Description

This report dives deep into the lawn care and gardening industry, with a focus on consumer behavior and market performance. Below, we’ve summarized the key topics analyzed and offer handpicked insights from the report.

Key Topics Analyzed

  • Lawn and Garden Products Market performance.
  • 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 shopped and used by consumers.
  • Consumer attitudes and behaviors toward lawn and garden.

US Lawn Care and Gardening Industry Overview

It’s clear that 2022 was not a successful year for key lawn and garden brands, with the market growth rate dropping by 9.1% compared to 2021. Inflation is partly responsible for the high value growth forecast in 2022-23, yet Mintel research shows that the per capita engagement with the lawn and garden category is increasing, and that will keep market growth above pre-pandemic levels through 2028.

Lawn and Garden Consumer Behavior

Grass lawns are beginning to be phased out

Well-manicured lawns are a staple of the American neighborhood, but their high water and chemical use is sparking legislation to reduce their presence. Nearly half of all consumers, and higher percentages of young adults and parents, think they’re too water-intensive, while two thirds worry about the health and environmental effects of chemicals. Residents in water-stressed areas are replacing lawns with native plantings and artificial turf, a shift that could spread to other parts of the US.

Omnichannel shoppers spend big

Brands like Scotts Miracle-Gro (SMG) are recognizing the need for an omnichannel retail strategy to maximize revenue. SMG found that omnichannel shoppers spend twice as much compared to those who shop in-store exclusively, and Mintel research confirms this. Consumers aged 35-54 with household incomes over $75K are twice as likely to use online-only retailers, but also more likely to use neighborhood garden stores/nurseries.

Opportunity For Lawn and Garden Brands

The pandemic jumpstarted growth around home-based and sustainable activities, including gardening. Although many will give up the hobby, Mintel predicts that others will be drawn to it due to the economic and health benefits of homegrown food, as well as the emotional rewards of making their yards beautiful and tranquil. Growth rates are expected to remain high, providing an opportunity to build on pandemic-driven adoption by helping consumers hone their skills and make gardening part of their lifestyle.

Opportunities and competitive strategies for lawn care and gardening brands and stakeholders are covered extensively in the full report.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

This report, written by Jamie Rosenberg, a leading household analyst, delivers in-depth commentary and analysis to highlight current trends in the US lawn and garden products market, adding expert context to the numbers.

Participation in lawn and garden work burgeoned during the pandemic. That triggered enormous market growth, from 4.9% in 2019 to 21.9% in 2021. Since then, growth has tempered, but remains historically high, in part due to inflation, but also sustained consumer involvement. The outlook is strong over the next five years because the percentage of consumers participating in the category continues to grow, even as per capita spending slows. For brands, the big challenge is to maintain this recent momentum through brand building that leverages the financial and health benefits of homegrown food, as well as the emotional payback that comes from the process of creating a beautiful outdoor space. Water conservation is front and center, and over the next five years will influence what consumers desire; and are allowed to grow.

Jamie Rosenberg, Associate Director - Global Household and Personal Care

 

Jamie Rosenberg
Associate Director, Global Household and Personal Care

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
    • Consumer trends
    • Competitive strategies
    • Market leaders are rebuilding after a down year
      • Figure 1: Consumers who are replacing lawn with garden, and those who are growing more vegetables due to inflation, by age, 2023
      • Figure 2: SMG’s sponsorship of Martha Gardens on Roku
    • The need to save water means grass alternatives gain steam
      • Figure 3: Attitudes towards native plants and lawn watering, 2023
    • Market predictions and opportunities
    • Market Overview
      • Figure 4: Total US sales and fan chart forecast of lawn and garden products, at current prices, 2018-28
      • Figure 5: Category outlook, 2023-28
  3. Market Size and Forecast

    • Pandemic momentum remains strong
      • Figure 6: Total US sales and fan chart forecast of market, at current prices, 2018-28
      • Figure 7: Total US sales and forecast of lawn and garden products, at current prices, 2018-28
  4. Market Drivers

    • Inflation shows a meaningful decline
      • Figure 8: Consumer Price Index change from previous period, 2007-2023
    • Consumer confidence gets a boost
      • Figure 9: Consumer Sentiment Index, 2007-2023
  5. Market Share

