Outdoor Living Report 2005: Industry Research Report

Outdoor Living Report 2005

Published Date: June 2005

Published By: Unity Marketing Inc.

Page Count: 162

Order Code: R395-58

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Chapter 1: Introduction: Research Objectives; Consumer Insights on Outdoor Living Lifestyles and Purchases; Also Included Is Garden Retailers' Perspective on this Marketplace; Consumer Insights Focus on Facts and Figures and the Underlying Reasons Why; Special Feature in this Report is Psychographic Profile and Segmentation of the Outdoor Living Market; Methodology; Garden Retailer Survey; Quantitative Outdoor Living Consumer Survey
Chapter 2: About Outdoor Living Industry Sales & Growth: Outdoor Living Market is Poised for Dynamic Growth
Figure 1:Outdoor Living Consumer Expenditure in millions, 1999-Proj. 2010: Green Goods Represents about 30 percent of market, while Services Is One-third; Outdoor; Living '®Hardware'¯ Is 36 percent of total market
Figure 2: Outdoor Living Market Overview 1999-2004; Outdoor Living 'Software'; 'Hardware'; Services: Wholesale Sales of Plants Is $15.3 billion in 2004
Figure 3: Floriculture/Nursery Crops Wholesale in millions, 1999-2004: Outdoor Living hard Goods Is Largest Share of Consumer Market
Figure 4: Outdoor Hardware and Equipment Retail Sales, 2003-2004: Channels of Distribution of Outdoor Living Products
Figure 5: Outdoor Living Goods Channels of Distribution, 2002-2004: Garden Centers Control $24.1 billion in total retail sales
Figure 6: Retail Sales in Building Materials Retailers in millions, 2002-2004: Lowe'¯s Generated $4 billion in Outdoor Living Sales in 2003
Figure 7: Lowes Sales by Product Category in millions, 2003
Chapter 3: About Consumers and Their Outdoor Living Purchases: Most U.S. Homeowners Purchased Outdoor LIving Goods and Serivces in PAst year
Figure 8: Outdoor Living Consumer Market Purchase Incidence: Weed Control Products Top the List of Most Purchased garden tool, equipment or supplies
Figure 9: Garden Equipment, Tools & Supplies Detail: Outdoor Living Consumers'¯ priority is to add flowers to their gardens
Figure 10: Plant Purchases Detail: Barbecues, Bird Feeders, Patio Decoratives and Outdoor Furniture top the list of most popular outdoor living products
Figure 11: Outdoor Living Supplies and Accessories Purchase Details: Only about one-fourth of outdoor living consumers contract for lawn and garden services
Figure 12: Landscaping, Garden and Lawn Care Services Purchase Details: Where They Shop for Outdoor Living Purchases
Figure 13: Where Outdoor Living Customers Shop: Outdoor Living Retailer Brand Awareness and Usage
Figure 14: Outdoor Living Retailer Brand Awareness & Usage: Typical Outdoor Living Consumer Spent just under $2,000 on outdoor living goods & services
Figure 15: Average Amount Spent Outdoor Living Goods & Services: Biggest spenders were involved in major outdoor living projects in 2004
Figure 16: Who Spends the Most on Outdoor Living
Figure 17: Key Finding: Identifying marketer'¯s best prospects for outdoor living goods and services: Spending Trends
Figure 18: Outdoor Living Consumers Spending More: More Homeowners plan to undertake a Major Outdoor improvement Project in 2005
Figure 19: Undertaken or plans to undertake major outdoor improvement project: Majority live in home with modest sized yards
Figure 20: Size of Homeowner's Primary Residence Lot: Most popular outdoor living features
Figure 21: Outdoor Living Special Features: Consumers have a sense of accomplishment in their outdoor living spaces
Figure 22: How Consumers View their Outdoor Living Spaces: Outdoor Living is for play and a retreat
Figure 23: How They Use Their Outdoor Living Spaces
Chapter 4: More about Outdoor Living Purchasers and their Purchases
Figure 24: Outdoor living consumer topline summary: Plant Purchasers and their Purchases :Details
Figure 25: Plant materials buyers' demographic detail: Flowering Plants are Most Frequently Purchased
Figure 26: Plant materials bought, details: Plant Materials Spending :Demographic Details
Figure 27: Plant Materials Spending, Demographic Details: Spending Trends on Plant Materials
Figure 28: Plant materials spending trends, 2004 and 2005: Where Consumers Shopped for Plant Materials
Figure 29: Where Consumers Shopped for Plant Materials: Why They Bought Plant Materials
Figure 30: Why Consumers Made Most Recent Plant Purchase: Why Shopper Selected Specific Store to Make Plant Purchases
Figure 31: Why Shopper Selected This Store to Make Most Recent Purchase: Plant Material Brand Awareness & Usage
Figure 32: Plant Material Brand Awareness & Usage: Plant Purchasers and their Purchases :Details
Figure 33: Garden Tools, Equipment & Supplies Buyers Demographic Details: Weed Control, Lawn Fertilizers and Plant Food are the Most purchased garden tool, equipment and supplies
