Lawn and Garden Products in the U.S., 8th Edition

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Lawn and Garden Products in the U.S., 8th Edition

  1. 1.    Get more info on this report!Lawn and Garden Products in the U.S., 8th EditionJuly 1, 2009The $24 billion U.S. lawn and garden (L&G) market has held up remarkably well underthe relentless pressure of an epic macroeconomic storm. While cracks in thecompetitive structure are beginning to appear, the L&G market has proven to be toughand adaptable. Certainly, vast opportunities exist to turn current downsides into upsides.In our 2009 edition of the widely consulted study The U.S. Lawn and Garden Market,8th Edition, Packaged Facts presents a comprehensive and multifaceted analysis of thecurrent L&G market. Along with detailing the many opportunities latent in the economiccrisis, this study offers an in-depth examination of competitive issues and trends,including the impact of marketer attrition, management survival strategies, the slowingof globalization, potential dealer and independent retailer resurgence, growing influenceof the green movement, regulatory/political developments, and responses to drought.Also addressed are possible breakdown scenarios involving supply shortages or similareconomic discontinuities.As always, our study features numerous tables estimating current sales of L&Gequipments, supplies, and services, and offers five-year sales projections. Completeand up-to-date competitive profiles are presented of major marketers, such as MTD,Toro, Deere, Husqvarna, Briggs & Stratton, Ames True Temper, Fiskars, Scotts Miracle-Gro, and TruGreen, among others. Comprehensive coverage of new product trends, athorough analysis of the retail sector, and analytical profiles of L&G consumers are alsoprovided.Report MethodologyThe study is based on the analysis of a wide range of primary and secondary research,including information compiled from trade journals, trade associations, company reports,government data, industry surveys, consumer polls, magazines, newspapers, websites,books, in-store inspections, and discussions with professionals. These sources havebeen supplemented by proprietary consumer demographic data supplied by ExperianSimmons Market Research Bureau. Adding depth to our analysis is over a decade’sworth of research on the lawn and garden market conducted by Packaged Facts.
  2. 2. Table of ContentsChapter 1: Executive SummaryThe Overall L&G Market Scope of Study Areas Outside Scope Three L&G Product Categories: Equipment, Supplies, and Services Overall L&G Market Sales Table 1-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market by Category, 2002-2009 (millions of dollars) Outlook: Market Growth Market Projections Table 1-2: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars) Major L&G Marketers At the Retail Level: Home Centers on TopL&G Equipment Three Product Segments Regulation: EPA Phase III Watering Restrictions L&G Equipment Sales Table 1-3: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars) Gas-Powered OPE: Combined Unit Shipments Unit Trends: Walk-Behind Mowers L&G Equipment Projections Table 1-4: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars) Major Marketers: OPE Major Marketers: Tools/Implements Major Marketers: Garden Hoses Green OPE Retail Share Number of OPE Owners/Purchasers: By Product TypeL&G Supplies Fertilizers/Growth Media: Four Product Types Pest Control Supplies: Three Product Types Weed-and-Feed Products L&G Supplies Sales Table 1-5: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars) The Organic Sector: Size and Growth L&G Supplies Projections
  3. 3. Table 1-6: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars) Handful of Companies Dominate Scotts Miracle-Gro Spectrum Brands Organic L&G Marketers Retail Share Number of Purchasers: By Supplies Product TypeProfessional Lawncare Services Lawncare Operators (LCOs) LCO Appeal Lawn Care Operator Sales Table 1-7: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars) Lawn Care Operator Projections Table 1-8: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars) Most LCOs are Small Independents Leading Marketers Organic and IPM LCOs Estimated Number of LCO UsersChapter 2: The Overall MarketOverview Scope of Study Areas Outside ScopeProducts/Services Three L&G Product Categories: Equipment, Supplies, and Services Government Regulation The EPA EPA and OPE EPA and Pest Control At the State Level At the Local LevelMarket Size, Growth and Composition Overview Overall L&G Market Sales Table 2-1: Estimated Overall Retail Sales of the U.S. Lawn and Garden Market, by Category, 2002-2009 (millions of dollars) Sales and Growth by Category Share by Category L&G Retail Share Table 2-2: Estimated Retail Share of U.S. Lawn and Garden Sales by Outlet Type, 2009 Seasonality RegionalityFactors in Future Growth
