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Lawn and Garden Equipment in the U.S., 11th Edition

  • May 2015
  • -
  • Packaged Facts
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  • 156 pages

Sales of L&G equipment peaked at the height of the housing boom in 2005, and have been declining and trying to recover since then. The market stabilized somewhat with sales declining by a CAGR of 0.2% between 2010 and 2014. This is an improvement over 2008 to 2012, when sales declined by a CAGR of more than 1%. Lawn and Garden Equipment in the U.S., 11th Edition details how L&G equipment is a mature market with sales highly dependent on the economy, housing, household formation, weather, and seasonality. Continued economic challenges have made market recovery uneven and weather has also created fluctuations in sales year-to-year.

Table Of Contents

Lawn and Garden Equipment in the U.S., 11th Edition
Chapter 1: Executive Summary
Introduction
Scope of Report
Methodology
Product Category Definitions
Outdoor Power Equipment Category
Table 1-1 Outdoor Power Equipment Product Segments
Tools and Implements Category
Table 1-2 Tools and Implements Product Segments
Watering/Spraying Equipment Category
Table 1-3 Watering and Spraying Equipment Product Segments
Areas Outside Scope
Market Size and Growth
LandG Equipment Sales at $10.2 Billion in 2014
Figure 1-1 Retail Dollar Sales of Lawn and Garden Equipment, 2010€“2014 (in millions)
Factors Affecting Market Growth
Category Sales
Figure 1-2 Retail Dollar Shares of Lawn and Garden Equipment by Product Category, 2014 (percent)
Product Segment Sales
Majority of OPE Sales from Lawn Care Products
A Third of T/I Category Sales Comes from Long-Handled Tools
Hoses and Reels Account for 40% of W/S Equipment Category
Mass Retailers Account for Three Quarters of LandG Equipment Sales
Market Forecast
Figure 1-3 Projected Retail Dollar Sales for Lawn and Garden Equipment, 2014€“2019(in millions)
The Marketers
Market is Relatively Concentrated
Figure 1-4 Leading Marketers of LandG Equipment by Manufacturers Dollar Share, 2014(percent)
Category Leaders
Private Label a Significant Factor in Market
New Product, Retailing, and Marketing Trends
Product Trends
Illustration 1-1: Ego 56 Volt Lithium-ion OPE
Illustration 1-2: Droplet Smart Sprinkler System
Retail Trends
Illustration 1-3: Home Depot Interconnected Retail Initiative
Marketing Trends
The Consumer
Percentage of Households Owning LandG Equipment Declines
Figure 1-5 Share of Households That Own Lawn and Garden Equipment, 2004-2014(percent)
Size of Land Influences Level of LandG Equipment Ownership
Table 1-4 Share of Households That Own Lawn and Garden Equipment: By Size of Land Around Home, 2014 (percent)
Lawn Mowers and Trimmers Most-Owned LandG Power Equipment
Homeowners Need Shovels and Rakes Most
LandG Equipment Purchases Driven by Replacement of Existing Products
Craftsman and Black and Decker Most Owned by Consumers
Black and Decker Purchased by Consumers at Highest Rate
Highest Purchasing Rates Are for Hose Products
Table 1-5 Share of Gardeners Who Bought Watering or Spraying Lawn and Garden Equipment in Last 12 Months, 2013 vs. 2015 (percent)
Chapter 2: The Market
Introduction
Scope of Report
Methodology
Product Category Definitions
Outdoor Power Equipment Category
Table 2-1 Outdoor Power Equipment Product Segments
Tools and Implements Category
Table 2-2 Tools/Implements Product Segments
Watering/Spraying Equipment Category
Table 2-3 Watering/Spraying Equipment Product Segments
Areas Outside Scope
Market Size and Growth
LandG Equipment Sales at $10.2 Billion in 2014
Figure 2-1 Retail Dollar Sales of Lawn and Garden Equipment, 2010€“2014 (in millions)
Uneven Performance Since 2010
Table 2-4 Retail Dollar Sales of Lawn and Garden Equipment, 2010€“2014 (in millions)
Factors Affecting Market Growth
Housing and Households
Sluggish Growth of Household Formations
Figure 2-2 Number of U.S. Households, 2004-2014 (households, millions)
Home Ownership on Downward Spiral
Figure 2-3 U.S. Home Ownership, 2004-2014 (percent)
Housing Recovering Unevenly, Still Well Below 2005 Peak
Figure 2-4 Annual Existing Home Sales and Housing Starts, 2002-2015
