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Quarterly report - Yates on United States Demographics. Analysis of Life Modes, Socioeconomic Traits, etc.
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2. USASummary
2
United States of Americas
Total Population: 318,536,439
Total Household: 120,746, 349
Median Age: 37.9
Median Income: $53,200
Median Net Worth: $84,500
Diversity index: 63.0
Home Ownership Rate: 63.0%
Average Household Size: 2.57
Home Value : $200,000
Income Range of the Lifemode Summary Groups
Affluent Estates
Upscale Avenues
Uptown Individuals
Family Landscapes
GenXurban
Cozy Country Living
Ethnic Enclaves
Middle Ground
Senior Styles
Rustic Outposts
Midtown Singles
Hometown
Next Wave
Scholars and Patriots
Lifemode Summary Groups
1. Affluent Estates: Established wealth - educated, well- travelled married couples
2. Upscale Avenues: Prosperous, married couples in higher density neighborhoods
3. Uptown Individuals: Younger, urban singles on the move
4. Family Landscapes: Successful younger families in newer housing
5. GenXurban: Gen X in middle age; families with fewer kinds and a mortgage
6. Cozy Country Living: Empty nesters in bucolic settings
7. Ethnic Enclaves: Established diversity - young, Hispanic homeowners with families
8. Middle Ground: Lifestyles of thirtysomethings
9. Senior Styles: Senior lifestyles reveal the effects of saving for retirement
10. Rustic Outposts: Country life with older families, older homes
11. Midtown singles: Millennials on the move; single, diverse, and urban
12. Hometown: Growing up and staying close to home; single householders
13. Next Wave: Urban denizens; young; diverse; hardworking families
14. Scholars and Patriots: College campuses and military neighborhood
3. USAUrbanization
3
Urbanization Summary Groups
1. Principal Urban Centers:
Young, mobile, diverse in metros or 2.5 + million people
2. Urban Periphery:
City life for starting families with single-family homes
3. Metro Cities:
Affordable city life, including smaller metros, satellite cities
4. Suburban Periphery:
Affluence in the suburbs, married couple-families, longer commutes
5. Semirurals:
Small town living, families with affordable homes
6. Rural:
Country living with older families, low density, and low diversity
4. AffluentEstates
4
LifeMode 1: Affluent Estates
11,765,272
Households
9,7%
US Households
1A. Top Tier
Household
Married Couples
Housing
Single Family
Median Age
46,7
Median Income
$166K
Prof/Mgmt
College
White
• Own lavish vacation homes
• Hire financial advisers
• Shop at high-end retailers/chains
• Access radio and newspaper online
• Purchase/Lease fully equipped luxury cars
Households: 2,073,878
1B. Professional Pride
Household
Married Couples
Housing
Single Family
Median Age
40,8
Median Income
$132K
Prof/Mgmt
College Degree
White
• Upgrade picture-perfect homes
• Hold 401(K) and IRA plans/securities
• Own latest tablets, smartphones,
and laptops
• Read epicurean, sports, home
service magazines
• Own 2-3 vehicles
Households: 1,926,841
5. AffluentEstates
5
1C. Boomburbs
Household
Married Couples
Housing
Single Family
Median Age
46,7
Median Income
