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Lawn and Garden Supplies in the U.S., 10th Edition

  • August 2015
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  • Packaged Facts
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  • 156 pages

Lawn and Garden Supplies in the U.S., 10th Edition details how both marketers and retailers are challenged to grow in a mature and highly competitive L&G supplies market. Marketers fight to primarily take share from each other and despite the presence of numerous competitors, sales of L&G supplies are highly concentrated in the hands of a few players. The Scotts Miracle-Gro Company is the market leader by a wide margin, controlling an estimated 60% of total sales in the U.S. The company is the leader in all four categories of L&G supplies: fertilizers, growth media, grass seed and pesticides. The balance of overall sales comes primarily from Central Garden & Pet Company, Spectrum Brands, Bayer AG, Kellogg Garden Products, Oldcastle, Lebanon Seaboard Corporation, and the exclusive/private label brands sold by retailers Walmart (Expert Gardener), Home Depot (Vigoro), and Lowe’s (Sta-Green).

Table Of Contents

Lawn and Garden Supplies in the U.S., 10th Edition
Chapter 1: Executive Summary
Introduction
Scope of Report
Methodology
Product Category Definitions
Growth Media
Pesticides
Fertilizers
Grass Seed
Areas Outside Scope
Market Size and Growth
LandG Supplies Sales at $5.7 Billion in 2014
Figure 1-1 Retail Dollar Sales of Lawn and Garden Supplies, 2010–2014(in millions)
Factors Affecting Market Growth
Category Sales
Figure 1-2 Retail Dollar Shares of Lawn and Garden Supplies by Product Category, 2014 (percent)
Product Segment Sales
Growth Media
Pesticides
Fertilizers
Grass Seed
Natural/Organic Product Performance
Mass Retailers Account for 70% of LandG Supplies Sales
Market Forecast
Figure 1-3 Projected Retail Dollar Sales for Lawn and Garden Supplies,2014–2019 (in millions)
The Marketers
Scotts Controls Market
Figure 1-4 Leading Marketers of LandG Supplies by Manufacturers’ Dollar Share, 2014 (percent)
Category Leaders
Private Label a Significant Factor in Market
Organic/Natural Marketers
New Product, Retailing, and Marketing Trends
Product Trends
Water Conservation Key Trend
Illustration 1-1: Scotts EveryDrop
Edible Gardening Gaining in Popularity
Illustration 1-2: Edible Gardening Tips
Retail Trends
Illustration 1-3: Home Depot Interconnected Retail Initiative
Spring Black Friday
Marketing Trends
The Consumer
Growing Food, Beautifying Home, Pleasure Key Reasons for Outdoor Gardening
Figure 1-5 Reasons for Outdoor Gardening, 2015 (percent of adults)
Flower and Vegetable/Fruit Gardening Most Popular
Figure 1-6 Percent of Adults That Do Specific Types of Outdoor Gardening, 2015
Vegetable Seeds/Plants Only Product Type with Purchase Rate Increase Since 2005
Table 1-1 Percent of Households That Bought Selected LandG Supplies in Last 12 Months, 2005-2015
Organic Lawn or Garden Supplies Purchased by 13% of Adults
Chapter 2: The Market
Introduction
Scope of Report
Methodology
Product Category Definitions
Growth Media
Table 2-1 Growth Media Product Segments
Pesticides Category
Table 2-2 Pesticides Product Segments
Fertilizers
Table 2-3 Fertilizer Product Segments
Grass Seed Category
Areas Outside Scope
Market Size and Growth
LandG Supplies Sales at $5.7 Billion in 2014
Figure 2-1 Retail Dollar Sales of Lawn and Garden Supplies, 2010–2014(in millions)
Uneven Performance Since 2010
Table 2-4 Retail Dollar Sales of Lawn and Garden Supplies, 2010–2014(in millions)
Factors Affecting Market Growth
Housing and Households
Sluggish Growth of Household Formations
Figure 2-2 Number of U.S. Households, 2004-2014 (millions)
Home Ownership on Downward Spiral
Figure 2-3 U.S. Home Ownership, 2004-2015 (percent)
Housing Recovering Unevenly, Still Well Below 2005 Peak
Figure 2-4 Annual Existing Home Sales and Housing Starts, 2002-2015
Table 2-5 Annual Existing Home Sales and Housing Starts, 2002-2015
New Home Sales Well Off Peak; Median Prices Recover to New Highs
Table 2-6 Annual New Single-Family Home Sales and Median Annual Sales Price, 2000-2015
Economy and Spending
Unemployment Rate Declines from 2009 High
Figure 2-5 U.S. Unemployment Rate, 2004-2015 (percent)
Median Incomes Down from 2007 High
Figure 2-6 Real Median Household Income, 2003-2013 (dollars)
Lagging Economy Impacts Consumer Spending
