Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Lawn and Garden - US - February 2014

“Technology is gaining importance in the lawn and garden sector, and it is particularly attractive to urban dwellers. This demographic tends to be made up of home renters, young adults, and the tech-savvy, which are all important targets for the sector. Brands and retailers must overcome consumers’ frustrations in their inability to make ‘major’ changes to the lawn/gardening space of their rental properties in order to welcome them into the fold of lawn and garden enthusiasts.”

– Ika Erwina, Retail and Technology Analyst

Some questions answered in this report include:

  • What are the motivations to engage in lawn care and gardening?
  • How does digital technology influence which types of lawn/garden projects are undertaken?
  • How does urbanization influence people’s attitudes and behaviors toward lawn and garden?

The lawn and garden industry is back on a growth track after years of decline or minimal growth. The recession made Americans cautious with their limited discretionary spending, and many opted to perform lawn and garden work and maintenance themselves. As confidence returns, people are likely to devote more of their household expenditures toward discretionary purchases such as lawn and garden professional services. The share of people who rent their homes in the US has been growing faster those who own their homes in recent years. Along with the rise of urbanization, the industry is finding new breeds of lawn and garden DIY (do-it-yourself) enthusiasts who are likely to be men aged 18-34, home renters, and Hispanics. Further, the lawn and garden industry needs to continue to focus on consumers with smaller, urban, and indoor spaces. While this presents opportunities, lawn and garden brands, retailers, and providers are presented with new challenges. For example, “social” gardening plays a key role in how young people decide which lawn or garden projects they consider to take on, which ultimately influences how marketers must position themselves effectively.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                      • The market
                        • Upward growth in the lawn and garden market
                          • Figure 1: Total US sales and fan-chart forecast of lawn and garden products, equipment, and services, 2008-18
                        • Lawn and garden products market share dominates but services see most growth
                          • Figure 2: Share of lawn and garden sales on products, equipment, and services, at current prices, 2013
                        • Market factors
                          • Housing recovery boosts homeowners’ confidence to contract out lawn/garden services
                            • Figure 3: Key demographic groups of homeownership and rentership rates in the US, 2012
                          • Recovery in remodeling activity, improvement to lawn and garden
                            • Figure 4: Remodeling market index, seasonally adjusted, by current market conditions, 2009-13
                          • Lawn and garden TV shows motivating force behind home improvement
                            • Popularity of at-home cooking
                              • The consumer
                                • Economic recovery may lead to more lawn care professional hires
                                  • Figure 5: Types of lawn and garden activities as DIY versus professional projects, December 2013
                                • Younger demographics are most engaged DIYers
                                  • Figure 6: DIY lawn versus garden activities done and planned, by age, December 2013
                                • Renters more likely than owners to do DIY gardening, hire professional gardening services in the next 12 months
                                  • Figure 7: Lawn versus garden activities as DIY versus paid projects planned in the next 12 months, by own or rent primary residence, December 2013
                                • Young people prefer national lawn care service providers over locals
                                  • Figure 8: Professional care services plan to hire in the next 12 months, local versus national, by gender and age, December 2013
                                • Social media users more likely than average to hire professional lawn care
                                  • Figure 9: Intention to hire professional care services (local versus national company) in the next 12 months, by social media usage, December 2013
                                • In-store shopping dominates online
                                  • Figure 10: Retailers and channels shopped for lawn and garden supplies in the last 12 months, in-store versus online, December 2013
                                • Online, mobile channels crucial to connecting with younger DIYers
                                  • Figure 11: Attitudes toward lawn and garden shopping – In-store browsing, asking for help and app usage, by gender and age, December 2013
                                • Factors driving lawn and garden projects
                                  • Renters hampered by inability to make major changes, homeowners see lawn and garden as a chore
                                    • Figure 12: Frustrations and dissatisfactions in lawn care and gardening, by own versus rent primary residence, December 2013
                                  • Social influence in lawn and gardening for young demographics
                                    • Figure 13: Attitudes toward lawn/garden clubs, workshops, and social media, by age, December 2013
                                  • Barriers to lawn care/gardening most likely associated with time, money, skill, and chore
                                    • Figure 14: Attitudes toward lawn and garden, skills, and financing, December 2013
                                  • The need for greater efforts in incentivizing community garden participation
                                    • Figure 15: Attitudes toward community gardening, by key demographics, December 2013
                                  • What we think
                                  • Issues and Insights