$166K
Prof/Mgmt
College
White
• Hold gym membership; own home equity
• Have home mortgage
• Prioritize physical fitness
• Own, use latest devices
• Prefer SUV’s, luxury cars, minivans
Households: 1,822,658
1D. Savvy Suburbanities
Household
Married Couples
Housing
Single Family
Median Age
44,7
Median Income
$110K
Prof/Mgmt
College Degree
White
• Enjoy good food, wine
• Carry first, second mortgages
• DIY gardening, home remodeling
• Shop, bank online
• Prefer late-model SUV’s minivans, station
wagons
Households: 3,592,861
1E. Exurbanites
Household
Married Couples
Housing
Single Family
Median Age
50,0
Median Income
$100K
Prof/Mgmt
College Degree
White
• Contract for home care services
• Invest actively; use financial planners
• Prefer natural, organic products
• Support public TV/Radio
• Choose late-model luxury cars, SUV’s
Households: 2,338,000
6. UpscaleAvenues
6
LifeMode 2: Upscale Avenues
6,834,903
Households
5,7%
US Households
2A. Urban Chic
Household
Married Couples
Housing
Single Family
Median Age
42,9
Median Income
$104K
Prof/Mgmt
College
White
• Visits museums, art galerries
• Own healthy portfolios
• Ski; practice yoga; hike; play tennis
• Shop, bank online
• Choose luxury imports
Households: 1,592,681
2B. Pleasantville
Household
Married Couples
Housing
Single Family
Median Age
42,3
Median Income
$89K
Prof/Mgmt/Svcs
College Degree
White
• Enjoy outdoor gardening
• Invest conservatively
• Go to the beach, theme parks, museums
• Have bundled services
(TV/internet/phone)
• Own/Lease imported SUV
Households: 2,693,075
7. UpscaleAvenues
7
LifeMode 2: Upscale Avenues
6,834,903
Households
5,7%
US Households
2C. Pacific Heights
Household
Married Couples
Housing
Single Family
Median Age
42,3
Median Income
$87K
Prof/Svcs/Mgmt
College Degree
Asian/Pacific Islander
• Own iPods, iPads, newer Macs
• Invest conservatively
• Gamble at casinos; visit theme parks
• Watch Showtime, HBO, Travel Ch, CNN
• Choose imported, late-model vehicles
Households: 875,962
2D. Enterprising Professionals
Household
Married Couples
Housing
Single Family
Median Age
35,1
Median Income
$82K
Prof/Mgmt
College Degree
White
• Gamble; visit museums
• Own 401(K) through work
• Buy trendy clothes online
• Watch movies, TV on demand
• Buy digital books for tablet
Households: 1,673,185
8. UptownIndividuals
8
LifeMode 3: Uptown Individuals
4,357,532
Households
3,6%
US Households
3A. Laptops & Lattes
Household
Singles
Housing
High-Density Apartments
Median Age
32,7
Median Income
$102K
Prof/Mgmt
College Degree
White
• Support environmental groups
• Save for retirement
• Stay connected via laptop, iPad, mobile
phone
• Listen to classic rock, jazz blues
• Take public transportation; walk; bike
Households: 1,263,291
3B. Metro Renters
Household
Singles
Housing
Multi-Unit Rentals
Median Age
22,3
Median Income
$59K
Prof/Mgmt
College Degree
White
• Prefer environmentally safe products
• Spend wages on rent
• Practice yoga, pilates; ski
• Active on Facebook, Twitter,
Youtube, Linkedin
• Take public transportation, taxis,
walk, bike
Households: 1,801,600
9. UptownIndividuals
9
LifeMode 3: Uptown Individuals
4,357,532
