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Lawn and Garden Products - US - May 2012

The market for lawn and garden products is in a state of post-recession recovery, and is forecast to reach $45.1 billion in the U.S. by 2016—a 20% increase over 2011. Lawn and garden product sales are impacted by a variety of economic and social factors including: the U.S. housing market and increasing rates of urbanization, and Americans’ interest in healthy eating initiatives. Demographic factors such as age, household size, presence of children in the household, race, and residency type also impact outdoor area types and lawn and garden purchasing behavior. This report examines these issues as well as other factors influencing the market.

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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
                  • Executive Summary

                      • The market
                        • The market for lawn and garden products on a path of recovery
                          • Figure 1: Total U.S. sales of lawn and garden products and fan chart forecast with best- and worst-case scenarios, 2006-16
                        • Market factors
                          • Urban living may shift focus of lawn and garden product purchases
                            • Lawn and garden products can make homes ready for sale
                              • Figure 2: U.S. existing home inventory and sales prices, March 2011-12
                            • Reality TV programming encourages lawn and garden work
                              • Gardening provides more opportunities for healthy eating
                                • Industry competition
                                  • Lawn and garden service providers discourage DIY
                                    • Access to fresh produce at farmers markets decreases need for gardening work
                                      • Figure 3: Farmers markets in the U.S., 1994-2011
                                    • The consumer
                                      • Northeastern, urban areas tend to have small outdoor spaces
                                        • Figure 4: Types of household outdoor space, by region and area, January 2012
                                      • Younger age groups the most inclined to maintain gardens
                                        • Figure 5: Household owns a garden, by generation and age, January 2012
                                      • Small spaces foster growing diversity
                                        • Figure 6: Items grown in household outdoor spaces, by household outdoor small spaces, January 2012
                                      • Families tend to grow more items
                                        • Figure 7: Average number of items grown in household outdoor spaces, by household size, January 2012
                                      • Small-space maintenance the most expensive, one third want to spend less overall
                                        • Figure 8: Amount spent on lawn and garden supplies in the last 12 months, by household outdoor space, January 2012
                                      • Most purchases in store, but urbanites and small-space owners are shopping online
                                        • Figure 9: Online lawn and garden purchases, by area and type of outdoor space, January 2012
                                      • Families finding tradition, opportunities for personal expression in gardening
                                        • Figure 10: Expression and tradition in gardening, by household size, January 2012
                                      • Children participating in household lawn and garden activities
                                        • Figure 11: Who participates in lawn maintenance and gardening, by marital status and presence of children in household, January 2012
                                      • Non-white groups looking for high-quality, brand name lawn and garden products
                                        • Figure 12: Important aspects of lawn care and gardening, by race and Hispanic origin, January 2012
                                      • What we think
                                      • Issues in the Market

                                          • How can retailers stimulate interest in yard and lawn care?
                                            • How can the market overcome the notion that outdoor work is a chore?
                                              • Are consumers, real estate agents ready to do what it takes to sell homes?
                                                • Can the market cater to an aging population?
                                                • Insights and Opportunities

                                                  • Marketing partnerships with real estate offices
                                                    • Expanding the role of lawns, gardens in school curriculum
                                                      • Mobile garden centers
                                                      • Inspire Insights

