Lawn and Garden Equipment in the U.S., 11th Edition

NEW YORK, Oct. 1, 2015 /PRNewswire/ -- Sales of L&G equipment peaked at the height of the housing boom in 2005, and have been declining and trying to recover since then. The market stabilized somewhat with sales declining by a CAGR of 0.2% between 2010 and 2014. This is an improvement over 2008 to 2012, when sales declined by a CAGR of more than 1%. Lawn and Garden Equipment in the U.S., 11th Edition details how L&G equipment is a mature market with sales highly dependent on the economy, housing, household formation, weather, and seasonality. Continued economic challenges have made market recovery uneven and weather has also created fluctuations in sales year-to-year.

Lawn and Garden Equipment in the U.S., 11th Edition

Chapter 1: Executive Summary

Introduction

Scope of Report

Methodology

Product Category Definitions

Outdoor Power Equipment Category

Table 1-1 Outdoor Power Equipment Product Segments

Tools and Implements Category

Table 1-2 Tools and Implements Product Segments

Watering/Spraying Equipment Category

Table 1-3 Watering and Spraying Equipment Product Segments

Areas Outside Scope

Market Size and Growth

L&G Equipment Sales at $10.2 Billion in 2014

Figure 1-1 Retail Dollar Sales of Lawn & Garden Equipment, 2010€"2014 (in millions)

Factors Affecting Market Growth

Category Sales

Figure 1-2 Retail Dollar Shares of Lawn & Garden Equipment by Product Category, 2014 (percent)

Product Segment Sales

Majority of OPE Sales from Lawn Care Products

A Third of T/I Category Sales Comes from Long-Handled Tools

Hoses and Reels Account for 40% of W/S Equipment Category

Mass Retailers Account for Three Quarters of L&G Equipment Sales

Market Forecast

Figure 1-3 Projected Retail Dollar Sales for Lawn & Garden Equipment, 2014€"2019(in millions)

The Marketers

Market is Relatively Concentrated

Figure 1-4 Leading Marketers of L&G Equipment by Manufacturers Dollar Share, 2014(percent)

Category Leaders

Private Label a Significant Factor in Market

New Product, Retailing, and Marketing Trends

Product Trends

Illustration 1-1: Ego 56 Volt Lithium-ion OPE

Illustration 1-2: Droplet Smart Sprinkler System

Retail Trends

Illustration 1-3: Home Depot Interconnected Retail Initiative

Marketing Trends

The Consumer

Percentage of Households Owning L&G Equipment Declines

Figure 1-5 Share of Households That Own Lawn & Garden Equipment, 2004-2014(percent)

Size of Land Influences Level of L&G Equipment Ownership

Table 1-4 Share of Households That Own Lawn & Garden Equipment: By Size of Land Around Home, 2014 (percent)

Lawn Mowers and Trimmers Most-Owned L&G Power Equipment

Homeowners Need Shovels and Rakes Most

L&G Equipment Purchases Driven by Replacement of Existing Products

Craftsman and Black & Decker Most Owned by Consumers

Black & Decker Purchased by Consumers at Highest Rate

Highest Purchasing Rates Are for Hose Products

Table 1-5 Share of Gardeners Who Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 vs. 2015 (percent)

Chapter 2: The Market

Introduction

Scope of Report

Methodology

Product Category Definitions

Outdoor Power Equipment Category

Table 2-1 Outdoor Power Equipment Product Segments

Tools and Implements Category

Table 2-2 Tools/Implements Product Segments

Watering/Spraying Equipment Category

Table 2-3 Watering/Spraying Equipment Product Segments

Areas Outside Scope

Market Size and Growth

L&G Equipment Sales at $10.2 Billion in 2014

Figure 2-1 Retail Dollar Sales of Lawn & Garden Equipment, 2010€"2014 (in millions)

Uneven Performance Since 2010

Table 2-4 Retail Dollar Sales of Lawn & Garden Equipment, 2010€"2014 (in millions)

Factors Affecting Market Growth

Housing and Households

Sluggish Growth of Household Formations

Figure 2-2 Number of U.S. Households, 2004-2014 (households, millions)

Home Ownership on Downward Spiral

Figure 2-3 U.S. Home Ownership, 2004-2014 (percent)

Housing Recovering Unevenly, Still Well Below 2005 Peak

Figure 2-4 Annual Existing Home Sales and Housing Starts, 2002-2015

Table 2-5 Annual Existing Home Sales and Housing Starts, 2002-2015

New Home Sales Well Off Peak; Median Prices Recover to New Highs

Table 2-6 Annual New Single-Family Home Sales and Median Annual Sales Price, 2000-2015