Table 2-5 Annual Existing Home Sales and Housing Starts, 2002-2015
New Home Sales Well Off Peak; Median Prices Recover to New Highs
Table 2-6 Annual New Single-Family Home Sales and Median Annual Sales Price, 2000-2015
Economy and Spending
Unemployment Rate Declines from 2009 High
Figure 2-5 U.S. Unemployment Rate, 2004-2015 (percent)
Median Incomes Down from 2007 High
Figure 2-6 Real Median Household Income, 2003-2013 (dollars)
Lagging Economy Impacts Consumer Spending
Figure 2-7 Change in Real GDP and Personal Consumption Expenditures, 2007€“2014(percent change)
Non-Home Borrowing Recovers, Driven by Auto and Student Loans
Figure 2-8 U.S Consumer Credit Outstanding, 2004-2014 ($, billions)
Home Borrowing Continues to Decline
Figure 2-9 U.S. Mortgage Debt Outstanding on One to Four Family Homes, 2004-2014($, billions)
Consumers Increase Savings Rates, Reduce Spending
Table 2-7 Personal Income and Its Disposition, 2007-2014 ($ billions)
Americans Spend Most on Housing and Homes
Table 2-8 U.S. Personal Consumption Expenditures by Type of Product, 2006-2013(billions)
Low Prices Help Drive Consumer Spending For LandG Equipment
Figure 2-10 Total CPI and CPI for Gardening and Lawncare Services, and Outdoor Equipment and Supplies, 2005-2014
Sales Decline through Building Materials, Garden Equipment, and Supply Dealers
Figure 2-11 Monthly Sales of Building Materials, Garden Equipment, and Supply Dealers, 2006€“2015 ($ millions)
Weather Has Significant Effect on LandG Equipment Sales
LandG Equipment Sales Highly Seasonal
Regionality Based on Geography and Living Conditions
Category Sales
Figure 2-12 Retail Dollar Shares of Lawn and Garden Equipment by Product Category,2014 (percent)
Table 2-9 Retail Dollar Sales of Lawn and Equipment by Category, 2010€“2014(in millions)
Product Segment Sales
Majority of OPE Sales from Lawn Care Products
Figure 2-13 Retail Dollar Shares of Outdoor Power Equipment by Product Segment,2014 (percent)
Table 2-10 Retail Dollar Sales of Outdoor Power Equipment by Product Segment,2012-2014 (millions)
A Third of T/I Category Sales Comes from Long-Handled Tools
Figure 2-14 Retail Dollar Shares of Tools and Implements by Product Segment, 2014 (percent)
Table 2-11 Retail Dollar Sales of Tools and Implements by Product Segment, 2012-2014 (millions)
Hoses and Reels Account for 40% of W/S Equipment Category
Figure 2-15 Retail Dollar Shares of Watering/Spraying Equipment by Product Segment, 2014 (percent)
Table 2-12 Retail Dollar Sales of Watering/Spraying Equipment by Product Segment, 2014 (millions)
Mass Retailers Account for Three Quarters of LandG Equipment Sales
Figure 2-16 Dollar Shares of Lawn and Garden Equipment Sales by Retail Channel, 2014(percent)
Home Centers
Discount Stores
LandG Specialty Stores
Hardware Stores
Other
Market Forecast
Figure 2-17 Projected Retail Dollar Sales for Lawn and Garden Equipment, 2014€“2019(in millions)
Chapter 3: The Marketers
Overview
Table 3-1 Selected Marketers of LandG Equipment by Product Category, 2015
Private Label a Significant Factor in Market
Table 3-2 Selected Private-Label Lawn and Garden Equipment Brands, 2015
Licensing Extends Brand Reach
Lawn and Garden Equipment Market
Figure 3-1 Leading Marketers of LandG Equipment by Manufacturers Dollar Share, 2014 (percent)
Outdoor Power Equipment Category
Table 3-3 Leading Marketers of Lawn and Garden Outdoor Power Equipment, 2015
Tools and Implements Category
Table 3-4 Leading Marketers of Lawn and Garden Tools and Implements, 2015
Watering/Spraying Equipment Category
Table 3-5 Leading Marketers of Lawn and Garden Watering/Spraying Equipment, 2015
Mergers, Acquisitions, Divestitures
Competitive Profiles
Husqvarna Group
Table 3-6 Husqvarna Lawn and Garden Equipment Products
MTD Products
Table 3-7 MTD Products LandG Equipment Products
John Deere
Table 3-8 John Deere Lawn and Garden Equipment Products
TTI (Techtronic Industries)
Table 3-9 TTI Lawn and Garden Equipment Products
Toro
Table 3-10 Toro Sales, Fiscal Years 2008€“2014 (in millions)
Table 3-11 Toro Lawn and Garden Equipment Products
Briggs and Stratton
Table 3-13 Briggs and Stratton Lawn and Garden Equipment Products
Ariens
Table 3-14 Ariens Lawn and Garden Equipment Products
Stihl Inc.