                                                          • Trend: Edutainment
                                                            • Trend: A Simple Balance for Health
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Lawn and garden product sales improve as consumers focus on homes, health
                                                                  • Total U.S. sales and forecast of lawn and garden products
                                                                    • Figure 13: Total U.S. sales of lawn and garden products at current prices, 2006-16
                                                                    • Figure 14: Total U.S. sales of lawn and garden products at inflation-adjusted prices, 2006-16
                                                                  • Fan chart forecast of lawn and garden product sales
                                                                      • Figure 15: Total U.S. sales of lawn and garden products fan chart forecast with best- and worst-case scenarios, 2006-16
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Urbanization trend may shift the focus to city living
                                                                        • Figure 16: Urban vs. rural population in the U.S., 2000 and 2010
                                                                      • Homeowners looking to increase curb appeal
                                                                        • Figure 17: U.S. Existing home inventory and sales price, 2009-March 2012
                                                                      • Reality TV a motivating force behind home improvement
                                                                        • Cooking, eating at home becoming more popular
                                                                          • Warmer weather nationwide could encourage more outdoor activity
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Hired lawn and garden services do consumers’ work for them
                                                                                • Farmers markets give instant access to fresh produce
                                                                                  • Figure 18: Farmers markets in the U.S., 1994-2011
                                                                                • Restaurants can give consumers faster access to health food
                                                                                  • Figure 19: Attitudes toward food ingredients and restaurants, May 2011
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Lawn and garden product sales, by segment
                                                                                    • Figure 20: U.S. lawn and garden product segment sales, 2009 and 2011
                                                                                    • Figure 21: Total U.S. sales of lawn and garden products, by segment, 2006-16
                                                                                • Segment Performance—Gardening Products

                                                                                  • Key points
                                                                                    • Gardening product segment leads the market
                                                                                      • Figure 22: Sales and forecast of gardening products in the U.S., 2006-16
                                                                                  • Segment Performance—Lawn Products

                                                                                    • Key points
                                                                                      • Lawn segment grows, but still falls behind garden
                                                                                        • Figure 23: Sales and forecast of lawn products in the U.S., 2006-16
                                                                                    • Retailer Overview

                                                                                        • Leading large home stores
                                                                                          • Home Depot
                                                                                            • Lowe’s
                                                                                              • Menards
                                                                                                • Select local and specialty nurseries
                                                                                                  • American Plant
                                                                                                    • Plant Delights Nursery Inc.
                                                                                                      • Sunscapes Rare Plant Nursery
                                                                                                        • Contrary Mary’s Plants and Designs
                                                                                                          • Other retailers in the lawn and garden products market
                                                                                                          • Innovations and Innovators

                                                                                                            • Overview
                                                                                                              • The White House Garden
                                                                                                                • The People’s Gardens
                                                                                                                    • Figure 24: People’s Garden sign, April 2012
                                                                                                                  • City-sponsored outdoor spaces
                                                                                                                    • Lowe’s stores’ gardens in a box
                                                                                                                      • Williams-Sonoma’s Agrarian
                                                                                                                        • Figure 25: Williams-Sonoma Agrarian Annual Harvest Calendar, April 2012
                                                                                                                      • GoGo Gardens
                                                                                                                        • Figure 26: GoGo Garden units, April 2012
                                                                                                                    • Marketing Strategies

                                                                                                                      • Key points
                                                                                                                        • TV advertising
                                                                                                                          • Home Depot—inviting gardens
                                                                                                                            • Figure 27: Home Depot TV ad “Inviting Gardens” April 2012
                                                                                                                          • Home Depot—maximize space
                                                                                                                            • Figure 28: Home Depot TV ad “Maximize Space” April 2011
                                                                                                                          • Miracle-Gro—grow bigger better
                                                                                                                            • Figure 29: Miracle-Gro TV ad “Grow Bigger Better” March 2012
                                                                                                                          • Lowe’s—Be Prepared
                                                                                                                            • Figure 30: Lowe’s TV ad “Be Prepared” April 2012
                                                                                                                          • Lowe’s—Fresh Cut Grass
                                                                                                                            • Figure 31: Lowe’s TV ad “Fresh Cut Grass” March 2012
                                                                                                                          • Print advertising
                                                                                                                            • Sunshine Hardscape Landscape and Nursery
                                                                                                                              • Figure 32: Sunshine Hardscape Landscape and Nursery print ad, May 2012
                                                                                                                            • Capital Nursery
                                                                                                                              • Figure 33: Capital Nursery print ad, April 2012
                                                                                                                            • Internet advertising and email campaigns
                                                                                                                              • Wave petunias
                                                                                                                                • Figure 34: Wave Petunias online ad, April 2012
                                                                                                                              • Crate and Barrel
                                                                                                                                • Figure 35: Crate and Barrel email subscriber promotion, May 2012
                                                                                                                            • Types of Outdoor Space

