Lawn and Garden Supplies in the U.S., 10th Edition
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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
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
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
Lawn and Garden Supplies in the U.S., 10th Edition outlines the importance of
Scope of Report
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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