Figure 34: Garden Tools, Equipment & Supplies Bought, Details: Garden Tools, Equipment & Supplies Spending :Demographic Details
Figure 35: Garden Tools, Equipment & Supplies Spending, Demographic Details: Spending Trends on Garden Tools, Equipment & Supplies
Figure 36: Garden Tools, Equipment, Supplies Spending Trends: Where Consumers Shopped for Garden Tools, Equipment and Supplies
Figure 37: Where People Bought Garden Tools, Equipment & Supplies: Why They Bought Garden Tools, Equipment & Supplies
Figure 38: Why Consumers Made Most Recent Garden Tool, Equipment, Supplies Purchase: Why Shopper Selected Specific Store to Make Garden Tool, Equipment, Supply Purchases
Figure 39: Why Shopper Selected This Store to Make Most Recent Garden Equipment Purchase: Garden Tools, Equipment and Supplies Brand Awareness & Usage
Figure 40: Leading Garden Supply Brand Awareness & Usage
Figure 41: Leading Garden Tool & Equipment Brands: Outdoor Living Purchasers and their Purchases :Details
Figure 42: Outdoor Living Product Buyers, Demographic Detail: Most Purchased Outdoor Living Products
Figure 43: Outdoor Living Products Bought, Details: Outdoor Living Spending :Demographic Details
Figure 44: Outdoor Living Spending, Demographic Details: Spending Trends on Outdoor Living Products
Figure 45: Outdoor Living Products Spending Trends, 2004 and 2005: Where Consumers Shopped for Outdoor Living Products
Figure 46: Where Consumers Shopped for Outdoor Living Products: Why They Bought Outdoor Living Products
Figure 47: Why Consumers Made Most Recent Outdoor Living Purchase: Why Shopper Selected Specific Store to Make Outdoor Living Product Purchases
Figure 48: Why Shopper Selected This Store to Make Most Recent Purchase: Outdoor Living Product Brand Awareness & Usage
Figure 49: Outdoor Living Products Brand Awareness & Usage: Outdoor Services Purchasers and Their Purchases :Details
Figure 50: Outdoor Services Buyers Demographic Detail: Lawn Care and Maintenance is the most purchased outdoor service
Figure 51: Outdoor Living Services Bought, details: Outdoor Services :Demographic Details
Figure 52: Outdoor Services Spending, Demographic Details: Spending Trends on Outdoor Services
Figure 53: Outdoor Services Spending Trends
Chapter 5: About Outdoor Living Consumers'- Attitudes And Motivations: Outdoor Living Consumers'¯ Attitudes about Gardening
Figure 54: Attitudes About Gardening & Outdoor Living: Four Personalities of Outdoor Living Enthusiasts Identified
Figure 55: Four Personalities that Make Up The Outdoor Living Market
Figure 56: Outdoor Living Attitude Statements by Personality Segment: Lounging Lisa Spends the Most because While Lisa lounges Somebody Else does the work; Helen the Happy Gardener Spends Most on Plants and Loves to Get Her Hands Dirty; Sylvia the Garden Slave Takes No Pleasure in Outdoors; Therapeutic Thelma'¯s Greatest Pleasure is Puttering in her Garden, not Shopping; Field Guide to Outdoor LIving Personality
Figure 57: Field Guide to the Four Outdoor Living Personality Segments
Chapter 6: About the Specialty Garden Centers and Their Customers: Demographics of Major Garden Retailers
Figure 58: Garden Center Retailers' Revenues, 2004: Distribution of Sales by Season
Figure 59: Distribution of Garden Center Sales by Season: Regions Where Located
Figure 60: Regions Where Garden Centers Were Located: Number of Stores
Figure 61: Number of Garden Center Stores Operated: Average Number oF Employees
Figure 62: Average Number of Employees: Women Represent the Garden Centers'¯ Largest Share of Customers
Figure 63: Gender of Garden Center Customers: Average Number of Years in Business
Figure 64: Average Number of Years in Business: Average Distance Traveled to Shop at Garden Center
Figure 65: Average Distance Traveled by Regular Customers to Shop: How They Describe Their Business
Figure 66: Description of Type of Business: What Products Garden Centers Carry; Plant Materials Carried
Figure 67: Plant Materials Garden Centers' Carry: Branded Plant Materials; Garden Tools and Equipment
Figure 68: Garden Tools, Equipment and Supplies Garden Centers Carry: Garden Tool, equipment and Supplies Product Lines Carried and Top Brands
Figure 69: Average Number of Garden Tools, Eqiupment and Supply Product Lines Carried: Outdoor Living Products Sold
Figure 70: Outdoor Living Products Garden Centers Carry: Outdoor Living Product LInes Carried and Top Brands; Outdoor Services Offered
Figure 71: Outdoor Services Offered by Garden Centers: Other Gift Products Carried by Garden Centers
Figure 72: Gifts and Giftware Garden Centers Carry: Garden Centers Likely To add fewer new product lines in 2005 sales year
Figure 73: Trends in New Product Lines Carried, 2004 and 2005: Percentage of Sales by Major Product Category
Figure 74: Percentage of Garden Center Sales by Major Category: Trends in Garden Center Sales
Figure 75: Trends in Garden Center Retail Sales, 2003 to 2004: Percentage Change in Garden Center Sales
