Lawn and Garden Consumables: Consumer Insights

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

Lawn & Garden: Consumer Trends

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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