Table 3-15 Stihl Lawn and Garden Equipment Products
Honda Power Equipment
Table 3-16 Honda Lawn and Garden Equipment Products
Stanley Black and Decker
Table 3-17 Black and Decker Lawn and Garden Equipment Products
Echo Inc.
Table 3-18 Echo Inc. Lawn and Garden Equipment Products
The Ames Companies (formerly AmesTrue Temper)
Table 3-19 Ames True Temper Sales, Fiscal Years 2008€“2014 (in millions)
Table 3-20 Ames True Temper Lawn and Garden Equipment Products
Fiskars
Table 3-21 Fiskars Lawn and Garden Equipment Products
Corona Clipper
Table 3-22 Corona Clipper Lawn and Garden Equipment Products
Swan
Table 3-23 Swan Lawn and Garden Equipment Products
Apex Hose
Table 3-24 Apex Lawn and Garden Equipment Products
Suncast Corp.
Table 3-25 Suncast Lawn and Garden Equipment Products
Rain Bird
Table 3-26 Rain Bird Lawn and Garden Equipment Products
Orbit Irrigation Products
Table 3-27 Orbit Irrigation Lawn and Garden Equipment Products
Craftsman (Sears Holdings Corporation)
Table 3-28 Sears Craftsman Lawn and Garden Equipment Products
Chapter 4: New Product, Retailing, and Marketing Trends
Product Trends
Outdoor Power Equipment (OPE) Category
Zero Turn Mowers Continue to Grow
Illustration 4-1: Troy-Bilt Mustang Pivot
The Coolness Factor
Illustration 4-2: McCulloch Redesigns to Connote Power and Coolness
Cub Cadet Gets Even Stronger
Illustration 4-3: Cub Cadet XT Enduro Series Lawn Tractors
Innovation Drives Snow Blowers
Illustration 4-4: Snapper Single-Stage Snow Thrower SnowShredder
Illustration 4-5: Cub Cadet 3X 3-Stage Snow Thrower
Cutting the Cord Continues to Grow
Illustration 4-6: Black and Decker 40 Volt Max Lithium-ion Batteries
Illustration 4-7: Ego 56 Volt Lithium-ion OPE
Illustration 4-8: Greenworks Pro 80 volt Lithium Ion Batteries
Cub Cadets Fully-Electric Zero-Turn Riding Mower
Illustration 4-9: Cub Cadets Fully-Electric Zero-Turn Riding Mower
CORE Outdoor Power Uses Gasless Motor Technology
Illustration 4-10: CORE Outdoor Power Products
IRobot Developing a Robotic Lawn Mower
Illustration 4-11: Robotic Lawn Mowers
Combination/Multi-Task Units Expand into Wheeled Equipment
Illustration 4-12: Black and Decker 3-N-1 Compact Mower
Illustration 4-13: Troy-Bilt Flex
Toro Recycler Mower with SmartStow
Illustration 4-14: Toro Recycler Mower with SmartStow
Toro Custom Z-Builder
Illustration 4-15: Toro Custom Z-Builder
Tools and Implements (T/I) Category
Ergonomic Becomes Common Feature
Illustration 4-16: New Ergonomic Garden Hand Tools
Designed for Specialty Use
Illustration 4-17: Corona Hydroponic Micro Snips
An Improved Snow Brush
Illustration 4-18: True Temper Scratch-Free Snow Brush
Easier to Use and More Functional Wheelbarrows
Illustration 4-19: Worx Aerocart
Scotts Innovates in a Stagnant Segment
Illustration 4-20: Scotts Snap Cartridge Spreader System
Watering/Spraying (W/S) Equipment Category
Water Conservation Key Trend
Managing Water Use
Illustration 4-21: Droplet Smart Sprinkler System
Illustration 4-22: Miracle-Gro SoakerSystem
Renewed Attention in Rain Barrels
Illustration 4-23: Rain Barrels at Home Depot
Making DIY Irrigation Easier
Illustration 4-24: Rain Bird In-Ground Automatic Sprinkler System
Eliminating Kinking in Hoses
Illustration 4-25: Scotts MaxFLEX Hose
Hose Storage Becomes Even More Stylish
Illustration 4-26: Ames NeverLeak Deco Metal Hose Cabinet
Hose Reel Rotates 360 Degrees
Illustration 4-27: Liberty Garden Products Navigator Hose Reel
Expandable Garden Hoses Move into Stores
Illustration 4-28 : Expandable Garden Hoses
Feed Plants While Watering
Illustration 4-29: Miracle-Gro LiquaFeed and Universal Feeder
Retailing Trends
Internet Grows in Importance, Particularly for OPE
Illustration 4-30: Internet Retailers of LandG Equipment
Houzz Major Internet Community for Home Design
Illustration 4-31: Houzz
Omni Channel Retailing Has become Essential
Illustration 4-32: Home Depot Interconnected Retail Initiative
Home Depot Garden Club