                                                                                                                              • Key points
                                                                                                                                • Yards and lawns common, residence type and region impact ownership
                                                                                                                                  • Figure 36: Types of household outdoor space, January 2012
                                                                                                                                  • Figure 37: Types of household outdoor space, by census region and area, January 2012
                                                                                                                                • Young consumers go without expansive outdoor areas
                                                                                                                                  • Figure 38: Types of household outdoor space, by generation, January 2012
                                                                                                                                • Gardens less common, but more popular among Millennials
                                                                                                                                  • Figure 39: Household gardens, by generation and age, January 2012
                                                                                                                                • High-income households most likely to have all types of outdoor space
                                                                                                                                  • Figure 40: Types of household outdoor space, by household income, January 2012
                                                                                                                              • Items Grown in Outdoor Spaces

                                                                                                                                • Key points
                                                                                                                                  • More diversity found in small spaces
                                                                                                                                    • Figure 41: Items grown in household outdoor spaces, by types of household outdoor space, January 2012
                                                                                                                                  • Women drawn to variety in outdoor spaces
                                                                                                                                    • Figure 42: Items grown in household outdoor spaces, by gender, January 2012
                                                                                                                                  • Large households and those with kids grow the most
                                                                                                                                    • Figure 43: Average number of items grown in household outdoor spaces, by household size and presence of children in household, January 2012
                                                                                                                                  • Millennials and parents favor fresh produce
                                                                                                                                    • Figure 44: Edible items grown in household outdoor spaces, by generation and parental status, January 2012
                                                                                                                                • Lawn and Garden Product Purchases

                                                                                                                                  • Key points
                                                                                                                                    • Consumers spending the most on small outdoor spaces
                                                                                                                                      • Figure 45: Amount spent on lawn and garden supplies in last 12 months, by types of household outdoor space, January 2012
                                                                                                                                    • Outdoor maintenance more costly for families, Northeasterners
                                                                                                                                      • Figure 46: Amount spent on lawn and garden supplies, by household size and presence of children, January 2012
                                                                                                                                      • Figure 47: Amount spent on lawn and garden supplies, by census region, January 2012
                                                                                                                                    • One third want to spend less on lawns and gardens
                                                                                                                                      • Figure 48: Reducing spending on lawn and garden products is very important, by key demographics, January 2012
                                                                                                                                    • Most lawn and garden supplies purchased at large home stores
                                                                                                                                      • Figure 49: Lawn and garden purchases, by in store or online, January 2012
                                                                                                                                    • Urbanites, small-space dwellers buying lawn and garden supplies online
                                                                                                                                      • Figure 50: Online lawn and garden purchases, by generation, area, residency, and type of outdoor space, January 2012
                                                                                                                                  • Lawn Care and Gardening Activities

                                                                                                                                    • Key points
                                                                                                                                      • Few improving outdoor spaces, young and urbanites more enthusiastic
                                                                                                                                        • Figure 51: Time spent on lawn/gardening space, by types of household outdoor space, January 2012
                                                                                                                                        • Figure 52: Time spent on lawn/gardening space, by key demographics, January 2012
                                                                                                                                      • Consumers value environmental upkeep with outdoor spaces
                                                                                                                                        • Figure 53: Environmentalism in lawn and garden activities, by key demographics, January 2012
                                                                                                                                      • Outdoor maintenance collaborative only for some
                                                                                                                                        • Figure 54: Collaborative Lawn and garden activities, by Types of household outdoor space, January 2012
                                                                                                                                        • Figure 55: Attitudes about gardening as a social activity, by children in household, January 2012
                                                                                                                                      • Most think gardening is fun, families find tradition and expression
                                                                                                                                        • Figure 56: Enjoyment, expression, and tradition in gardening, by key demographics, January 2012
                                                                                                                                    • Household Participants in Lawn Care and Gardening