                                      • Understanding the motivations to engage in lawn care and gardening
                                        • Issues
                                          • Implications
                                            • How does digital technology influence which types of lawn/garden projects are undertaken?
                                              • Issues
                                                • Implications
                                                  • How does urbanization influence people’s attitudes and behaviors toward lawn and garden?
                                                    • Issues
                                                      • Implications
                                                      • Trend Applications

                                                          • Inspire Trend: Switch Off
                                                            • Inspire Trend: Rebirth of Cities
                                                              • Mintel Futures: Human
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Cautious optimism for the lawn and care market
                                                                    • Figure 16: Total US sales and forecast of lawn and garden products, equipment, and services, at current prices, 2008-18
                                                                    • Figure 17: Total US sales and forecast of lawn and garden products, equipment, and services, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast of lawn and garden product sales
                                                                      • Figure 18: Total US sales and fan-chart forecast of lawn and garden products, equipment, and services, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • The shift of housing to rentals in the US
                                                                        • Housing recovery boosts homeowners’ confidence to contract out lawn/garden services
                                                                            • Figure 19: Incidence of homeowners and renting in the US, by key demographics, 2012
                                                                          • Rebound in remodeling activity translates to a near-term boost to lawn and garden
                                                                            • Figure 20: Remodeling Market Index, seasonally adjusted, by current market conditions, 2009-13
                                                                          • Lawn and garden TV shows motivating force behind home improvement
                                                                            • Popularity of at-home cooking
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Lawn and garden products continue to dominate but most growth seen in services
                                                                                  • Figure 21: Total US sales and forecast of lawn and garden products, equipment, and services, by segment, at current prices, 2008-13
                                                                                  • Figure 22: Share of lawn and garden sales on products, equipment, and services, by segment, at current prices, 2008-13
                                                                                • Sales of products still not back to pre-recession levels
                                                                                  • Figure 23: Total US retail sales of lawn and garden products, at current prices, 2008-13
                                                                                • Services segment growing though remains smaller than products
                                                                                  • Figure 24: Total US sales of lawn and garden services, at current prices, 2008-13
                                                                                • Equipment segment shows a stable growth
                                                                                  • Figure 25: Total US retail sales of lawn and garden equipment, at current prices, 2008-13
                                                                              • Retailer Overview

                                                                                  • Home centers leading lawn and garden products
                                                                                    • The Home Depot
                                                                                      • Lowe’s
                                                                                        • Menards
                                                                                          • Local and specialty nurseries leverage their regional market presence
                                                                                            • American Plant
                                                                                              • Plant Delights Nursery Inc.
                                                                                                • Sunscapes Rare Plant Nursery
                                                                                                  • Contrary Mary’s Plants and Designs
                                                                                                    • Hardware retailers excel through small-store formats
                                                                                                      • Other retailers in the lawn and garden product market
                                                                                                        • Leading lawn care service providers
                                                                                                          • TruGreen
                                                                                                            • Scotts LawnService
                                                                                                            • Innovations and Innovators

                                                                                                              • Small-space garden
                                                                                                                • Garden kits for children
                                                                                                                  • Lawn and garden equipment, tools, and accessories
                                                                                                                    • Digital technology in lawn and garden
                                                                                                                      • Mobile apps in lawn and garden
                                                                                                                          • Figure 26: The Suntory® Collection, Virtual Garden and Patio Planting Designer, 2014
                                                                                                                        • Abbey Parks Farms’ iGrow field-to-fork virtual gardening
                                                                                                                          • The concept of being green
                                                                                                                            • Eco-friendly lawn and garden products
                                                                                                                              • Gardening on public transport
                                                                                                                                • Figure 27: Phytokinetic, urban transport vehicles, 2013
                                                                                                                              • Gardening for eco-friendly advertising
                                                                                                                                • Figure 28: Urban Air, bamboo billboard gardens, 2012
                                                                                                                            • Social Media – Lawn and Garden

