US Landscaping Products Demand Market

  • July 2013
  • -
  • Freedonia
  • -
  • 275 pages

US landscaping products’ demand to grow nearly 7% annually through 2017

US demand for landscaping products is projected to grow 6.9 percent per year through 2017 to $6.5 billion, reflecting a rebound in sales following the 2007-2009 recession and subsequent slow recovery. Improved construction activity, particularly in the number of new housing completions, from low 2012 base levels will be the primary driver of growth. An acceleration in sales of existing homes, a rebound in construction expenditures in the office and commercial market, and a drop in office vacancy rates will also support gains.

Hardscape products to benefit from outdoor living

Landscaping products encompass decorative products, hardscaping products, outdoor structures, and other goods used to improve the appearance or function of an outdoor space. One key growth factor for these products is ongoing interest in developing outdoor living spaces, providing additional living space for relaxation and entertaining. The decorative products segment, which was the largest in 2012, comprises products (e.g., water features, lighting, pottery, and statuary) that are important to this trend. Hardscape products, which are projected to achieve the fastest growth through 2017, can be used to create the patios, walkways, edging, and walls that form the basis of outdoor rooms. Other products, such as outdoor heating elements, will also exhibit strong gains.

Environmental concerns to favor permeable pavers

The ongoing development and introduction of landscaping products that are environmentally friendly will also boost growth. For example, permeable pavers for hardscaping are rapidly gaining popularity over ready mix concrete due to their ability to reduce water runoff. In addition, drought conditions in many parts of the country have resulted in water restrictions, leading to greater use of synthetic turf, hardscaping, and potted plants instead of water-intensive grass lawns. Among decorative products, smaller water features and pondless types are seeing advances due to reduced water usage, and lighting provides vital energy savings over previous generations of outdoor lighting.

Rebounding construction activity to drive gains

The residential market was the largest for landscaping products in 2012. Gains through 2017 will be driven by a strong rebound in housing completions from a low 2012 base. Renewed growth in existing home sales will also boost sales of landscaping products, as consumers are most likely to alter their outdoor spaces within a few years of purchase. Demand for landscaping products in the nonresidential market is concentrated in the office and commercial segments. Therefore, a rebound in construction expenditures will support growth as offices attempt to attract new tenants and restaurants upgrade their outdoor patios to create a high-end appearance. Gains in the nonbuilding market will trail those of the other two markets, restrained by a continuing decline in the number of golf courses and limited state and local government budgets. Nonetheless, municipal efforts to address issues related to water runoff will support demand for permeable pavers and other related products.

Study coverage

This report covers the US market for landscaping products, which in general include hard goods used in landscaping activities. Consumables, equipment, and furniture are excluded from the scope of this study, as are any related service revenues. The report provides an analysis of the landscaping products market in the US by product (decorative, hardscape, outdoor structures, and other), by market (residential, nonresidential, and nonbuilding) and by end user (professional and consumer/do-it-yourself). For the purposes of this study, hardscape items include concrete products (e.g., pavers, poured, blocks), wood (e.g., prefabricated edging, lumber), stones and boulders (e.g., manufactured, granite, sandstone), clay brick, aggregates (e.g., sand, gravel), and other (e.g., rubber pavers, plastic block, metal edging). Regional data is also provided. As used in this study, the new construction segment for landscaping products includes any installation of a new element or product, while the improvement and repair segment entails the repair or replacement of an existing product.

For example, constructing a patio would fall under the new segment, while replacing the hardscaping in an existing patio with new materials would fall under improvement and repair. Data are reported in current US dollars for 2002, 2007, and 2012, with forecasts provided for 2017 and 2022. Macroeconomic and demographic indicators used in this study were obtained from The Freedonia Group Consensus Forecasts dated April 2013. The term “demand” is used synonymously with “sales” and/or “apparent consumption” and denotes production plus imports less exports. Throughout the study, demand for landscaping products is related to various indicators for comparative purposes and to facilitate further analysis. Demand is presented at the manufacturers’ level. Tabular details may not add due to independent rounding, and ratios may be rounded for the sake of clarity.

Information and data about landscaping products were obtained from a variety of primary and secondary sources, including government and trade associations, industry participants, online databases and other Freedonia studies.