Illustration 4-33: Home Depot Garden Club
Supporting Independent Dealers
Illustration 4-34: Stihl Promotes Independently Owned Businesses
Marketing Trends
Fiskars Discover the Difference Tour
Illustration 4-35: Fiskars Discover the Difference Tour
Troy-Bilt Test Events at Lowes
Illustration 4-36: Troy-Bilt Test Events at Lowes
Manufacturers Sponsor Events to Build Brand Awareness
Illustration 4-37: Echo Sponsorships
Illustration 4-38: Stihl Timbersports Series
Doing Good Is Good For Business
Illustration 4-39: Community Programs
Licensing Extends Brand Reach
Illustration 4-40: Scotts Licensed Sync System
Companies Rebrand to Increase Relevance
Illustration 4-41: Ames Rebranding
Illustration 4-42: Black and Decker Rebranding
Made in USA Making a Comeback
Illustration 4-43: Promoting Made in America
Better Warranty is Marketing Tool
Illustration 4-44: Consumer Warranties for OPE
Look Before You Pump
Illustration 4-45 : OPEI Campaign
Chapter 5: The Consumer
Sources
Thirty Percent of Americans Garden
Figure 5-1 Percent of Adults Who Gardened in Last 12 Months, 2004-2014
Demographics of Gardeners
Table 5-1 Demographic Indexes for Participating in Gardening in Last 12 Months, 2014 (adults)
Percentage of Households Owning LandG Equipment Declines
Figure 5-2 Percent of Households That Own Lawn and Garden Equipment, 2004-2014
Size of Land Influences Level of LandG Equipment Ownership
Table 5-2 Percent of Households That Own Lawn and Garden Equipment: By Size of Land Around Home, 2014
Lawn Mowers and Trimmers Are Most-Owned LandG Power Equipment
Table 5-3 Percent of Households That Own Selected Types of Power Lawn and Garden Equipment, 2004-2014
Homeowners Need Shovels and Rakes Most
Table 5-4 Percent of Households That Own Selected Types of Lawn and Garden Tools/Implements, 2004-2013
LandG Equipment Purchases Driven by Replacement of Existing Products
Trimmers and Mowers Purchased at Highest Rates of OPE
Table 5-5 Number of Households That Bought Selected Types of Power Lawn and Garden Equipment in Last 12 Months, 2004-2014 (in thousands)
Rakes and Shovels Purchased at Much Higher Rates than Other T/I
Table 5-6 Number of Households That Bought Selected Types of Lawn and Garden Tools/Implements in Last 12 Months, 2004-2013 (in thousands)
Demographic Differences Between Owners and Buyers
Age
Income
Region
Race
Kind of Residence
Table 5-7 Demographic Indexes for Ownership or Purchasing of Selected Lawn and Garden Equipment Products, 2014
Craftsman and Black and Decker Most Owned by Consumers
Table 5-8 Selected Brands of Lawn and Garden Equipment Owned by Consumers, 2004-2014 (percent)
Black and Decker Purchased by Consumers at Highest Rate
Table 5-9 Number of Households Purchasing Selected Brands of Lawn and Garden Equipment in Last 12 Months, 2004-2014 (in thousands)
Demographic Differences by Brand
Craftsman
Black and Decker
John Deere
Toro
Lawn Boy
Stihl
Ariens
Homelite
Worx
Scotts
Table 5-10 Demographic Indexes for Ownership of Selected Lawn and Garden Equipment Brands, 2014 (index)
Demographic Differences by Selected MTD Products Brands
Gender
Age
Household Income
Region
Race
Number of People in Household
Table 5-11 Demographic Indexes for Ownership of Selected MTD Brands of Lawn and Garden Equipment, 2014 (index)
Demographic Differences by Selected Husqvarna Brands
Gender
Age
Household Income
Region
Race
Number of People in Household
Table 5-12 Demographic Indexes for Ownership of Selected Husqvarna Brands of Lawn and Garden Equipment, 2014 (index)
Consumers Purchase Garden Hose Products at Highest Rates
Table 5-13 Percent of Outdoor Gardeners Who Bought Watering or Spraying Lawn and Garden Equipment in Last 12 Months, 2013 vs. 2015
Most Spend Less Than $100 a Year on Watering or Spraying Products
Figure 5-3 Amount Spent on Watering or Spraying Lawn and Garden Equipment in Last 12 Months, 2015 (percent of product purchasers)




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