  4. 4. Housing Sales of New/Existing Homes Table 2-3: Sales of New and Existing Homes, 2000-2009 (in thousands) Housing Starts Table 2-4: U.S. Housing Starts, 2000-2009 (in millions) Home Prices Mortgage Rates Glut and Foreclosures Housing and the L&G Market The Economy Breakdown L&G and the Economy Supply Shortages? Globalization and the Dollar Changes Loom Age Demographics Aging Boomers Table 2-5: U.S. Population, by Age Group, 2000-2010 (in millions) The Next Generation Climate Climate Change Drought Regulation Garden Lifestyles Waning Affluence Cocooning Green L&G Challenge and Opportunity Green L&G Concepts Edible Yards Food Gardening Opportunities in Food GardensProjected Market Growth Overview Market Projections Table 2-6: Projected Retail Sales of the U.S. Lawn and Garden Market by Category, 2010-2014 (millions of dollars) Projections by CategoryThe Marketers Size of Marketers Generalists vs. Specialists U.S. vs. Foreign Ownership Major L&G Marketers: Overview Major Marketers: Equipment Major Marketers: Supplies Major Marketers: Services
  5. 5. Distribution and Retail Distribution Patterns: Direct vs. Intermediary Distributors Still Play Vital Role Regular Distribution Channels: Equipment/Supplies Anomalous Distribution: OPE Dealers and Lawn Services At the Retail Level: Home Centers on Top Home Depot Lowe’s Companies Wal-Mart Sears Holdings Co. Target Garden Centers/Nurseries Hardware Stores Other Retail Venues Direct SalesChapter 3: Lawn and Garden Equipment Overview Three Product Segments Government Regulation OPE Focus CPSC, EPA, CARB Air Pollution Emissions Regulations EPA Phase III Note on CARB “Durability” Requirements Leaf Blower Restrictions Yard Waste Restrictions Watering RestrictionsMarket Size, Growth, and Composition L&G Equipment Sales Analysis: Equipment Growth Trends Table 3-1: Estimated U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 2002-2009 (millions of dollars) OPE: Sales Trends Tools/Implements: Sales Trends Watering/Spraying Equipment: Sales Trends Equipment Segment Shares Gas-Powered OPE: Combined Unit Shipments Gas-Powered OPE: Unit Share by Product Type Table 3-2: Share of Gas-Powered Outdoor Power Equipment Shipments by Product Type, 2008 All Consumer Mowers: Unit Shipments All Consumer Mowers: Unit Share Gas-Powered Portable OPE: Combined Unit Shipments Portable OPE: Unit Share by Product Type Unit Trends: Walk-Behind Mowers
  6. 6. Unit Trends: Lawn Tractors Unit Trends: Garden Tractors Unit Trends: Riding (Zero-Turn) Mowers Unit Trends: Tillers Unit Trends: Snow throwers Unit Trends: Trimmers Unit Trends: Handheld Leaf Blowers Unit Trends: Chainsaws Electric OPE Share Tools/Implements: Ownership Watering/Spraying Equipment: Guesstimated SharesFactors in Future Growth Introductory Note Factors in OPE Growth The Economy Demographics Climate Regulation New Products Factors in Tools/Implements Growth Factors in Watering/Spraying Equipment GrowthL&G Equipment: Projections Category Projections Table 3-3: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 2010-2014 (millions of dollars) Projections by SegmentThe Marketers Size and Types of Marketers Manufacturing and Sourcing Many Marketers Have Deep Historical Roots U.S. vs. Foreign Marketers Most OPE Marketers Have Diversified Interests OPE Majors Marketers: Portable OPE Marketers: Electric OPE Tiller Marketers Crossover Mower/Tractor Marketers Major/Minor Marketers: Tools/Implements Reel Mower Marketers Wheeled Implements Marketers Composter Marketers Major/Minor Marketers: Watering/Spraying Equipment Table 3-4: Selected List of Lawn and Garden Equipment Marketers and Their Brands, 2009The Competitive Situation Continuity and Change
  7. 7. Economic Pressure Attrition and Absorption M&A Activity Alliances/Partnerships Consolidation Speculation Consequences of Globalization Globalization Slows Traditional Strategies Competition in OPE Competition in Tools Competition in Watering EquipmentCompetitive Profiles: Major Equipment Marketers MTD Products Overview A Family Business OPE Brand Lines Private Label GardenWay: Into Tools—Then Supplies! Cracks in Distribution Strategy The Jenn Feng/McCulloch Saga Last Snow blower in Canada New Product Activity New Partnership The Toro Company Company Overview Sales Trends Response to Slowdown Two Divisions Professional Division Residential Division International Sales Residential Brand Lines Toro Brand Residential Mowers Toro Brand Residential Portable, Other OPE Lawn-Boy Residential Watering Equipment Betting on Water Conservation And Farming? New Product Activity Pollution Fine CATT Husqvarna AB Company Overview Electrolux Spin-Off Consumer Products U.S. Operations
