Lawn and Garden Products in the U.S., 8th Edition

This publication has been discontinued on December 6, 2011.

Below is the updated product.

Introduction

Abstract

The $24 billion U.S. lawn and garden (L&G) market has held up remarkably well under the relentless pressure of an epic macroeconomic storm. While cracks in the competitive structure are beginning to appear, the L&G market has proven to be tough and adaptable. Certainly, vast opportunities exist to turn current downsides into upsides. In our 2009 edition of the widely consulted study The U.S. Lawn and Garden Market, 8th Edition, Packaged Facts presents a comprehensive and multifaceted analysis of the current L&G market. Along with detailing the many opportunities latent in the economic crisis, this study offers an in-depth examination of competitive issues and trends, including the impact of marketer attrition, management survival strategies, the slowing of globalization, potential dealer and independent retailer resurgence, growing influence of the green movement, regulatory/political developments, and responses to drought. Also addressed are possible breakdown scenarios involving supply shortages or similar economic discontinuities.

As always, our study features numerous tables estimating current sales of L&G equipments, supplies, and services, and offers five-year sales projections. Complete and up-to-date competitive profiles are presented of major marketers, such as MTD, Toro, Deere, Husqvarna, Briggs & Stratton, Ames True Temper, Fiskars, Scotts Miracle-Gro, and TruGreen, among others. Comprehensive coverage of new product trends, a thorough analysis of the retail sector, and analytical profiles of L&G consumers are also provided.

Report Methodology

The study is based on the analysis of a wide range of primary and secondary research, including information compiled from trade journals, trade associations, company reports, government data, industry surveys, consumer polls, magazines, newspapers, websites, books, in-store inspections, and discussions with professionals. These sources have been supplemented by proprietary consumer demographic data supplied by Experian Simmons Market Research Bureau. Adding depth to our analysis is over a decade' s worth of research on the lawn and garden market conducted by Packaged Facts.

Table of Contents

Chapter 1: Executive Summary

The Overall L&G Market

• Scope of Study
• Areas Outside Scope
• Three L&G Product Categories: Equipment, Supplies, and Services
• Overall L&G Market Sales
  • Table 1-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market by Category, 2002-2009 (millions of dollars)
• Outlook: Market Growth
• Market Projections
  • Table 1-2: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars)
• Major L&G Marketers
• At the Retail Level: Home Centers on Top

L&G Equipment

• Three Product Segments
• Regulation: EPA Phase III
• Watering Restrictions
• L&G Equipment Sales
  • Table 1-3: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars)
• Gas-Powered OPE: Combined Unit Shipments
• Unit Trends: Walk-Behind Mowers
• L&G Equipment Projections
  • Table 1-4: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars)
• Major Marketers: OPE
• Major Marketers: Tools/Implements
• Major Marketers: Garden Hoses
• Green OPE
• Retail Share
• Number of OPE Owners/Purchasers: By Product Type

L&G Supplies

• Fertilizers/Growth Media: Four Product Types
• Pest Control Supplies: Three Product Types
• Weed-and-Feed Products
• L&G Supplies Sales
  • Table 1-5: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars)
• The Organic Sector: Size and Growth
• L&G Supplies Projections
  • Table 1-6: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars)
• Handful of Companies Dominate
• Scotts Miracle-Gro
• Spectrum Brands
• Organic L&G Marketers
• Retail Share
• Number of Purchasers: By Supplies Product Type

Professional Lawncare Services

• Lawncare Operators (LCOs)
• LCO Appeal
• Lawn Care Operator Sales
  • Table 1-7: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars)
• Lawn Care Operator Projections
  • Table 1-8: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars)
• Most LCOs are Small Independents
• Leading Marketers
• Organic and IPM LCOs
• Estimated Number of LCO Users

Chapter 2: The Overall Market

Overview

• Scope of Study
• Areas Outside Scope

Products/Services

• Three L&G Product Categories: Equipment, Supplies, and Services
• Government Regulation
• The EPA
• EPA and OPE
• EPA and Pest Control
• At the State Level
• At the Local Level