Households
3,6%
US Households
3C. Trendsetters
Household
Singles
Housing
High-Density Apartments
Median Age
36,1
Median Income
$57K
Prof/Svcs/Mgmt
College Degree
White
• Travel frequently
• Seek financial advice; build stock
portfolios
• Shop at Whole Foods, Trader Joe’s
• Stay connected; prefer texting
• Choose subcompacts, public
transportation
Households: 1,292,641
10. FamilyLandscapes
10
LifeMode 4: Family Landscapes
8,887,129
Households
7,4%
US Households
4A. Soccer Moms
Household
Married Couples
Housing
Single Family
Median Age
36,8
Median Income
$89K
Prof/Mgmt
College Degree
White
• Go jogging, biking, target shooting
• Carry high level of debt
• Visit theme parks
• Shop, bank online
• Own 2+ vehicles (minivans, SUVs)
Households: 3,418,433
4B. Home Improvement
Household
Married Couples
Housing
Single Family
Median Age
37,4
Median Income
$70K
Prof/Svcs
College Degree
White
• Eat at Chilli’s; Chik-fil-A, Panera
Bread
• Invest conservatively
• Shop warehouse/club, home
improvement stores
• Watch DIY Network
• Own Minivan, SUV
Households: 2,072,695
11. GenXUrban
11
LifeMode 5: GenX Urban
13,877,266
Households
11,5%
US Households
5A. Comfortable Empty Nesters
Household
Married Couples
Housing
Single Family
Median Age
47,4
Median Income
$70K
Prof/Mgmt
College Degree
White
• Play golf; ski; work out regularly
• Save/Invest prudently
• Prefer to eat at home
• Listen to sports radio; watch sports on TV
• Own 1-2 vehicles
Households: 2,988,619
5B. In Style
Household
Married Couples
w/ no kids
Housing
Single Family
Median Age
41,6
Median Income
$68K
Prof/Mgmt
College Degree
White
• Support arts, theater, concerts,
museums
• Hold retirement savings, insurance
policies
• Use coupons, mobile coupons
• Carry, use smartphones
• Own late model SUVs or trucks
Households: 2,718,032
12. CozyCountryLiving
12
LifeMode 6: Cozy Country Living
14,690,420
Households
12,2%
US Households
6A. Green Acres
Household
Married Couples
Housing
Single Family
Median Age
43,5
Median Income
$77K
Prof/Mgmt
College Degree
White
• Are member of veterans’ club,
fraternal order
• Bank, pay bills online
• Do home improvement projects
• Watch TV by satellite
• Own truck/SUV
Households: 3,853,581
6B. Salt of the Earth
Household
Married Couples
Housing
Single Family
Median Age
43,7
Median Income
$55K
Prof/Svcs
HS Diploma Only
White
• Go fishing, hunting, boating, camping
• Buy insurance from agent
• Tackle home improvement projects
• Access internet by dial-up modem
• Own truck, ATV
Households: 3,536,548
13. CozyCountryLiving
13
6C. The Great Outdoors
Household
Married Couples
Housing
Single Family
Median Age
46,9
Median Income
$54K
Prof/Svcs
College Degree
White
• Belong to AARP, veterans’ club
• Might invest in real estate
• Do home improvement projects
• Watch CMT, History Channel, Fox News
• Own 4-whell drive trucks
Households: 1,880,304
6E. Rural Resort Dwellers
Household
Married Couples
w/ no kids
Housing
Single farm/
Seasonal
Median Age
53,2
Median Income
$47K
Svcs/Prof
HS Diploma Only
White
• Tend vegetable gardens
• Own low-risk assets
• Go hunting, freshwater fishing
• Watch Animal Planet, Discovery Ch., DIY Net.