                                                                                                                              • Key points
                                                                                                                                • Key social media metrics
                                                                                                                                  • Figure 29: Key social media metrics, January 2014
                                                                                                                                • Market overview
                                                                                                                                  • Brand usage and awareness
                                                                                                                                    • Figure 30: Brand usage and awareness levels, January 2014
                                                                                                                                  • Interactions with lawn and garden retailers
                                                                                                                                    • Figure 31: Interactions with lawn and garden retailers, Jan. 2014
                                                                                                                                  • Online conversations
                                                                                                                                    • Figure 32: Online conversations around selected lawn and garden retailers, by month, Jan. 1- Dec. 31, 2013
                                                                                                                                  • Where are people talking about lawn and garden retailers?
                                                                                                                                    • Figure 33: Online conversations around selected lawn and garden retailers, by page type, Jan. 1- Dec. 31, 2013
                                                                                                                                  • What are people talking about?
                                                                                                                                    • Figure 34: Topics of discussion among the selected lawn and garden retailers, Jan. 1- Dec. 31, 2013
                                                                                                                                  • Analysis by brand
                                                                                                                                    • Home Depot
                                                                                                                                      • Figure 35: Social media metrics – Home Depot, January 2014
                                                                                                                                    • Key online campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Lowe’s
                                                                                                                                          • Figure 36: Social media metrics – Lowe’s, January 2014
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • TruGreen
                                                                                                                                              • Figure 37: Social media metrics – TruGreen, January 2014
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Ace Hardware
                                                                                                                                                  • Figure 38: Social media metrics – Ace Hardware, January 2014
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • Menards
                                                                                                                                                      • What we think
                                                                                                                                                        • Scotts LawnService
                                                                                                                                                          • Figure 39: Social media metrics – Scotts LawnService, January 2014
                                                                                                                                                        • Key online campaigns
                                                                                                                                                          • What we think
                                                                                                                                                          • Marketing Strategies

                                                                                                                                                            • TV advertising
                                                                                                                                                              • Strategy: Familiarity breeds…neighborly advice
                                                                                                                                                                • Figure 40: Ace Hardware, “Nicknames” TV ad, April 2013
                                                                                                                                                              • Strategy: Promote convenience and simplicity, while inspiring creativity
                                                                                                                                                                • Figure 41: Lowe’s, My Lowe’s “String Trimmer” TV ad, July 2013
                                                                                                                                                              • Strategy: Less time spent on chores translates to more time for friends/family
                                                                                                                                                                • Strategy: Highlight a simpler, faster way to patch and care for lawn
                                                                                                                                                                  • Figure 42: Pennington Seed, “Pennington® 1 Step Complete” TV ad, June 2013
                                                                                                                                                                  • Figure 43: Pennington Seed, “Pennington® Smart Seed®” TV ad, June 2013
                                                                                                                                                                • Social media engagement
                                                                                                                                                                  • Strategy: Implementing proper amount of active social presence
                                                                                                                                                                    • Figure 44: Lowe’s, social media ad, May 2013
                                                                                                                                                                    • Figure 45: Scotts LawnService, “The Opinions Next Door” social media ad, April 2013
                                                                                                                                                                  • Strategy: Creating shopping events
                                                                                                                                                                    • Figure 46: Home Depot, “#DigIn – Spring 2013” social media promo ad, May 2013
                                                                                                                                                                    • Figure 47: Ace Hardware, “Show Your Lawn Some Love” social media promo ad, April 2013
                                                                                                                                                                  • Strategy: Maintaining interactive communications to engage social media audience
                                                                                                                                                                    • Figure 48: Scotts, “January Lawn of the Month” social media promo ad, January 2014
                                                                                                                                                                  • Strategy: Providing value-added benefits via social sites
                                                                                                                                                                    • Figure 49: Lowe’s, social media ad, December 2013
                                                                                                                                                                    • Figure 50: TruGreen, social media ad, February 2014
                                                                                                                                                                    • Figure 51: EarthBox, “Indian Shores Community Garden Opening” social media ad, August 2012
                                                                                                                                                                  • Email and online advertising
                                                                                                                                                                    • Strategy: Emphasis on better overall value as exclusive members
                                                                                                                                                                      • Figure 52: The Home Depot, Garden Club email promotion, February 2014
                                                                                                                                                                    • Strategy: Offering rewards through a photo contest
                                                                                                                                                                      • Figure 53: EarthBox, “Photo of The Month Contest” online ad, January 2014
                                                                                                                                                                    • Print advertising
                                                                                                                                                                      • Strategy: Targeted marketing to garden enthusiasts
                                                                                                                                                                        • Figure 54: High Caliper Growing, The Smart Pot® print ad, January 2014
                                                                                                                                                                    • Characteristics of Outdoor Versus Indoor Garden Owners

