New 2013 National Gardening Survey
By: Bruce Butterfield
The 2013 National Gardening Survey shows a small increase the second year in a row in lawn and garden participation and sales, while national chains continue to dominate market share. ″At National Gardening Association, we're delighted to see more people doing lawn and garden activities for themselves and especially pleased to see an increase in lawn and garden sales for the second year in a row after being down the previous two years″ said Mike Metallo, NGA President.
There is good news for the Lawn and Garden business in results of the just-released 2013 National Gardening Survey report from the National Gardening Association. Nationwide, household participation in do-it-yourself lawn and garden activities showed a welcome increase of 2 million more households (2%) in 2012 compared with the year before, translating into an extra $354 million (1%) in retail sales of Lawn and Garden products across the nation. In total, U.S. households spent $29.5 billion on their lawns and gardens last year. Average annual spending on lawn and garden activities per household remained flat at around $347 per year.
A new survey question added last year and continued in 2013 asking households how much they spent at each type of retailer selling lawn and garden products confirmed that big-box stores and mass retailers account for the largest share of lawn and garden retail sales. The 2013 National Gardening Survey found that U.S. households spent more at Home Improvement Centers (27% of the total gardening retail market) and at Mass Merchants (20%) than they did at local Garden Centers and Nurseries (17%) or local Hardware Stores (15%). Many industry insiders have speculated about this shift in market ″channel″ share for years, and the 2013 National Gardening Survey has confirmed their suspicions. With a collective 47% share, large national chains now drive the L&G market. This market share data has not been collected before in this or any similar survey and will give industry insiders something to think about.
However, the national chains have their own challenges. The 18-34 year old group of householders cite their local Hardware Store as their preferred lawn and garden supplier (21% of sales), ahead of Home Centers (13% of sales) and Mass Merchants (15% of sales).
No matter what the type or size of your L&G business, the 2013 National Gardening Survey provides invaluable market information and insights that will help you grow your market share and keep your business on the road to success.