Study #: 3721 | Published: 06/2019 | Pages: 174 | Individual User License: US$ 3,900

Live Goods Supported by Several Key Cultural Trends Through 2023

Sales of live goods – including plants, trees, and shrubbery – are expected to increase 2.5% per year through 2023 to $12.1 billion. While sales of these products are dependent on macroeconomic factors, several key cultural trends are spurring gains and creating sales opportunities for retailers, such as the:

  • growing outdoor living movement, which is renewing interest in lawn and garden maintenance as a hobby
  • rising urbanization and gains in the share of renters, which are supporting sales of indoor plants to help freshen the air and bring in outdoor aesthetics
  • expansion of e-commerce into the live goods market, increasing the availability of plants and making the purchase of live goods more convenient

Plants with strong growth prospects include food plants, low maintenance types, plants that suit a specific décor, and those that enable environmentally friendly practices such as low water usage and support for pollinators.

Key Findings in the Live Goods: Plants, Trees & Shrubbery Study:

Vegetable and Fruit Plant Sales, Helped by Millennials, Continue to Drive the Market

Food gardening continues to increase in popularity, supported by growing participation in sustainability and organic gardening. Consumers want to know what is in their food and where it is coming from, pushing them to grow their own fruits and vegetables. Additionally, millennials are increasingly interested in owning plants and gardening, including food gardening. Millennials, who have delayed starting families, are raising plants, both indoors and outdoors, and becoming “plant parents”.

Low Maintenance and Aesthetically Pleasing Plants are Equally Important to Consumers

Per consumer survey research, the qualities consumers most look for when buying plants are low maintenance and pleasing aesthetics, whether that be for indoor or outdoor spaces. Low maintenance is important for consumers who do not want to spend many hours maintaining a garden. Additionally, novice gardeners find such plants less intimidating than their more difficult-to-grow counterparts. However, a plant’s appearance is still equally crucial to consumers’ plant buying decisions. Indoor plants are chosen to complement or contrast with a room’s current décor, and outdoor plants are chosen to increase curb appeal. Plants that offer both low maintenance and unique aesthetics – like cacti and succulents – should continue to see strong gains going forward.

Pollinator-Friendly and Other Environmentally Friendly Plant Practices Are on the Rise

Consumers are increasingly aware of the effects that humans have had on the environment and are now seeking to improve it with their gardens. These efforts include:

  • using plants that attract pollinators, such as bees, butterflies, and hummingbirds, to help fight against their eradication
  • planting more native plants that can help with water conservation
  • using organic gardening practices and products to limit their potential deleterious effect on other living things

Study Coverage

This Freedonia industry study analyzes the $10.7 billion US live goods market. It presents historical demand data (2008, 2013 and 2018) and forecasts for 2023 by product (bedding/garden plants, indoor/patio plants, trees & shrubs, other live goods), region (Northeast, Midwest, South, and West), and end user (consumer/DIY and professional). Additionally, the study presents and discusses major factors affecting demand; growth opportunities; consumer survey data and trends; and retail sales, channels, and marketing strategies. The study also analyzes leading growers in the market.