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Outdoor space most popular; indoor gardening often an extension of outdoor, particularly for affluent homeowners
                                                                                                                                                                          • Figure 55: Ownership/engagement in indoor versus outdoor space for lawn and garden, December 2013
                                                                                                                                                                        • Ownership of a lawn/garden or engagement in lawn and garden activities correlates strongly with homeownership
                                                                                                                                                                          • Figure 56: Profile of outdoor and indoor garden owners/participants, December 2013
                                                                                                                                                                        • Older people likely keen on outdoor lawn and garden
                                                                                                                                                                          • Figure 57: Ownership/engagement in indoor versus outdoor space for lawn and garden, by gender and age, December 2013
                                                                                                                                                                        • Higher-income households’ higher engagement in lawn and garden activity
                                                                                                                                                                          • Figure 58: Ownership/engagement in indoor versus outdoor space for lawn and garden, by household income, December 2013
                                                                                                                                                                        • Homeowners’ lawn care work will increasingly be done by service providers in the next 12 months
                                                                                                                                                                          • Figure 59: Lawn and garden activities undertaken, DIY versus professional, by indoor versus outdoor lawn and garden, December 2013
                                                                                                                                                                      • Attitudes toward Community Gardening and Green Spaces

                                                                                                                                                                        • Key points
                                                                                                                                                                          • The need for greater efforts in incentivizing community garden participation
                                                                                                                                                                              • Figure 60: Attitudes toward community gardening, by key demographics, December 2013
                                                                                                                                                                            • Presence of children plays a significant role in more public green space for gardening
                                                                                                                                                                              • Figure 61: Attitudes toward community gardening, by key demographics of parents, December 2013
                                                                                                                                                                            • Social media likely influential in drawing attention to community gardening
                                                                                                                                                                              • Figure 62: Attitudes toward community gardening, by social media usage, December 2013
                                                                                                                                                                          • Types of Lawn and Garden Projects Undertaken and Planned

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Lawn and garden projects: DIY versus hiring a professional
                                                                                                                                                                                • Uptick in consumer confidence likely to boost demand for lawn maintenance services
                                                                                                                                                                                  • Figure 63: Types of lawn and garden activities as DIY versus professional projects, December 2013
                                                                                                                                                                                • Men more engaged lawn and garden DIYers, but projects largely maintenance-related
                                                                                                                                                                                  • Younger DIYers the most enthusiastic
                                                                                                                                                                                    • Figure 64: Types of DIY lawn and garden done or planned in the past 12 months/next 12 months, by gender and age, December 2013
                                                                                                                                                                                  • Men and those aged 18-44 more likely to hire lawn and garden service
                                                                                                                                                                                    • Figure 65: Types of lawn and garden projects expected to be hired to professionals in the next 12 months, by gender and age, December 2013
                                                                                                                                                                                  • Seeds, bulbs, and fertilizers most popular purchases
                                                                                                                                                                                    • Figure 66: Purchases of seeds, bulbs, and fertilizers in the last 12 months, July 2008-September 2013
                                                                                                                                                                                • Professional Lawn Care Services

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Aged 18-34 favor national lawn care service providers over locals
                                                                                                                                                                                      • Figure 67: Intention to hire professional care services (local versus national company) in the next 12 months, by gender and age, December 2013
                                                                                                                                                                                    • Social media users more likely than average to use professional lawn care
                                                                                                                                                                                      • Figure 68: Intention to hire professional care services (local versus national company) in the next 12 months, by social media usage, December 2013
                                                                                                                                                                                  • Channels Shopped for Lawn and Garden

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • In-store shopping still trumps online
                                                                                                                                                                                        • Most lawn and garden supplies purchased at large home stores
                                                                                                                                                                                          • Figure 69: Retailers and channels shopped for lawn and garden supplies in the last 12 months, in-store versus online, December 2013
                                                                                                                                                                                        • Millennials likely to shop at multiple channels and keen to online shopping
                                                                                                                                                                                          • Figure 70: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store and online), by age, December 2013
                                                                                                                                                                                      • Homeowners Versus Renters

