Lawn and Garden Consumables: Consumer Insights

Trends in Outdoor Living and Gardening are Key to Gains for Lawn and Garden Consumables

Retail-level sales of lawn and garden consumables are expected to increase 2.7% per year from $14 billion in 2017 to $16 billion in 2022. Gains will benefit from a variety of factors. For instance, consumers prefer lush, green lawns and colorful gardens, both of which require ongoing and seasonal maintenance. Additionally, trends in outdoor cooking and entertaining boost sales, as homeowners prefer to be outside in beautiful spaces with well-tended decorative plants and lawns. Furthermore, gains are supported by rising interest in both decorative and edible gardening, as gardeners are more likely to purchase higher value or specialty consumable products to tend to their plants.

Key Findings in the Lawn & Garden Consumables: Consumer Insights Study:

Americans Enjoy Gardening and Taking Care of Property

Americans enjoy caring for their lawns and gardens and very much believe that well-kept property contributes to a home’s market value. They also find lawn and garden maintenance relaxing and a good form of exercise.

Gardening is a common pursuit, with baby boomers and seniors participating at the highest rate. Younger consumers are embracing gardening and driving new trends as they seek landscapes that match their lifestyles (e.g., living in urban environments, wanting to protect the environment, and preferring natural and organic products). They are also embracing hydroponics and legal cannabis growing, and many view gardening as a craft.

The Majority of Americans Feel Environmentally Responsible

The majority of US adults feel they have a personal obligation to be environmentally responsible, and a similarly large share of homeowners feel the same way. Gardeners are even more likely to believe that they should make environmentally friendly choices. Those consumers are more likely to purchase higher value lawn and garden consumable products, including those intended for organic gardening.

Consumable Product Trends Focus on Ease of Use, Enhanced Performance, Safety, and Health

Manufacturers of lawn and garden consumables will continue to focus on attributes demanded by consumers: enhanced performance, ease of use, convenience, water efficiency, and safety/health issues, which have made natural and organic products increasingly popular.

Study Coverage

This study analyzes consumer attitudes and purchasing patterns, product innovations, and marketing trends. It presents historical retail sales data (2007, 2012 and 2017) and forecasts for 2022 by product (fertilizers, pesticides, growing media, seeds, mulch, and other) and end user (consumer/DIY and professional). The study also evaluates retail distribution outlets (home centers, mass merchandisers, garden centers, mail order/Internet, and other) for these products. Key competitors considered include Central Garden & Pet, Monsanto, Scotts Miracle-Gro, Turf Care.

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Table of Contents

EXECUTIVE SUMMARY

OVERVIEW

Key Findings

Retail Sales by Product

Retail Demand by End User

Home & Gardening Trends & Spending Patterns

Retail Distribution

Retail Distribution: Overview

Retail Distribution: Home Centers

Retail Distribution: Mass Merchandisers

Retail Distribution: Garden Centers

Retail Distribution: Mail Order/Internet

Retail Distribution: Other Retail

CONSUMER TRENDS

Key Findings

Home Ownership Trends

Home Ownership Trends: Overview

Home Ownership Trends: Age Groups

Home Ownership Trends: Household Annual Income

Home Lawn, Garden, or Outdoor Space

Size of Owned Lots Around Homes

Environmental Attitudes

Environmental Attitudes: Personal Responsibility

Environmental Attitudes: Corporate Responsibility

Purchase of Lawn & Garden Consumables

Purchase of Lawn & Garden Consumables: Overview

Purchase of Lawn & Garden Consumables: Homeowners

Purchase of Lawn & Garden Consumables: Gardeners

Purchase of Lawn & Garden Consumables: Age Groups

Purchase of Lawn & Garden Consumables: Products

Gardening as a Leisure Pursuit

Gardening as a Leisure Pursuit: Overview

Gardening as a Leisure Pursuit: Edible Gardening

Gardening as a Leisure Pursuit: Adaptive Gardening

Lawn & Garden Maintenance

Lawn & Garden Maintenance: Overview

Lawn & Garden Maintenance: Specialty & Routine Tasks

Consumer Attitudes About Lawn & Garden Care

PRODUCT & MARKETING TRENDS

Key Findings

Product Trends

Product Trends: Overview

Product Trends: Organic Gardening

Product Trends: Water Conservation

Product Trends: Hydroponics

Product Trends: Enhanced Performance

Product Trends: Combination Formulations

Product Trends: Ready-to-Use Formulations & Unique Applicators

Marketing Trends

Marketing Trends: Overview

Marketing Trends: Online Marketing

Marketing Trends: Private Label

Marketing Trends: Charitable Turns - Doing Well by Doing Good

Marketing Trends: Event Sponsorship for Brand Awareness

Marketing Trends: Licensing to Extend a Brand's Reach

APPENDIX

Scope

Methodology

Sources

Associations & Agencies

Related Freedonia Group Studies

Definitions

Abbreviations

Macroeconomic Assumptions

Economic Environment

Demographic Trends

Consumer Spending

Housing Stock

List of Tables

OVERVIEW

Table 2-1 | Lawn & Garden Consumables Retail Sales by Product, 2007 - 2022 (million dollars)

Table 2-2 | Lawn & Garden Consumables Retail Sales by End User, 2007 - 2022 (million dollars)

