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Lawn and Garden Products - US - April 2016

The lawn and garden products market is on the rise in an improving economy as more consumers engage in discretionary projects to improve their outdoor living space. In addition, consumers are viewing lawn and garden care as an enjoyable activity with benefits rather than a chore. While a stable and improving economy and housing market points to future market growth, consumers will continue to take a price-driven approach to shopping for lawn and garden products. Going forward, creative and affordable projects, safe and healthy products, and ergonomic garden designs that are suitable for any size living space may help continue growth and appeal to a range of consumers.

This report examines the following areas:

  • Slow, steady growth expected to continue
  • Gardening Non-enthusiasts outnumber Garden Enthusiasts
  • Cost and time most common barriers for caring for lawn and garden

This Report includes information related to lawn and garden products, services, and equipment, as well as consumer activities.

For the purposes of this Report, DIY lawn/garden activities refer to work done directly by consumers, while paid lawn/garden projects refer to work done only by residential professional lawn/garden service providers, not commercial.

  • Lawn projects may include activities such as lawn maintenance (eg lawn mowing, grass cutting), lawn planting/seeding, lawn renovation (eg replacing turf with new grass without changing the grade), and the use of lawn fertilizers and chemicals.
  • Gardening activities may include fruit or vegetable gardening (any types of formats including hydroponic, container, or outdoor), container gardening, native plant gardening (plants specific to respondents’ area), hardscaping (eg building walls, patio areas), exotic plant gardening, and hydroponic/water/aqua gardening.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow, steady growth expected to continue
            • Figure 1: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2010-20
          • Gardening Non-enthusiasts outnumber Garden Enthusiasts
            • Figure 2: Share of Garden Enthusiasts versus Non-enthusiasts, February 2016
          • Cost and time most common barriers for caring for lawn and garden
            • Figure 3: Barriers to caring for lawn and garden, February 2016
          • The opportunities
            • Beyond low prices and selection, expertise and inspiration could benefit retailers
              • Figure 4: Purchase location, February 2016
            • Consumers do majority of lawn and garden projects themselves
              • Figure 5: Lawn and garden projects, February 2016
            • Highlight bonding, creativity, and health benefits adults 25-44, Hispanics
              • Figure 6: Motivators for caring for lawn and garden, agree, by age and Hispanic origin, February 2016
            • What it means
            • The Market – What You Need to Know

              • Lawn and garden products market experiences growth
                • DIY home improvement spending on rise
                  • More than four in 10 respondents are Gardening Enthusiasts
                    • Improving economy, housing shifts impact market
                    • Market Size and Forecast

                      • Historic and projected sales for lawn and garden products
                        • Figure 7: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2010-20
                        • Figure 8: Total US revenues and forecast of lawn and garden products, at current prices, 2010-20
                    • Market Perspective

                      • Spending on DIY home improvement increases, including outdoors
                        • Figure 9: DIY improvement expenditures ($billions), 1995-2013
                    • Gardening Enthusiasts Market

                      • Overview of Gardening Enthusiasts
                        • Figure 10: Share of Gardening Enthusiasts versus Non-enthusiasts, February 2016
                        • Figure 11: Gardening Enthusiasts participation, attitude, and skills, February 2016
                    • Lawn Care and Gardening Segments

                      • Gardening Enthusiasts
                        • Figure 12: Typical demographic of Gardening Enthusiast, February 2016
                      • Gardening Non-enthusiasts
                      • Market Factors

                        • Improving economy helps lift lawn and garden category
                          • Figure 13: Consumer Sentiment Index, January 2007-February 2016
                        • Stagnant homeownership rates, rental rates increase
                          • Figure 14: Homeownership rate, by age of householder, 2014
                        • Bigger homes, smaller lawns
                          • Figure 15: Change in median home and lot size, 2009-14
                      • Key Players – What You Need to Know

                        • Scotts continues to lead market, but sees decline in sales and share
                          • Sales of select lawn and garden product brands increasing
                            • Garden stores face hurdles
                              • Apps, smaller products represent growth opportunity
                              • Manufacturer Sales of Lawn and Garden Products

                                • Scotts leads market, but sees sales and share fall
                                  • Manufacturer sales of lawn and garden products
                                    • Figure 16: MULO sales of lawn and garden products, by leading companies, rolling 52-weeks 2014 and 2015
                                • What’s Flourishing?

                                  • Problem specific products
                                      • Figure 17: MULO sales of lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                    • Simplicity and humor: Effective marketing for retailers
                                      • Figure 18: “LowesFixInSix,” online Vine video, December 18, 2015
                                    • Fresh, organic foods enabling healthy living and yard-to-table trend
                                    • What’s Dying?

                                      • Central Garden & Pet losing share
                                        • Figure 19: MULO sales of Central Garden & Pet, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                      • Specialists, garden stores face challenges
                                        • Fertilizers, soils, seeds
                                          • Figure 20: MULO sales of select lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                      • What Will Be Growing?