• Own older, domestic vehicles
Households: 1,232,052
6D. Prairie Living
Household
Married Couples
Housing
Single Family
Median Age
43,9
Median Income
$52K
Mgmt/Prof/Svcs
HS Diploma Only
White
• Shop at Walmart; eat at Subway
• Own CDs, term/ whole life insurance
• Go fishing, hunting, boating, camping
• Read fishing, hunting, auto magazines
• Own truck, ATV/UTV
Households: 1,320,248
6F. Heartland Communities
Household
Married Couples
Housing
Single Family
Median Age
41,9
Median Income
$41K
Svcs/Prof
HS Diploma Only
White
• Go hunting, fishing; ride motorcycles
• Buy insurance from agent
• Participate in local activities
• Listen to country music; watch CMT
• Own domestic truck, SUV
Households: 2,867,687
14. EthnicEnclaves
14
LifeMode 7: Ethnic Enclaves
8,335,647
Households
6,9%
US Households
7A. Up and Calling Families
Household
Married Couples
Housing
Single Family
Median Age
31,2
Median Income
$68K
Prof/Svcs
College Degree
White
• Visit theme parks, zoos
• Hold student loans, mortgages
• Contract for home and landscaping
services
• Go online to shop, bank for
entertainment
• Own late model compact car, SUV
Households: 2,076,528
7B. Urban Villages
Household
Married Couples
Housing
Single Family
Median Age
33,6
Median Income
$59K
Svcs/Admin
No HS Diploma
Hispanic
• Buy new clothes; go clubbing; visit
water parks
• Carry credit calls
• Shot at Costco, Whole Foods, Target,
Nordstroms
• Own Smartphones
• Shop on HSN
Households: 1,297,907
15. MiddleGround
15
LifeMode 8: Middle Ground
13,192,801
Households
10,9%
US Households
8B. Emarald City
Household
Singles
Housing
Single Family
Multi-Units
Median Age
37,1
Median Income
54K
Prof/Mgmt
College Degree
White
• Travel frequently
• Contribute to NPR/PBS
• Buy, eat organic foods
• Read books, magazines on tablets
• Prefer natural, green products
Households: 1,702,899
8F. Urban Villages
Household
Singles
Housing
Single Family
Multi-Units
Median Age
38,9
Median Income
$40K
Prof/Svcs
College Degree
White
• Buy frozen, convenience foods
• Bank online or in person
• Support environmental organizations
• Watch movies at home
• View car as transportation only
Households: 2,811,234
16. AffluentEstates–TopTier
16
Who Are We?
The residents of the wealthiest Tapestry market, Top Tier, earn more than three
times the US household income. They have the purchasing power to indulge any
choice, but what do their hearts’ desire? Aside from the obvious expense for the
upkeep of their lavish homes, consumers select upscale salons, spas, and fitness
centers for their personal well-being and shop at high-end retailers for their
personal effects. Whether short or long, domestic or foreign, their frequent
vacations spare no expense. Residents fill their weekends and evenings with
opera, classical music concerts, charity dinners, and shopping. These highly
educated professionals have reached their corporate career goals. With an
accumulated average net worth of over 1.5 million dollars and income from a
strong investment portfolio, many of these older residents have moved into
consulting roles or operate their own businesses.
Socioeconomic Traits
Top Tier is a highly educated, successful consumer market: more than one in three
residents has a postgraduate degree.
Annually, they earn more than three times the US median household income,
primarily from wages and salary, but also self-employment income (Index 177) and
investments (Index 242).
These are the nation’s wealthiest consumers. They hire financial advisers to
manage their diverse investment portfolios but stay abreast of current financial
trends and products.
Socially responsible consumers who aim for a balanced lifestyle, they are goal
oriented and hardworking but make time for their kids or grandkids and maintain a
close-knit group of friends. These busy consumers seek variety in life. They take an
interest in the fine arts; read to expand their knowledge; and consider the
Internet, radio, and newspapers as key media sources.
They regularly cook their meals at home, attentive to good nutrition and fresh
organic foods.
Neighborhood
Married couples without children or married couples with older children
dominate this market.
Housing units are owner occupied with the highest home values—and above
average use of mortgages.
Neighborhoods are older and located in the suburban periphery of the largest
metropolitan areas, especially along the coasts.
Households: 2,052,000
Average Household Size: 2.82
Median Age: 46.2
Median Household Income: $157,000
Affluent Estates – Top Tier
The Diversity Index summarizes racial and ethnic diversity. The index shows the
likelihood that two persons, chosen at random form the same area, belong to
different race or ethnic groups. The index ranges from 0 (no diversity) to 100
(complete diversity).
Diversity Index: 34.4 U.S. 62.1
Hispanic
Multiple
Other
Asian & Pac.
Island
American Indian
Black
White
*Hispanics can be of any race US Average
18. ProfessionalPride
18
Who Are We?