Figure 2-7 Change in Real GDP and Personal Consumption Expenditures, 2007–2014 (percent change)
Non-Home Borrowing Recovers, Driven by Auto and Student Loans
Figure 2-8 U.S Consumer Credit Outstanding, 2004-2014 ($, billions)
Home Borrowing Continues to Decline
Figure 2-9 U.S. Mortgage Debt Outstanding on One to Four Family Homes, 2004-2015 ($, billions)
Consumers Increase Savings Rates, Reduce Spending
Table 2-7 Personal Income and Its Disposition, 2007-2014 ($ billions)
Americans Spend Most on Housing and Homes
Table 2-8 U.S. Personal Consumption Expenditures by Type of Product,2006-2013 ($, billions)
Low Prices Help Drive Consumer Spending For LandG Supplies
Figure 2-10 Total CPI and CPI for Gardening and Lawncare Services, and Outdoor Equipment and Supplies, 2005-2014
Volatility of Fertilizer Prices
Figure 2-11 DAP Fertilizer Monthly Price, June 2005 -May 2015(U.S. dollar per metric ton)
Sales Decline through Building Materials, Garden Supplies, and Supply Dealers
Figure 2-12 Monthly Sales of Building Materials, Garden Supplies, and Supply Dealers, 2006–2015 ($ millions)
Weather Has Significant Effect on LandG Supplies Sales
LandG Supplies Sales Highly Seasonal
Regulations
Category Sales
Figure 2-13 Retail Dollar Shares of Lawn and Garden Supplies by Product
Category, 2014 (percent)
Table 2-9 Retail Dollar Sales of Lawn and Supplies by Category, 2010–2014 (in millions)
Product Segment Sales
Growth Media
Figure 2-14 Retail Dollar Shares of Growth Media by Product Segment, 2014 (percent)
Table 2-10 Retail Dollar Sales of Growth Media by Product Segment, 2012-2014 (millions)
Pesticides
Figure 2-15 Retail Dollar Shares of Pesticide Supplies by Product
Segment, 2014 (percent)
Table 2-11 Retail Dollar Sales of Pesticides by Product Segment, 2014 (millions)
Fertilizers
Figure 2-16 Retail Dollar Shares of Fertilizers by Product Segment, 2014 (percent)
Table 2-12 Retail Dollar Sales of Fertilizers by Product Segment, 2010-2014 (millions)
Grass Seed
Table 2-13 Retail Dollar Sales of Grass Seed, 2010-2014 (millions)
Natural/Organic Product Performance
Table 2-14 U.S. Retail Sales of Organic Lawn and Garden Supplies, 2010-2014 ($ millions)
Mass Retailers Account for 70% of LandG Supplies Sales
Figure 2-17 Retail Dollar Shares of Lawn and Garden Supplies by Retail Channel, 2014 (percent)
Home Centers
Discount Stores
Hardware Stores
LandG Specialty Stores
Other
Market Forecast
Figure 2-18 Projected Retail Dollar Sales for Lawn and Garden Supplies, 2014–2019 (in millions)
Chapter 3: The Marketers
Overview
Table 3-1 Selected Marketers of LandG Supplies by Product Category, 2015
Private Label a Significant Factor in Market
Table 3-2 Selected Private-Label/Exclusive Lawn and Garden Supplies Brands, 2015
Lawn and Garden Supplies Market
Figure 3-1 Leading Marketers of LandG Supplies by Manufacturers’ Dollar Share, 2014 (percent)
Fertilizers Category
Table 3-3 Leading Marketers of Lawn and Garden Fertilizers, 2015
Growth Media Category
Table 3-4 Leading Marketers of Lawn and Garden Growth Media, 2015
Grass Seed Category
Table 3-5 Leading Marketers of Lawn and Garden Grass Seed, 2015
Pesticides Category
Table 3-6 Leading Marketers of Lawn and Garden Pesticides, 2015
Organic/Natural Marketers
Table 3-7 Selected Manufacturers of Organic/Natural Lawn and Garden Supplies, 2015
Mergers, Acquisitions, Divestitures
Competitive Profiles
The Scotts Miracle-Gro Company
Table 3-8 The Scotts Miracle-Gro Company Sales, Fiscal Years 2012–2014 (in millions)
Table 3-9 The Scotts Miracle-Gro Company Lawn and Garden Supplies Products
Central Garden and Pet Company
Table 3-10 Central Garden and Pet Sales, Fiscal Years 2008–2014(in millions)
Table 3-11 Central Garden and Pet Lawn and Garden Supplies Products
Lebanon Seaboard Corporation
Table 3-12 Lebanon Seaboard Corporation Lawn and Garden Supplies Products
Spectrum Brands
Table 3-13 Spectrum Brands Lawn and Garden Supplies Products
Kellogg Garden Products
Table 3-14 Kellogg Garden Products Lawn and Garden Supplies Products
Oldcastle
Table 3-15 Old Castle Lawn and Garden Supplies Products
Bayer Advanced
Table 3-16 Bayer Advanced Lawn and Garden Supplies Products
Espoma
Table 3-17 Espoma Lawn and Garden Supplies Products
Easy Gardener
Table 3-18 Easy Gardener Lawn and Garden Supplies Products
Sun Gro Horticulture
Table 3-19 Sun Gro Horticulture Lawn and Garden Supplies Products
Bonide Products
Table 3-20 Bonide Products Lawn and Garden Supplies Products
Woodstream Corp.
