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Lawn and Garden Products and Services - US - June 2010

In this report, Mintel takes a look at the almost $58 billion Lawn and Garden products and services market, which has seen a boom in fortunes over the last several years, as consumers have turned to gardening as a way to economize on produce – and as a relatively inexpensive way to beautify the home.

This report takes a closer look at the following:

  • Why community gardens are hot – and how manufacturers and retailers can capitalize on this
  • Which segment within the lawn and garden market continues to dominate, and why
  • Who’s using social networking, and the surprises around who’s not
  • What can potentially keep consumers from embracing gardening as a hobby, and how suppliers can work to combat this
  • How the DIY option factors into lawn and garden care
  • What exciting new products are becoming available to consumers in lawn care
  • Which demographics are most likely to garden and a look at why some choose not to
  • How respondents view gardening and lawn care in general – and which ones view gardening as a chore, rather than a pleasant activity

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • The size of the lawn and garden market is growing as more consumers turn to gardening
                        • Opportunities to grow the market abound
                          • Consumers are increasingly turning to gardening
                            • Segments
                              • But competition has the potential to take away sales
                                • The recession is the biggest driver of this market
                                  • Companies are continually striving to innovate
                                    • Advertising focuses on a couple of themes
                                      • The consumer
                                      • Insights and Opportunities

                                        • Community gardens enable even those who lack space to garden
                                          • Health risks and high cost of market product leading consumers in droves to gardening…
                                            • … but there’s a need to keep it simple…
                                              • … and realistic
                                                • Unrealistic expectations for “victory gardens”?
                                                  • Interest in organics on the rise
                                                    • Larger companies not taking advantage of social networking
                                                      • Safer gardening for urban dwellers
                                                      • Inspire Insights

                                                        • Slow It All Down
                                                          • What’s it about?
                                                            • What we’ve seen
                                                              • Specifics
                                                                • Implications
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • A boom in gardening in 2009
                                                                      • Total sales and forecast
                                                                        • Figure 1: Total U.S. sales and forecast of lawn and garden products and services at current prices, 2004-14
                                                                        • Figure 2: Total U.S. sales and forecast of lawn and garden products and services at inflation-adjusted prices, 2004-14
                                                                    • Segment Performance—Overview

                                                                      • Key points
                                                                        • Products segment continues to dominate
                                                                          • Sales of lawn and garden items, by segment
                                                                            • Figure 3: U.S. sales of lawn and garden products and services, by segment, 2007 and 2009
                                                                        • Segment Performance—Lawn and Garden Products

                                                                          • Key points
                                                                            • Sales of lawn and garden products see huge increase in 2009
                                                                              • Figure 4: Total U.S. sales and forecast of lawn and garden products at current prices, 2004-14
                                                                          • Segment Performance—Lawn and Garden Services

                                                                            • Key points
                                                                              • Sales of lawn and garden services show an upward trend
                                                                                • Lawn and garden services sales
                                                                                  • Figure 5: Total U.S. sales and forecast of lawn and garden services at current prices, 2004-14
                                                                              • Competitive Context

                                                                                • Cash-strapped consumers turn to DIY alternatives
                                                                                  • Other, more sedentary interests compete for consumers’ attention as well
                                                                                    • Related interests also play a role
                                                                                    • Market Drivers

                                                                                      • General population changes
                                                                                        • Figure 6: General U.S. population by age, 2005-15
                                                                                      • Recessionary pressures
                                                                                        • Figure 7: Consumer Sentiment Index, by quarter, 2001-09
                                                                                        • Figure 8: Views on gardening, by gender, June 2010
                                                                                      • Media evolution connects gardeners, drives product research
                                                                                        • Figure 9: Incidence of overall and recent use of social networking sites, 2005-09
                                                                                        • Figure 10: Increased use of online entertainment and research activities, 2008 and 2009
                                                                                      • Renewed interest in quality family time
                                                                                        • Figure 11: Relative importance of attributes related to gardening, by gender, June 2010
                                                                                    • Innovation and Innovators

                                                                                      • Scotts
                                                                                        • Miracle-Gro
                                                                                          • Superthrive
                                                                                            • Espoma
                                                                                              • Proven Winners
                                                                                              • Advertising and Promotion

