Study #: 3757 | Published: 10/2019 | Pages: 157 | Individual User License: US$ 4,900

Demand for lawn and garden watering products is expected to grow 2.8% annually through 2023 to $1.2 billion, supported by:

  • continued economic growth, which will allow consumers to spend on the maintenance of their lawns and gardens
  • ongoing consumer preference for lush, green lawns – even in drier areas – which spurs homeowners to regularly water their lawns
  • increasing participation in outdoor living (e.g., outdoor cooking and entertaining) among homeowners, whose preference to be outside in an aesthetically pleasing space with green lawns and decorative plants will encourage them to maintain their outdoor spaces
  • rising interest in decorative and edible gardening, which leads to the purchase of higher value or specialty watering products to tend to these plants

However, the industry is highly dependent on weather, and any extended periods of overly dry or wet weather can have a negative impact on sales. For instance, January through August 2019 was the wettest on record for the US, which drove sales down during the year.

Sales Opportunities Arise from Water Conservation, Ease of Use, and Smart Technology

While lawn and garden watering products are commodities that consumers generally buy based on functionality and price, various trends are driving product innovation:

  • Water conservation/efficiency: Environmental concerns and water restrictions set by local and state governments have made the efficient use of water imperative, driving demand for more advanced timers that can handle multiple watering schedules or that feature moisture sensors that can shut off the water once the soil has reached an appropriate saturation point.
  • Ease of use/ergonomics: An aging population has encouraged the development of products that are more ergonomic, lightweight, and easier to use. Nozzles are increasingly designed to be easier to operate, such as one-finger operation, while suppliers continue to offer hoses that are more lightweight and compact.
  • Smart technology: The desire to tailor watering regimens based on location and weather have led homeowners to increasingly purchase smart products, which can be controlled remotely and offer greater customization and water-saving options than standard controllers and timers.

E-Commerce Continues to Expand Its Share of Watering Product Retail Sales

Online sales of lawn and garden watering products continue to increase, driven by the convenience and low prices offered by e-retailers. While Amazon remains the leader in e-commerce sales of watering products, home centers such as Home Depot and Lowe’s also command a significant share of online purchases. To integrate their e-commerce platforms with their brick-and-mortar stores, these home centers offer customers the ability to purchase products online and pick them up in store, creating a seamless omnichannel retail operation that can mutually benefit both outlets.


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Table of Contents

1. Executive Summary

2. Overview

Key Findings

Historical Market Trends

Product Trends & Innovations

Product Trends & Innovations: Water Conservation Features

Product Trends & Innovations: Smart Products

Product Trends & Innovations: Expandable & Lightweight Compact Hoses

Product Trends & Innovations: Hybrid Polymer Hoses

Product Trends & Innovations: Ergonomics

Factors Impacting Demand

Product Replacement Rates

Drought & Water Shortages

Water Conservation Regulations

BPA, Lead, & Phthalate Content

Seasonality & Weather

US Supply & Foreign Trade

3. Products

Key Findings

Lawn & Garden Watering Demand by Product

Hoses

Hoses: Demand by Type

Hoses: Conventional

Hoses: Soaker/Sprinkler

Hoses: Next Generation Lightweight (Expandable, Compact, Coiled, Other)

Hoses: Key Suppliers

DIY Irrigation Systems

DIY Irrigation Systems: Demand by Type

Controllers (Basic & Smart)

Other Systems (Underground, Aboveground, Drip)