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Property renters likelier than owners to do DIY gardening in the next 12 months and to seek professional gardening services
                                                                                                                                                                                            • Figure 71: Types of DIY lawn and garden activities in the past and in the next 12 months, by own versus rent primary residence, December 2013
                                                                                                                                                                                            • Figure 72: Plan to hire lawn and garden professionals in the next 12 months, by own versus rent primary residence, December 2013
                                                                                                                                                                                          • Homeowners most likely shop at Home Depot and Lowe’s for lawn and garden; renters main patrons for mass merchandisers
                                                                                                                                                                                            • Figure 73: Retailers and channels shopped for lawn and garden supplies in the last 12 months, by own versus rent primary residence, December 2012
                                                                                                                                                                                          • Limited ability to make changes a major barrier to property renters; homeowners overcoming lawn and garden as a chore
                                                                                                                                                                                            • Figure 74: Frustrations and dissatisfactions in lawn care and gardening, by own versus rent primary residence, December 2013
                                                                                                                                                                                          • Differing motivations necessitate more targeted marketing toward homeowners versus renters
                                                                                                                                                                                              • Figure 75: Attitudes toward motivations and innovations in lawn and garden, by own versus rent primary residence, December 2013
                                                                                                                                                                                            • Realistic guidance needed, particularly for homeowners
                                                                                                                                                                                              • Lack of money likely drives renters’ desire for lawn and garden club or DIY workshops
                                                                                                                                                                                                • Figure 76: Attitudes toward lawn and garden skills, financing, and social influence, by own versus rent primary residence, December 2013
                                                                                                                                                                                            • Factors Driving Lawn and Garden Initiatives

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Motivating factors to carry out lawn and garden projects
                                                                                                                                                                                                  • Got dirt?
                                                                                                                                                                                                    • “Farm-on-table”
                                                                                                                                                                                                      • Green lifestyle
                                                                                                                                                                                                        • Figure 77: Motivations to undertake lawn and garden projects, by gender and age, December 2013
                                                                                                                                                                                                      • Quality time for family
                                                                                                                                                                                                        • Figure 78: Motivations to undertake lawn and garden projects, by parents with children and age, December 2013
                                                                                                                                                                                                      • Attitudes toward lawn and garden shopping
                                                                                                                                                                                                        • In-store shopping experience particularly important for women and older participants
                                                                                                                                                                                                          • Online, mobile channels critical when targeting younger DIYers
                                                                                                                                                                                                            • Figure 79: Attitudes toward lawn and garden shopping, by gender and age, December 2013
                                                                                                                                                                                                          • Frustrations and dissatisfactions in lawn care and gardening
                                                                                                                                                                                                            • Younger individuals and parents with young children likely discouraged by time and money constraints
                                                                                                                                                                                                              • Figure 80: Frustrations and dissatisfactions in lawn care and gardening, by age, December 2013
                                                                                                                                                                                                              • Figure 81: Frustrations and dissatisfactions in lawn care and gardening, by presence of children and age, December 2013
                                                                                                                                                                                                          • Sources of Lawn and Garden Ideas and Inspirations

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Sources of ideas and inspirations for lawn and garden projects
                                                                                                                                                                                                                • “My own original ideas” and family/friends key source for lawn and garden inspirations
                                                                                                                                                                                                                  • Women as gardeners and caretakers
                                                                                                                                                                                                                    • Figure 82: Sources of ideas and inspirations for lawn and garden projects, by age and gender, December 2013
                                                                                                                                                                                                                  • Ideas and inspirations from lawn and garden retailers/channels
                                                                                                                                                                                                                    • Figure 83: Sources of ideas and inspirations for lawn and garden projects, by (select) retails shopped in-store for lawn and garden in the past 12 months, December 2013
                                                                                                                                                                                                                    • Figure 84: Sources of ideas and inspirations for lawn and garden projects, by channels shopped in-store for lawn and garden in the past 12 months, December 2013
                                                                                                                                                                                                                • Attitudes Toward Lawn and Garden

