With 88% of Americans growing plants or grass at home, the lawn and garden market is expected to grow by 2.7% in 2025, reaching $83 billion, and is expected to rise to $102 billion by 2028. This growth highlights the increasing importance of home-focused lifestyles and outdoor transformations as key consumer priorities.
Amid economic uncertainty, one of the biggest market opportunities lies in addressing affordability and functionality. With 40% of consumers facing financial challenges still eager to create outdoor spaces, brands can excel by offering DIY-friendly, cost-effective solutions. Innovations in sustainable and ergonomic tools cater to diverse demographics, from young eco-conscious gardeners exploring grass alternatives to older adults seeking assistance with lawn maintenance.
However, tariffs and inflation remain significant threats, risking increased costs in key categories. Consumers’ cautious outlook could drive demand for private-label products, intensify competition, and press brands to deliver standout value.
This report was written by Lindsay Cameron. Lindsay joined Mintel in 2023 as a Health and Wellness Research Analyst. She has a master’s in Marketing Research from Michigan State University and a bachelor’s in Marketing from Arizona State University. Prior to joining Mintel, she conducted consumer research for a DTC ad agency and began her career in pet retail.
Home-focused lifestyles fuel the lawn and garden market, with consumers prioritizing outdoor transformations and functional, affordable solutions.
Lindsay Cameron
Analyst – Health & Wellness
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