DIY Irrigation Systems: Key Suppliers

Nozzles

Nozzles: Demand by Type

Nozzles: Key Suppliers

Sprinklers

Sprinklers: Demand by Type

Sprinklers: Key Suppliers

Hose Reels

Hose Reels: Demand Outlook

Hose Reels: Key Suppliers

Accessories & Other Watering Products

Accessories & Other Watering Products: Demand by Type

Accessories & Other Watering Products: Key Suppliers

4. Retail Sales

Key Findings

Wholesale Distribution

Retail Pricing Patterns

Retail Sales by Product

Retail Sales by Channel

Marketing Trends

Marketing Trends: Omnichannel "Bricks & Clicks" Retailing Essential

Marketing Trends: Multi-Dimensional Approach

Marketing Trends: Private Labels

5. Consumer Trends

Key Findings

Homeownership Trends

Homeownership Trends: Ownership vs. Rental Rate

Homeownership Trends: Age Brackets

Homeownership Trends: Household Income

Gardening as a Leisure Pursuit

Environmental Responsibility

Consumer Attitudes About Lawns, Gardens, & Water Conservation

Consumer Ownership of Watering Products

Garden Hose Ownership: Quantity & Type

Garden Hose Ownership by Type of Residence

Garden Hose Ownership by Age Bracket

Garden Hose Ownership by Population Density: Urban, Suburban, & Rural

Main Uses of Garden Hoses

Factors Influencing Garden Hose Purchases

Types of Installed Home Irrigation Systems

Irrigation System Ownership by Type of Residence

Irrigation System Ownership by Age Bracket

Irrigation System Ownership by Population Density

Irrigation System Ownership by Region

6. Industry Structure

Key Findings & Industry Composition

Market Share

Competitive Strategies

Cooperative Agreements

Mergers & Acquisitions

List of Industry Participants

7. Appendix

Scope

Definitions

Abbreviations

Freedonia Methodology

Study-Specific Methodology

Sources

Associations & Agencies

Related Studies & Reports

Macroeconomic Assumptions

Economic Environment

Demographics

Consumer Spending

Housing Stock

Regional Population & Housing Starts


List of Tables

3. Products

Table 3-1 | Lawn & Garden Watering Product Demand, 2008 - 2023 (million dollars)

Table 3-2 | Lawn & Garden Hose Demand by Type, 2008 - 2023 (million dollars)

Table 3-3 | Selected Garden Hose Suppliers

Table 3-4 | Lawn & Garden DIY Irrigation System Demand by Type, 2008 - 2023 (million dollars)

Table 3-4 | Lawn & Garden Nozzle Demand by Type, 2008 - 2023 (million dollars)

Table 3-5 | Lawn & Garden Sprinkler Demand by Type, 2008 - 2023 (million dollars)

Table 3-6 | Lawn & Garden Accessories & Other Watering Product Demand by Type, 2008 - 2023 (million dollars)

4. Retail Sales

Table 4-1 | Lawn & Garden Watering Product Retail Sales by Product, 2008 - 2023 (million dollars)

Table 4-2 | Lawn & Garden Watering Product Retail Sales by Channel, 2008 - 2023 (million dollars)

5. Consumer Trends

Table 5-1 | Homeownership & Rental of Residences, 2008 - 2018 (percent of population)

Table 5-2| Homeownership & Rental of Residences by Annual Household Income Bracket, 2010 - 2018 (percent of population)

Table 5-3 | Adults Who Gardened in the Last 12 Months by Gender, Age Bracket, & Ownership of Residence, 2008 - 2019 (percent of adults)

Table 5-4 | Adults Who Agree at All with the Statement "Each of us has a personal obligation to do what we can to be environmentally responsible" by Gender, Age Bracket, & Ownership of Residence, 2009 - 2019 (percent of respondents)

6. Industry Structure

Table 6-1 | Lawn & Garden Watering Product Sales by Company, 2018 (million dollars)

Table 6-2 | Selected Cooperative Agreements

7. Appendix

Table 7-1 | Abbreviations & Acronyms Used in Study

Table 7-2 | Macroeconomic Indicators, 2008 - 2023 (billion 2012 dollars)

Table 7-3 | Population & Households, 2008 - 2023 (million persons)

Table 7-4 | Personal Consumption Expenditures, 2008 - 2023 (billion dollars)

Table 7-5 | Housing Stock by Type, 2008 - 2023 (million units)

Table 7-6 | Population by Region & Subregion, 2008 - 2023 (million people)

Table 7-7 | Single Family Housing Starts by Region & Subregion, 2008 - 2023 (thousand units)

Table 7-8 | Multifamily Housing Starts by Region & Subregion, 2008 - 2023 (thousand units)


List of Figures

1. Executive Summary

Figure 1-1 | US Lawn & Garden Watering Products Market Trends

2. Overview

Figure 2-1 | Key Trends in the Lawn & Garden Watering Products Market

Figure 2-2 | Lawn & Garden Watering Product Demand, 2008 - 2018 (million dollars)

Figure 2-3 | Product Example: Scotts Miracle-Gro Watering Kits

Figure 2-4 | Product Example: Melnor Sunrise Once-a-Day Water Timer

Figure 2-5 | Product Example: Rachio 3 Smart Sprinkler Controller

Figure 2-6 | Product Example: Orbit Irrigation b-hyve Smart Irrigation Controller