Table 2-3 | Consumer Lawn & Garden Retail Spending, 2007 - 2022 (billion dollars)

CONSUMER TRENDS

Table 3-1 | Total Home Ownership & Rentals in the US, 2009 - 2017 (percent)

Table 3-2 | Total Home Ownership & Rental Rates in the US by Age, 2009 - 2017 (percent)

Table 3-3 | Home Ownership & Rental Trends in the US by Annual Household Income, 2009 - 2017 (percent)

Table 3-4 | Presence of Lawn, Garden, or Outdoor Space at Home, 2018 (percent)

Table 3-5 | Percent of Households That Own Land Around the Home by Size of Land, 2007 - 2017 (percent)

Table 3-6 | Adults Who Agree at All with the Statement "Each of Us has a Personal Obligation To Do What We Can To Be Environmentally Responsible", 2009 - 2017 (percent)

Table 3-7 | Adults Who Agree at All with the Statement "Companies Should Help Consumers Become More Environmentally Responsible", 2009 - 2017 (percent)

Table 3-8 | Households That Bought Lawn & Garden Consumables in the Last 12 Months, 2007 - 2017 (percent)

Table 3-9 | Percent of Households That Own Any Residence & Bought Lawn & Garden Consumables in the Last 12 Months, 2007 - 2017 (percent)

Table 3-10 | Percent of Households That Gardened & Bought Lawn & Garden Consumables in the Last 12 Months, 2007 - 2017 (percent)

Table 3-11 | Percent of Households That Bought Lawn & Garden Consumables in the Last 12 Months by Age, 2007 - 2017 (percent)

Table 3-12 | Selected Demographics of Households That Bought Lawn & Garden Consumables in the Last 12 Months, 2017 (index)

Table 3-13 | Adults Who Gardened in the Last 12 Months, 2009 - 2017 (percent)

Table 3-14 | Selected Demographics of Households That Bought Vegetable Seeds/Plants in the Last 12 Months & Eat Produce, Fruits, & Vegetables, 2017 (index)

Table 3-15 | Types of Adaptive Gardening & Products to See Increased Use

Table 3-16 | Who Performs Landscaping or Lawn & Garden Maintenance (Mowing, Weeding, Grass Seeding, Fertilization, Soil Treatments, Decorative Planting, Seasonal Clean Up) at Home, 2018 (percent)

Table 3-17 | Who Performs Specialty Tasks (e.g., Planting, Seasonal Clean Up) Versus Routine Tasks (e.g., Mowing, Weeding) at Home, 2018 (percent)

PRODUCT & MARKETING TRENDS

Table 4-1 | Lawn & Garden Consumables - Key Private Label Brands

APPENDIX

Table 5-1 | Abbreviations & Acronyms Used in Study

Table 5-2 | Macroeconomic Indicators, 2007 - 2022 (billion 2009 dollars)

Table 5-3 | Population & Households, 2007 - 2022 (million persons)

Table 5-4 | Personal Consumption Expenditures, 2007 - 2022 (billion dollars)

Table 5-5 | Housing Stock by Type, 2007 - 2022 (million units)

List of Figures

EXECUTIVE SUMMARY

Figure 1-1 | US Retail Sales for Lawn & Garden Consumables

OVERVIEW

Figure 2-1 | Lawn & Garden Consumables Market Overview

Figure 2-2 | Lawn & Garden Consumables Retail Distribution Share by Outlet, 2017 (billion dollars)

CONSUMER TRENDS

Figure 3-1 | Lawn & Garden Consumables Consumer Trends

Figure 3-2 | Consumer Attitudes About Lawn & Garden Care, 2018 (percent)

PRODUCT & MARKETING TRENDS

Figure 4-1 | Lawn & Garden Consumables Product & Marketing Trends

Figure 4-2 | Organic Controls Product Example - New for 2018

Figure 4-3 | OMRI Listed Products Promotion Example

Figure 4-4 | Soil Amendment Product Examples

Figure 4-5 | Grass Seed Product Examples

Figure 4-6 | Consumer-Oriented Hydroponics Brand Examples

Figure 4-7 | Soil-Free Indoor Garden System Example

Figure 4-8 | Combination Product Example

Figure 4-9 | Lawn Fertilizer Example

Figure 4-10 | Potting Soil Mix Example

Figure 4-11 | Wonder Soil's Expand & Plant Premium Planting Mix

Figure 4-12 | Multipurpose Weed & Feed Product Example

Figure 4-13 | Liquid Feeder Product Example

Figure 4-14 | Examples of Packaging Featuring Continuous Spray Applicators

Figure 4-15 | Example of Lawn Care Consumables & Coordinating Spreader

Figure 4-16 | Example of Packaging That Requires No Measuring

Figure 4-17 | Examples of Online Lawn & Garden Marketing

Figure 4-18 | Example of Online & Social Media Marketing

Figure 4-19 | Examples of Products Licensed Under the Scotts & Miracle-Gro Brands

APPENDIX

Figure 5-1 | Annual Growth in Real GDP, 2000 - 2017, Compared to 1980 - 2005 Average (percent)

Figure 5-2 | Annual Population Growth, 2002 - 2017 (percent)

Figure 5-3 | Housing Stock by Year of Construction, 2017 (million units)