Lawn and Garden Consumables: Consumer Insights

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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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  1. Lawn and Garden Consumables: Consumer Insights

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    1. 1 EXECUTIVE SUMMARY

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

    2. 2 OVERVIEW

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      1. 2.1 Key Findings

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        1. Figure 2-1 | Lawn & Garden Consumables Market Overview

      2. 2.2 Retail Sales by Product

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        1. Table | Lawn & Garden Consumables Retail Sales by Product, 2007 – 2022

      3. 2.3 Retail Demand by End User

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        1. Table | Lawn & Garden Consumables Retail Sales by End User, 2007 – 2022

      4. 2.4 Home & Gardening Trends & Spending Patterns

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        1. Table | Consumer Lawn & Garden Retail Spending, 2007 – 2022

      5. 2.5 Retail Distribution

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        1. 2.5.1 Retail Distribution: Overview

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          1. Figure 2-2 | Lawn & Garden Consumables Retail Distribution Share by Outlet, 2017

        2. 2.5.2 Retail Distribution: Home Centers

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        3. 2.5.3 Retail Distribution: Mass Merchandisers

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        4. 2.5.4 Retail Distribution: Garden Centers

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        5. 2.5.5 Retail Distribution: Mail Order/Internet

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        6. 2.5.6 Retail Distribution: Other Retail

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    3. 3 CONSUMER TRENDS

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      1. 3.1 Key Findings

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        1. Figure 3-1 | Lawn & Garden Consumables Consumer Trends

      2. 3.2 Home Ownership Trends

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        1. 3.2.1 Home Ownership Trends: Overview

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          1. Table | Total Home Ownership & Rentals in the US, 2009 – 2017

        2. 3.2.2 Home Ownership Trends: Age Groups

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          1. Table | Total Home Ownership & Rental Rates in the US by Age, 2009 – 2017

        3. 3.2.3 Home Ownership Trends: Household Annual Income

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          1. Table | Home Ownership & Rental Trends in the US by Annual Household Income, 2009 – 2017

      3. 3.3 Home Lawn, Garden, or Outdoor Space

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        1. Table | Presence of Lawn, Garden, or Outdoor Space at Home, 2018

      4. 3.4 Size of Owned Lots Around Homes

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        1. Table | Percent of Households That Own Land Around the Home by Size of Land, 2007 – 2017

      5. 3.5 Environmental Attitudes

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        1. 3.5.1 Environmental Attitudes: Personal Responsibility

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          1. Table | 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

        2. 3.5.2 Environmental Attitudes: Corporate Responsibility

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          1. Table | Adults Who Agree at All with the Statement "Companies Should Help Consumers Become More Environmentally Responsible", 2009 – 2017

      6. 3.6 Purchase of Lawn & Garden Consumables

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        1. 3.6.1 Purchase of Lawn & Garden Consumables: Overview

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          1. Table | Households That Bought Lawn & Garden Consumables in the Last 12 Months, 2007 – 2017

        2. 3.6.2 Purchase of Lawn & Garden Consumables: Homeowners

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          1. Table | Percent of Households That Own Any Residence & Bought Lawn & Garden Consumables in the Last 12 Months, 2007 – 2017

        3. 3.6.3 Purchase of Lawn & Garden Consumables: Gardeners

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          1. Table | Percent of Households That Gardened & Bought Lawn & Garden Consumables in the Last 12 Months, 2007 – 2017

        4. 3.6.4 Purchase of Lawn & Garden Consumables: Age Groups

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          1. Table | Percent of Households That Bought Lawn & Garden Consumables in the Last 12 Months by Age, 2007 – 2017

        5. 3.6.5 Purchase of Lawn & Garden Consumables: Products

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          1. Table | Selected Demographics of Households That Bought Lawn & Garden Consumables in the Last 12 Months, 2017

      7. 3.7 Gardening as a Leisure Pursuit

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        1. 3.7.1 Gardening as a Leisure Pursuit: Overview