Professional Pride consumers are well-educated career professionals that have
prospered through the Great Recession. To maintain their upscale suburban
lifestyles, these goal oriented couples work, often commuting far and working
long hours. However, their schedules are fine-tuned to meet the needs of their
school age children. They are financially savvy; they invest wisely and benefit from
interest and dividend income. So far, these established families have accumulated
an average of 1.5 million dollars in net worth, and their annual household income
runs at more than twice the US level. They take pride in their newer homes and
spend valuable time and energy upgrading. Their homes are furnished with the
latest in home trends, including finished basements equipped with home gyms
and in-home theaters.
Socioeconomic Traits
Professional Pride consumers are highly qualified in the science, technology, law,
or finance fields; they’ve worked hard to build their professional reputation or
their start-up businesses.
These consumers are willing to risk their accumulated wealth in the stock market.
They have a preferred financial institution, regularly read financial news, and use
the Internet for banking transactions.
These residents are goal oriented and strive for lifelong earning and learning.
Life here is well organized; routine is a key ingredient to daily life.
Neighborhood
Typically owner occupied (Index 173), single-family homes are in newer neighbor
hoods: 59% of units were built in the last 20 years.
Neighborhoods are primarily located in the suburban periphery of large
metropolitan areas. Most households own two or three vehicles; long commutes
are the norm. Homes are valued at more than twice the US median home value,
although three out of four homeowners have mortgages to pay off.
Families are mostly married couples (almost 80% of households), and more than
half of these families have kids. Their average household size, 3.11, reflects the
presence of children.
Households: 1,878,000
Average Household Size: 3.11
Median Age: 40.5
Median Household Income: $127,000
Professional Pride – Top Tier
The Diversity Index summarizes racial and ethnic diversity. The index shows the
likelihood that two persons, chosen at random form the same area, belong to
different race or ethnic groups. The index ranges from 0 (no diversity) to 100
(complete diversity).
Diversity Index: 41.2 U.S. 62.1
Hispanic
Multiple
Other
Asian & Pac.
Island
American Indian
Black
White
*Hispanics can be of any race US Average
20. Boomburgs
20
Who Are We?
This is the new growth market, with a profile similar to the original: young
professionals with families that have opted to trade up to the newest housing in
the suburbs.
The original Boomburbs neighborhoods began growing in the 1990’s and
continued through the peak of the housing boom. Most of those neighborhoods
are full developed now. This is an affluent market but with a higher proportion of
the mortgages.
Rapid growth still distinguished in the Boomburbs neighborhoods, although the
boom is more subdued now than it was 10 years ago. So is the housing market.
residents are well-educated professionals with a running start on prosperity.
Socioeconomic Traits
Well educated young professionals 52% are college graduates.
Unemployment is low at 5.2% (Index60); high labor force participation at 71%
most households have more than two workers
Longer commute times from the suburban growth corridors have created more
home workers.
They are well connected: own the latest devices and understand how to use them
efficiently; biggest complaints-too many devices and too many intrusions on
personal time.
Financial planning is well under way for these professionals.
Our Neighborhood
Growth markets are in the suburban periphery of large metropolitan areas.
Young families are married with children ; average household size is 3.22.
Home ownership is 84% with the highest rate of mortgages, 78% Primarily
single-family homes, in new neighborhoods, 72% built since 2000 Median home
value is $293,000 (Index 165).
Lower housing vacancy rate at 5.3%.
The cost of affordable new housing comes at the expense of one of the longest
commutes to work, over 30 minutes average, including a disproportionate
number (34.5%) commuting across county lines.
Boomburgs Top Tier
The Diversity Index summarizes racial and ethnic diversity. The index shows the
likelihood that two persons, chosen at random form the same area, belong to
different race or ethnic groups. The index ranges from 0 (no diversity) to 100
(complete diversity).
Diversity Index: 60.9 U.S. 62.1
Hispanic
Multiple
Other
Asian & Pac.
Island
American Indian
Black
White
*Hispanics can be of any race US Average
22. SavvySuburbanities
22
Who Are We?