  8. 8. Poulan/Weed Eater Professional Products Reorganized Acquisitions Komatsu Zenoah (RedMax) Dixon Industries Gardena Jenn Feng (McCulloch) Unique Dealer Strategy New Product Activity The Automower: A Robotic Solar Hybrid Deere & Co Overview Sales Trends Commercial & Consumer Equipment Segment C&C Sales Trends Expanding Parts Distribution The Stihl Deal Dealer Wars Die Down John Deere Landscapes New Product Activity Kudos Briggs & Stratton Corp. Company Overview Business Segments Yard Power Products Group: Brands U.S. Manufacturing Vertical Integration Strategy Sales Trends Engines vs. Power Products Dominance in Engines Marketer Acquisitions Simplicity Murray “Made in America” vs. China B&S, Snapper, and Sears New Products Focus on Snapper Ames-True Temper Company Overview Extensive Brand Portfolio Ownership Sales Trends Is Something Amiss? Legacy Issues Old and New DaysBrief Competitive Profiles: L&G Equipment Marketers Black & Decker
  9. 9. Homelite Schiller Grounds Care, Inc. Country Home Products Stihl Tecumseh Fiskars Corp. Corona Clipper Tekni-Plex, Inc. Teknor Apex Co L.R. Nelson Bosch Group Rain Bird Corp. Melnor, Inc. Root-Lowell Mfg. CoNew Product Trends: OPE Engine Trends Crossover OPE Zero-Turn Riders ZT Advances Robot and Solar Mowers Snow Blower Trends Portable OPE Trends Focus: Green OPE Efficiency Alternative Fuels Ethanol Biodiesel Propane Natural Gas Electric OPE Electric Mowers Focus: Neuton Battery Advances Non-Fuel PoweredNew Product Trends: Tools and Watering Proliferation Ergonomic Innovation Miscellaneous Tools/Implements Trends Watering Equipment Trends Table 3-5: Selected New Product Introductions, L&G Equipment, 2008-2009Distribution/Retail Distribution Patterns Retail Share Home Centers vs. OPE Dealers OPE Dealer Strategies Dealer Diversification
  10. 10. Dealers on the Upswing Profile: Tractor Supply CoThe Consumer Explanatory Note Number of Owners: All L&G Equipment Number of OPE Owners/Purchasers: By Product Type Table 3-6: Outdoor Power Equipment: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of households) Factors Favoring Ownership: OPE Women and OPE Purchasing Walk-Behind Mower Owners Riding Mower and Garden Tractor Owners Tiller Owners Snow blower Owners String Trimmer Owners Hedge and Yard Trimmer Owners Blower Owners Factors Favoring Ownership: By OPE Brand Tools/Implements: Number of Owners by Product Type Table 3-7: Tools/Implements: Number of Households Owning and Recently Purchasing by Product Type, 2008 (millions of adult-headed households) Factors Favoring Ownership: Tools/Implements Table 3-8(a): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008 Table 3-8(b): Demographic Characteristics Favoring Ownership of Outdoor Power Equipment by Product Type, 2008 Table 3-9(a): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008 Table 3-9(b): Demographic Characteristics Favoring Ownership of Tools/Implements by Product Type, 2008 Table 3-10(a): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008 Table 3-10(b): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008 Table 3-10(c): Demographic Characteristics Favoring Ownership of OPE by Brand, 2008Chapter 4: Lawn and Garden SuppliesThe Products Two Product Segments Fertilizers/Growth Media: Four Product Types Fertilizers: Supplements, Not Foods Fertilizer Forms/Terminology Growth Media Pest Control Supplies: Three Product Types Weed-and-Feed ProductsGovernment Regulation
  11. 11. Pesticides: Federal Regulation Pesticide Registration Labeling: Pesticides and Fertilizers FQPA and the EPA Pesticide Review Continuous Review Critics Urge New Regulatory Philosophy Fertilizer Restrictions/BansMarket Size, Growth, and Composition L&G Supplies Sales Table 4-1: Estimated U.S. Retail Sales of Lawn and Garden Supplies by Product Segment, 2002-2009 (millions of dollars) Segment Share: F/GM vs. Pesticide Products Analysis: Growth by Segment The Organic Sector: Size and Growth Table 4-2: Retail Sales of Organic L&G Products, Market Size and Growth, 2003- 2009 (millions of dollars) Popularity of Supplies: By Product Type Retail Share RegionalityFactors in Future Growth Introductory Note Factors in Overall Supplies Growth Economy/Housing Fertilizer Prices Age Demographics Regulation Climate Factors in Organic Supplies Growth Pricing Factors Supply Factors Climate Factors Age Demographic Factors Cultural Factors Market Factors Education and Labor FactorsL&G Supplies: Projections Category Projections Table 4-3: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 2010-2014 (millions of dollars) Projections by SegmentThe Marketers Size and Types of Marketers Conventional vs. Organic/Natural Marketers Handful of Companies Dominate Scotts Miracle-Gro Spectrum Brands