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Table of Contents

EXECUTIVE SUMMARY

OVERVIEW

Key Findings

Historical Sales Trends

Sales by End User

Consumer/DIY vs. Professional Sales

Consumer/DIY

Professional

Sales by Region

Northeast

Midwest

South

West

Major Factors That Impact Sales of Live Goods

Homeowners vs. Renters

Demographic Trends: Boomers & Millennials

Outdoor Living Trends

Landscaping Activity

Planting from Seeds, Bulbs & Propagative Materials

Urban Green Spaces & Park Investment

Green (Vegetative) Roofing

Climate & Seasonality

Rainfall & Watering

Native Plants & Soil Composition

Wildlife Conservation & Pollinator-Friendly Gardens

Major Opportunities for Growth

CONSUMER INSIGHTS & TRENDS

Key Findings

Consumer Survey Trends

Homeownership Trends: Ownership vs. Rentals

Homeownership Trends: Annual Household Income

Homeownership Trends: Age Brackets

Prevalence of Outdoor Spaces at Home

Size of Owned Land Around Home

Home Improvement

Landscaping Preferences

Water Conservation Concerns by Region

Gardening Preferences

Gardening by Age Bracket

Live Goods Sales by Selected Demographics

Live Goods Sales by Type

Live Goods Product Preferences

Major Consumer Trends in Live Goods

Low Maintenance

Food Gardening

Plant Parents & Millennials

Moon Gardens

Hydroponics

Cacti & Succulents

Urban Living: Balcony & Rooftop Gardens

Instagram-Worthy Plants & Other Social Media Trends

Indoor Plants, Container Gardens, & Living Walls: Décor & Air Cleaning

Community Gardens

Organic Gardening

Smart & Automated Equipment

Xeriscaping & Water Management

Bee-Friendly & Wildlife Gardens

GROWERS SALES

Key Findings

Live Goods Sales by Type

Bedding/Garden Plants

Sales by Product

Flowering & Foliage

Vegetable

Indoor/Patio Plants

Trees & Shrubs

Tree & Shrub Sales

Sales by Format (Balled & Burlapped, Bare Root, & Container & Other)

Sales by Type (Evergreens, Fruit & Nut Plants, Deciduous Trees, & Deciduous Shrubs)

Other Live Goods (Ornamental Grasses, Landscaping Palms, Groundcover & Vines, Cacti & Succulents, & Aquatic Plants)

Growers

Industry Composition

Industry Restructuring

Leading Growers

Altman Specialty Plants

Central Garden & Pet (Bell Nursery)

Color Point

Costa Farms

Gardens Alive!

Green Circle Growers

Kurt Weiss Greenhouses

Metrolina Greenhouses

Monrovia Nursery

Rocket Farms

Seville Farms

TreeSap Farms

Willoway Nurseries

RETAIL SALES & DISTRIBUTION CHANNELS

Key Findings

Plant & Tree Retail Sales

Plant & Tree Retail Channel Descriptions

Professional Retail Sales by Channel

Consumer/DIY Retail Sales by Channel

Consumer Survey Trends: Sales by Primary & Secondary Retail Outlet

Home Improvement Stores

Supplier Spotlight: Home Depot

Supplier Spotlight: Lowe's

Garden Centers & Nurseries

Hardware & Farm Supply Stores

Supplier Spotlight: Ace Hardware

Supplier Spotlight: True Value

Supplier Spotlight: Tractor Supply

Mass Merchandisers

Supplier Spotlight: Walmart

Supplier Spotlight: Target

E-Commerce

Amazon & Other Pure Play Platforms

Brick-&-Mortar Stores

Catalog Converts

Other Distribution Channels

Grocery Stores

Florists

All Other Distribution Channels

Marketing Trends

Brand Name Recognition & Certified Products

Labeling & Packaging Products to Reflect Consumer Lifestyles

Quality Assurance for E-Commerce Orders

Subscription Programs

Social Media & Other Online Venues: Pictures Sell

Expert Advice: How to Get a Green Thumb

Reduced or Limited Use of Pesticides & GMOs & Other Sustainability Considerations

Heirloom vs. Hybrid Plants

APPENDIX

Scope

Definitions

Abbreviations

Freedonia Methodology

Study-Specific Methodology

Sources

Associations & Agencies

Related Studies & Reports

Macroeconomic Assumptions

Economic Environment

Demographics

Consumer Spending

Residential Building Construction

Residential Improvements & Repairs

Housing Stock

Housing Completions

Commercial Building Construction

Commercial Building Improvements & Repairs

Nonbuilding Construction Expenditures


List of Tables

OVERVIEW

Table 2-1 | Live Goods Product Market, 2008 - 2018

Table 2-2 | Live Goods Product Sales by End User, 2008 - 2023 (million dollars)