Savvy Suburbanites residents are well educated, well read, and well capitalized.
Families include empty nesters and empty nester wannabes, who still have adult
children at home. Located in older neighborhoods outside the urban core, their
suburban lifestyle includes home remodeling and gardening plus the active pursuit
of sports and exercise. They enjoy good food and wine, plus the amenities of the
city’s cultural events.
Socioeconomic Traits
Education: 48.1% college graduates; 76.1% with some college education.
Low unemployment at 5.8% higher labor force participation rate at 68.5% with
proportionately more 2-worker households at 65.4%.
Well-connected consumers that appreciate technology and make liberal use of it
for everything from shopping and banking to staying current and communicating.
Informed shoppers that do their research prior to purchasing and focus on quality.
Our Neighborhood
Established neighborhoods (most built between 1970 and 1990) found in the
suburban periphery of large metropolitan markets.
Married couples with no children or older children; average household size is 2.83.
91% owner occupied; 71% mortgaged.
Primarily single-family homes, with a median value of $311,000.
Low vacancy rate at 4.5%.
Savvy Suburbanities Top Tier
The Diversity Index summarizes racial and ethnic diversity. The index shows the
likelihood that two persons, chosen at random form the same area, belong to
different race or ethnic groups. The index ranges from 0 (no diversity) to 100
(complete diversity).
Diversity Index: 33.2% U.S. 62.1
Hispanic
Multiple
Other
Asian & Pac.
Island
American Indian
Black
White
*Hispanics can be of any race US Average
Households: 3,543,000
Average Household Size: 2.83
Median Age: 44.1
Median Household Income: $104,000
24. MarketSize-Turf
24
Global
• For the last 5 years, the global turf and ornamental input industry has been
growing at a steady rate and is expected to grow similarly at a CAGR of 4.2% for
the period of 2015-2020.
• North America and Europe are matured markets for Turf& Ornamental inputs
with over 66% of the market share of the global turf and ornamental input
industry
United States
• There are approximately 50 million acres of managed turf in the U.S. This places
turf grass third in total acreage nationwide. In many states such as Maryland,
Pennsylvania, Florida, New Jersey, and North Carolina; turf is the number one or
two agricultural commodity
• The 2007 Census of Agriculture released by the U.S. Department of Agriculture's
National Agricultural Statistics Service (NASS) reported that there were 1,881
Turfgrass sod farms in operation throughout the United States at the time of the
census. This number reflects an 11.4% decrease in the number of turf grass
farms when compared to the 2,124 reported in the 2002 Census. Although the
number of Turfgrass farms has decreased to levels reported a decade ago, there
was a considerable increase in both acres in production and overall sales. In
2007, the value of sales for harvested Turfgrass sod was $1,353,422,529
• In 2007, 2,204,792 farms in the United States were counted; a four percent
increase from 2002. Acres in production increased to 409,440 in 2007 as
compared to the 386,504, reported in 2002. This represents nearly a 6%
increase in total acres. Along with an increase in acreage, there was a
considerable increase in dollar sales where actual reported sales to the USDA
for 2007 were $ 1,353,422,529
• The five leading sod-
producing states in
1992, ranked by their
acreage, were
Florida, Texas,
Alabama, Minnesota,
and Georgia. These
states represent
about half of the
total U.S. sod acreage
• Approximately 80% of all homes in the United States have grass lawns. This has
resulted in a $40 billion per year industry. On average, a well-landscaped grass
lawn in the United States will increase the value of a home by approximately 11%
2,116,600
2,204,7922007
2002
386,504
409,4402007
2002
Acres in production
Farms +4%
+6%
25. 25
Turfgrass United States Leaders
2007 Census Report
Farms
Acres
Sales
193
164
103Georgia
Texas
Florida
84,430
36,805
28,647Georgia
Texas
Florida
252,476,652
175,945,432
99,564,546Texas
Florida
California
Turfgrass comparison chart 1974 to 2007
Census Year Turfgrass Farms
Acres in
Production
Sales
2007 1,881 409,440 $1,353,422,529
2002 2,124 386,504 $1,001,250,000
1997 1,869 309,085 $800,694,000
1992 1,614 218,161 $471,640,000
1987 1,427 184,070 $391,635,000
1982 1,430 124,588 $210,510,000
1978 1,429 119,725 $174,240,000
1974 1,228 85,164 $97,159,000
252,476,652
16,177,429
15,192,510Washington
Oregon
California
Value of sales for turfgrass sod harvested, 2007
Percent of World Wide Seed Sales Total Gross Revenue by Category
2006 (percent) 2007 (percent) 2008 (percent)
Vegetable Seed 38 39 39
Field Crop Seed 35 35 37
Turf Seed 7 9 9
Flower Seed 20 17 15
MarketSize-Turf
26. Ag Census FARMS Ag Census ACRES
Geographical
Area
2007 2002 % Diff. 2007 2002 % Diff.
