Recently published research from Euromonitor International, "Gardening in the US", is now available at Fast Market Research
Boston, MA -- (SBWIRE) -- 08/20/2014 -- Caring for the lawn and garden remains a very popular weekend activity for many US households. According to data from the National Gardening Association, over 70% of US households spend time and money taking care of their lawns and gardens. At the same time, some consumers consider these activities to be arduous and not enjoyable. In these cases, the hiring of a lawn service professional is common. The choice of do-it-yourself (DIY) versus hiring professional help also varies significantly depending on the particular project in question. Some tasks, such as the installation of underground sprinklers, require significant amounts of labour and expertise, and are therefore more likely to be completed by a professional. There is also variation by demographic group, as older consumers are more likely to hire professional help due to their higher levels of disposable income and potential physical limitations.
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Scotts Miracle-Gro retained its position as the largest player in gardening, with a value share of 9% in 2013. Scotts competes exclusively in garden care, in which it was the dominant player with a value share of 41% in 2013. The company is truly the dominant player in the fragmented garden care category, in which the next closest player (Central Garden & Pet) held a value share of 4% in 2013. Scotts markets a series of well-recognised brands, including its namesake Scotts brand, Miracle-Gro, Ortho and Round-up. In addition to strong efforts at brand marketing, Scotts also attained its position by focusing on its retail distribution network. The company's most vital channel is home centres, such as The Home Depot and Lowe's, which remain the largest and most important distribution outlets for garden care.
The future for gardening in the US looks bright, despite trends, such as urbanisation, offsetting some potential growth. As the baby boomer generation in the US ages and becomes "empty-nesters" as their children leave home, many will turn to gardening and yard work as a popular hobby. In addition, after the crash of the housing market led to lower house prices in the US, many consumers have come to realise the added value that an attractive yard, landscape and garden can give to a property. These factors, in conjunction with rising incomes and consumer confidence stemming from economic recovery, should drive value sales in gardening over the forecast period. For these reasons, gardening is projected to increase by 10% in value sales at constant 2013 prices over the forecast period.