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Who Buys Source

Profiling adults 18+ who did any type of outdoor gardening in the last year, along with those consumers who purchased any lawn & garden equipment in the previous 12 months, those individuals who bought any flowering plants, bulbs, shrubs, trees, fertilizer products or insecticides, in addition to those homeowners who used a lawn maintenance service during the previous year:
 

GfK MRI, 2013

Of those adults 18+ who bought any lawn & garden equipment in the past year, 56.5% were men and 43.5% were women.

GfK MRI, 2013

Adults 18+ who purchased any lawn & garden equipment in the previous year, by age group: 18-24, 9.0%; 25-34, 18.4%; 35-44, 18.7%; 45-54, 22.4%; 55-64, 17.8%; 65+, 13.7%.

GfK MRI, 2013

Adults 18+ who bought any lawn & garden equipment in the last year, by income level: $100,000+, 32.4%; $75-99,999, 16.7%; $60-74,999, 12.6%; $50-59,999, 8.8%; $40-49,999, 8.2%; $30-39,999, 8.3%; $20-29,999, 6.6%; under $20,000, 6.4%.

GfK MRI, 2013

Adults 18+ who purchased any lawn & garden equipment in the past 12 months, by race: White, 86.1%; Black, 5.3%; Other, 8.6%; Hispanic origin, 10.2%.

GfK MRI, 2013

Adults 18+ who bought any lawn & garden equipment in the last year, by region: Northeast, 17.1%; Midwest, 24.8%; South, 39.0%; West, 19.1%.

GfK MRI, 2013

Adults 18+ who bought any lawn & garden equipment in the past year, by marital status: Single, 20.6%; married, 64.0%; separated/widowed/divorced, 15.4%.

GfK MRI, 2013

Of those adults 18+ who purchased any flowering plants, bulbs, shrubs, trees, fertilizer or insecticides in the last year, 53.0% were women and 47.0% were men.

GfK MRI, 2013

Adults 18+ who bought any flowering plants, bulbs, shrubs, trees, fertilizer or insecticides in the past year, by age range: 18-24, 7.5%; 25-34, 13.4%; 35-44, 17.1%; 45-54, 21.7%; 55-64, 20.0%; 65+, 20.3%.

GfK MRI, 2013

Adults 18+ who purchased any flowering plants, bulbs, shrubs, trees, fertilizer or insecticides in the past year, by income bracket: $100,000+, 32.0%; $75-99,999, 16.3%; $60-74,999, 12.1%; $50-59,999, 8.4%; $40-49,999, 8.3%; $30-39,999, 8.1%; $20-29,999, 7.2%; under $20,000, 7.6%.

GfK MRI, 2013

Adults 18+ who bought any flowering plants, bulbs, shrubs, trees, fertilizer or insecticides in the past year, by race: White, 84.4%; Black, 5.5%; Other, 10.1%; Hispanic origin, 10.1%.

GfK MRI, 2013

Adults 18+ who purchased any flowering plants, bulbs, shrubs, trees, fertilizer or insecticides in the last year, by region: Northeast, 18.5%; Midwest, 24.9%; South, 34.1%; West, 22.5%.

GfK MRI, 2013

Adults 18+ who bought any flowering plants, bulbs, shrubs, trees, fertilizer or insecticides in the last year, by marital status: Single, 17.1%; married, 66.0%; separated/widowed/divorced, 16.9%.

GfK MRI, 2013

Of those adults 18+ who did any outdoor gardening activities in the last year, 53.9% were women and 46.1% were men.

GfK MRI, 2013

Adults 18+ who did any outdoor gardening activities in the last year, by age bracket: 18-24, 6.9%; 25-34, 13.1%; 35-44, 17.0%; 45-54, 21.6%; 55-64, 20.5%; 65+, 20.9%.

GfK MRI, 2013

Adults 18+ who did any outdoor gardening activities in the last year, by income level: $100,000+, 30.7%; $74-99,999, 15.9%; $60-74,999, 12.1%; $50-59,999, 8.4%; $40-49,999, 8.4%; $30-39,999, 8.4%; $20-29,999, 7.7%; under $20,000, 8.4%.

GfK MRI, 2013

Adults 18+ who did any outdoor gardening activities in the past year, by race: White, 83.9%; Black, 5.3%; Other, 10.8%; Hispanic origin, 11.0%.