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Americans’ affinity toward more green public spaces for gardening
                                                                                                                                                                                                                      • Figure 85: Attitudes toward communities creating more green spaces for gardening, December 2013
                                                                                                                                                                                                                    • Attitudes, skills, and financial motivations
                                                                                                                                                                                                                      • Time, money, skill constrain DIY lawn care
                                                                                                                                                                                                                        • 18-44s keen to take on DIY lawn/garden, but likely constrained by lack of time and skill
                                                                                                                                                                                                                          • Imminent role in “social” lawn and gardening among the young
                                                                                                                                                                                                                            • Figure 86: Attitudes toward lawn and garden skills, financing, and social influence, by gender and age, December 2013
                                                                                                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Hispanics lawn and garden DIY enthusiasts
                                                                                                                                                                                                                              • Figure 87: Lawn and garden activities undertaken, DIY versus professional, by race/Hispanic origin, December 2013
                                                                                                                                                                                                                            • Blacks and Hispanics most likely to hire lawn and garden service providers
                                                                                                                                                                                                                              • Substantial influence of “community” among Blacks and Hispanics
                                                                                                                                                                                                                                • Hispanics’ strong emphasis on “masculine” lawn care
                                                                                                                                                                                                                                  • Figure 88: Professional care services plan to hire in the next 12 months, by race/Hispanic origin, December 2013
                                                                                                                                                                                                                                  • Figure 89: Attitudes toward lawn and garden skills, financing, and social influence, by race/Hispanic origin, December 2013
                                                                                                                                                                                                                                • Bonding with family and friends appeals to Hispanics and Blacks
                                                                                                                                                                                                                                  • Figure 90: Motivations to undertake lawn and garden projects, by race/Hispanic origin, December 2013
                                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                                    • Figure 91: Target clusters, December 2013
                                                                                                                                                                                                                                  • Lawn and Garden Aficionados
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Novice Horticulturists
                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                  • Leveraged Spectators
                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                          • Pragmatic Greenskeepers
                                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                                                    • Figure 92: Lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 93: Ownership/engagement in indoor versus outdoor space for lawn and garden, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 94: Types of DIY lawn and garden done or planned in the past 12 months/next 12 months, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 95: Types of lawn and garden projects expected to be hired to professionals in the next 12 months, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 96: Intention to hire professional care services (local versus national company) in the next 12 months, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 97: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store and online), by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 98: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store), by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 99: Retailers and channels shopped for lawn and garden supplies in the last 12 months (online), by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 100: Frustrations and dissatisfactions in lawn care and gardening, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 101: Sources of ideas and inspiration for lawn and garden projects, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                    • Figure 102: Attitudes toward lawn and garden skills, financing, and social influence, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                                                    • Figure 103: Key demographics, by lawn and garden clusters, December 2013
                                                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                    • Characteristics of outdoor versus indoor garden owners
                                                                                                                                                                                                                                                                      • Figure 104: Ownership/engagement in indoor versus outdoor space for lawn and garden, by gender and age, December 2013
                                                                                                                                                                                                                                                                      • Figure 105: Ownership/engagement in indoor versus outdoor space for lawn and garden, by household income, December 2013
                                                                                                                                                                                                                                                                      • Figure 106: Engagement in/ownership of indoor versus outdoor garden/yard, by own or rent primary residence, December 2013
                                                                                                                                                                                                                                                                    • Types of lawn and garden projects
                                                                                                                                                                                                                                                                      • Figure 107: Types of lawn and garden activities done or planned in the past 12 months/next 12 months, December 2013
                                                                                                                                                                                                                                                                    • DIY lawn and garden activities
                                                                                                                                                                                                                                                                      • Figure 108: Types of DIY lawn and garden activities done or planned in the past 12 months/next 12 months, by household income, December 2013
                                                                                                                                                                                                                                                                    • Lawn and garden professional services
                                                                                                                                                                                                                                                                      • Figure 109: Lawn and garden projects done by professional service providers in the next 12 months, by household income, December 2013
                                                                                                                                                                                                                                                                    • Channels shopped for lawn and garden
                                                                                                                                                                                                                                                                      • In-store/online
                                                                                                                                                                                                                                                                        • Figure 110: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store/online), by household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 111: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store/online), by region, December 2013
                                                                                                                                                                                                                                                                      • In-store
                                                                                                                                                                                                                                                                        • Figure 112: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store), by household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 113: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store), by region, December 2013
                                                                                                                                                                                                                                                                      • Online
                                                                                                                                                                                                                                                                        • Figure 114: Retailers and channels shopped for lawn and garden supplies in the last 12 months (online), by household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 115: Retailers and channels shopped for lawn and garden supplies in the last 12 months (online), by region, December 2013
                                                                                                                                                                                                                                                                      • Factors driving lawn and garden initiatives
                                                                                                                                                                                                                                                                        • Figure 116: Motivations to undertake lawn and garden projects, by household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 117: Frustrations and dissatisfactions in lawn care and gardening, by household income, December 2013
                                                                                                                                                                                                                                                                      • Ideas and inspirations for lawn and garden projects
                                                                                                                                                                                                                                                                        • Figure 118: Sources of ideas and inspirations for lawn and garden projects, by gender, December 2013
                                                                                                                                                                                                                                                                        • Figure 119: Sources of ideas and inspirations for lawn and garden projects, by age, December 2013
                                                                                                                                                                                                                                                                        • Figure 120: Sources of ideas and inspirations for lawn and garden projects, by household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 121: Sources of ideas and inspirations for lawn and garden projects, by age and household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 122: Sources of ideas and inspirations for lawn and garden projects, by race/Hispanic origin, December 2013
                                                                                                                                                                                                                                                                        • Figure 123: Sources of ideas and inspirations for lawn and garden projects, by Hispanic origin and household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 124: Sources of ideas and inspirations for lawn and garden projects, by region, December 2013
                                                                                                                                                                                                                                                                        • Figure 125: Sources of ideas and inspirations for lawn and garden projects, by parent/guardian with children living in household, December 2013
                                                                                                                                                                                                                                                                        • Figure 126: Sources of ideas and inspirations for lawn and garden projects, by parents with children and children’s age, December 2013
                                                                                                                                                                                                                                                                        • Figure 127: Sources of ideas and inspirations for lawn and garden projects, by primary residency, December 2013
                                                                                                                                                                                                                                                                        • Figure 128: Sources of ideas and inspirations for lawn and garden projects, by frequency of visiting social media websites, December 2013
                                                                                                                                                                                                                                                                        • Figure 129: Sources of ideas and inspirations for lawn and garden projects, by indoor versus outdoor space, December 2013
                                                                                                                                                                                                                                                                        • Figure 130: Sources of ideas and inspirations for lawn and garden projects, by types of DIY lawn and garden projects, December 2013
                                                                                                                                                                                                                                                                      • Attitudes toward lawn and garden
                                                                                                                                                                                                                                                                        • Figure 131: Attitudes toward lawn and garden, by household income, December 2013
                                                                                                                                                                                                                                                                        • Figure 132: Attitudes toward lawn and garden, by region, December 2013
                                                                                                                                                                                                                                                                        • Figure 133: Attitudes toward lawn and garden, by characteristics of outdoor versus indoor gardening, December 2013
                                                                                                                                                                                                                                                                    • Appendix – Social Media – Lawn and Garden