    • SMG is the leader, but smaller competitors are gaining
    • Sales of lawn and garden products by company
      • Figure 10: Sales of market, by company, year and year
  6. Competitive Strategies and Market Opportunities

    • SMG rebuilds after a down year
      • Figure 11: Scotts Turf Builder Grass Seed and image from SMG’s Water Positive campaign
      • Figure 12: SMG’s sponsorship of Martha Gardens on Roku
      • Figure 13: Image from GrowMoreGood refugee kids gardening program
    • SMG’s Hawthorne subsidiary slides as the cannabis bubble bursts
    • Spectrum sees a dip in sales, but also an influx of divestiture cash
    • Alternatives to grass tout convenience and water conservation
      • Figure 14: Attitudes towards native plants and lawn watering, 2023
      • Figure 15: An example of a desert-friendly front yard
    • Artificial turf brands tout low-maintenance and water conservation
      • Figure 16: Artificial turfs from NexGen and TrafficMaster
  7. The Lawn and Garden Consumer – Fast Facts

    • Gardening participation has grown since the onset of the pandemic
    • Nearly half love gardening
    • Inflation may be steering consumers away from pros
    • Wealthy shoppers are more likely to be omnichannel shoppers
    • Attitudes highlight the opportunity of enablement
    • Chemical concerns shouldn’t be ignored
  8. Lawn and Garden Participation

    • Nearly one third care for their lawn weekly, while 27% are frequent gardeners
      • Figure 17: Lawn and garden participation, 2023
    • Gardening participation has grown since the onset of the pandemic
      • Figure 18: Occasional vs frequent gardening participation, by year, 2020-2023
    • Millennial men should be a prime target for garden brands
      • Figure 19: Frequent gardeners, by generation and gender, 2023
  9. Lawn and Garden Enjoyment

    • Nearly half love gardening
      • Figure 20: Gardening level of enjoyment, 2023
    • Enjoyment continues to tick upward
      • Figure 21: Consumers who love gardening
    • Enjoyment aligns with participation
      • Figure 22: Gardening enjoyment, by generation and gender
      • Figure 23: Consumers who love gardening vs. those who are frequent gardeners, by gender and parental status, 2023
  10. Lawn and Garden Skill

    • Consumers report similar skill levels for lawn care and gardening
      • Figure 24: Lawn and garden skill level
    • Men claim higher skill across all age groups
      • Figure 25: Lawn and garden skill level, by generation and gender, 2023
    • Consumer skill spiked in 2020, declined in 2022 and spiked again in 2023
      • Figure 26: Consumers with at least intermediate lawn and gardening skill, by year, 2020-2023
  11. Use of Professionals

      • Figure 27: Use of lawn and garden professionals, by task, 2023
    • Inflation may be steering consumers away from pros
      • Figure 28: Use of lawn and garden professionals, by task, and year, 2020-23
    • Many consumers view hiring pros as an investment
      • Figure 29: Reasons for using professionals, 2023
    • Young consumers are the most chemical-adverse
      • Figure 30: Consumers who use professionals to reduce their chemical exposure, by age, 2023
  12. Purchase Locations

    • Ecommerce, nurseries and mass merchandizers see the biggest gains
      • Figure 31: Purchase locations for lawn and garden products, 2020-2023
    • Wealthy shoppers are more likely to be omnichannel shoppers
      • Figure 32: Consumers who are heavy ecommerce and garden store shoppers, by age and income, 2023
  13. Lawn and Garden Behaviors

    • Consumers realize the ROI of gardening, but they need help
      • Figure 33: Lawn and garden behaviors, 2023
      • Figure 34: Frequent gardening, by income, 2023
  14. Attitudes Toward Lawn and Garden Work

    • Survey data shows the importance of enablement
      • Figure 35: Attitudes toward lawn and garden work, 2023
    • Chemical concerns shouldn’t be ignored
      • Figure 36: Consumers concerned about lawn chemicals, by parental status, 2023
    • Lawns are at the center of water concerns
      • Figure 37: Consumers who believe lawns require too much water, by age and gender, 2023
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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