging leading players in this arena.

Both marketers and retailers are challenged to grow in a mature and highly competitive L&G equipment market. Marketers fight to primarily take share from each other and a relatively small number of players account for the majority of sales. Few marketers compete across all categories, and leaders differ by category. Husqvarna and MTD Products remain the largest marketers of OPE, with each deriving sales from a number of brands that target every price segment. TTI, through its Homelite and Ryobi brands, and Black & Decker are leaders in electric OPE (corded and battery.) Ames, through multiple brand offerings, is the leader by a wide margin in T/I, and is a major player in some W/S products. The W/S category is relatively concentrated with a few major competitors leading individual product segments. Although a retailer and not a manufacturer, Sears is a major marketer of L&G equipment through its private label Craftsman brand. Private label store brands are significant factors in the market with Home Depot and Lowe’s marketing extensive product lines through multiple brands.

Home Depot and Lowe’s, plus Walmart and Sears/Kmart (both owned by Sears Holdings) dominate sales of L&G equipment in the U.S. They along with other mass retailers control 75% of total market sales and at least 80% of OPE sales. Consumers also shop the Internet aggressively, mainly for information and pricing on OPE. It’s estimated that more than a third of OPE consumers shop online, seeking price comparisons and information on product features. Lawn and Garden Equipment in the U.S. 11th Edition outlines the importance of omni-channel retailing which integrates computers and mobile devices with bricks-and-mortar stores, direct mail, and catalogs to provide consumers with a convenient, seamless shopping experience allowing them to buy wherever, however, and whenever they want.

A companion report, Lawn and Garden Supplies in the U.S., 10th Edition, is available for purchase at www.packagedfacts.com. 

Scope of Report

This report presents a detailed analysis of the U.S. consumer market for do-it-yourself (DIY) 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 2010–2014 and projections for 2014–2019. 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 proprietary Packaged Facts online consumer surveys as well as consultation with industry sources 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 various sources including reported revenues of product manufacturers and retailers, publications and other market research sources. Our analysis of consumer trends relies on data from various sources including national online consumer usage surveys conducted in June 2013 and April 2015 by Packaged Facts, and Simmons National Consumer Surveys for Fall 2004 through Fall 2014, from Experian Marketing Services. The Packaged Facts national online consumer surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.


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        •   Outdoor Power Equipment Product Segments
        •   Tools and Implements Product Segments
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        •   Share of Households That Own Lawn & Garden Equipment: By Size of Land Around Home, 2014 (percent)
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        •   Share of Gardeners Who Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 vs. 2015 (percent)

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        •   Outdoor Power Equipment Product Segments
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        •   Retail Dollar Sales of Lawn & Garden Equipment, 2010–2014 (in millions)
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        •   Annual Existing Home Sales and Housing Starts, 2002-2015
        •   Annual New Single-Family Home Sales and Median Annual Sales Price, 2000-2015

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        •   Personal Income and Its Disposition, 2007-2014 ($ billions)
        •   U.S. Personal Consumption Expenditures by Type of Product, 2006-2013 (billions)

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        •   Retail Dollar Sales of Lawn & Equipment by Category, 2010–2014 (in millions)

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        •   Retail Dollar Sales of Outdoor Power Equipment by Product Segment, 2012-2014 (millions)
        •   Retail Dollar Sales of Tools and Implements by Product Segment, 2012-2014 (millions)
        •   Retail Dollar Sales of Watering/Spraying Equipment by Product Segment, 2014 (millions)
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      •   Selected Marketers of L&G Equipment by Product Category, 2015

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        •   Selected Private-Label Lawn & Garden Equipment Brands, 2015
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        •   Leading Marketers of Lawn & Garden Outdoor Power Equipment, 2015
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        •   Leading Marketers of Lawn & Garden Watering/Spraying Equipment, 2015
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        •   Husqvarna Lawn & Garden Equipment Products

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        •   MTD Products L&G Equipment Products

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        •   John Deere Lawn & Garden Equipment Products

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        •   TTI Lawn & Garden Equipment Products

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        •   Toro Sales, Fiscal Years 2008–2014 (in millions)
        •   Toro Lawn & Garden Equipment Products

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        •   Briggs & Stratton Sales, Fiscal Years 2009–2014 (in millions)
        •   Briggs & Stratton Lawn & Garden Equipment Products

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        •   Ariens Lawn & Garden Equipment Products

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        •   Stihl Lawn & Garden Equipment Products

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        •   Honda Lawn & Garden Equipment Products

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        •   Black & Decker Lawn & Garden Equipment Products

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        •   Echo Inc. Lawn & Garden Equipment Products

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        •   Ames True Temper Sales, Fiscal Years 2008–2014 (in millions)
        •   Ames True Temper Lawn & Garden Equipment Products

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        •   Fiskars Lawn & Garden Equipment Products

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        •   Corona Clipper Lawn & Garden Equipment Products

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        •   Swan Lawn & Garden Equipment Products

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        •   Apex Lawn & Garden Equipment Products

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        •   Suncast Lawn & Garden Equipment Products

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        •   Rain Bird Lawn & Garden Equipment Products

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        •   Orbit Irrigation Lawn & Garden Equipment Products

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        •   Sears Craftsman Lawn & Garden Equipment Products

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      •   Demographic Indexes for Participating in Gardening in Last 12 Months, 2014 (adults)
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      •   Percent of Households That Own Lawn & Garden Equipment: By Size of Land Around Home, 2014

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      •   Percent of Households That Own Selected Types of Power Lawn & Garden Equipment, 2004-2014

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      •   Percent of Households That Own Selected Types of Lawn & Garden Tools/Implements, 2004-2013

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        •   Number of Households That Bought Selected Types of Power Lawn & Garden Equipment in Last 12 Months, 2004-2014 (in thousands)

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        •   Demographic Indexes for Ownership or Purchasing of Selected Lawn and Garden Equipment Products, 2014

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      •   Selected Brands of Lawn & Garden Equipment Owned by Consumers, 2004-2014 (percent)

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      •   Number of Households Purchasing Selected Brands of Lawn & Garden Equipment in Last 12 Months, 2004-2014 (in thousands)

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        •   Demographic Indexes for Ownership of Selected Lawn & Garden Equipment Brands, 2014 (index)

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        •   Demographic Indexes for Ownership of Selected MTD Brands of Lawn & Garden Equipment, 2014 (index)

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        •   Demographic Indexes for Ownership of Selected Husqvarna Brands of Lawn & Garden Equipment, 2014 (index)

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      •   Percent of Outdoor Gardeners Who Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 vs. 2015
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