Table 2-3 | Live Goods Product Sales by Region, 2008 - 2023 (million dollars)

Table 2-4 | Growth Opportunities in Live Goods

CONSUMER INSIGHTS & TRENDS

Table 3-1 | Total Homeownership & Rentals in the US, 2008 - 2018 (percent)

Table 3-2 | Homeownership & Rental Trends in the US by Annual Household Income, 2008 - 2018 (percent)

Table 3-3 | Presence of an Outdoor Space at Home, 2018 (percent)

Table 3-4 | Percent of Households That Own Land by Size of Lot, 2008 - 2018 (percent of households)

Table 3-5 | Remodeling Done in Last 12 Months vs. Planned in Next 12 Months, 2008 - 2018 (percent of households)

Table 3-6 | Who Completed Home Remodeling in the Last 12 Months, 2008 - 2018 (percent of households)

Table 3-7 | Live Goods Sales by Selected Demographics (percent, responses, & index)

Table 3-8 | Cacti & Succulent Sales, 2008 - 2023 (million dollars)

GROWERS SALES

Table 4-1 | Live Goods Product Sales by Type, 2008 - 2023 (million dollars)

Table 4-2 | Bedding/Garden Plant Sales, 2008 - 2023 (million dollars)

Table 4-3 | Indoor/Patio Plant Sales, 2008 - 2023 (million dollars)

Table 4-4 | Tree & Shrub Sales, 2008 - 2023 (million dollars)

Table 4-5 | Other Live Goods Product Sales, 2008 - 2023 (million dollars)

Table 4-6 | Selected Acquisitions & Divestitures

Table 4-7 | Leading Growers, 2018

RETAIL SALES & DISTRIBUTION CHANNELS

Table 5-1 | Live Goods Product Retail Sales by Type, 2008 - 2023 (million dollars)

Table 5-2 | Consumer/DIY Live Goods Product Retail Sales Share by Channel, 2008 - 2023

Table 5-3 | Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Primarily Shop for These Items? (percent & responses)

Table 5-4 | Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Also Shop for These Items? (percent & responses)

Table 5-5 | Selected Retail Garden Centers & Nurseries by Region Served

APPENDIX

Table 6-1 | Study Scope: Live Goods

Table 6-2 | Study Scope: US Geographic Regions & Subregions

Table 6-3 | Relevant Industry Codes

Table 6-4 | Relevant HS Codes

Table 6-5 | Abbreviations & Acronyms Used in Study

Table 6-6 | Macroeconomic Indicators, 2008 - 2023 (billion 2012 dollars)

Table 6-7 | Population & Households, 2008 - 2023 (million persons)

Table 6-8 | Personal Consumption Expenditures, 2008 - 2023 (billion dollars)

Table 6-9 | Residential Building Construction Expenditures, 2008 - 2023 (billion dollars)

Table 6-10 | Residential Improvement & Repair Expenditures, 2008 - 2023 (billion dollars)

Table 6-11 | Housing Stock by Type, 2008 - 2023 (million units)

Table 6-12 | New Housing Indicators, 2008 - 2023 (thousand units)

Table 6-13 | Commercial Building Construction Expenditures, 2008 - 2023 (billion dollars)

Table 6-14 | Commercial Building Improvement & Repair Expenditures, 2008 - 2023 (billion dollars)

Table 6-15 | Nonbuilding Construction Expenditures, 2008 - 2023 (billion dollars)


List of Figures

EXECUTIVE SUMMARY

Figure 1-1 | Key Trends in the US Live Goods Market

OVERVIEW

Figure 2-1 | US Live Goods Market Overview

Figure 2-2 | Live Goods Product Market, 2009 - 2018 (percent)

Figure 2-3 | Live Goods Product Sales by Region, 2008 - 2023 (billion dollars)

CONSUMER INSIGHTS & TRENDS

Figure 3-1 | Key Consumer Insights in the Live Goods Products Market

Figure 3-2 | Homeownership & Rental Trends in the US by Age Bracket, 2008 & 2018 (percent)

