Lawn and Garden Supplies in the U.S., 10th Edition

 
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Published Aug 5, 2015 | 156 Pages | Pub ID: LA5474489

Lawn and Garden Supplies in the U.S., 10th Edition


Despite the fact that Americans love to care for their lawns and gardens, the economy and weather continued to suppress sales in the lawn and garden industry over the last five years. Packaged Facts estimates in its report, Lawn and Garden Supplies in the U.S., 10th Edition, total retail sales of the lawn & garden supplies market, consisting of fertilizers, growth media, grass seed, and pesticides at $5.7 billion in 2014. Growth media accounted for an estimated 35% of the total, pesticides 32%, fertilizers 24% and grass seed 9% of total sales.

Lawn and garden industry sales peaked at the height of the housing boom in 2005, and have been declining and trying to recover since then. The gardening market has stabilized somewhat with sales basically flat between 2010 and 2014. Packaged Facts' report, Lawn and Garden Supplies in the U.S., 10th Edition, details how L&G supplies is a mature market with lawn and garden industry sales highly dependent on the economy, housing, household formation, regulations, weather, and seasonality. Continued economic challenges have made the gardening market's recovery uneven and weather has also created fluctuations in sales year-to-year.

Forecasting future lawn and gardening sales is near impossible given so many variables. However Packaged Facts projects retail sales of the L&G supplies market will increase by a CAGR of 3% to reach $6.6 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 products segments, although products that promote water efficiency can outperform.

Given the favorable conditions mentioned above, growth in the lawn and garden industry over the next five years will be higher than the past years as consumers continue to view lawn and garden care as a way to beautify their homes while maintaining and increasing home values. Growth will be driven by products that consumers find easier to use and provide added value in the form of cost or convenience. Combination products should continue to grow as will ready-to-use items that make application easier. Research from various sources shows that many consumers find it confusing to purchase and apply lawn and gardening supplies. Scotts’ research shows that of the large number of households participating in DIY lawn and garden activities 60% do not regularly buy lawn fertilizer, and 70% don’t regularly buy grass seed. Products that target garden care will likely outpace lawn care products as many consumers find gardens easier to maintain with less water. Also consumers are increasingly growing their own fruits and vegetables in suburban and urban gardens. According to Packaged Facts’ April 2015 online consumer survey the most popular reason people do outdoor gardening is to grow fruits and vegetables. Packaged Facts estimates that 60 million Americans grow edibles during the year. Forty-four percent of all outdoor gardeners in the survey said enjoying the taste of garden-fresh vegetables/fruit was their reason for gardening. A third said benefiting from the nutrition of garden-fresh vegetables/fruit, while 27% mentioned saving on buying vegetables/fruit. Increased vegetable and fruit gardening will help drive the growing demand for natural and organic products, a trend particularly popular with younger homeowners who are most concerned over the health and safety of chemical products.

Lawn and Garden Supplies in the U.S., 10th Edition details how both marketers and retailers are challenged to grow in a mature and highly competitive lawn and gardening supplies market. Marketers fight to primarily take share from each other and despite the presence of numerous competitors, sales of L&G supplies are highly concentrated in the hands of a few players. The Scotts Miracle-Gro Company is the market leader by a wide margin, controlling an estimated 60% of total sales in the U.S. The company is the leader in all four categories of lawn and gardening supplies: fertilizers, growth media, grass seed and pesticides. The balance of overall sales comes primarily from Central Garden & Pet Company, Spectrum Brands, Bayer AG, Kellogg Garden Products, Oldcastle, Lebanon Seaboard Corporation, and the exclusive/private label brands sold by retailers Walmart (Expert Gardener), Home Depot (Vigoro), and Lowe’s (Sta-Green).

