1. Lawn and Garden Equipment in the U.S.
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4. Lawn and Garden Equipment in the U.S.
Americans love to care for their lawns and gardens, but the economy and weather conspired to
suppress sales of lawn and garden (L&G) equipment over the last five years. The $10 billion retail
market, consisting of outdoor power equipment (OPE), tools and implements (T/I), and
watering/spraying equipment (W/S), declined by a CAGR of over 1% between 2008 and 2012. OPE
accounted for over two-thirds of L&G equipment retail dollar sales in 2012.
The overall market presents challenges and opportunities for both marketers and retailers. A relatively
small number of players account for the majority of sales, making for a highly competitive situation
that is particularly difficult for new entrants. Few marketers compete across all categories, and leaders
differ by category. Husqvarna and MTD Products are the largest marketers of OPE. Ames True Temper
is the leader by a wide margin in T/I, and is a major player in some W/S products. The W/S category
has a few major competitors leading individual product segments.
Retailing is even more concentrated, with 75% of sales coming from mass retailers, primarily Home
Depot, Lowe’s, Sears/Kmart (both owned by Sears Holdings) and Walmart. Consumers also shop the
Internet aggressively, mainly for information and pricing on OPE. They demand low prices and value,
challenging marketers to innovate with products that either cost less or are worth a higher price. Zero
turn radius lawn mowers and dual-stage snow blowers are examples of products that consumers have
been willing to pay more for. They also represent higher-performance but easier-to-use products that
have been trending across all categories. The trend is seen in battery powered OPE, ergonomic cutting
tools, and automatic rewinding hose reels.

5. Retail Dollar Sales of Lawn & Garden Equipment, 2008–2012
(in millions)
Source: Packaged Facts
$10,700 $10,350 $10,250 $10,400 $10,100
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
$10,000
$11,000
$12,000
2008 2009 2010 2011 2012
Dollar
sales
(millions)

6. Lawn and Garden Equipment in the U.S.
TOC Highlights
o L&G Equipment Sales at $10 Billion in 2012
o Lawn Care Products Account for Majority of OPE Sales
o Consumers Shop Internet, Particularly for OPE
o Three Quarters of L&G Equipment Sales from Mass Retailers
o New Product, Retailing, and Marketing Trends
o About a Third of Consumers Garden
o Shovels and Rakes Most-Owned L&G Tools/Implements
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