Other secondary data and information were obtained from various trade publications including Birding Business, Concrete Construction, Concrete Products, HardScape Magazine, Home Channel News, Irrigation & Green Industry, Landscape & Irrigation, Landscape Management, Stone World, Today’s Garden Center, Turf Magazine, and Water Garden News. Information was also obtained from trade associations such as the American Lighting Association; Golf Course Superintendents Association of America; the Hearth, Patio & Barbecue Association; International Professional Pond Companies Association; Masonry Veneer Manufacturers Association; National Association of Pond Professionals; National Concrete Masonry Association; National Gardening Association; National Precast Concrete Association; National Stone, Sand & Gravel Association; Professional Landcare Network; and the Stamped Concrete Association of America, among others. Corporate annual reports, SEC Form 10-K filings, and other company information were used extensively in framing the “Industry Structure” and “Market Environment” sections and as input for application-size assessments.

Table Of Contents

INTRODUCTION x
I. EXECUTIVE SUMMARY 1
II. MARKET ENVIRONMENT 4
General 4
Macroeconomic Overview 5
Demographic Trends 8
Consumer Income and Spending Trends 12
Personal Income and Spending 13
Consumer Financing 15
Construction Trends 18
Building Construction 21
Residential Buildings 23
Housing Completions 25
Housing Stock 28
Housing Sales 32
Residential Improvements and Repairs 32
Nonresidential Buildings 34
New 34
Nonresidential Building Improvements and Repairs 37
Nonresidential Building Stock 38
Nonbuilding Construction 40
Construction Expenditures 41
Nonbuilding Construction Stock 42
Golf Course Outlook 44
Landscaping and Lawn Care Industry Outlook 46
Pricing Issues 49
Historical Market Trends 53
Environmental and Regulatory Issues 55
Environmental Issues 55
Clay Brick 56
Concrete Products 57
Wood 57
US-Canadian Softwood Timber Dispute 59
Recycling 61
International Activity and Foreign Trade 62
III. PRODUCTS 65
General 65
Decorative Products 68
Water Features 71
Lighting 74
Applications 78
Types 79
Bird and Wild Animal Products 82
Pots and Planters 85
Other 87
Hardscape Products 89
Products 92
Concrete 93
Wood 99
Stones and Boulders 101
Clay Brick 103
Aggregates and Other 105
Applications, Markets, and End Users 107
Patios 109
Walkways 111
Walls 112
Edging and Other 113
Outdoor Structures 116
Sheds 121
Gazebos 122
Arches, Trellises, and Pergolas 123
Hobby Greenhouses 124
Bridges and Other Outdoor Structures 125
Other Landscaping Products 125
IV. MARKETS 130
Markets 130
Residential 133
New 135
Improvement and Repair 137
Nonresidential 140
Nonbuilding 143
End Users 146
Professional 148
Consumer/DIY 150
V. REGIONS 153
General 153
Regional Demographic and Economic Trends 153
Regional Population Patterns 154
Regional Economic Trends 157
Regional Housing Trends 160
Regional Landscaping Products Demand 163
Northeast 165
Midwest 168
South 172
West 175
VI. INDUSTRY STRUCTURE 179
General 179
Market Share 181
Industry Restructuring 184
Competitive Strategies 186
Manufacturing 188
Marketing and Advertising 190
The Green Movement 192
Product Origination 194
Distribution Channels 195
Retail Distribution 195
Home Centers 196
Mass Merchandisers 197
Garden Centers 197
Mail-Order/Internet 198
Other 198
Professional Distribution 199
Company Profiles 200
Acme Building Brands, see Berkshire Hathaway
Akro-Mils, see Myers Industries
ALLSCAPE, see Royal Philips
Ames True Temper, see Griffon
Anchor Block Company 201
AquaMaster Fountains and Aerators, see Enquatics
Aquascape Incorporated 203
Arriscraft International, see Wienerberger
Baustoffindustrie
Astroturf LLC 205
AZEK Building Products, see CPG International
Belgard Hardscapes, see CRH
Berkshire Hathaway Incorporated 207
Berry Plastics Corporation 210
Boral Limited 211
Boral Stone Products, see Boral and Owens Corning
Bronzelite, see Royal Philips
Capitol Concrete Products, see Monarch Cement
CEMEX SAB de CV 216
Central Garden and Pet Company 219
Central Supply, see CRH
Collier Metal Specialties Limited 222
Col-Met, see Collier Metal Specialties
CPG International Incorporated 223
Crescent-Stonco, see Royal Philips
CRH plc 226
Deere and Company 232
EasyTurf, see Tarkett
Enquatics Incorporated 233
General Shale, see Wienerberger Baustoffindustrie
Generation Brands Company 235
Griffon Corporation 236
Haddonstone Limited 239
Hanson Hardscapes, see CRH
HeidelbergCement AG 242
Henri Studio LLC 244
Home Depot Incorporated 247
Intermatic Incorporated 248
Kafka Granite LLC 249
Lehigh Hanson, see HeidelbergCement
Lowe’s Companies Incorporated 251
Monarch Cement Company 252
MYE Canada Operations, see Myers Industries
Myers Industries Incorporated 254
Oldcastle, see CRH
Oly-Ola Edgings Incorporated 256
Owens Corning 257
Pavestone Company LLC 259
Royal Philips NV 262
Sea Gull Lighting Products, see Generation Brands
Sears Holdings Corporation 266
Sure-loc Edging Corporation 267
SYNLawn, see AstroTurf
Tarkett SAS 269
Tulsa Dynaspan, see Monarch Cement
Wal-Mart Stores Incorporated 271
Wienerberger Baustoffindustrie AG 272
Woodstream Corporation 274

