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Description

Description

“These are uncertain times. COVID-19 casts a shadow over a category with slowing sales growth, not to mention the health and safety of consumers. But there is also space for the category to reinvent itself around better health, sustainability and nutrition for humans as well as plants.”

– Jamie Rosenberg, Senior Global Household Analyst

This report will cover the following areas:

  • The impact of COVID-19 on consumer behavior and the lawn and garden category
  • How the market will fare the post-COVID-19 slowdown
  • Consumer drivers for participating in the lawn and garden market
  • Usage of lawn and garden products by key consumer segments

What's included

What's included

Table of contents

Table of contents

  1. Overview

      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Figure 1: Short, medium and longer term impact of COVID-19 on lawn and garden products, April 2020
          • The Issues
            • COVID-19 will change how we think about our yards
                • Figure 2: Garden mostly to produce food and are converting grass to garden, by age, January 2020
              • Health and environmental concerns create heightened fear of lawn chemicals
                • Figure 3: Concern about chemicals in lawn products, by parental status, January 2020
              • Lack of competition could squelch innovation
                • Figure 4: Multi-outlet sales of outdoor/lawn fertilizer and weed killer, by leading companies, rolling 52 weeks 2020 (% change from 2019)
              • The Opportunities
                • Transition to natural lawn and garden care
                  • Figure 5: Concerned about lawn care chemicals vs those who use natural/organic lawn care products, January 2020
                • Keep tabs on the dynamic market for smart devices
                  • What it means
                  • Impact of COVID-19 on Lawn and Garden Products

                    • What you need to know
                      • Figure 6: Short, medium and longer term impact of COVID-19 on lawn and garden products, April 2020
                    • Opportunities and Threats
                      • Gardening will become a COVID coping tool
                        • Figure 7: Garden mostly to produce food and are converting grass to garden, by age, January 2020
                      • Link lawn and garden care to physical and mental wellness
                          • Figure 8: Garden for exercise and for aesthetic reasons, by age, January 2020
                        • Lockdowns threaten product distribution
                          • Impact on the lawn and garden market
                            • COVID-19 will create a short-term market headwind
                              • Figure 9: Total US sales and forecast of lawn and garden products, at current prices, 2014-24 (fore)
                            • Longer-term growth will be linked to housing market recovery
                              • How the crisis will affect the lawn and garden category’s key consumer segments
                                • The young and low-income will feel the pinch
                                  • Opportunity to engage non-enthusiasts
                                    • Figure 10: Enthusiasm toward gardening, by rent condo/apartment, January 2020
                                  • Some urbanites will desire stand-alone houses
                                    • Aging-in-place will become a more important goal
                                      • How a COVID-19 recession will reshape the lawn and garden industry
                                        • Housing market will soften lawn and garden sales
                                          • A shift to what’s important and what we can control
                                            • COVID-19: US context
                                            • The Market – What You Need to Know

                                              • COVID-19 will decelerate growth
                                                • Growing power equipment sales can reduce the need for lawn products
                                                  • Low interest rates drove up homeownership, but COVID-19 will change that
                                                    • There is a return to the suburbs, but lot size is still declining
                                                      • Impact of COVID-19 on Lawn and Garden Products
                                                      • Market Size and Forecast

                                                        • COVID-19 will decelerate growth
                                                          • Figure 11: Total US sales and forecast of lawn and garden products, at current prices, 2014-24 (fore)
                                                      • Market Perspective

                                                        • Growing power equipment sales can reduce the need for lawn products
                                                          • Figure 12: US consumer sales of outdoor equipment and supplies, 2008-17
                                                      • Market Factors

                                                        • Low interest rates drove up homeownership, but COVID-19 will change that
                                                          • Figure 13: US homeownership rate, 1965-2019
                                                        • There is a return to the suburbs, but lot size is still declining
                                                        • Key Players – What You Need to Know

                                                          • Scotts regains lost sales and share
                                                            • Scotts is buoyed by diversification
                                                              • Spectrum Brands sees big declines in sales and market share
                                                                • Advancing technology will save time, resources and reduce human error
                                                                  • Evolving sensor technology will optimize water and fertilizer use
                                                                  • Company and Brand Sales of Lawn and Garden Products

                                                                    • Scotts regains lost sales and share
                                                                      • Figure 14: Multi-outlet sales of outdoor/lawn fertilizer and weed killer, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                  • What’s Happening

