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The $69.8 billion gardening products industry has continued to grow as more Americans become homeowners and find themselves with a garden or lawn to cultivate. While renters may indulge in deck or patio gardening, it is the middle-aged, middle- and upper-income female homeowner who has truly "caught the gardening bug," encouraged by a wealth of media resources and a wide array of retailer options for purchasing plants, seeds, lawn-care services, and landscaping products.

Overall, the gardening products industry grew 12.9% between 2001 and 2003. While sales of gardening stock declined 5.0%, sales of DIY lawn/garden products grew 15.7% and sales of professional garden services grew 18.3%. It seems that the average gardener is not content simply to put a few plants in the front yard. Instead, more innovative projects are taking precedence--for example, 14% of households participated in water gardening in 2002, up from 4% in 1998.

Among the key issues covered in this report are housing sales, type of home (single family, condo, etc.), lot size, climate, the influence of gardening magazines and television programs, exercise, and the importance of baby boomers in this market. Original consumer research examines attitudes and behavior by age, gender, ethnicity and income, and a six-year trend analysis predicts future growth.

For the purposes of this report, gardening products and services include:

• growing stock (flower gardening, vegetable gardening, flower bulbs, fruit trees, raising transplants, container gardening, berry gardening, ornamental gardening, herb gardening and water gardening)
• DIY garden/lawn maintenance (lawn care, shrub care, tree care, insect control and landscaping done by non-professionals)
• professional garden/lawn maintenance (professional lawn/landscape maintenance, landscape installation/construction, landscape design and tree care)

Excluded are garden hand or power tools, garden decorations (seasonal or permanent), bird feeders, birdbaths, birdseed, other bird or wild-animal care products, gardening magazines, other gardening media (books, videos, etc.), outdoor barbecues, patio furniture and related objects, outdoor pet furnishings or decor (e.g. dog houses), planters, pots, or other outdoor items used in lawn/garden decoration.

Contents

INTRODUCTION & ABBREVIATIONS

• INTRODUCTION
• OTHER RELEVANT REPORTS
• DEFINITION
• ABBREVIATIONS & TERMS
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• GARDENERS FIND SPACE ANYWHERE
• GARDENING AS PART OF THE OUTDOOR LIVING TREND
• BABY BOOMERS ARE PRIME GARDENERS
• THE MARKET
• GARDENING PRODUCTS SOLD THROUGH A WIDE VARIETY OF CHANNELS
• DIFFERENT SPACES USED FOR GARDENING ACTIVITY
• GENDER DIFFERENCES IN GARDENING ACTIVITIES
• OVER HALF OF HOUSEHOLDS PURCAHSE GARDENING ITEMS
• DEMOGRAPHIC TRENDS DETERMINE FUTURE OF GARDENING INDUSTRY
• GROWTH FORECAST FOR DIY MAINTENANCE AND PROFESSIONAL SERVICES

MARKET DRIVERS

• HOMEOWNERSHIP AND HOUSING SALES
• Figure 1: Homeownership rates in the U.S., 1998-2003 (3rd quarter)
• Figure 2: Sales of new and existing homes, 1992-2002
• TYPE AND SIZE OF HOUSING UNITS
• Figure 3: Number of housing units, by type, 1999 and 2001*
• Figure 4: Distribution of single-unit dwellings by lot size, 1999 and 2001
• CLIMATE
• GARDENING AND OUTDOOR LIVING
• Figure 5: Total (subscription plus single copy) revenues - gardening and garden-oriented magazines, 2000 and 2002
• THE BABY BOOMER INFLUENCE
• Figure 6: U.S. population by age, 1998 and 2003
• GARDENING AS EXERCISE
• THE EPA AND GARDEN CHEMICAL REGULATIONS

MARKET SIZE & TRENDS

• Figure 7: Total U.S. retail sales of gardening products, at current and constant prices, 1998-2003
• Graph 1: Total U.S. retail sales of gardening products, at current and constant prices, 1998-2003

MARKET SEGMENTATION

• Figure 8: Sales of gardening products & services segmented by type of activity/product, 2001 & 2003
• PROFESSIONAL LAWN/GARDEN CARE SERVICES
• Figure 9: Sales of professional lawn/garden care services, 1998-2003
• DIY LAWN/GARDEN CARE
• Figure 10: Sales of diy lawn/garden care, 1998-2003
• Figure 11: Sales of growing stock, 1998-2003

