Description

The lawn and garden category saw dramatic sales throughout the pandemic, posting growth of 14.6% in 2020 and 10.6% in 2021. Consumers turned to their yards and gardens as a means of safe outdoor activity. But increasingly, this work became an important source of solace during an otherwise stressful time. The link to wellness and creativity helped transition lawn and garden activities from chore to hobby. When we consider this in the context of escalating food costs driven by both the pandemic and the conflict in Ukraine, Mintel expects that yard work, and gardening in particular, will become more important to more people. Per capita spending will remain above pre-pandemic levels for the next five years.

Jamie Rosenberg, Associate Director, Global Household and Personal Care

This Report looks at the following areas

  • Brand innovation and market opportunities
  • Consumer participation in lawn and garden care
  • Types of lawn and garden tasks undertaken and use of professional contractors
  • Retail channels
  • Consumer attitudes and behaviors

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of the lawn and garden market, at current prices, 2016-26
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • Highlight the economics of homegrown produce
      • Figure 3: Consumers who are growing more vegetables due to high grocery costs, by age and income, 2022
    • Grow consumers’ lawn and garden skill
      • Figure 4: Consumers who want to improve the lawn care or gardening skills, by age
    • Innovate ease of use for an aging society
      • Figure 5: Consumers who have hired professionals to help with physically demanding tasks or because they have physical limitations, by age, 2022
    • Key consumer insights
  3. Market Size and Forecast

    • A perfect storm for market growth
      • Figure 6: Total US sales and fan chart forecast of the lawn and garden market, at current prices, 2016-26
      • Figure 7: Total US sales and forecast of market, at current prices, 2016-26
  4. Market Factors

    • Fertilizer costs are skyrocketing
    • Consumer confidence continues its decline
      • Figure 8: Consumer confidence vs unemployment
    • Inflation fears underscore the decline in confidence
      • Figure 9: Top areas of financial concern for consumers
    • Interest rate hikes will slow growth in homeownership
      • Figure 10: US average 30-year mortgage rates, 01/07/2021-04/07/2022
  5. Market Share/Key Players

    • Spectrum has a banner year
    • Sales of lawn and garden products by company
      • Figure 11: Sales of market, by company, year and year
  6. Competitive Strategies and Market Opportunities

    • Spectrum sells its hardware and home business unit to focus more solidly on consumer staples
    • Spectrum relaunches Spectracide with electric spray dispensing
      • Figure 12: Spectracide Flip & Go Weed and Grass Killer
      • Figure 13: Consumers who love gardening and those who used professionals because they have physical limitations, by age, 2022
    • Spectrum has launched Liquid Fence in a granular format
      • Figure 14: Liquid Fence Granular Deer and Rabbit Repellent
    • Scotts expands its stake in the cannabis industry
      • Figure 15: Consumers who grow plants and herbs indoors, by number of children in the house, 2022
      • Figure 16: Miracle-Gro Aero Garden
    • Scotts drives convenience through multitasking products
      • Figure 17: Scott’s ezseed and Turf Builder Triple Action
      • Figure 18: Consumers who would do more lawn and garden projects if they had more time, by age and income, 2022
    • Roundup loses sales and market share
      • Figure 19: Roundup Weed and Grass Killer for garden beds
    • Organic gardeners have become a prioritized segment
      • Figure 20: Consumers concerned about lawn chemicals, by race, 2022
      • Figure 21: Ortho GroundClear, Garden Safe Fungicide 3 and Garden Safe Insecticide with Neem Oil Extract
    • Smaller brands carve their niche, but rising commodity costs hurt margins
      • Figure 22: Pennington Southern Weed & Feed
    • Improving AI gives consumers new tools
      • Figure 23: PlantSnap plant identification app
      • Figure 24: Consumers who are interested in plant identification apps, by age, 2022
  7. The Lawn and Garden Consumer – Fast Facts

  8. Lawn and Garden Participation

    • More consumers enter the category
      • Figure 25: Frequency of lawn and garden work, 2020 vs 2022
    • Parents of young children should be a prime target market
      • Figure 26: Garden participation, by parental status, 2022
  9. Enthusiasm and Skill

    • There’s an opportunity to increase enjoyment
      • Figure 27: Level of gardening enjoyment
    • There is a strong relationship between enjoyment and skill
      • Figure 28: Gardening enjoyment, by level of skill, 2022
    • More newbie gardeners mean more novice gardeners, but that’s an opportunity
      • Figure 29: Level of gardening skill, 2022
    • Lawn care is more of a chore than hobby
      • Figure 30: Lawn care enjoyment, 2022
    • Lawn care and garden enthusiasts have similar demographic profiles
      • Figure 31: Consumers who love lawn care, by age and parental status, 2022
  10. Lawn and Garden Activities

    • Lawn maintenance is the most common activity
      • Figure 32: Lawn and garden activities performed, 2022
    • Consumers use pros for their equipment/expertise and to save their backs
      • Figure 33: Reasons for hiring lawn and garden professionals, 2022
      • Figure 34: Selected reasons for hiring professionals, by age, 2022
    • Landscaping and large plantings have the highest use of pros relative to DIY
      • Figure 35: Lawn and garden activities, DIY vs hired a professional, 2022
    • High inflation could prompt more DIY lawn and garden work; but there are uncertainties
      • Figure 36: Lawn and garden activities, DIY vs hired a professional, by income
  11. Purchase Locations

    • Home Depot still dominates, but Target and ecommerce show biggest gains
      • Figure 37: Retailers shopped for lawn and garden products, 2020 vs 2022
    • There’s a large income gap in online retail
      • Figure 38: Consumers who say online-only retailers are among their top three channels for lawn and garden products, by age and income
  12. Lawn and Garden Behaviors

    • The pandemic has made gardening more important
      • Figure 39: Pandemic-related gardening behaviors
    • Gardening is a mental health tool
      • Figure 40: Consumers who are gardening more and use gardening as a form of stress relief during the pandemic, by age and parental status, 2022
    • Food inflation has grown the value of a garden
      • Figure 41: Consumers who are growing more vegetables due to high grocery costs, by age and income, 2022
  13. Attitudes toward Lawn Care and Gardening

      • Figure 42: Attitudes toward lawn and garden work, 2022
      • Figure 43: Consumers who want to improve their lawn care or gardening skills, by age
    • Asian consumers are most concerned about lawn chemicals
      • Figure 44: Consumers concerned about lawn chemicals, by race, 2022
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  15. Appendix – The Market

      • Figure 45: Total US retail sales and forecast of lawn and garden products, at inflation-adjusted prices, 2016-26

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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