Market Size, Growth and Composition

• Overview
• Overall L&G Market Sales
  • Table 2-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market, by Category, 2002-2009 (millions of dollars)
• Sales and Growth by Category
• Share by Category
• L&G Retail Share
  • Table 2-2: Estimated Retail Share of U.S. Lawn and Garden Sales by Outlet Type, 2009
• Seasonality
• Regionality

Factors in Future Growth

• Housing
• Sales of New/Existing Homes
  • Table 2-3: Sales of New and Existing Homes, 2000-2009 (in thousands)
• Housing Starts
  • Table 2-4: U.S. Housing Starts, 2000-2009 (in millions)
• Home Prices
• Mortgage Rates
• Glut and Foreclosures
• Housing and the L&G Market
• The Economy
• Breakdown
• L&G and the Economy
• Supply Shortages?
• Globalization and the Dollar
• Changes Loom
• Age Demographics
• Aging Boomers
  • Table 2-5: U.S. Population, by Age Group, 2000-2010 (in millions)
• The Next Generation
• Climate
• Climate Change
• Drought
• Regulation
• Garden Lifestyles
• Waning Affluence
• Cocooning
• Green L&G
• Challenge and Opportunity
• Green L&G Concepts
• Edible Yards
• Food Gardening
• Opportunities in Food Gardens

Projected Market Growth

• Overview
• Market Projections
  • Table 2-6: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars)
• Projections by Category

The Marketers

• Size of Marketers
• Generalists vs. Specialists
• U.S. vs. Foreign Ownership
• Major L&G Marketers: Overview
• Major Marketers: Equipment
• Major Marketers: Supplies
• Major Marketers: Services

Distribution and Retail

• Distribution Patterns: Direct vs. Intermediary
• Distributors Still Play Vital Role
• Regular Distribution Channels: Equipment/Supplies
• Anomalous Distribution: OPE Dealers and Lawn Services
• At the Retail Level: Home Centers on Top
• Home Depot
• Lowe' s Companies
• Wal-Mart
• Sears Holdings Co.
• Target
• Garden Centers/Nurseries
• Hardware Stores
• Other Retail Venues
• Direct Sales

Chapter 3: Lawn and Garden Equipment

• Overview
• Three Product Segments
• Government Regulation
• OPE Focus
• CPSC, EPA, CARB
• Air Pollution Emissions Regulations
• EPA Phase III
• Note on CARB
• "Durability" Requirements
• Leaf Blower Restrictions
• Yard Waste Restrictions
• Watering Restrictions

Market Size, Growth, and Composition

• L&G Equipment Sales
• Analysis: Equipment Growth Trends
  • Table 3-1: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars)
• OPE: Sales Trends
• Tools/Implements: Sales Trends
• Watering/Spraying Equipment: Sales Trends
• Equipment Segment Shares
• Gas-Powered OPE: Combined Unit Shipments
• Gas-Powered OPE: Unit Share by Product Type
  • Table 3-2: Share of Gas-Powered Outdoor Power Equipment Shipments by Product Type, 2008
• All Consumer Mowers: Unit Shipments
• All Consumer Mowers: Unit Share
• Gas-Powered Portable OPE: Combined Unit Shipments
• Portable OPE: Unit Share by Product Type
• Unit Trends: Walk-Behind Mowers
• Unit Trends: Lawn Tractors
• Unit Trends: Garden Tractors
• Unit Trends: Riding (Zero-Turn) Mowers
• Unit Trends: Tillers
• Unit Trends: Snow throwers
• Unit Trends: Trimmers
• Unit Trends: Handheld Leaf Blowers
• Unit Trends: Chainsaws
• Electric OPE Share
• Tools/Implements: Ownership
• Watering/Spraying Equipment: Guesstimated Shares

Factors in Future Growth

• Introductory Note
• Factors in OPE Growth
• The Economy
• Demographics
• Climate
• Regulation
• New Products
• Factors in Tools/Implements Growth
• Factors in Watering/Spraying Equipment Growth
• L&G Equipment: Projections
• Category Projections
  • Table 3-3: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars)
• Projections by Segment