GfK MRI, 2013

Adults 18+ who did any gardening activities in the past year, by region: Northeast, 18.8%; Midwest, 24.9%; South, 32.2%; West, 24.1%.

GfK MRI, 2013

Adults 18+ who did any gardening activities in the past year, by marital status: Single, 16.9%; married, 65.8%; separated/widowed/divorced, 17.3%.

GfK MRI, 2013

Of those adults 18+ who used a lawn maintenance service in the last year, 53.4% were women and 46.6% were men.

GfK MRI, 2013

Adults 18+ who used a lawn maintenance service in the past year, by age group: 18-24, 6.4%; 25-34, 10.8%; 35-44, 16.3%; 45-54, 21.0%; 55-64, 19.0%; 65+, 26.5%.

GfK MRI, 2013

Adults 18+ who utilized a lawn maintenance service in the past year, by household income level: $100,000+, 39.1%; $75-99,999, 18.0%; $60-74,999, 11.5%; $50-59,999, 7.2%; $40-49,999, 6.6%; $30-39,999, 6.4%; $20-29,999, 6.6%; under $20,000, 4.6%.

GfK MRI, 2013

Adults 18+ who used a lawn maintenance service in the previous year, by race: White, 83.8%; Black, 7.4%; Other, 8.8%; Hispanic origin, 10.0%.

GfK MRI, 2013

Adults 18+ who used a lawn maintenance service in the last year, by region: Northeast, 17.3%; Midwest, 24.2%; South, 37.6%; West, 20.9%.

GfK MRI, 2013

Adults 18+ who used a lawn maintenance service in the previous year, by marital status: Single, 14.9%; married, 66.4%; separated/widowed/divorced, 18.7%.

GfK MRI, 2013

According to a survey of landscape maintenance professionals, conducted by Lawn & Landscape magazine, what percentage of their sales comes from the following property types: Single-family residential, 67%; commercial/industrial, 22%; multi-family structures, 7%; government/institutional, 3%; other, 1%.

Lawn & Landscape, 2013

According to the National Gardening Association's 2013 Survey, the 18-34 and over-55 age groups both reached six-year highs in participation.

National Gardening Association, 2013

When They Buy Source

April is National Lawn Care Month and National Garden Month.

Professional Landscape Network, 2014

According to a 2103 survey by Lawn & Landscape magazine, 28% of homeowners are planning a major landscaping project  (adding trees, new planting areas, replacing a lawn, etc.) in the next two years.

Lawn & Landscape, 2013

Why They Buy Source

According to a Harris Interactive survey conducted for the Professional Landscape Network, the most important aspects consumers look for when selecting a yard/landscaping company: Price, 69%; quality of work, 68%; customer service, 35%; references/recommendations, 33%; professionally licensed/certified, 26%; types of services offered, 19%; offers sustainable practices, 9%; image/look of the company and its employees, 6%.

Professional Landscape Network, 2013

A survey conducted by Harris Interactive for the Professional Landscape Network asked consumers what were their primary reasons for maintaining/improving their yard/landscaped area: To show pride in my home, 42%; to create an outdoor relaxing space, 16%; to raise or protect property value, 15%; to have a safe area for kids and/or pets, 8%; to connect to and get out in nature, 7%; to create an outdoor play space, 2%; other, 3%; none, 6%. 

Professional Landscape Network, 2013

Based on a survey by Lawn & Landscape magazine, the main reasons people hire a lawn care operator (multiple answers): Contractor has the knowledge of which products to use to keep the yard looking its best, 73%; contractor gets better results than the homeowner, 68%; contractor has access to more effective products, 65%; homeowner has more important things to do than spend time working in the yard, 56%; homeowner would prefer not to be in direct contact with the products, 47%; homeowner dislikes yard work, 39%; most people in the neighborhood use a contractor, 38%; health issues keep the homeowner from doing the work, 37%.

Lawn & Landscape, 2013

A 2013 survey by Lawn & Landscape magazine asked homeowners how influential the following motivations are to improve their landscaping (multiple answers): The ability to enjoy the outside space, 86%; a sense of personal pride, 77%; having an outdoor entertainment area, 69%; adding to the home's value, 66%; a sense of environmental responsibility, 54%; fitting in with the neighbors; meeting their expectations, 30%. 