LIST OF TABLES

SECTION I -- EXECUTIVE SUMMARY
Summary Table 3
SECTION II -- MARKET ENVIRONMENT
1 Macroeconomic Indicators 8
2 Population and Households 12
3 Personal Consumption Expenditures 15
4 Consumer Financing Environment, 2002-2012 18
5 Construction Expenditures 21
6 Building Construction Expenditures 23
7 Residential Building Construction Expenditures 25
8 Housing Completions 28
9 Housing Stock by Type 31
10 Residential Improvement and Repair Expenditures 34
11 Nonresidential Building Construction Expenditures 37
12 Nonresidential Building Improvement and Repair Expenditures 38
13 Nonresidential Building Stock 40
14 Nonbuilding Construction Expenditures 42
15 Nonbuilding Construction Stock 44
16 Golf Course Outlook 46
17 Landscaping and Lawn Care Indicators 49
18 Selected Landscaping Product Prices 53
19 Landscaping Products Market, 2002-2012 55
SECTION III -- PRODUCTS
1 Landscaping Products Demand by Type 67
2 Decorative Products Demand by Type, Market, and End User 70
3 Water Features Demand 74
4 Lighting Demand by Application and Type 78
5 Bird and Wild Animal Products Demand by Type and Region 84
6 Pots and Planters Demand 87
7 Other Decorative Products Demand by Type and Market 89
8 Hardscape Products Demand 91
9 Concrete Demand by Type, Application, and Market 94
10 Wood Demand by Application and Market 101
11 Stones and Boulders Demand by Type, Application, and Market 103
12 Clay Brick Demand by Application and Market 105
13 Aggregates and Other Hardscaping Products Demand by Type,
Application, and Market 107
14 Hardscape Products Demand by Application, Market,
and End User 109
15 Patio Demand by Product 111
16 Walkway Demand by Product 112
17 Wall Demand by Product 113
18 Edging and Other Applications Demand by Product 116
19 Outdoor Structures Demand by Product, Market, and End User 120
20 Other Landscaping Products Demand by Type, Market,
and End User 129
SECTION IV -- MARKETS
1 Landscaping Products Demand by Market and Application 132
2 Residential Markets for Landscaping Products 135
3 New Residential Market for Landscaping Products 137
4 Residential Improvement and Repair Market for Landscaping
Products 140
5 Nonresidential Markets for Landscaping Products 143
6 Nonbuilding Markets for Landscaping Products 146
7 Landscaping Products Demand by End User 147
8 Professional Market for Landscaping Products 150
9 Consumer/DIY Market for Landscaping Products 152
SECTION V -- REGIONS
1 Population by Region 157
2 Gross Domestic Product by Region 160
3 Regional Housing Indicators 163
4 Regional Demand for Landscaping Products 165
5 Northeast Demand for Landscaping Products 168
6 Midwest Demand for Landscaping Products 172
7 South Demand for Landscaping Products 175
8 West Demand for Landscaping Products 178
SECTION VI -- INDUSTRY STRUCTURE
1 US Landscaping Product Sales by Company, 2012 180
2 Selected Acquisitions and Divestitures 186

LIST OF CHARTS

SECTION II -- MARKET ENVIRONMENT
1 Year of Construction of Housing Stock, 2012 31
SECTION III -- PRODUCTS
1 Landscaping Products Demand by Type, 2012 67
2 Decorative Products Demand by Type, 2012 71
3 Hardscaping Products Demand by Product, 2012 93
4 Outdoor Structures Demand by Product, 2012 121
SECTION IV -- MARKETS
1 Landscaping Products Demand by Market, 2012 133
SECTION VI -- INDUSTRY STRUCTURE
1 US Landscaping Product Sales by Company, 2012 182

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