  12. 12. Second-Tier Marketers: Fertilizers, Plant Food, and Potting Soil Top Marketers in Minor F/GM Segments Second-Tier Marketers: Pesticides Professional Supplies Marketers Global Chemical Giants Organic L&G Marketers Table 4-4: Selected List of U.S. Lawn and Garden Supplies Marketers, 2009The Competitive Situation F/GM Competition Quasi-Monopoly and Its Discontents The Organic Threat to SMG Pesticides Competition Traditional StrategiesCompetitive Profiles: Major L&G Supplies Marketers Scotts Miracle-Gro Overview Retail Concentration The Expansive SMG Spectrum Sales Trends Business Segments: Sales The Global Consumer Segment North American vs. International Consumer Sales SMG Brand Lines New Products Scotts and Advertising Scotts and Debt Scotts and Pricing Regional Grand Strategy Sales Force and Distribution Trends New Promotions Extending Retail Reach Scotts and Organic F/GM Smith & Hawken Scotts and the Spectrum Absorption Outlook Spectrum Brands Company Overview Bankruptcy Home and Garden Liquidation Retains Pesticides Brief Competitive Profiles: L&G Supplies Marketers Central Garden and Pet Green Light Co Easy Gardener Products Bonide Products Woodstream Corp.
  13. 13. Sun Gro Horticulture Espoma TerraCycle Schultz CoNew Product Trends Trends: Synthetic Supplies Combo Products: F/GM Combo Products: Pesticides Moisture Control Maximum or Fortified Strength Convenience Specific-Application Products Stabilized Nitrogen Fire Ant Killers Trends: Organic Supplies Compost Table 4-5: Selected Marketers of Compost, 2009 Compost Tea Table 4-6: Selected Marketers of Compost Tea, 2009 Documenting Compost Benefits Advancing Compost Technology Compost Problems Organic Fertilizer Blends Hybrid Fertilizers Trendy Ingredients: Menefee Humates Ascophyllum Nosodum Fish Hydrolysate Encapsulated Gypsum Biochar (“Terra Preta”) Corn Gluten Bio-Controls Neem Table 4-7: Selected Marketers of Neem Products, 2009 Karanja OilDistribution and Retail Distribution Patterns Wide Range of Retail Outlets Retail Share Garden Centers/Nurseries Expanding Organic/Natural Retail Presence Greening GC/Ns Focus: Specialty Organic/Natural Stores Cooperative Buying Groups Urban Outfitters/TerrainThe Consumer Overview
  14. 14. Number of Purchasers: By Supplies Product Type Factors Favoring Purchase: L&G Supplies Organic Supplies: Anomalous Profiles Regionality of Purchasing Natural/Organic L&G Users Table 4-8(a): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008 Table 4-8(b): Demographic Characteristics Favoring Ownership of Lawn and Garden Supplies by Product Type, 2008Chapter 5: Professional Lawncare ServicesProfessional Services Focus on Treatment Lawncare Operators (LCOs) The Standard Treatment Program Customized Programs Integrated Pest Management (IPM) Natural/Organic Treatment Programs Enhanced Services Fungicide Treatments Prices for ProgramsMarket Size and Growth Lawn Care Operator Sales Table 5-1: Estimated Sales of Lawn Care Operators, 2002-2009 (millions of dollars) Analysis: LCO Growth TrendsFactors in Future Growth Introductory Note The Housing Bust Slowing Economy Gas Prices Aging Baby Boomers Canada Trends IPM Adaptation U.S. LCOs Stand Pat RISE and Project Evergreen Immigrant Labor Weather Expanding Services Management Challenges Software and Marketing Consolidation Scenario Incorporating Alternative TechniquesProfessional Lawncare Services: Projections Category Projections Table 5-2: Projected Sales of Professional Lawncare Services, 2010-2014 (millions of dollars)
  15. 15. The Marketers Most are Small Independents Leading MarketersCompetitive Profile: ServiceMaster Overview Acquired by Clayton, Dubilier & Rice TruGreen TruGreen LawnCare Options Brief History Consumer Complaints A Grand Makeover Targeted Lawn Care SMBrief Competitive Profiles Scotts LawnService Weed Man Lawn Doctor NaturaLawn Focus: Organic LCOs Numbers Rising Organic LCOs: Different Approaches The Future of Organic LCOsThe Consumer Estimated Number of LCO Users Service Users Display Strong Upscale ProfileAppendix: Addresses of Selected MarketersAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=1837848  US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004 

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