米国における芝生・ガーデン用品/サービスの市場

Abstract

This report focuses on lawn and garden products and services, and consumer attitudes toward lawn and garden products. Using our unique consumer survey and Simmons data, Mintel developed a profile of three types of gardeners:

• Hobbyists
• Enthusiasts
• Eco-gardeners

Using these categories, we are able to give an acute sense of how different lawn and garden consumers show distinct purchasing patterns for gardening products and services, and which consumers place the greatest value on their gardens for a range of activities and functions.

In addition to our consumer analysis, we provide actionable insights on the lawn and garden market. A number of factors are reshaping the market, including:

• Home sales and home-ownership trends
• Outdoor living trends
• Growing interest in green and environmentally friendly products and practices
• Health benefits of gardening
• The weather

The market includes services such as lawn-care and landscaping products such as green goods, chemicals, soil, fertilizers, tools, and accessories. Given this diversity, the supply structure is highly fragmented. Larger companies tend to sell tools, fertilizers and chemical products, while smaller, privately owned local nurseries supply the majority of green goods.

Home centers have become the dominant retail channel for lawn and garden products, expanding their reach at the expense of smaller nurseries. Mass merchandisers, hardware stores and independently owned nurseries comprise other significant retail channels.

Finally, we take a look at the most salient future trends, including the short-term impact of the slumping housing market, the effect of demographic changes through 2012 and the growth of environmentally friendly products.

This report covers products and services used in all types of lawn and garden care, such as berry, herb, vegetable, ornamental, flower and water gardening. For the purposes of this report, the following product and service types are included:

• Green goods
• Chemicals
• Hand tools
• Soils and fertilizers
• Accessories
• Professional garden and lawn services