The Marketers

• Size and Types of Marketers
• Manufacturing and Sourcing
• Many Marketers Have Deep Historical Roots
• U.S. vs. Foreign Marketers
• Most OPE Marketers Have Diversified Interests
• OPE Majors
• Marketers: Portable OPE
• Marketers: Electric OPE
• Tiller Marketers
• Crossover Mower/Tractor Marketers
• Major/Minor Marketers: Tools/Implements
• Reel Mower Marketers
• Wheeled Implements Marketers
• Composter Marketers
• Major/Minor Marketers: Watering/Spraying Equipment
  • Table 3-4: Selected List of Lawn and Garden Equipment Marketers and Their Brands, 2009

The Competitive Situation

• Continuity and Change
• Economic Pressure
• Attrition and Absorption
• M&A Activity
• Alliances/Partnerships
• Consolidation Speculation
• Consequences of Globalization
• Globalization Slows
• Traditional Strategies
• Competition in OPE
• Competition in Tools
• Competition in Watering Equipment

Competitive Profiles: Major Equipment Marketers

• MTD Products
• Overview
• A Family Business
• OPE Brand Lines
• Private Label
• GardenWay: Into Tools Then Supplies!
• Cracks in Distribution Strategy
• The Jenn Feng/McCulloch Saga
• Last Snow blower in Canada
• New Product Activity
• New Partnership
• The Toro Company
• Company Overview
• Sales Trends
• Response to Slowdown
• Two Divisions
• Professional Division
• Residential Division
• International Sales
• Residential Brand Lines
• Toro Brand Residential Mowers
• Toro Brand Residential Portable, Other OPE
• Lawn-Boy
• Residential Watering Equipment
• Betting on Water Conservation
• And Farming?
• New Product Activity
• Pollution Fine
• CATT
• Husqvarna AB
• Company Overview
• Electrolux Spin-Off
• Consumer Products
• U.S. Operations
• Poulan/Weed Eater
• Professional Products Reorganized
• Acquisitions
• Komatsu Zenoah (RedMax)
• Dixon Industries
• Gardena
• Jenn Feng (McCulloch)
• Unique Dealer Strategy
• New Product Activity
• The Automower: A Robotic Solar Hybrid
• Deere & Co
• Overview
• Sales Trends
• Commercial & Consumer Equipment Segment
• C&C Sales Trends
• Expanding Parts Distribution
• The Stihl Deal
• Dealer Wars Die Down
• John Deere Landscapes
• New Product Activity
• Kudos
• Briggs & Stratton Corp.
• Company Overview
• Business Segments
• Yard Power Products Group: Brands
• U.S. Manufacturing
• Vertical Integration Strategy
• Sales Trends
• Engines vs. Power Products
• Dominance in Engines
• Marketer Acquisitions
• Simplicity
• Murray
• "Made in America" vs. China
• B&S, Snapper, and Sears
• New Products Focus on Snapper
• Ames-True Temper
• Company Overview
• Extensive Brand Portfolio
• Ownership
• Sales Trends
• Is Something Amiss?
• Legacy Issues
• Old and New Days

Brief Competitive Profiles: L&G Equipment Marketers

• Black & Decker
• Homelite
• Schiller Grounds Care, Inc.
• Country Home Products
• Stihl
• Tecumseh
• Fiskars Corp.
• Corona Clipper
• Tekni-Plex, Inc.
• Teknor Apex Co
• L.R. Nelson
• Bosch Group
• Rain Bird Corp.
• Melnor, Inc.
• Root-Lowell Mfg. Co

New Product Trends: OPE

• Engine Trends
• Crossover OPE
• Zero-Turn Riders
• ZT Advances
• Robot and Solar Mowers
• Snow Blower Trends
• Portable OPE Trends
• Focus: Green OPE
• Efficiency
• Alternative Fuels
• Ethanol
• Biodiesel
• Propane
• Natural Gas
• Electric OPE
• Electric Mowers
• Focus: Neuton
• Battery Advances
• Non-Fuel Powered