SUPPLY STRUCTURE

• FOREIGN TRADE
• Figure 12: Imports and Exports of Nursery Products, 1998-2003
• MAJOR COMPANIES
• GROWING STOCK
• COLOR SPOT
• HINES HORTICULTURE
• SEMINIS
• MONROVIA NURSERY CO.
• GRIFFIN LAND & NURSERIES
• BALL HORTICULTURAL
• VILMORIN CLAUSE & CIE.
• CHEMICALS & GROWING MEDIA
• THE SCOTTS COMPANY
• U.S. HOME & GARDEN, INC.
• LESCO, INC.
• UNITED INDUSTRIES
• LAWN CARE SERVICES
• WHOLESALE DISTRIBUTORS
• PRO GROUP
• CENTRAL GARDEN & PET COMPANY

RETAIL DISTRIBUTION

• INTRODUCTION
• Figure 13: Households purchasing garden products by channel, 2000 & 2002*
HOME IMPROVEMENT AND HARDWARE STORES
• OVERVIEW
• Figure 14: Households shopping for garden products at home centers and hardware stores, 1998-2002*
• HOME IMPROVEMENT CENTERS OPERATING DATA
• Figure 15: Top home improvement center operating statistics, latest fiscal year-end
• Figure 16: Home improvement center operating statistics, percentage change from latest fiscal year-end versus year prior
• Home Depot
• Lowe's
• MASS MERCHANDISERS
• OVERVIEW
• Figure 17: households shopping for garden products at mass merchandisers, 1998-2002*
• MASS MERCHANDISER OPERATING DATA
• Figure 18: Top mass merchandiser operating statistics, latest fiscal year-end
• Figure 19: Mass merchandiser operating statistics, percentage change from latest fiscal year-end versus year prior
• MASS MERCHANDISER PROFILES
• Wal-Mart
• Kmart
• Target
• GARDEN CENTERS
• OVERVIEW
• Figure 20: households shopping for garden products at garden centers, 1998-2002*
• Figure 21: Number of garden center retailers, September 2002
• Figure 22: Top garden center retailers, by sales, fiscal years ending 2001 and 2002 (unless noted)
• GARDEN CENTER PROFILES
• Southern States Cooperative, Inc.
• Frank's Nursery
• Smith & Hawken
• Pike Family Nursery
• Bachman's
• Armstrong Garden Center
• SUPERMARKETS/DRUG STORES
• OVERVIEW
• Figure 23: households shopping for garden products at supermarkets and drug stores, 1998-2002*
• Figure 24: Top supermarket and drug store operating statistics, latest fiscal year-end
• Figure 25: Supermarket and drug store operating statistics, percentage change from latest fiscal year-end versus year prior
• FEED/SEED STORES
• Figure 26: households shopping for garden products through feed/seed stores, 1998-2002*
• MAIL ORDER & INTERNET GARDEN COMPANIES
• Figure 27: households shopping for garden products through mail order, 1998-2002*