                                        • Want to improve the lawn or garden? There is an app for that!
                                            • Figure 21: Interest in technology for lawn and garden, agree, by age, Hispanic origin, and parents, February 2016
                                          • Subscription services for the garden
                                            • Gardening for urbanites: Bringing the outdoors in
                                              • Figure 22: Terrarium image
                                          • The Consumer – What You Need to Know

                                            • Age, living situation, and lifestyle influence lawn and garden trends
                                              • Most lawn and garden projects are DIY
                                                • Big-box home centers offer convenience, but lack expertise
                                                  • Price is the most important factor when shopping the category
                                                    • Home value and health benefits motivate participants
                                                      • Money, time are the most common challenges for consumers
                                                      • Lawn and Garden Participation, Attitudes, Skills

                                                          • Most enjoy regularly caring for lawn and garden
                                                            • Figure 23: Lawn and gardening participation, attitudes, and skill, February 2016
                                                          • Lawn and garden: Men slightly more engaged than women
                                                            • Figure 24: Lawn and gardening participation, by gender, February 2016
                                                            • Figure 25: Lawn and gardening attitudes, by gender, February 2016
                                                            • Figure 26: Lawn and gardening skill, by gender, February 2016
                                                          • Adults aged 25-44, parents establish place in the category
                                                            • Figure 27: Lawn and gardening participation, by age and parental status, February 2016
                                                            • Figure 28: Lawn and gardening attitudes, by age and parental status, February 2016
                                                            • Figure 29: Lawn and gardening skill, by age and parental status, February 2016
                                                          • Hispanics represent important lawn and garden group
                                                            • Figure 30: Lawn and gardening participation, by race and Hispanic origin, February 2016
                                                            • Figure 31: Lawn and gardening attitude, by race and Hispanic origin, February 2016
                                                            • Figure 32: Lawn and gardening skill, by race and Hispanic origin, February 2016
                                                        • Lawn and Garden Activities

                                                            • Lawn and garden care more likely to be DIY than by professionals
                                                              • Figure 33: Lawn and garden activities, February 2016
                                                            • Adults aged 25-44 doing work themselves
                                                              • Figure 34: Select lawn and garden activities done themselves, by age, February 2016
                                                            • Older adults, Hispanics willing to spend for professional services
                                                              • Figure 35: Select lawn and garden activities done by hired professional, by age and Hispanic origin, February 2016
                                                            • Gardening Enthusiasts take on more DIY lawn and garden projects
                                                              • Figure 36: Lawn and garden activities done themselves, by all and Garden Enthusiasts, February 2016
                                                          • Purchase Locations

                                                              • Big-box home centers dominate lawn and garden retail
                                                                  • Figure 37: Purchase locations, by all and Garden Enthusiasts, February 2016
                                                                • Older consumers want the experts
                                                                  • Figure 38: Purchase locations, by age, February 2016
                                                                • Hispanics, Blacks seek convenient locations
                                                                  • Figure 39: Purchase Locations, by race and Hispanic origin, February 2016
                                                              • Purchase Factors

                                                                  • Price weighs on cost-conscious consumers
                                                                    • Brand recognition important to lawn and garden equipment shoppers
                                                                      • Figure 40: Purchase factors for lawn and garden equipment and tools, February 2016
                                                                    • Safety features a priority for lawn and garden care products
                                                                      • Figure 41: Purchase factors for lawn and garden care, February 2016
                                                                    • Care requirements, visual impact are key for plant purchasers
                                                                      • Figure 42: Purchase factors for trees, plants, and bushes, February 2016
                                                                    • Adults aged 25-44, Hispanics look for environmental and safety benefits
                                                                      • Figure 43: Select purchase factors for lawn and garden equipment or tools, by age and Hispanic origin, February 2016
                                                                      • Figure 44: Select purchase factors for lawn and garden care, by age and Hispanic origin, February 2016
                                                                      • Figure 45: Select purchase factors for trees, plants, and shrubs, by age and Hispanic origin, February 2016
                                                                    • Gardening Enthusiasts are willing to put in time and effort for quality
                                                                      • Figure 46: Select purchase factors among Garden Enthusiasts, February 2016
                                                                  • Lawn and Garden Motivations

                                                                      • Health benefits and curb appeal motivate most participants
                                                                          • Figure 47: Lawn and gardening motivations, agree, February 2016
                                                                        • 25-44’s, Hispanics bonding over activities; planning future projects
                                                                            • Figure 48: Select lawn and gardening motivators, agree, by age, February 2016
                                                                            • Figure 49: Select lawn and gardening motivators, agree, by Hispanic origin, February 2016
                                                                          • Appeal to Gardening Enthusiasts with customizable projects
                                                                            • Figure 50: Select lawn and garden motivations, among Garden Enthusiasts, February 2016
                                                                          • Are renters less motivated to garden?
                                                                            • Figure 51: Select lawn and gardening motivations, agree, by primary residence, February 2016
                                                                        • Lawn and Garden Barriers

                                                                            • Cost, time are top barriers for consumers
                                                                              • Figure 52: Barriers for lawn and garden activities, February 2016
                                                                            • Space constraints, lack of knowledge challenge younger adults
                                                                              • Figure 53: Select barriers for lawn and garden activities, by age, February 2016
                                                                            • Hispanics concerned about chemicals, overwhelmed
                                                                              • Figure 54: Select barriers for lawn and garden activities, by Hispanic origin, February 2016
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Sales data
                                                                                • Fan chart forecast
                                                                                  • Consumer survey data
                                                                                    • Consumer qualitative research
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                        • Appendix – Market

                                                                                            • Figure 55: Total US revenues and forecast of lawn and garden products, at inflation-adjusted prices, 2010-20
                                                                                        • Appendix – Key Players

                                                                                            • Figure 56: MULO sales of lawn and garden products, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                                                        • Appendix – Consumer

                                                                                          • CHAID methodology
                                                                                            • Correspondence methodology
                                                                                              • Purchase Factors
                                                                                                • Figure 57: Correspondence Analysis – Purchase factors, February 2016
                                                                                                • Figure 58: Purchase factors, February 2016

                                                                                            Companies Covered

                                                                                            • Walmart Stores (USA)

                                                                                            Lawn and Garden Products - US - April 2016

                                                                                            £3,277.28 (Excl.Tax)