Figure 3-3 | Landscaping Preferences of Consumers, 2019

Figure 3-4 | Consumer Concerns About Water Usage in Landscaping by Region, 2019

Figure 3-5 | Gardening Preferences of Consumers, 2019

Figure 3-6 | Consumers Who Enjoy Gardening by Age Bracket, 2019

Figure 3-7 | Live Goods Purchases in the Last 12 Months by Type, 2019 (percent)

Figure 3-8 | Live Goods Product Preferences, 2019

Figure 3-9 | Moon Garden Example

Figure 3-10 | Assorted Succulents from Altman Plants

Figure 3-11 | Urban Dwellers Percent of US Population, 2000 - 2023

Figure 3-12 | Instagram: #plantsofinstagram

Figure 3-13 | Pinterest: Pollinator-Friendly Garden Board

Figure 3-14 | Garden Tips' Video on NASA-Recommended Air-Cleaning Indoor Plants

Figure 3-15 | POPSUGAR's Eye on Design Living Wall Installation Tutorial Video Sponsored by Lowe's

Figure 3-16 | GrowNYC Community Garden in Brooklyn, NY

Figure 3-17 | Home Depot Garden Club Organic Gardening Banner Ad

Figure 3-18 | Tertill Weed Trimming Robot

GROWERS SALES

Figure 4-1 | Key Growers Trends in the Live Goods Market

Figure 4-2 | Live Goods Product Sales by Type, 2018 - 2023 (billion dollars)

Figure 4-3 | Bedding/Garden Plant Sales, 2018 - 2023 (billion dollars)

Figure 4-4 | Flowering & Foliage Annual vs. Perennial Bedding/Garden Plants, 2018 - 2023 (million dollars)

Figure 4-5 | Indoor/Patio Plants, 2018 - 2023 (billion dollars)

Figure 4-6 | Trees & Shrubs Sales by Format, 2018 - 2023 (billion dollars)

Figure 4-7 | Trees & Shrubs Sales by Type, 2018 - 2023 (billion dollars)

Figure 4-8 | Other Live Goods Product Sales, 2018 - 2023 (million dollars)

RETAIL SALES & DISTRIBUTION CHANNELS

Figure 5-1 | Key Retail Trends for Live Goods Products

Figure 5-2 | Live Goods Product Retail Sales by Type, 2018 - 2023 (billion dollars)

Figure 5-3 | Professional Live Goods Product Retail Sales Share by Channel, 2018

Figure 5-4 | Consumer/DIY Live Goods Product Retail Sales Share by Channel, 2018

Figure 5-5 | Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Primarily Shop for These Items? (percent)

Figure 5-6 | Consumer Retail Shopping Patterns, 2019: Among Consumers Who Purchased Plants in the Past 12 Months, Where Did You Also Shop for These Items? (percent)

Figure 5-7 | Marketing Example: Anatomy of a Proven Winners Tag

Figure 5-8 | Marketing Example: Labeling Products by Relevance to Consumer Lifestyles

Figure 5-9 | Marketing Example: Assuring the Protectiveness of E-Commerce Packaging

Figure 5-10 | Marketing Example: Horti Plant Subscription Promotion

Figure 5-11 | Marketing Example: The Sill on Instagram

Figure 5-12 | Marketing Example: Bloomscape's Official Plant Mom

Figure 5-13 | Marketing Example: Growers Exchange Statement on Neonicotinoids

Figure 5-14 | Marketing Example: Bonnie Plants' Hybrid vs. Heirloom Plant Gardening Webpage

APPENDIX

Figure 6-1 | Annual Growth in Real GDP, 2000 - 2018, Compared to 1980 - 2005 Average (percent)

Figure 6-2 | Annual Population Growth, 2003 - 2018 (percent)

Figure 6-3 | Housing Stock by Year of Construction, 2018 (percent)


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