Figure 76: Percentage Change Garden Center Sales, 2003 to 2004: Plant and Services Sales Generated Biggest Sales Increase for Typical Garden Center in 2004
Figure 77: Percentage of Garden Retailers Reporting Sales Increase by Product Category, 2003 to 2004 106: About Why Shoppers Prefer The Garden Center :Retailers'¯ Compared with Consumers'-Perspectives
Figure 78: Why Consumers Select Garden Center as Shopping Destination, Retailers' Perspective: Disconnect between what consumers shop for and what garden center retailers think they shop for
Figure 79: Why Garden Retailers Think Consumers Shop Their Stores vs. Why Customers Shop There 109: What Garden Center Shoppers Value Most in the garden Center Shopping Experience
Figure 80: Attitudes of Garden Center Shoppers to the Garden Center Shopping Experience: About Marketing The Garden Center
Figure 81: Trends in Advertising Expenditures, 2003 to 2004: Advertising Media Used
Figure 82: Advertising Media Used: Promotions Used
Figure 83: Promotions Used by Garden Centers in 2004: About Garden Centers' - Use of the Internet
Figure 84: How Garden Centers User Internet: Matterhorn Nursery is the Gold-Standard in Garden Retail
Chapter 7: About The Luxury Market for Outdoor Living Products: About one-fourth of luxury consumers purchased luxury outdoor living products in 2004 Purchase Incidence
Figure 85: Luxury Garden and Outdoor Living Purchase Incidence, 2002-2004: Luxury Consumer Spending on Outdoor Living Luxuries
Figure 86: Luxury Consumers' Outdoor Living Spending 2004 by demographic detail: Where People Buy Luxury Garden & Garden Products
Figure 87: Luxury Consumers' Outdoor Shopping Choices, 2004 Purchase Motivation: Smith & Hawken Is Leading luxury brand in outdoor
Chapter 8: About Maximizing Outdoor Living Sales: Review of Key Findings about the outdoor living market
--Key Finding: Identifying marketer'¯s best prospects for outdoor living goods and services
--Key Finding: Consumer'¯s Expectation to Get a Good Price Influences the outdoor living Shopper Most in: Choosing the Store in which to Shop
--Key Finding :Outdoor Marketers and Retailers Must Learn to recognize the types of shoppers in their midst, then sell to their unique psychology
--Key Finding: Large Garden Centers Cater to the Female Shopper
--Key Finding: Garden centers may be losing opportunities by not widely selling garden lighting
--Key Finding: Garden centers that offer services generate nearly three-times more annual revenue
--Key Finding: Garden center retailers and consumers disconnect in the reasons why they choose to shop in specific stores for plants :Garden retailers must bridge the gap!
--Key Finding: Garden centers may not be maximizing seasonal opportunities tied to Halloween and Harvest: Home and continuing through the Christmas holiday season
--Key Finding: Outdoor living is one of the fastest growing home luxury categories in 2004: Applying the Research to Increasing The outdoor living retailers and marketers' - Share of the Outdoor Living market; Garden Marketers'¯ and Retailers' Lesson #1: It's not the Thing :It's the Experience; What Experiences Do Outdoor Living Shoppers Want?
Figure 88: Garden Center Shoppers Buy More Things Outdoor: Garden Marketers and Retailers' Lesson #2: Keep your eye on the prize :Your customer!; The Outdoor Living Lifestyle Is Trending Strongly Positive
Figure 89: Shoppers Who Spent More in 2004 Are Also Likely to Spend More In 2005: Garden Marketers'¯ and Retailers' Lesson #3: The biggest spenders on outdoor living today are also the best prospects for tomorrow; Specialty outdoor living retailers and Garden Centers Face Increasing Competitive Pressures
Figure 90: Where Garden Center Shoppers: Garden Marketers'¯ and Retailers'¯ Lesson #4: '°Good Prices'± Mean '°Right Prices"; Garden Centers Get Highest Marks From Consumers In Ideas and Inspiration
Figure 91: Garden Center Shoppers Agreement
Figure 92: Garden Center Shoppers' Source of Outdoor Living Inspiration: Garden Marketers'¯ and Retailers' Lesson #5: The more involved consumers get with outdoor living, the better Specialty garden centers look to them; Getting to Know the Garden Center Customers Better; Garden Marketers'¯ and Retailers' Lesson #6: Garden center shoppers are distinguished behaviorally (i.e. they spend more on outdoor) and psychographically (i.e. why they buy), NOT demographically
Figure 93: Key Attitude Statement Garden Center Shoppers Agree With: Garden centers attract the very best prospects for the future
Figure 94: Garden Center Shoppers' Personalities: Garden Marketers'¯ and Retailers' Lesson #7: Learn to recognize the types of shoppers in their midst, then sell to their unique psychology; Planning the Future of the outdoor living retailer
Figure 95: What Outdoor Living Retailers Need to Know to Build a Prosperous Future
Appendix A: Outdoor Living Consumer Survey Questionnaire

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