New Product Trends: Tools and Watering

• Proliferation
• Ergonomic Innovation
• Miscellaneous Tools/Implements Trends
• Watering Equipment Trends
  • Table 3-5: Selected New Product Introductions, L&G Equipment, 2008-2009

Distribution/Retail

• Distribution Patterns
• Retail Share
• Home Centers vs. OPE Dealers
• OPE Dealer Strategies
• Dealer Diversification
• Dealers on the Upswing
• Profile: Tractor Supply Co

The Consumer

• Explanatory Note
• Number of Owners: All L&G Equipment
• Number of OPE Owners/Purchasers: By Product Type
  • Table 3-6: Outdoor Power Equipment: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of households)
• Factors Favoring Ownership: OPE
• Women and OPE Purchasing
• Walk-Behind Mower Owners
• Riding Mower and Garden Tractor Owners
• Tiller Owners
• Snow blower Owners
• String Trimmer Owners
• Hedge and Yard Trimmer Owners
• Blower Owners
• Factors Favoring Ownership: By OPE Brand
• Tools/Implements: Number of Owners by Product Type
  • Table 3-7: Tools/Implements: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of adult-headed households)
• Factors Favoring Ownership: Tools/Implements
  • Table 3-8(a): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008
  • Table 3-8(b): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008
  • Table 3-9(a): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008
  • Table 3-9(b): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008
  • Table 3-10(a): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008
  • Table 3-10(b): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008
  • Table 3-10(c): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008

Chapter 4: Lawn and Garden Supplies

The Products

• Two Product Segments
• Fertilizers/Growth Media: Four Product Types
• Fertilizers: Supplements, Not Foods
• Fertilizer Forms/Terminology
• Growth Media
• Pest Control Supplies: Three Product Types
• Weed-and-Feed Products

Government Regulation

• Pesticides: Federal Regulation
• Pesticide Registration
• Labeling: Pesticides and Fertilizers
• FQPA and the EPA Pesticide Review
• Continuous Review
• Critics Urge New Regulatory Philosophy
• Fertilizer Restrictions/Bans

Market Size, Growth, and Composition

• L&G Supplies Sales
  • Table 4-1: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars)
• Segment Share: F/GM vs. Pesticide Products
• Analysis: Growth by Segment
• The Organic Sector: Size and Growth
  • Table 4-2: Retail Sales of Organic L&G Products, Market Size and Growth, 2003-2009 (millions of dollars)
• Popularity of Supplies: By Product Type
• Retail Share
• Regionality

Factors in Future Growth

• Introductory Note
• Factors in Overall Supplies Growth
• Economy/Housing
• Fertilizer Prices
• Age Demographics
• Regulation
• Climate
• Factors in Organic Supplies Growth
• Pricing Factors
• Supply Factors
• Climate Factors
• Age Demographic Factors
• Cultural Factors
• Market Factors
• Education and Labor Factors

L&G Supplies: Projections

• Category Projections
  • Table 4-3: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars)
• Projections by Segment

The Marketers

• Size and Types of Marketers
• Conventional vs. Organic/Natural Marketers
• Handful of Companies Dominate
• Scotts Miracle-Gro
• Spectrum Brands
• Second-Tier Marketers: Fertilizers, Plant Food, and Potting Soil
• Top Marketers in Minor F/GM Segments
• Second-Tier Marketers: Pesticides
• Professional Supplies Marketers
• Global Chemical Giants
• Organic L&G Marketers
  • Table 4-4: Selected List of U.S. Lawn and Garden Supplies Marketers, 2009

The Competitive Situation

• F/GM Competition
• Quasi-Monopoly and Its Discontents
• The Organic Threat to SMG
• Pesticides Competition
• Traditional Strategies