Table 3-21 Woodstream Corp. Lawn and Garden Supplies Products
Voluntary Purchasing Group (VPG)
Table 3-22 VPG Lawn and Garden Supplies Products
Infinity Lawn and Garden
Table 3-23 Infinity Lawn and Garden Lawn and Garden Supplies Products
Chapter 4: New Product, Retailing, and Marketing Trends
Product Trends
Performance
Enhanced Turf Grass
Illustration 4-1: Scotts Enhanced Turf Grass
Sun Gro Horticulture Silicon Enhanced Soil Mixes
Illustration 4-2 : Sun Gro Horticulture Silicon Enhanced Soil Mixes
Over'n Out! Advanced Fire Ant Killer
Illustration 4-3: Over'n Out! Advanced Fire Ant Killer
Rebels Extended Root Grass Seed
Illustration 4-4 : Rebels Extended Root Grass Seed
Roundup Max Control 365
Illustration 4-5: Roundup Max Control 365
Jobe’s Organics Grassshield Dog and Pet Lawn Protectant
Illustration 4-6: Jobe’s Organics Grassshield Dog and Pet Lawn Protectant
Ease of Use/Convenience
Combination Products
Illustration 4-7: Bayer Advanced All-In-One Rose and Flower Care
Scotts Innovates in a Stagnant Segment
Illustration 4-8: Scotts Snap Cartridge Spreader System
AMDRO PowerFlex Pest and Weed System
Illustration 4-9: AMDRO PowerFlex
Spectracide AccuShot
Illustration 4-10: Spectracide AccuShot
Feed Plants While Watering
Illustration 4-11: Miracle-Gro LiquaFeed and Universal Feeder
Pennington Smart Feed Sprayer System
Illustration 4-12: Pennington Smart Feed Sprayer System
Schultz Boost Pacs
Illustration 4-13: Schultz Boost Pacs
Water Conservation Key Trend
Meeting Demand for Water Efficiency
Illustration 4-14: Scotts EveryDrop
Illustration 4-15: Water Saving LandG Supplies
Edible Gardening Gaining in Popularity
Illustration 4-16: Edible Gardening Tips
Natural/Organic Growing
Illustration 4-17: Organic Organizations
EcoScraps
Illustration 4-18: EcoScraps
Soil Charge
Illustration 4-19: Soil Charge
Organocide Bee-Friendly Insecticide
Illustration 4-20: Organocide Bee-Friendly Insecticide
Retailing Trends
Omni Channel Retailing Has become Essential
Illustration 4-21: Home Depot Interconnected Retail Initiative
Retailer Garden Clubs
Illustration 4-22: Retailer Garden Clubs
Houzz Major Internet Community for Home and Landscape Design
Illustration 4-23: Houzz
Focus on Independent Garden Centers
Illustration 4-24: Kellogg Garden Products Brands Target Retail Channels
Garden Center Competes with Big Box Stores
Illustration 4-25: Wilson Bros DIY Lawn Care Program
Meijer Partners with Scotts to Creates In-store Garden Marketplace
Illustration 4-26: Meijer/Scotts In-store Garden Marketplace
Retailers Embrace Organics
Illustration 4-27: Retailers Feature Natural and Organic
Weis Sells Private Label Compost Made from Store Food Waste
Illustration 4-28: Weis Private Label Compost from Food Waste
Tractor Supply’s Chick Days
Illustration 4-29: Tractor Supply Backyard Chicken Promotion
Spring Black Friday
Illustration 4-30: Spring Black Friday Sales
Marketing Trends
Heavy Advertising Spending
Illustration 4-31: Espoma TV Commercial
Scotts My Lawn App
Illustration 4-32: Scotts My Lawn App
Miracle-Gro Digital Garden
Illustration 4-33: Miracle-Gro Digital Garden
Spokespeople Communicate Positioning
Illustration 4-34: Brand Spokespersons
Contests Remain Popular With Consumers
Choose Your #1 Seed Challenge
Illustration 4-35: Choose Your #1 Seed Challenge