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Executive Summary
• Home ownership, outdoor living trends and DIY programs drive sales
• Green living and environmentally friendly products
• The impact of aging Baby Boomers and younger, multi-ethnic consumers
• Diversity of market leads to highly fragmented supply structure
• Variety of advertising and marketing tactics with Internet becoming important platform
• Highly diversified retail distribution, with home centers and mass merchandisers playing dominant role
• Home-owners, older couples and women are among most active hobbyists and key consumer groups
• Hispanics appear as significant consumer base that may be developed further
• Equipment and product ownership and purchasing levels
• Characteristics of Eco-Gardeners, Hobbyists and Enthusiasts
• Outdoor living, home sales, demographic factors and green trends shape future market
• Market Drivers
• Home ownership and home sales drive sales in garden and lawn products
  • Figure 1: Home ownership rates in the U.S., 1998-2005
  • Figure 2: Sales of new and existing homes, 2001-06
• The impact of projected demographic change
• Age
  • Figure 3: Population by age, 2002-12
• Race/ethnicity
  • Figure 4: Population by race and Hispanic origin, 2002-12
• Popularity of outdoor entertainment and the development of outdoor rooms
• Upper income consumers fuel demand for luxury products and specialized services
• TV programs and magazines dedicated to gardening and outdoor living spur interest
• Green living trends, organic farming and demand for environmentally-friendly products
• Wider interest in green living and environmental issues
• Green trends and products in lawn and garden industry
• Organic farming and fresh foods
• Gardening as an activity with mental, physical and other health benefits
• Seasonal and weather-related issues
• Market Size and Segmentation
• Supply Structure
• Introduction
  • Figure 5: Manufacturer sales of green goods and gardening products in the U.S., 2004 and 2006
• Companies
• Scotts Miracle-Gro
• TruGreen Landscaping (ServiceMaster)
• LESCO, Inc.
• Seminis
• Hines Horticulture
• Color Spot Nurseries
• Fiskars
• Monrovia Nursery Company
• Griffin Land and Nurseries
• Advertising and Promotion
• Suppliers
• Scotts Miracle Gro
  • Figure 6: Miracle Gro TV spot for Liquafeed featuring Baby Boomers
  • Figure 7: Scotts Lawn Fertilizer TV Spot featuring young famlies
• TruGreen (ServiceMaster)
• LESCO
• Hines Horticulture
• Fiskars
• Monrovia
• Griffin Nurseries
• Retail Distribution
• Introduction
• Independent lawn and garden stores
  • Figure 8: operating statistics of top lawn and garden center retailers, by sales, fiscal year ending 2006
• Bachman' s
• Pike Family Nursery
• Armstrong Garden Centers
• Stein Garden Centers
• Meadows Farms
• Home Centers
• Pricing pressure through private labels and imported goods
• Moving from the suburbs into urban and rural areas
  • Figure 9: Top home improvement centers' operating statistics, latest fiscal year-end, 2006
• Home Depot
• Lowe' s
• Menards
• Department stores/mass merchandisers/discount centers
  • Figure 10: top mass merchandisers' operating statistics and home channel sales, latest fiscal year-end 2006
• Wal-Mart
• Sears Holding
• Target
• Independent hardware stores
  • Figure 11: Top independent hardware-buying groups, by number of members, 2006
  • Figure 12: Top independent hardware-buying groups, by sales, financial years ending 2005 and 2006
• True Value
• Ace Hardware
• Do it Best
• The Gardening Consumer
• Introduction
• Summary consumer highlights
• Gardening as hobby or leisure activity
  • Figure 13: Undertook gardening as a hobby in the last 12 months, November 2006
  • Figure 14: Undertook gardening as a hobby in the last 12 months, by type of residence, November 2006
• Amount spent on purchasing of lawn/garden supplies
  • Figure 15: Amount spent on purchasing lawn/garden supplies, May 2007
  • Figure 16: mean amount spent on purchasing lawn/garden supplies, by key demographics, May 2007
• Household purchases of gardening products
  • Figure 17: Gardening products purchased in the past 12 months, January-October 2006
  • Figure 18: Household purchases of gardening products, by age, January-October 2006
  • Figure 19: Household purchases of gardening products, by household income, January-October 2006
  • Figure 20: Household purchases of gardening products, by race/ethnicity, January-October 2006
• Types of seed, bulbs or fertilizers bought in the last 12 months
  • Figure 21: Number of types of seeds, bulbs and fertilizer products purchased for household in the past 12 months, January-October 2006
• Retail channels for purchasing of lawn/garden supplies
  • Figure 22: Retail channels used to purchase lawn/garden supplies, May 2007
  • Figure 23: Retail channels used to purchase lawn/garden supplies, by gender, May 2007
  • Figure 24: Retail channels used to purchase lawn/garden supplies, by marital status, May 2007
  • Figure 25: Retail channels used to purchase lawn/garden supplies, by age, May 2007
  • Figure 26: Retail channels used to purchase lawn/garden supplies, by household income, May 2007
  • Figure 27: Retail channels used to purchase lawn/garden supplies, by race/ethnicity, May 2007
  • Figure 28: Retail channels used to purchase lawn/garden supplies, by region, May 2007
• Other outlets: use of phone/mail, internet and catalogue to order gardening supplies
  • Figure 29: Ordered garden products by phone/mail order in the last 12 months, January-October 2006
  • Figure 30: Ordered garden products by phone/mail order in the last 12 months, January-October 2006
  • Figure 31: Ordered garden products by catalog in the last 12 months, January-October 2006
• The Consumer--Types of Gardening Undertaken
• Availability and type of gardening/lawn care areas
  • Figure 32: Available gardening/lawn care areas, May 2007
  • Figure 33: Available gardening/lawn care areas, by age, May 2007
  • Figure 34: Available gardening/lawn care areas, by household income, May 2007
  • Figure 35: Available gardening/lawn care areas, by marital status, May 2007
  • Figure 36: Available gardening/lawn care areas, by race/ethnicity, May 2007
  • Figure 37: Available gardening/lawn care areas, by region, May 2007
• Presence of grass, trees and water gardens in outdoor spaces
  • Figure 38: Presence of grass, trees and water gardens in backyard space, May 2007
  • Figure 39: Presence of grass, trees and water gardens in backyard space, by age, May 2007
  • Figure 40: Presence of grass, trees and water gardens in backyard space, by household income, May 2007
• Types of flowers and plants grown in outdoor areas
  • Figure 41: Types of flowers and plants grown in outdoor areas, May 2007
  • Figure 42: Types of flowers and plants grown in outdoor areas, by age, May 2007
  • Figure 43: Types of flowers and plants grown in outdoor areas, by household income, May 2007
  • Figure 44: Types of flowers and plants grown in outdoor areas, by region, May 2007
• Plant containers, tubs and hanging boxes in outdoor areas
  • Figure 45: Have plant container, tub or hanging box in outdoor area, by key demographics, May 2007
• Ownership of any lawn and garden equipment
  • Figure 46: Own lawn & garden equipment, November 2006
  • Figure 47: Ownership of lawn and garden equipment, by type of residence, November 2006
• Household ownership of handheld gardening tools
  • Figure 48: Household ownership of lawn and garden handheld tools, January-October 2006
  • Figure 49: Household ownership of lawn and garden handheld tools, by age, January-October 2006
  • Figure 50: Household ownership of lawn and garden handheld tools, by household income,
  • Figure 51: Household ownership of lawn and garden handheld tools, by race/ethnicity, January-October 2006
• Multiple handheld lawn and garden products owned
  • Figure 52: number of hand held lawn and garden equipment products owned, November 2006
• The Consumer--Special Types of Gardeners
• Hobbyists, Gardening Enthusiasts and Eco-gardeners: A comparison of three categories of gardeners
  • Figure 53: Overlap between Hobbyists, Enthusiasts and Eco-gardeners
  • Figure 54: Amount spent on lawn and garden supplies, by categories of gardeners, May 2007
  • Figure 55: retail channel used to purchase garden supplies, by categories of gardeners, May 2007
  • Figure 56: Presence of grass, trees and water gardens in backyard space, by categories of gardeners, May 2007
  • Figure 57: Types of flowers and plants grown in outdoor areas, by categories of gardeners, May 2007
  • Figure 58: Attitudes towards gardening and related issues, by categories of gardeners, May 2007
• Attitudes, activities and environmental concerns related to gardening
  • Figure 59: Attitudes towards lawn and garden care, by key demographics, May 2007
  • Figure 60: Activities related towards lawn and garden care, by key demographics, May 2007
  • Figure 61: Environmental and green attitudes and activities, by key demographic groups, May 2007
• Future
• Future trends
• Outdoor living trends should remain a positive driver, especially in high-end market
• Slower home sales still likely to place downward pressure on sales
• Environmental products and trends
• Baby Boomers will be central to market growth through 2012
• Young, multi-ethnic consumers of importance for the long-term growth of market
• Appendix: Trade Associations
• Nursery Retailer Magazine