Figure 2-7 | Product Example: ST8 Smart Irrigation WiFi Timer

Figure 2-8 | Product Example: Scotts Miracle-Gro Smart Controller & Sensors

Figure 2-9 | Product Example: Melnor RainCloud Smart Valve

Figure 2-10 | Product Example: Orbit Irrigation b-hyve Hose Faucet Timer

Figure 2-11 | Product Example: Anguslvy Expandable Hose Improvements

Figure 2-12 | Product Example: Pocket Hose Silver Bullet Expandable Hose

Figure 2-13 | Product Example: Lightweight Compact Hoses

Figure 2-14 | Product Example: Flexilla SwivelGrip Hybrid Polymer Hose

Figure 2-15 | Product Example: Hybrid Polymer Hoses

Figure 2-16 | Product Example: Ray Padula Smart Grip Nozzle

Figure 2-17 | Product Example: Melnor RelaxGrip Nozzle

Figure 2-18 | Product Example: Gilmour Nozzle with Swivel Connect

3. Products

Figure 3-1 | Lawn & Gardening Watering Product Trends by Product

Figure 3-2 | Lawn & Garden Watering Product Demand, 2018 - 2023 (million dollars)

Figure 3-3 | Lawn & Garden Hose Demand by Type, 2018 - 2023 (million dollars)

Figure 3-4 | Lawn & Garden DIY Irrigation System Demand, 2008 - 2023 (million dollars)

Figure 3-5 | Lawn & Garden Nozzle Demand Share by Type, 2018 (million dollars)

Figure 3-6 | Lawn & Garden Sprinkler Demand Share by Type, 2018 (million dollars)

Figure 3-7 | Lawn & Garden Hose Reel Demand, 2008 - 2023 (million dollars)

4. Retail Sales

Figure 4-1 | Lawn & Garden Watering Product Retail Distribution

Figure 4-2 | Lawn & Garden Watering Product Retail Sales by Channel, 2018 - 2023 (million dollars)

5. Consumer Trends

Figure 5-1 | Lawn & Garden Watering Products: Consumer Trends

Figure 5-2 | Homeownership & Rental of Residences by Age Bracket, 2010 & 2018 (percent of population)

Figure 5-3 | Consumer Attitudes Regarding Lawns, Gardens, & Water Conservation, 2019 (percent of respondents)

Figure 5-4 | Garden Hose Ownership Characteristics, 2019 (percent of respondents)

Figure 5-5 | Type of Garden Hose Owned by Home Type, 2019 (percent of respondents)

Figure 5-6 | Type of Garden Hose Owned by Age Bracket, 2019 (percent of respondents)

Figure 5-7 | Type of Garden Hose Owned by Population Density, 2019 (percent of respondents)

Figure 5-8 | Garden Hose Use, 2019 (percent of respondents)

Figure 5-9 | Factors Influencing Garden Hose Purchase, 2019 (percent of respondents)

Figure 5-10 | Home Irrigation System Characteristics, 2019 (percent of respondents)

Figure 5-11 | Type of Irrigation System Owned by Home Type, 2019 (percent of respondents)

Figure 5-12 | Type of Irrigation System Owned by Age Bracket, 2019 (percent of respondents)

Figure 5-13| Type of Irrigation System Owned by Population Density, 2019 (percent of respondents)

Figure 5-14 | Type of Irrigation System Owned by Region, 2019 (percent of respondents)

6. Industry Structure

Figure 6-1 | Lawn & Garden Watering Product Market Share by Company, 2018 (billion dollars)

Figure 6-2 | Lawn & Garden Watering Products: First Leading Supplier

Figure 6-3 | Lawn & Garden Watering Products: Second Leading Supplier

Figure 6-4 | Lawn & Garden Watering Products: Third Leading Supplier

Figure 6-5 | Lawn & Garden Watering Products: Fourth Leading Supplier

Figure 6-6 | Lawn & Garden Watering Products: Fifth Leading Supplier

Figure 6-7 | Lawn & Garden Watering Products: Co-Sixth Leading Supplier

Figure 6-8 | Lawn & Garden Watering Products: Co-Sixth Leading Supplier

7. Appendix

Figure 7-1 | Annual Growth in Real GDP, 2000 - 2018, Compared to 1980 - 2005 Average (percent)

Figure 7-2 | Annual Population Growth, 2003 - 2018 (percent)

Figure 7-3 | Housing Stock by Year of Construction, 2018 (percent)


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