WEST
Alaska 4 2 100.0% 131 - -
Arizona 9 13 -30.8% 3,147 3,187 -1.3%
California 55 62 -11.3% 19,087 15,909 20.0%
Colorado 42 48 -12.5% 8,812 7,767 13.5%
Hawaii 29 20 45.0% 86 113 -23.9%
Idaho 38 38 0.0% 4,211 4,704 -10.5%
Montana 13 16 -18.8% 1,195 1,232 -3.0%
Nevada 7 11 -36.4% 762 720 5.8%
New Mexico 13 5 160.0% 1,487 1,186 25.4%
Oregon 14 14 0.0% 2,298 2,608 -11.9%
Utah 43 46 -6.5% 5,705 4,036 41.4%
Washington 19 41 -53.7% 2,384 3,756 -36.5%
Wyoming 6 9 -33.3% 277 610 -54.6%
TOTAL 292 325 -10.2% 49,582 45,828 8.2%
MarketSize-Turf
Chart #1
Geographic Turfgrass area of West United States
Western United States
(Washington State, Oregon, California)
In the 90s, California ranked seventh in terms of acreage, but had the largest
volume of sales. The Census of Agriculture reported 62 farms in California
producing 8,420 acres of sod out of which about 48 % were corporate-type farms,
34 % were individual or family-owned operations and 16 % were partnerships.
48%
34%
16%
Corporate-type farms
Individual or family-
owned operations
Partnerships
26
27. GrowthStrategies
27
Identify un-served or under-served markets
Some US institutes or organizations work for the re-structuring of the play
spaces for children in underserved communities. Sports is a powerful vehicle
for youth development and social change and thus their efforts on programs
and projects can improve the health and well-being of children in underserved
communities
The residents of many U.S. cities such as Los Angeles, San Jose, New Orleans,
and Dallas lack adequate access to parks and open space near their homes.
Low-income neighborhoods populated by minorities and recent immigrants
are especially short of park space
Local government, correctional institutes, and some non-profit organizations
Market Niche/Product Lines
Turf and grounds equipment (e.g., commercial mowers, turf tractors, and
other turf care products) will post some of the fastest gains as the number of
landscaping establishments continues to climb and existing firms expand
their fleets
Robotic lawnmowers are expected to remain a niche product in the
residential market through the forecast period. Lawn-mowers and turf and
grounds equipment, the two largest product segments, will combine to
account for over half of value gains through 2019. Smaller segments such as
hedge trimmers, blowers, sweepers and vacuums are also forecast to register
above average growth as landscaping establishments expand and replace
equipment and as commercial users become more confident in higher value,
battery-powered models
Additional Product Lines
Apart from the turf grass, the additional product lines are seed, fertilizers,
pesticides, lawn treatments etc.
Los Angeles
San Jose
New Orleans
Dallas Lawn-mowers Turf and grounds equipment+
over half of value gains through 2019