The lawn and gardening supplies market in the U.S. is dominated by the so-called “big box” stores - mass retailers and three chains in particular: home centers Home Depot and Lowe’s, and mass merchandiser Walmart. The power of these retailers is illustrated by the fact that leading marketer Scotts Miracle-Gro generated nearly 70% of its Global Consumer segment sales in fiscal 2014 from the three chains. These so-called “big box” stores along with other mass retailers like Costco account for three quarters of lawn and garden industry supply sales with the balance mainly coming from hardware stores (True Value, Ace, Menards) and garden centers/nurseries. Challenged by the discount prices of mass retailers, hardware stores and garden centers/nurseries tend to focus on service, expertise, convenience of being local, and brands that are exclusive to the channel.

Lawn and Garden Supplies in the U.S., 10th 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 research products and buy wherever, however, and whenever they want.

Scope of Report



Packaged Facts' report, Lawn and Garden Supplies in the U.S., 10th Edition,  presents a detailed analysis of the U.S. consumer market for do-it-yourself (DIY) lawn and garden (L&G) supplies. It outlines key issues and trends affecting the overall gardening market and analyzes all product categories including fertilizers, growth media, grass seed, and pesticides. 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 supplies 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, and Winter 2015 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.

A companion report, Lawn and Garden Equipment in the U.S., 11th Edition, is available for purchase at www.packagedfacts.com.


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        •   Percent of Households That Bought Selected L&G Supplies in Last 12 Months, 2005-2015
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        •   Growth Media Product Segments
        •   Pesticides Product Segments
        •   Fertilizer Product Segments
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        •   Retail Dollar Sales of Lawn & Garden Supplies, 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 & Supplies by Category, 2010–2014 (in millions)

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        •   Retail Dollar Sales of Growth Media by Product Segment, 2012-2014 (millions)
        •   Retail Dollar Sales of Pesticides by Product Segment, 2014 (millions)
        •   Retail Dollar Sales of Fertilizers by Product Segment, 2010-2014 (millions)
        •   Retail Dollar Sales of Grass Seed, 2010-2014 (millions)

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        •   U.S. Retail Sales of Organic Lawn & Garden Supplies, 2010-2014 ($ millions)
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      •   Selected Marketers of L&G Supplies by Product Category, 2015

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        •   Leading Marketers of Lawn & Garden Fertilizers, 2015
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        •   Leading Marketers of Lawn & Garden Grass Seed, 2015
        •   Leading Marketers of Lawn & Garden Pesticides, 2015

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        •   Selected Manufacturers of Organic/Natural Lawn & Garden Supplies, 2015
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        •   The Scotts Miracle-Gro Company Sales, Fiscal Years 2012–2014 (in millions)
        •   The Scotts Miracle-Gro Company Lawn & Garden Supplies Products

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        •   Central Garden & Pet Sales, Fiscal Years 2008–2014 (in millions)
        •   Central Garden & Pet Lawn & Garden Supplies Products

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        •   Lebanon Seaboard Corporation Lawn & Garden Supplies Products

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        •   Spectrum Brands Lawn & Garden Supplies Products

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        •   Kellogg Garden Products Lawn & Garden Supplies Products

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        •   Old Castle Lawn & Garden Supplies Products

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        •   Bayer Advanced Lawn & Garden Supplies Products

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        •   Espoma Lawn & Garden Supplies Products

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        •   Easy Gardener Lawn & Garden Supplies Products

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        •   Sun Gro Horticulture Lawn & Garden Supplies Products

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        •   Bonide Products Lawn & Garden Supplies Products

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        •   Woodstream Corp. Lawn & Garden Supplies Products

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        •   VPG Lawn & Garden Supplies Products

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        •   Infinity Lawn and Garden Lawn & Garden Supplies Products

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        •   Percent of Households That Own Land, By Size of Land, 2015

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        •   Percent of Households That Bought Selected L&G Supplies in Last 12 Months, 2005-2015

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        •   Demographic Indexes of Selected L&G Supply Purchases in Last 12 Months, 2015 (adults)
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