                                                                                                • Overview
                                                                                                  • Ad clips
                                                                                                    • Figure 12: Black & Decker Cordless Trimmer, TV ad, 2010
                                                                                                    • Figure 13: The Home Depot, take the garden into our own hands, TV ad, 2010
                                                                                                    • Figure 14: The Home Depot, more saving. more doing, TV ad, 2010
                                                                                                    • Figure 15: Miracle-Gro Moisture Control, TV ad, 2010
                                                                                                    • Figure 16: Scotts Turf Builder, so revolutionary, TV ad, 2010
                                                                                                    • Figure 17: Lowe’s, George, TV ad, 2010
                                                                                                • Ownership/Usage

                                                                                                  • Key points
                                                                                                    • Ownership of lawn and garden equipment
                                                                                                      • Figure 18: Ownership of lawn and garden equipment, by age, November 2008-December 2009
                                                                                                    • Ownership of power lawn and garden equipment
                                                                                                      • Figure 19: Ownership of power lawn and garden equipment, by type, by age, November 2008-December 2009
                                                                                                      • Figure 20: Ownership of power lawn and garden equipment, by type, by region, November 2008-December 2009
                                                                                                      • Figure 21: Ownership of hand held lawn and garden eqiupment, by type, by age, November 2008-December 2009
                                                                                                    • Recent purchases of lawn and garden products
                                                                                                      • Figure 22: Purchases of lawn and garden products, by type, by age, November 2008-December 2009
                                                                                                      • Figure 23: Purchases of lawn and garden products, by type, by region, November 2008-December 2009
                                                                                                    • Insecticide purchase
                                                                                                      • Figure 24: Purchases of Insecticide, by age, November 2008-December 2009
                                                                                                      • Figure 25: Purchases of specific Insecticides, by age, November 2008-December 2009
                                                                                                  • Types of Home Garden Space and Plants/Planting

                                                                                                    • Key points
                                                                                                      • Types of home garden space
                                                                                                        • Figure 26: Types of home garden space, by age, June 2010
                                                                                                        • Figure 27: Types of home garden space, by household income, June 2010
                                                                                                        • Figure 28: Types of home garden space, by presence of children, June 2010
                                                                                                      • Types of plants and planting at home
                                                                                                        • Figure 29: Types of plants and planting at home, by age, June 2010
                                                                                                        • Figure 30: Types of plants and planting at home, by presence of children, June 2010
                                                                                                        • Figure 31: Types of plants and planting at home, by region, June 2010
                                                                                                    • Attitudes Towards Gardening

                                                                                                      • Key points
                                                                                                        • Views on gardening in general
                                                                                                          • Figure 32: Views on gardening, by gender, June 2010
                                                                                                          • Figure 33: Views on gardening, by age, June 2010
                                                                                                          • Figure 34: Views on gardening, by household income, June 2010
                                                                                                          • Figure 35: Views on gardening, by region, June 2010
                                                                                                        • Relative importance of attributes related to gardening
                                                                                                          • Figure 36: Relative importance of attributes related to gardening, by gender, June 2010
                                                                                                          • Figure 37: Relative importance of attributes related to gardening, by household income, June 2010
                                                                                                          • Figure 38: Relative importance of attributes related to gardening, by presence and number of children, June 2010
                                                                                                          • Figure 39: Relative importance of attributes related to gardening, by region, June 2010
                                                                                                      • Lawn Care and Gardening Services

                                                                                                        • Concerns or preferences towards lawn care and gardening services
                                                                                                          • Figure 40: Concerns/preferences towards gardening services, by gender, June 2010
                                                                                                          • Figure 41: Concerns/preferences towards gardening services, by age, June 2010
                                                                                                          • Figure 42: Concerns/preferences towards gardening services, by region, June 2010
                                                                                                      • Spend on Lawn and Garden Supplies and Services