Lawn & Landscape, 2013

According to a survey conducted by Harris Interactive for the Professional Landscape Network, the most common uses for a yard/landscaped area: Relaxing, 26%; planting flowers/vegetables, 17%; spending time with family, 14%; pet exercise and play, 11%; kids' play space, 7%; dining/BBQ, 7%; entertaining, 4%; sports and recreation, 1%; other, 2%; none, 11%.

Professional Landscape Network, 2013

How They Buy Source

Based on research by the National Gardening Association, households participating in lawn & garden activities spent an average of $347 in 2012 on all categories, slightly less than the year before. 

National Gardening Association, 2013

The average price paid for a walk-behind mower in 2013 was $284, while the cost of riding mowers averaged $1,920.

TraQline, 2013

According to a survey conducted by Harris Interactive for the Professional Landscape Network, the most common methods for finding landscaping companies/professionals: Reference/referral from someone I know, 53%; online search/website, 27%; phone book, 19%; read online reviews about the company, 17%; advertising -- other than the phone book, 14%; read an article about the company, 8%; they contact me, 7%; national/state landscape/nursery associations, 4%; other 6%; not sure, 14%.

Professional Landscape Network, 2013

What They Buy Source

Based on research by the Garden Writers Association Foundation, gardening households spent the most money on their lawns and grass in 2013, followed by vegetable/fruit plants, perennial flowers, trees/shrubs and annual flowers.

Garden Writers Association Foundation, 2014

A survey by the Garden Writers Association Foundation found that among the 78 million gardening households that have a lawn, garden or grow plants in containers, 54% grew vegetables in 2013.

Garden Writers Association Foundation, 2014

A survey of landscaping businesses, conducted by Landscape Management magazine, asked the respondents what types of services they offered their customers in 2013 (multiple answers): Spring/fall cleanup, 74.5%; edging/trimming, 74.1%; mowing, 73.6%; fertilization, 69.7%; seeding, 67.4%; weed control, 66.9%; sodding, 65.5%; lawn renovation, 62.3%; aeration, 60.6%; insect control, 51.6%; irrigation maintenance, 51.4%; grub control, 50.0%; disease control, 50.0%; seasonal color, 46.8%; irrigation installation, 42.6%; organic lawn care, 29.6%; fire ant control, 24.8%; hyrdoseeding, 19.9%; perimeter pest control, 16.7%; general pest control, 16.4%; structural pest control, 5.6%.

Landscape Management, 2013

Based on a survey of landscape businesses, percentage of their annual sales that are derived from the following services: Lawn mowing/maintenance, 46%; construction/design/build, 18%; lawn care, 12%; irrigation, 6%; tree and ornamental care, 6%; snow and ice removal, 5%; tree and ornamental care, 5%; other, 2%. 

Lawn & Landscape, 2013

Based on a 2013 survey by Today's Garden Center, annuals contribute an average of 28.8% to a store's gross sales. Perennials (13.6%), shrubs (12.0%), trees (11.3%) and edibles (6.8%) round out the top five.

Today's Garden Center, 2013

A survey of landscaping businesses asked the companies what their fastest-growing service segments were in 2013: Maintenance, 38%; design/build, 20%; lawn care, 18%; irrigation, 6%; trees & ornamental care, 4%; snow removal, 3%.

Lawn & Landscape, 2013

Dollar share of walk-behind lawn mower sales in 2013: Craftsman, 16%; Toro, 14%; John Deere, 12%; Honda, 11%; Troy-Bilt, 6%; Black & Decker, 3%; Lawn Boy, 3%; Briggs & Stratton, 2%; Weed Eater, 1%; other 27%; don't know, 4%. 

TraQline, 2013

Dollar share of riding lawn mower sales in 2013: John Deere, 25%; Craftsman, 13%; Husqvarna, 8%; Cub Cadet, 6%; Toro, 5%; Kubota, 5%; Troy-Bilt, 5%; Snapper, 2%; Poulan, 2%; other, 28%; don't know, 3%.