GreenView Big! Bright! Beautiful Plants $1,000 Sweepstakes
Illustration 4-36: Big! Bright! Beautiful Plants $1,000 Sweepstakes
Doing Good Is Good For Business
Scotts’ GRO1000
Illustration 4-37: Scotts GRO1000
Bayer Advanced Healthy Trees for Life
Illustration 4-38: Bayer Advanced Healthy Trees for Life
Espoma Safe Paws
Illustration 4-39: Espoma Safe Paws
Manufacturers Sponsor Events to Build Brand Awareness
Illustration 4-40: Miracle-Gro Tournament of Roses Parade Float
Licensing Extends Brand Reach
Illustration 4-41: Selected Scotts Miracle-Gro Licensed Products
Chapter 5: The Consumer
Sources
Most Americans Have Relatively Small Pieces of Property
Table 5-1 Percent of Households That Own Land, By Size of Land, 2015
Demographics of Homeowners That Own Land Around Home
Table 5-2 Demographic Indexes of Homeowners That Own Land Around Home, 2015 (adults)
Most Homeowners Mow Their Own Lawns
Figure 5-1 Lawn Care Responsibilities, 2015 (percent of adults)
Seed, Fertilizer, Weed Killer Applied Most by Homeowners
Figure 5-2 Application of Selected LandG Supplies on the Lawn, 2015(percent of adults)
Homeowners Spend $20 to $74 Annually on Individual Lawn Supplies
Figure 5-3 Amount Spent on Selected Lawn Supplies Within the last 12 Months, 2015 (percent of adults)
Thirty Percent of Americans Garden
Figure 5-4 Percent of Adults Who Gardened in Last 12 Months,2004-2015
Demographics of Gardeners
Table 5-3 Demographic Indexes of Those Who Gardened in Last 12 Months, 2015 (adults)
Half of American Adults Do Outdoor Gardening
Figure 5-5 Percent of Adults Who Do Any Type of Outdoor or Indoor Gardening, 2015
Flower and Vegetable/Fruit Gardening Most Popular
Figure 5-6 Percent of Adults That Do Specific Types of Outdoor Gardening, 2015
Growing Food, Beautifying Home, Pleasure Key Reasons for Outdoor Gardening
Figure 5-7 Reasons for Outdoor Gardening, 2015 (percent of adults)
Majority of Gardeners Spend Less Than $250 a Year on Supplies
Figure 5-8 Amount Spent Annually on DIY Outdoor Gardening Supplies, 2015 (percent of adults)
Soil Most Popular Garden Supply Purchase
Figure 5-9 Percent of Adults Purchasing Selected Garden Supplies in Last 12 Months, 2015
Homeowners Spend $10 to $74 Annually on Individual Garden Supplies
Figure 5-10 Amount Spent on Selected Garden Supplies in Last 12 Months, 2015 (percent of adults)
Vegetable Seeds/Plants Only Product Type with Purchase Rate Increase Since 2005
Table 5-4 Percent of Households That Bought Selected LandG Supplies in Last 12 Months, 2005-2015
Demographic Differences Between Non-Organic and Organic Product Buyers
Lawn and Garden Insecticide
Organic Insecticide
Composting Material
Table 5-5 Demographic Indexes of Selected LandG Supply Purchases in Last 12 Months, 2015 (adults)
Organic Lawn or Garden Supplies Purchased by 13% of Adults
Figure 5-11 Percent of Adults That Purchased Any Organic Lawn or Garden Supplies Within The Last 12 Months, 2015
Fertilizer, Insecticide, Mulch Top Organic LandG Supplies
Figure 5-12 Types of Organic Lawn or Garden Supplies Purchased Within Last 12 Months, 2015 (percent of adults)
Spending for Organic LandG Supplies Varies Widely
Figure 5-13 Amount Spent on Organic Lawn or Garden Supplies in Last 12 Months, 2015 (percent of adults)




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