                                                                                                        • Key points
                                                                                                          • Amount of money spent on lawn care and gardening
                                                                                                            • Figure 43: Money spent on gardening, June 2010
                                                                                                            • Figure 44: Money spent on gardening, by age, June 2010
                                                                                                            • Figure 45: Money spent on gardening, by household income, June 2010
                                                                                                            • Figure 46: Money spent on gardening, by presence of children, June 2010
                                                                                                          • What money for services is being spent on
                                                                                                            • Figure 47: What money for gardening services is being spent on, June 2010
                                                                                                            • Figure 48: What money for gardening services is being spent on, by region, June 2010
                                                                                                        • Sources of Lawn & Garden Supplies

                                                                                                          • Key points
                                                                                                            • Respondents prefer large home improvement stores
                                                                                                              • Figure 49: Sources of lawn and garden supplies, by gender, June 2010
                                                                                                              • Figure 50: Sources of lawn and garden supplies, by age, June 2010
                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                            • Types of home garden space
                                                                                                              • Figure 51: Types of home garden space, by race and ethnicity, June 2010
                                                                                                            • Ownership of lawn and garden equipment
                                                                                                              • Figure 52: Ownership of power lawn and garden eqiupment, by type, by race/Hispanic origin, November 2008-December 2009
                                                                                                              • Figure 53: Ownership of hand held lawn and garden eqiupment, by type, by race/Hispanic origin, November 2008-December 2009
                                                                                                            • Asians more likely to be growing fruit
                                                                                                              • Figure 54: Types of plants and planting at home, by race and ethnicity, June 2010
                                                                                                            • Black respondents less likely to garden
                                                                                                              • Figure 55: Purchases of lawn and garden products, by type, by race/Hispanic origin, November 2008-December 2009
                                                                                                            • Attitudes towards gardening
                                                                                                              • View on gardening in general
                                                                                                                • Figure 56: Views on gardening, black vs. white, June 2010
                                                                                                              • Attitudes towards gardening
                                                                                                                • Figure 57: Relative importance of attributes related to gardening, black vs. white, June 2010
                                                                                                              • Concerns or preferences towards lawn care and gardening services
                                                                                                                • Figure 58: Concerns/preferences towards gardening, black vs. white, June 2010
                                                                                                              • Spend on lawn care and gardening
                                                                                                                • Amount of money spent on lawn care and gardening supplies and services
                                                                                                                  • Figure 59: Money spent on gardening, by race and ethnicity, June 2010
                                                                                                                • What that money is being spent on
                                                                                                                  • Figure 60: What money for gardening services is being spent on, black vs. white, June 2010
                                                                                                                • Sources of lawn and garden supplies
                                                                                                                  • Figure 61: Where purchases are made, black vs. white, June 2010
                                                                                                              • Gardening and Lawn Care Ownership and Purchase by Mosaic Group

                                                                                                                  • Simmons Mosaic (cohorts) profiled:
                                                                                                                    • Ownership of lawn and garden equipment
                                                                                                                      • Figure 62: Ownership of lawn and garden equipment, by Cohort, November 2008-December 2009
                                                                                                                    • Ownership of power lawn and garden equipment
                                                                                                                      • Figure 63: Ownership of power lawn and garden eqiupment, by type, by Cohort, November 2008-December 2009
                                                                                                                      • Figure 64: Ownership of Hand held lawn and garden equipment, by type, by Cohort, November 2008-December 2009
                                                                                                                    • Recent purchases of lawn and garden products
                                                                                                                      • Figure 65: Recent purchase of lawn and garden products, by type, by Cohort, November 2008-December 2009
                                                                                                                  • Cluster Analysis