Economy and Spending

Unemployment Rate Declines from 2009 High

Figure 2-5 U.S. Unemployment Rate, 2004-2015 (percent)

Median Incomes Down from 2007 High

Figure 2-6 Real Median Household Income, 2003-2013 (dollars)

Lagging Economy Impacts Consumer Spending

Figure 2-7 Change in Real GDP and Personal Consumption Expenditures, 2007€"2014(percent change)

Non-Home Borrowing Recovers, Driven by Auto and Student Loans

Figure 2-8 U.S Consumer Credit Outstanding, 2004-2014 ($, billions)

Home Borrowing Continues to Decline

Figure 2-9 U.S. Mortgage Debt Outstanding on One to Four Family Homes, 2004-2014($, billions)

Consumers Increase Savings Rates, Reduce Spending

Table 2-7 Personal Income and Its Disposition, 2007-2014 ($ billions)

Americans Spend Most on Housing and Homes

Table 2-8 U.S. Personal Consumption Expenditures by Type of Product, 2006-2013(billions)

Low Prices Help Drive Consumer Spending For L&G Equipment

Figure 2-10 Total CPI and CPI for Gardening and Lawncare Services, and Outdoor Equipment and Supplies, 2005-2014

Sales Decline through Building Materials, Garden Equipment, and Supply Dealers

Figure 2-11 Monthly Sales of Building Materials, Garden Equipment, & Supply Dealers, 2006€"2015 ($ millions)

Weather Has Significant Effect on L&G Equipment Sales

L&G Equipment Sales Highly Seasonal

Regionality Based on Geography and Living Conditions

Category Sales

Figure 2-12 Retail Dollar Shares of Lawn & Garden Equipment by Product Category,2014 (percent)

Table 2-9 Retail Dollar Sales of Lawn & Equipment by Category, 2010€"2014(in millions)

Product Segment Sales

Majority of OPE Sales from Lawn Care Products

Figure 2-13 Retail Dollar Shares of Outdoor Power Equipment by Product Segment,2014 (percent)

Table 2-10 Retail Dollar Sales of Outdoor Power Equipment by Product Segment,2012-2014 (millions)

A Third of T/I Category Sales Comes from Long-Handled Tools

Figure 2-14 Retail Dollar Shares of Tools and Implements by Product Segment, 2014 (percent)

Table 2-11 Retail Dollar Sales of Tools and Implements by Product Segment, 2012-2014 (millions)

Hoses and Reels Account for 40% of W/S Equipment Category

Figure 2-15 Retail Dollar Shares of Watering/Spraying Equipment by Product Segment, 2014 (percent)

Table 2-12 Retail Dollar Sales of Watering/Spraying Equipment by Product Segment, 2014 (millions)

Mass Retailers Account for Three Quarters of L&G Equipment Sales

Figure 2-16 Dollar Shares of Lawn & Garden Equipment Sales by Retail Channel, 2014(percent)

Home Centers

Discount Stores

L&G Specialty Stores

Hardware Stores

Other

Market Forecast

Figure 2-17 Projected Retail Dollar Sales for Lawn & Garden Equipment, 2014€"2019(in millions)

Chapter 3: The Marketers

Overview

Table 3-1 Selected Marketers of L&G Equipment by Product Category, 2015

Private Label a Significant Factor in Market

Table 3-2 Selected Private-Label Lawn & Garden Equipment Brands, 2015

Licensing Extends Brand Reach

Lawn and Garden Equipment Market

Figure 3-1 Leading Marketers of L&G Equipment by Manufacturers Dollar Share, 2014 (percent)

Outdoor Power Equipment Category

Table 3-3 Leading Marketers of Lawn & Garden Outdoor Power Equipment, 2015

Tools and Implements Category

Table 3-4 Leading Marketers of Lawn & Garden Tools & Implements, 2015

Watering/Spraying Equipment Category

Table 3-5 Leading Marketers of Lawn & Garden Watering/Spraying Equipment, 2015

Mergers, Acquisitions, Divestitures

Competitive Profiles

Husqvarna Group

Table 3-6 Husqvarna Lawn & Garden Equipment Products

MTD Products

Table 3-7 MTD Products L&G Equipment Products

John Deere

Table 3-8 John Deere Lawn & Garden Equipment Products

TTI (Techtronic Industries)

Table 3-9 TTI Lawn & Garden Equipment Products

Toro

Table 3-10 Toro Sales, Fiscal Years 2008€"2014 (in millions)

Table 3-11 Toro Lawn & Garden Equipment Products

Briggs & Stratton

Table 3-13 Briggs & Stratton Lawn & Garden Equipment Products

Ariens

Table 3-14 Ariens Lawn & Garden Equipment Products

Stihl Inc.