TraQline, 2013

Where They Buy Source

The Scotts Miracle-Gro Company is the world's largest maker and marketer of horticultural and turf products. Along with the Scotts brand name, the company sells the Ortho, Miracle-Gro and Turf Builder labels, and also distributes Monsanto's Roundup herbicide products. Home Depot accounts for 34% of Scotts' consumer product sales, while Lowe's accounts for 18% and Walmart 13%. In addition, Scotts operates an expanding lawn care service. The company's 2013 sales amounted to $2.82 billion, down 0.3% from 2012.

Hoover's, 2014

A survey by the Garden Writers Association Foundation revealed that in the spring of 2013, consumers purchased more plants at mass merchants (49%) than garden centers (39%). By late summer, consumers reported their actual purchases were more at garden centers (39%) than mass merchants (37%).

Garden Writers Association Foundation, 2014

Central Garden & Pet Company is one of the largest producers and distributors of lawn, garden and pet supplies, with brand lines that include AMDRO fire ant bait, Pennington grass seed and Norcal pottery. Wal-Mart accounts for around 16% of the company's overall sales, while Home Depot contributes another 15% and Lowe's 12%. Central Garden & Pet registered sales of $1.65 billion in 2013, 2.7% lower than the prior year.

Hoover's, 2014

Research by the National Gardening Association determined the top channels for spending in the gardening retail market: Home improvement centers, 27%; mass merchants, 20%; local garden centers and nurseries, 17%; local hardware stores, 15%. However, householders in the 18-34 age bracket cite their local hardware store as their preferred lawn & garden supplier.

National Gardening Association, 2013

Largest landscaping/lawn maintenance services, according to 2012 revenues (totals in millions): 1. TruGreen Lawncare and Landcare, $979.1; 2. The Brickman Group, $900.0; 3. ValleyCrest Landscape Cos., $880.0; 4. The Davey Tree Expert Co., $680.2; 5. EMCOR/USM, $399.1; 6. Scotts Lawn Service, $307.5; 7. Bartlett Tree Experts, $183.0; 8. U.S. Lawns, $128.5; 9. Weed Man, $118.9; 10. Ambius, $99.3.  

Landscape Management, 2013

The 10 largest greenhouse operations that provide bedding plants, potted plants, trees, shrubs, etc., to retail nurseries (based on square footage of growing area in 2013): 1. Color Spot Nurseries, 16,400,000; 2. Kurt Weiss Greenhouses, 9,774,020; 3. Rocket Farms, 8,305,120; 4. Altman Plants, 7,339,542; 5. Costa Farms, 6,207,300; 6. Bell Nursery USA, 6,100,000; 7. Metrolina Greenhouses, 5,900,000; 8. Ecke Ranch, 5,600,000; 9. Color Star Growers, 5,000,000; 10. Green Circle Growers, 4,573,800.

Greenhouse Grower, 2013

Business Trends Source

According to the National Gardening Association, total spending on all lawn and garden activities increased approximately 1% in 2012 to $29.5 billion.

National Gardening Association, 2013

According to a 2013 survey of garden centers, the most popular forms of advertising they utilize: Facebook, 79.1%; website, 79.1%; newspaper, 69.0%; in-store events, 64.7%; e-mail campaigns, 56.7%; e-newsletter, 47.6%; rewards program, 43.9%; roadside signs and/or plantings, 40.1%; direct mail, 39.1%; radio, 36.9%; partner with local businesses/events, 28.3%; TV, 25.7%; magazine, 22.4%; Pinterest, 21.4%; Twitter, 19.8%; online video/YouTube, 17.6%; billboards, 17.1%.  

Today's Garden Center, 2013

Based on a survey of independent garden centers, product categories that experienced the strongest gains in 2013 (percent of respondents who saw increases from the prior year): Edibles, 66.1%; annuals, 54.1%; perennials, 53.8%; growing media, 48.4%; organic fertilizer sales, 45.4%; pottery, 41.5%.

Today's Garden Center, 2013

Walk-behind mowers accounted for 76.7% of all mowers purchased during the four-quarter period stretching from Q32012 through Q2 2013.

Home Channel News, 2013

Misc Source

According to a survey by the Garden Writers Association Foundation, among those consumers who planned to grow edible plants in 2013, their top five challenges are: 1) Time; 2) Insect & disease control ; 3) Wildlife control; 4) Irrigation; 5) Cost.

Garden Writers Association Foundation, 2013