                                                                                                                      • Efficients
                                                                                                                        • Demographics
                                                                                                                          • Characteristics
                                                                                                                            • Opportunity
                                                                                                                              • Connectors
                                                                                                                                • Demographics
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Toilers
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Cluster characteristics
                                                                                                                                                • Figure 66: Lawn care clusters, March 2010
                                                                                                                                                • Figure 67: Views on gardening, by lawn care clusters, March 2010
                                                                                                                                                • Figure 68: Importance of attributes related to gardening, by lawn care clusters, March 2010
                                                                                                                                                • Figure 69: What money for lawn services is being spent on, by lawn care clusters, March 2010
                                                                                                                                              • Cluster demographics
                                                                                                                                                • Figure 70: Lawn care clusters, by gender, March 2010
                                                                                                                                                • Figure 71: Lawn care clusters, by age group, March 2010
                                                                                                                                                • Figure 72: Lawn care clusters, by household income group, March 2010
                                                                                                                                                • Figure 73: Lawn care clusters, by race, March 2010
                                                                                                                                                • Figure 74: Lawn care clusters, by Hispanic origin, March 2010
                                                                                                                                              • Cluster methodology
                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                  • Outdoor/lawn fertilizer/weed killer
                                                                                                                                                    • Consumer insights on key purchase measures – outdoor/lawn fertilizer/weed killer
                                                                                                                                                      • Brand map
                                                                                                                                                        • Figure 75: Brand map, selected brands of outdood/lawn fertilizer/weed killer, buying rate by household penetration, 2009*
                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                        • Key purchase measures
                                                                                                                                                          • Figure 76: Key purchase measures for the top brands of outdoor/lawn fertilizer/weed killer, by household penetration, 2009*
                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                          • Figure 77: Types of plants and planting at home, by household income, June 2010
                                                                                                                                                          • Figure 78: Ownership of hand held lawn and garden equipment, by type, by region, November 2008-December 2009
                                                                                                                                                          • Figure 79: Relative importance of attributes related to gardening, by age, June 2010
                                                                                                                                                          • Figure 80: Concerns/preferences towards gardening services, by household income, June 2010
                                                                                                                                                          • Figure 81: What money for gardening services is being spent on, by age, June 2010
                                                                                                                                                          • Figure 82: What money for gardening services is being spent on, by household income, June 2010
                                                                                                                                                          • Figure 83: Source of lawn and garden supplies, by household income, June 2010
                                                                                                                                                        • Insecticide purchase by Mosaic group
                                                                                                                                                          • Figure 84: Purchases of insecticide, by Cohort, November 2008-December 2009
                                                                                                                                                          • Figure 85: Purchases of specific insecticides, by Cohort, November 2008-December 2009
                                                                                                                                                      • Appendix: Simmons Mosaic definitions

                                                                                                                                                          • Group A: Affluent Suburbia
                                                                                                                                                            • Group B: Upscale America
                                                                                                                                                              • Group C: Small-town Contentment
                                                                                                                                                                • Group D: Blue-collar Backbone
                                                                                                                                                                  • Group E: Rural Villages and Farms
                                                                                                                                                                    • Group F: Struggling Societies
                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Ace Hardware Corporation
                                                                                                                                                                      • American Nursery and Landscape Association (ANLA)
                                                                                                                                                                      • American Seed Trade Association (ASTA)
                                                                                                                                                                      • Bayer Corporation
                                                                                                                                                                      • Best Buy Co.
                                                                                                                                                                      • Black & Decker
                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                      • Flickr
                                                                                                                                                                      • FOX Broadcasting Company
                                                                                                                                                                      • Friendster Inc
                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                      • Home Depot (USA)
                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                      • Lawn & Garden Marketing and Distribution Association (LGMDA)
                                                                                                                                                                      • LinkedIn
                                                                                                                                                                      • Lowe Worldwide
                                                                                                                                                                      • Mailorder Gardening Association (MGA)
                                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                                      • Monsanto Company
                                                                                                                                                                      • MySpace.com
                                                                                                                                                                      • National Gardening Association (NGA)
                                                                                                                                                                      • Nursery Retailer Magazine
                                                                                                                                                                      • Professional Lawn Care Association of America (PLCAA)
                                                                                                                                                                      • Public Broadcasting Service
                                                                                                                                                                      • Scotts Miracle-Gro Co.
                                                                                                                                                                      • Sears Holdings Corporation
                                                                                                                                                                      • Seeds of Change
                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                      • True Value Company
                                                                                                                                                                      • TruGreen LandCare L.L.C.
                                                                                                                                                                      • Turner Broadcasting System, Inc.
                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                      • U.S. Environmental Protection Agency
                                                                                                                                                                      • University of Michigan, The
                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                      Lawn and Garden Products and Services - US - June 2010

                                                                                                                                                                      £3,199.84 (Excl.Tax)