Table 3-15 Stihl Lawn & Garden Equipment Products

Honda Power Equipment

Table 3-16 Honda Lawn & Garden Equipment Products

Stanley Black & Decker

Table 3-17 Black & Decker Lawn & Garden Equipment Products

Echo Inc.

Table 3-18 Echo Inc. Lawn & Garden Equipment Products

The Ames Companies (formerly AmesTrue Temper)

Table 3-19 Ames True Temper Sales, Fiscal Years 2008€"2014 (in millions)

Table 3-20 Ames True Temper Lawn & Garden Equipment Products

Fiskars

Table 3-21 Fiskars Lawn & Garden Equipment Products

Corona Clipper

Table 3-22 Corona Clipper Lawn & Garden Equipment Products

Swan

Table 3-23 Swan Lawn & Garden Equipment Products

Apex Hose

Table 3-24 Apex Lawn & Garden Equipment Products

Suncast Corp.

Table 3-25 Suncast Lawn & Garden Equipment Products

Rain Bird

Table 3-26 Rain Bird Lawn & Garden Equipment Products

Orbit Irrigation Products

Table 3-27 Orbit Irrigation Lawn & Garden Equipment Products

Craftsman (Sears Holdings Corporation)

Table 3-28 Sears Craftsman Lawn & Garden Equipment Products

Chapter 4: New Product, Retailing, and Marketing Trends

Product Trends

Outdoor Power Equipment (OPE) Category

Zero Turn Mowers Continue to Grow

Illustration 4-1: Troy-Bilt Mustang Pivot

The Coolness Factor

Illustration 4-2: McCulloch Redesigns to Connote Power and Coolness

Cub Cadet Gets Even Stronger

Illustration 4-3: Cub Cadet XT Enduro Series Lawn Tractors

Innovation Drives Snow Blowers

Illustration 4-4: Snapper Single-Stage Snow Thrower SnowShredder

Illustration 4-5: Cub Cadet 3X 3-Stage Snow Thrower

Cutting the Cord Continues to Grow

Illustration 4-6: Black & Decker 40 Volt Max Lithium-ion Batteries

Illustration 4-7: Ego 56 Volt Lithium-ion OPE

Illustration 4-8: Greenworks Pro 80 volt Lithium Ion Batteries

Cub Cadets Fully-Electric Zero-Turn Riding Mower

Illustration 4-9: Cub Cadets Fully-Electric Zero-Turn Riding Mower

CORE Outdoor Power Uses Gasless Motor Technology

Illustration 4-10: CORE Outdoor Power Products

IRobot Developing a Robotic Lawn Mower

Illustration 4-11: Robotic Lawn Mowers

Combination/Multi-Task Units Expand into Wheeled Equipment

Illustration 4-12: Black & Decker 3-N-1 Compact Mower

Illustration 4-13: Troy-Bilt Flex

Toro Recycler Mower with SmartStow

Illustration 4-14: Toro Recycler Mower with SmartStow

Toro Custom Z-Builder

Illustration 4-15: Toro Custom Z-Builder

Tools and Implements (T/I) Category

Ergonomic Becomes Common Feature

Illustration 4-16: New Ergonomic Garden Hand Tools

Designed for Specialty Use

Illustration 4-17: Corona Hydroponic Micro Snips

An Improved Snow Brush

Illustration 4-18: True Temper Scratch-Free Snow Brush

Easier to Use and More Functional Wheelbarrows

Illustration 4-19: Worx Aerocart

Scotts Innovates in a Stagnant Segment

Illustration 4-20: Scotts Snap Cartridge Spreader System

Watering/Spraying (W/S) Equipment Category

Water Conservation Key Trend

Managing Water Use

Illustration 4-21: Droplet Smart Sprinkler System

Illustration 4-22: Miracle-Gro SoakerSystem

Renewed Attention in Rain Barrels

Illustration 4-23: Rain Barrels at Home Depot

Making DIY Irrigation Easier

Illustration 4-24: Rain Bird In-Ground Automatic Sprinkler System

Eliminating Kinking in Hoses

Illustration 4-25: Scotts MaxFLEX Hose

Hose Storage Becomes Even More Stylish

Illustration 4-26: Ames NeverLeak Deco Metal Hose Cabinet

Hose Reel Rotates 360 Degrees

Illustration 4-27: Liberty Garden Products Navigator Hose Reel

Expandable Garden Hoses Move into Stores

Illustration 4-28 : Expandable Garden Hoses

Feed Plants While Watering

Illustration 4-29: Miracle-Gro LiquaFeed and Universal Feeder

Retailing Trends

Internet Grows in Importance, Particularly for OPE

Illustration 4-30: Internet Retailers of L&G Equipment

Houzz Major Internet Community for Home Design

Illustration 4-31: Houzz

Omni Channel Retailing Has become Essential

Illustration 4-32: Home Depot Interconnected Retail Initiative

Home Depot Garden Club