                                                                                                                                      • Key points
                                                                                                                                        • Lawn and garden work split along gender lines
                                                                                                                                          • Figure 57: Participation in household lawn maintenance and gardening, by key demographics, January 2012
                                                                                                                                        • Children given opportunity to participate in lawn and gardening activities
                                                                                                                                          • Figure 58: Who participates in lawn maintenance and gardening, by marital status and presence of children in household, January 2012
                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Blacks not gardening, Asians maintain nontraditional outdoor spaces
                                                                                                                                            • Figure 59: Types of outdoor space, by race and Hispanic origin, January 2012
                                                                                                                                            • Figure 60: Items grown in outdoor spaces, by race and Hispanic origin, January 2012
                                                                                                                                          • Asians most engaged gardeners, spend more on outdoor spaces
                                                                                                                                            • Figure 61: Attitudes about lawns and gardens, by race and Hispanic origin, January 2012
                                                                                                                                            • Figure 62: Average spending on lawn and garden supplies in the last 12 months, by race and Hispanic origin, January 2012
                                                                                                                                            • Figure 63: Household income distribution, by race and Hispanic origin of householder, 2010
                                                                                                                                          • Multicultural groups more selective about lawn and garden products
                                                                                                                                            • Figure 64: Important aspects of lawn care and gardening, by race and Hispanic origin, January 2012
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • No Frills Lawn Keepers
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Innovative but Selective Gardeners
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Über-environmental Gardeners
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Balanced Flower Growers
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                              • Figure 65: Lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 66: Types of household outdoor space, by lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 67: Items grown in household outdoor spaces, by lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 68: Number of items grown in household outdoor spaces, by lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 69: Attitudes about lawns and gardens, by lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 70: Time spent on lawn/gardening space, by lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 71: Important aspects of lawn care and gardening, by lawn and garden clusters, January 2012
                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                              • Figure 72: Key demographics, by lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 73: Race and Hispanic origin, by lawn and garden clusters, January 2012
                                                                                                                                                                              • Figure 74: Household composition and size, by lawn and garden clusters, January 2012
                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                              • Types of outdoor space
                                                                                                                                                                                • Figure 75: Types of household outdoor space, by primary residence, January 2012
                                                                                                                                                                                • Figure 76: Types of household outdoor space, by age, January 2012
                                                                                                                                                                              • Items grown in outdoor spaces
                                                                                                                                                                                • Figure 77: Average number of items grown in household outdoor spaces, by area and primary residence, January 2012
                                                                                                                                                                                • Figure 78: Items grown in household outdoor spaces, by household size, January 2012
                                                                                                                                                                                • Figure 79: Items grown in household outdoor spaces, by presence of children in household, January 2012
                                                                                                                                                                              • Lawn care and gardening activities
                                                                                                                                                                                • Figure 80: Attitudes about lawns and gardens, by items grown in household outdoor spaces, Part i, January 2012
                                                                                                                                                                                • Figure 81: Attitudes about lawns and gardens, by items grown in household outdoor spaces, Part II, January 2012
                                                                                                                                                                                • Figure 82: Important aspects of lawn care and gardening, by Types of household outdoor space, January 2012
                                                                                                                                                                                • Figure 83: Time spent maintaining vs. improving outdoor space, by race, January 2012
                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Crate & Barrel
                                                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                                                              • Home Depot (USA)
                                                                                                                                                                              • National Gardening Association (NGA)
                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                              • Scotts Miracle-Gro Co.
                                                                                                                                                                              • Williams-Sonoma, Inc

                                                                                                                                                                              Lawn and Garden Products - US - May 2012

                                                                                                                                                                              £3,199.84 (Excl.Tax)