                                                                    • Scotts is buoyed by diversification
                                                                      • Scotts is targeting organic gardeners with safer products
                                                                        • Spectrum Brands sees big declines in sales and market share
                                                                          • Spectrum is at a lawn and garden crossroads
                                                                          • What to Watch

                                                                            • Advancing technology will save time, resources and reduce human error
                                                                              • Automated weeding will save time and backs
                                                                                • Figure 15: Interested in robots that pull weeds, by age, January 2020
                                                                              • Commercial weeding robots could migrate to the consumer sphere
                                                                                • Figure 16: R2Weed2 from Nexus Robotics
                                                                              • Evolving sensor technology will optimize water and fertilizer use
                                                                              • The Consumer – What You Need to Know

                                                                                • More than one third of consumers do no lawn or garden work
                                                                                  • Renters are an under-targeted consumer segment
                                                                                    • Lawn maintenance the most frequent task; hardscaping requires a professional
                                                                                      • Use of professionals grows with age and income
                                                                                        • Big box stores are still the top retailers, but losing share
                                                                                          • Health, beauty and food are top of mind for consumers
                                                                                          • Lawn and Garden Participation

                                                                                            • More than one third of consumers do no lawn or garden work
                                                                                              • Figure 17: Participation in lawn and garden work, January 2020
                                                                                              • Figure 18: Would do more lawn and garden projects if I had more time, by age and parental status, December 2017
                                                                                            • Non-participants tend to be either younger or older consumers
                                                                                              • Figure 19: Not involved in lawn or garden work, by select age and homeownership status, January 2020
                                                                                          • Enthusiasm and Skill

                                                                                            • Renters are an under-targeted consumer segment
                                                                                              • Figure 20: Enthusiasm toward gardening, by rent condo/apartment, January 2020
                                                                                            • Most people describe their gardening skills as basic to intermediate
                                                                                              • Figure 21: Gardening skills, January 2020
                                                                                            • There is an opportunity to reach men seeking gardening expertise
                                                                                              • Figure 22: Gardening skills, by age and gender and enthusiasm segments, January 2020
                                                                                            • Dads enjoy gardening most
                                                                                              • Figure 23: Gardening enthusiasm, by parental status, January 2020
                                                                                          • Lawn and Garden Activities

                                                                                            • Lawn maintenance the most frequent task; hardscaping requires a professional
                                                                                              • Figure 24: Lawn and garden activities, DIY vs hired a professional, January 2020
                                                                                            • Use of professionals grows with age and income
                                                                                              • Figure 25: Use of professionals, by age and income, January 2020
                                                                                            • Consumers hire pros for their knowledge, and to save time…
                                                                                              • Figure 26: Reasons for using lawn and garden professionals, January 2020
                                                                                            • …but they also want to save their backs
                                                                                              • Figure 27: Use professionals due to physical needs/limitations, by age, January 2020
                                                                                          • Purchase Locations

                                                                                            • Big box stores are still the top retailers, but losing share
                                                                                              • Figure 28: Retailers shopped for lawn and garden products, December 2017 and January 2020
                                                                                            • Age dictates where consumers shop
                                                                                              • Figure 29: Shop at Walmart and gardening store, by age and income, January 2020
                                                                                          • Lawn and Garden Behaviors

                                                                                            • Health, beauty and food are top of mind for consumers
                                                                                              • Figure 30: Lawn and garden behaviors, January 2020
                                                                                            • Community gardens appeal to apartment dwellers
                                                                                              • Figure 31: Would use a community garden, by housing type, January 2020
                                                                                              • Figure 32: Don’t have space for a garden, by housing status, January 2020
                                                                                          • Attitudes toward Lawn Care and Gardening

                                                                                            • Consumers are concerned about health, sustainability and costs
                                                                                              • Figure 33: Lawn and garden attitudes and interest in innovations, January 2020
                                                                                            • Concern about chemicals is widespread, especially among parents
                                                                                              • Figure 34: Concern about chemicals in lawn products, by parental status, January 2020
                                                                                            • Young, upper-income consumers want to improve their skills
                                                                                              • Figure 35: Would like to improve their lawn and garden skills, by age and income, January 2020
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Sales data
                                                                                                • Consumer survey data
                                                                                                  • Abbreviations

                                                                                                  About the report

                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                  • The Consumer

                                                                                                    What They Want. Why They Want It.

                                                                                                  • The Competitors

                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                  • The Market

                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                  • The Innovations

                                                                                                    New Ideas. New Products. New Potential.

                                                                                                  • The Opportunities

                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                  • The Trends

                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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