THE CONSUMER

• INTRODUCTION
• PROFILE OF THE "TYPICAL" GARDENER
• Figure 28: Profile of participation in gardening in last 12 months, June 2002-May 2003
• AVAILABILITY OF GARDENING/LAWN CARE AREAS
• Figure 29: Available gardening/lawn care areas, september 2003
• Figure 30: Available gardening/lawn care areas, by age, september 2003
• Figure 31: Available gardening/lawn care areas, by household income, september 2003
• Figure 32: Available gardening/lawn care areas, by race/ethnicity, september 2003
• Graph 2: Available gardening/lawn care areas, by race/ethnicity, september 2003
• Figure 33: Available gardening/lawn care areas, by region, september 2003
• Figure 34: Available gardening/lawn care areas, by urban status, september 2003
• TIME SPENT IN GARDENING/LAWN CARE
• Figure 35: Average amount of time per week spent in outdoor gardening/lawn care pursuits, september 2003
• Figure 36: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by gender, september 2003
• Figure 37: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by age, september 2003
• Figure 38: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by household income, september 2003
• Figure 39: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by region, september 2003
• Figure 40: Average amount of time per week spent in outdoor gardening/lawn care pursuits, by urban status, september 2003
• LAWN/GARDEN ACTIVITIES
• Figure 41: Gardening season activities, september 2003
• Figure 42: Gardening season activities, by gender, september 2003
• Figure 43: Gardening season activities, by age, september 2003
• Figure 44: Gardening season activities, by household income, september 2003
• Figure 45: Gardening season activities, by region, september 2003
• Figure 46: Gardening season activities, by urban status, september 2003
• HOUSEHOLD PURCHASES OF GARDENING PRODUCTS
• Figure 47: Household purchases of gardening products, june 2002-may 2003
• Figure 48: Household purchases of gardening products, by age of head of household, june 2002-may 2003
• Figure 50: Household purchases of gardening products, by race/ethnicity, june 2002-may 2003
• Figure 51: Household purchases of gardening products, by region of residence, june 2002-may 2003
• Figure 52: Household purchases of gardening products, by kind of residence (own vs. rent), june 2002-may 2003
• Figure 53: Household purchases of gardening products, by type of residence, june 2002-may 2003
• Figure 54: Household purchases of gardening products, by home purchasing status in past 12 months, june 2002-may 2003
• TYPES OF GARDENS IN HOUSEHOLD
• Figure 55: Presence of flower or vegetable garden, june 2002-may 2003
• Figure 56: Presence of flower or vegetable garden, by age of head of household, June 2002-May 2003
• Figure 57: Presence of flower or vegetable garden, by household income, june 2002-may 2003
• Figure 58: Presence of flower or vegetable garden, by race/ethnicity, june 2002-may 2003
• Figure 59: Presence of flower or vegetable garden, by region of residence, june 2002-may 2003
• Figure 60: Presence of flower or vegetable garden, by kind of residence (own vs. rent), june 2002-may 2003
• Figure 61: Presence of flower or vegetable garden, by type of residence, june 2002-may 2003
• Figure 62: Cross-tabulation of flower or vegetable garden owners, june 2002-may 2003
• Figure 63: Cross-tabulation of results: Purchases of gardening products in past 12 months and presence of flower or vegetable garden, june 2002-may 2003
• CONCLUSIONS

FUTURE & FORECAST

• FUTURE TRENDS
• DEMOGRAPHIC TRENDS
• NUMBER OF HOUSEHOLDS
• Figure 64: Number of u.s. households, 2003-2008
• AGE AND GENERATIONAL TRENDS
• Figure 65: American population projections, by generation, 2000, 2005 and 2010
• Figure 66: U.S. population projections, by age, 2000-2010
• HOMEOWNERSHIP AND AGE
• Figure 67: Homeownership rates, by age, 1996-2003 (3rd quarter)
• MARKET FORECAST
• OVERVIEW
• Figure 68: Forecast of retail sales of gardening products, at current and constant prices, 2003-2008
• Graph 3: Forecast of retail sales of gardening products, at current and constant prices, 2003-2008
• PROFESSIONAL GARDEN/LAWN SERVICES
• Figure 69: Forecast of sales of professional garden/lawn services, at current and constant prices, 2003-2008
• DIY GARDEN/LAWN MAINTENANCE
• Figure 70: Forecast of sales of diy garden/lawn maintenance, at current and constant prices, 2003-2008
• GROWING STOCK
• Figure 71: Forecast of sales of growing stock, at current and constant prices, 2003-2008
• FORECAST FACTORS

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

• CONSUMER RESEARCH
• Sampling & Weighting
• Presentation & Definition
• Further Analysis
• TRADE RESEARCH
• Informal trade research
• Formal trade research
• DESK & INTERNET RESEARCH 
• SOURCES 
• DEFINITIONS 
• FORECASTS

APPENDIX: WHAT IS MINTEL?

• MINTEL PUBLICATIONS 
• MINTEL SERVICES
• Product retrieval
• Retail audits
• Tailored research
• Global New Products Database
• RESEARCH SUPPORT/CONSULTANCY/MIC
• The Mintel Information Centre (MiC)
• PR Research