Competitive Profiles: Major L&G Supplies Marketers

• Scotts Miracle-Gro
• Overview
• Retail Concentration
• The Expansive SMG Spectrum
• Sales Trends
• Business Segments: Sales
• The Global Consumer Segment
• North American vs. International Consumer Sales
• SMG Brand Lines
• New Products
• Scotts and Advertising
• Scotts and Debt
• Scotts and Pricing
• Regional Grand Strategy
• Sales Force and Distribution Trends
• New Promotions
• Extending Retail Reach
• Scotts and Organic F/GM
• Smith & Hawken
• Scotts and the Spectrum Absorption
• Outlook
• Spectrum Brands
• Company Overview
• Bankruptcy
• Home and Garden Liquidation
• Retains Pesticides
• Brief Competitive Profiles: L&G Supplies Marketers
• Central Garden and Pet
• Green Light Co
• Easy Gardener Products
• Bonide Products
• Woodstream Corp.
• Sun Gro Horticulture
• Espoma
• TerraCycle
• Schultz Co

New Product Trends

• Trends: Synthetic Supplies
• Combo Products: F/GM
• Combo Products: Pesticides
• Moisture Control
• Maximum or Fortified Strength
• Convenience
• Specific-Application Products
• Stabilized Nitrogen
• Fire Ant Killers
• Trends: Organic Supplies
• Compost
  • Table 4-5: Selected Marketers of Compost, 2009
• Compost Tea
  • Table 4-6: Selected Marketers of Compost Tea, 2009
• Documenting Compost Benefits
• Advancing Compost Technology
• Compost Problems
• Organic Fertilizer Blends
• Hybrid Fertilizers
• Trendy Ingredients: Menefee Humates
• Ascophyllum Nosodum
• Fish Hydrolysate
• Encapsulated Gypsum
• Biochar ("Terra Preta")
• Corn Gluten
• Bio-Controls
• Neem
  • Table 4-7: Selected Marketers of Neem Products, 2009
• Karanja Oil

Distribution and Retail

• Distribution Patterns
• Wide Range of Retail Outlets
• Retail Share
• Garden Centers/Nurseries
• Expanding Organic/Natural Retail Presence
• Greening GC/Ns
• Focus: Specialty Organic/Natural Stores
• Cooperative Buying Groups
• Urban Outfitters/Terrain

The Consumer

• Overview
• Number of Purchasers: By Supplies Product Type
• Factors Favoring Purchase: L&G Supplies
• Organic Supplies: Anomalous Profiles
• Regionality of Purchasing
• Natural/Organic L&G Users
  • Table 4-8(a): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008
  • Table 4-8(b): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008

Chapter 5: Professional Lawncare Services

Professional Services

• Focus on Treatment
• Lawncare Operators (LCOs)
• The Standard Treatment Program
• Customized Programs
• Integrated Pest Management (IPM)
• Natural/Organic Treatment Programs
• Enhanced Services
• Fungicide Treatments
• Prices for Programs

Market Size and Growth

• Lawn Care Operator Sales
  • Table 5-1: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars)
• Analysis: LCO Growth Trends

Factors in Future Growth

• Introductory Note
• The Housing Bust
• Slowing Economy
• Gas Prices
• Aging Baby Boomers
• Canada Trends
• IPM Adaptation
• U.S. LCOs Stand Pat
• RISE and Project Evergreen
• Immigrant Labor
• Weather
• Expanding Services
• Management Challenges
• Software and Marketing
• Consolidation Scenario
• Incorporating Alternative Techniques

Professional Lawncare Services: Projections

• Category Projections
  • Table 5-2: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars)

The Marketers

• Most are Small Independents
• Leading Marketers

Competitive Profile: ServiceMaster

• Overview
• Acquired by Clayton, Dubilier & Rice
• TruGreen
• TruGreen LawnCare Options

Brief History

• Consumer Complaints
• A Grand Makeover
• Targeted Lawn Care SM
• Brief Competitive Profiles
• Scotts LawnService
• Weed Man
• Lawn Doctor
• NaturaLawn
• Focus: Organic LCOs
• Numbers Rising
• Organic LCOs: Different Approaches
• The Future of Organic LCOs

The Consumer

• Estimated Number of LCO Users
• Service Users Display Strong Upscale Profile

Appendix: Addresses of Selected Marketers

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