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          1. Table | Adults Who Gardened in the Last 12 Months, 2009 – 2017

        2. 3.7.2 Gardening as a Leisure Pursuit: Edible Gardening

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          1. Table | Selected Demographics of Households That Bought Vegetable Seeds/Plants in the Last 12 Months & Eat Produce, Fruits, & Vegetables, 2017

        3. 3.7.3 Gardening as a Leisure Pursuit: Adaptive Gardening

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          1. Table | Types of Adaptive Gardening & Products to See Increased Use

      8. 3.8 Lawn & Garden Maintenance

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        1. 3.8.1 Lawn & Garden Maintenance: Overview

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          1. Table | Who Performs Landscaping or Lawn & Garden Maintenance

        2. 3.8.2 Lawn & Garden Maintenance: Specialty & Routine Tasks

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          1. Table | Who Performs Specialty Tasks

      9. 3.9 Consumer Attitudes About Lawn & Garden Care

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        1. Figure 3-2 | Consumer Attitudes About Lawn & Garden Care, 2018

    4. 4 PRODUCT & MARKETING TRENDS

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      1. 4.1 Key Findings

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

      2. 4.2 Product Trends

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        1. 4.2.1 Product Trends: Overview

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        2. 4.2.2 Product Trends: Organic Gardening

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

          2. Figure 4-3 | OMRI Listed Products Promotion Example

        3. 4.2.3 Product Trends: Water Conservation

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          1. Figure 4-4 | Soil Amendment Product Examples

          2. Figure 4-5 | Grass Seed Product Examples

        4. 4.2.4 Product Trends: Hydroponics

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          1. Figure 4-6 | Consumer-Oriented Hydroponics Brand Examples

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

        5. 4.2.5 Product Trends: Enhanced Performance

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          1. Figure 4-8 | Combination Product Example

          2. Figure 4-9 | Lawn Fertilizer Example

          3. Figure 4-10 | Potting Soil Mix Example

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

        6. 4.2.6 Product Trends: Combination Formulations

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          1. Figure 4-12 | Multipurpose Weed & Feed Product Example

        7. 4.2.7 Product Trends: Ready-to-Use Formulations & Unique Applicators

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          1. Figure 4-13 | Liquid Feeder Product Example

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

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

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

      3. 4.3 Marketing Trends

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        1. 4.3.1 Marketing Trends: Overview

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        2. 4.3.2 Marketing Trends: Online Marketing

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

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

        3. 4.3.3 Marketing Trends: Private Label

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          1. Table | Lawn & Garden Consumables – Key Private Label Brands

        4. 4.3.4 Marketing Trends: Charitable Turns – Doing Well by Doing Good

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        5. 4.3.5 Marketing Trends: Event Sponsorship for Brand Awareness

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        6. 4.3.6 Marketing Trends: Licensing to Extend a Brand's Reach

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

    5. 5 APPENDIX

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      1. 5.1 Scope

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      2. 5.2 Methodology

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      3. 5.3 Sources

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      4. 5.4 Associations & Agencies

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      5. 5.5 Related Freedonia Group Studies

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      6. 5.6 Definitions

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      7. 5.7 Abbreviations

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        1. Table | Abbreviations & Acronyms Used in Study

      8. 5.8 Macroeconomic Assumptions

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        1. 5.8.1 Economic Environment

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          1. Table | Macroeconomic Indicators, 2007 – 2022

          2. Figure 5-1 | Annual Growth in Real GDP, 2000 – 2017, Compared to 1980 – 2005 Average

        2. 5.8.2 Demographic Trends

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          1. Table | Population & Households, 2007 – 2022

          2. Figure 5-2 | Annual Population Growth, 2002 – 2017

        3. 5.8.3 Consumer Spending

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          1. Table | Personal Consumption Expenditures, 2007 – 2022

        4. 5.8.4 Housing Stock

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          1. Table | Housing Stock by Type, 2007 – 2022

          2. Figure 5-3 | Housing Stock by Year of Construction, 2017

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