U.S. sales of lawn and garden supplies are blossoming.
Research and Markets, a market research company, predicts the U.S. market for lawn and garden supplies will climb from $5.7 billion in 2014 to $6.6 billion in 2019. That would be an increase of nearly 16 percent.
The projected rise in the lawn and garden supplies market — including pesticides, fertilizers and grass seeds — follows a five-year period of flat sales, Research and Markets says. The company attributes the recent market slump to less-than-ideal economic and weather circumstances.
Tending the Gardens
Growth in the lawn and garden supplies sector through 2019 “will be higher than the past years as consumers continue to view lawn and garden care as a way to beautify their homes while maintaining and increasing home values,” according to the Research and Markets forecast. However, the company warns that continued drought conditions and watering restrictions in some parts of the U.S. could hamper the sector’s growth.
Scotts Miracle-Gro dominates the lawn and garden sector, with the bulk of its sales coming from Home Depot, Lowe’s and Walmart, according to Research and Markets.
“Products that target garden care will likely outpace lawn care products as many consumers find gardens easier to maintain with less water,” Research and Markets says.
The ascension of gardening comes as more Americans are growing fruits and vegetables in urban and suburban gardens, the research company says. This year, 58 percent of U.S. consumers plan to grow edible plants, according to the Garden Writers Association Foundation.
Millennials — those age 18 to 34 — now are the country’s fastest-growing segment of food gardeners, according to the National Gardening Association. In 2013, an estimated 13 million Millennials in the U.S. were food gardeners, up 63 percent from 2008, the association says.
“Young people have begun to champion the connection between growing food, eating well and healthy living,” the association says.
Katie Dubow, creative director at a PR and marketing firm called Garden Media Group, says Millennials have grown up during a time of increased awareness about climate change, waste reduction and chemically treated food. As such, they’re inclined to buy — and now grow — unprocessed organic foods.
Among the foods that are popping up in Millennials’ gardens are hot peppers, herbs, hops and berries, Dubow says. Many of them are growing these foods in containers. “They don’t need a big yard with a huge garden,” she says.