                                                                                                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                                                                                                        • Figure 134: Brand usage or awareness, January 2014
                                                                                                                                                                                                                                                                        • Figure 135: Home Depot usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 136: Lowe’s usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 137: Menards usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 138: Ace Hardware usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 139: TruGreen usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 140: Scotts LawnService usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                                                                                        • Figure 141: Activities done, January 2014
                                                                                                                                                                                                                                                                        • Figure 142: Home Depot – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 143: Home Depot – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 144: Home Depot – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 145: Home Depot – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 146: Lowe's – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 147: Lowe's – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 148: Lowe's – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 149: Lowe's – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 150: Menards – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 151: Menards – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 152: Ace Hardware – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 153: Ace Hardware – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 154: Ace Hardware – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 155: Ace Hardware – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 156: TruGreen – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 157: TruGreen – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 158: TruGreen – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                                                                        • Figure 159: Scotts LawnService – activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                                                                        • Figure 160: Online conversations around selected lawn and garden retailers, by month, Jan. 1- Dec. 31, 2013
                                                                                                                                                                                                                                                                        • Figure 161: Online conversations around selected lawn and garden retailers, by page type, Jan. 1- Dec. 31, 2013
                                                                                                                                                                                                                                                                        • Figure 162: Topics of discussion among the selected lawn and garden retailers, Jan. 1- Dec. 31, 2013
                                                                                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                      • National Gardening Association (NGA)

                                                                                                                                                                                                                                                                      Lawn and Garden - US - February 2014

                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)