Illustration 4-33: Home Depot Garden Club

Supporting Independent Dealers

Illustration 4-34: Stihl Promotes Independently Owned Businesses

Marketing Trends

Fiskars Discover the Difference Tour

Illustration 4-35: Fiskars Discover the Difference Tour

Troy-Bilt Test Events at Lowes

Illustration 4-36: Troy-Bilt Test Events at Lowes

Manufacturers Sponsor Events to Build Brand Awareness

Illustration 4-37: Echo Sponsorships

Illustration 4-38: Stihl Timbersports Series

Doing Good Is Good For Business

Illustration 4-39: Community Programs

Licensing Extends Brand Reach

Illustration 4-40: Scotts Licensed Sync System

Companies Rebrand to Increase Relevance

Illustration 4-41: Ames Rebranding

Illustration 4-42: Black & Decker Rebranding

Made in USA Making a Comeback

Illustration 4-43: Promoting Made in America

Better Warranty is Marketing Tool

Illustration 4-44: Consumer Warranties for OPE

Look Before You Pump

Illustration 4-45 : OPEI Campaign

Chapter 5: The Consumer

Sources

Thirty Percent of Americans Garden

Figure 5-1 Percent of Adults Who Gardened in Last 12 Months, 2004-2014

Demographics of Gardeners

Table 5-1 Demographic Indexes for Participating in Gardening in Last 12 Months, 2014 (adults)

Percentage of Households Owning L&G Equipment Declines

Figure 5-2 Percent of Households That Own Lawn & Garden Equipment, 2004-2014

Size of Land Influences Level of L&G Equipment Ownership

Table 5-2 Percent of Households That Own Lawn & Garden Equipment: By Size of Land Around Home, 2014

Lawn Mowers and Trimmers Are Most-Owned L&G Power Equipment

Table 5-3 Percent of Households That Own Selected Types of Power Lawn & Garden Equipment, 2004-2014

Homeowners Need Shovels and Rakes Most

Table 5-4 Percent of Households That Own Selected Types of Lawn & Garden Tools/Implements, 2004-2013

L&G Equipment Purchases Driven by Replacement of Existing Products

Trimmers and Mowers Purchased at Highest Rates of OPE

Table 5-5 Number of Households That Bought Selected Types of Power Lawn & Garden Equipment in Last 12 Months, 2004-2014 (in thousands)

Rakes and Shovels Purchased at Much Higher Rates than Other T/I

Table 5-6 Number of Households That Bought Selected Types of Lawn & Garden Tools/Implements in Last 12 Months, 2004-2013 (in thousands)

Demographic Differences Between Owners and Buyers

Age

Income

Region

Race

Kind of Residence

Table 5-7 Demographic Indexes for Ownership or Purchasing of Selected Lawn and Garden Equipment Products, 2014

Craftsman and Black & Decker Most Owned by Consumers

Table 5-8 Selected Brands of Lawn & Garden Equipment Owned by Consumers, 2004-2014 (percent)

Black & Decker Purchased by Consumers at Highest Rate

Table 5-9 Number of Households Purchasing Selected Brands of Lawn & Garden Equipment in Last 12 Months, 2004-2014 (in thousands)

Demographic Differences by Brand

Craftsman

Black & Decker

John Deere

Toro

Lawn Boy

Stihl

Ariens

Homelite

Worx

Scotts

Table 5-10 Demographic Indexes for Ownership of Selected Lawn & Garden Equipment Brands, 2014 (index)

Demographic Differences by Selected MTD Products Brands

Gender

Age

Household Income

Region

Race

Number of People in Household

Table 5-11 Demographic Indexes for Ownership of Selected MTD Brands of Lawn & Garden Equipment, 2014 (index)

Demographic Differences by Selected Husqvarna Brands

Gender

Age

Household Income

Region

Race

Number of People in Household

Table 5-12 Demographic Indexes for Ownership of Selected Husqvarna Brands of Lawn & Garden Equipment, 2014 (index)

Consumers Purchase Garden Hose Products at Highest Rates

Table 5-13 Percent of Outdoor Gardeners Who Bought Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2013 vs. 2015

Most Spend Less Than $100 a Year on Watering or Spraying Products

Figure 5-3 Amount Spent on Watering or Spraying Lawn & Garden Equipment in Last 12 Months, 2015 (percent of product purchasers)

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