DIY And Gardening in the US
Euromonitor International's DIY And Gardening in the US market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 37 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
US Housing Market Presents Challenges
The strength of the housing market in the US, including sales of both new and existing homes, is key to the development of the DIY and gardening sectors. 2006 was a tough year for the US housing market, with sales of both new and existing homes falling. In addition, price declines in existing home sales did not bode well for consumers who planned to use their home equity to pay for remodelling projects. After warnings of a bursting housing bubble in the US for some time, these trends really started to impact the DIY and gardening sectors in late 2006 and are expected to continue to do so going forward.
Increased Home Ownership May Drive Future Growth
As minorities, particularly Hispanic, find more opportunities to purchase their own homes, this is likely to open up a new consumer base for the DIY and gardening sectors. Already, key companies are offering merchandising and advertising to appeal to this important consumer group. Research has shown that particular ethnic groups have a preference for certain types of DIY projects over others (eg Hispanics tend to be more interested in painting projects), these preferences are likely to strengthen certain DIY and gardening subsectors.
DIY Sales Remain Strong
Although growth was somewhat lower than in past years, the DIY sector remained strong in 2006. Towards the end of the year, the turmoil in the housing market started to slow sales, but overall sales were strong thanks to the tail end of the housing boom over the past several years. While Lowe's and Home Depot remain the most important retailers and indeed manufacturers of private-labels in this sector, there are hints that these companies may be saturating the market by opening too many new stores and Home Depot in particular has been criticised for the quality of service it offers to customers.
Interest in Gardening Remains High, but Sales Growth is Slow
Interest in gardening among US consumers appears to be at an all-time high. However, as the result of many new consumers entering the market, sales were highest in subsectors that focus on basic activities, with slower growth in more complex gardening equipment. As a result, manufacturers of basics benefited, while those selling products such as tractors, for example, suffered. As these new consumers grow more comfortable with gardening, they may eventually drive growth in other subsectors, but this could also be tempered by an increased outsourcing of gardening activities.
Do-It-For-Me May be the Wave of the Future
With rising disposable incomes and less free time than ever, more Americans are clamouring for help with their DIY and gardening projects. This is changing the way that both manufacturers and retailers go after consumers, with many trying to bundle services with products to drive product growth.
Table of contents
DIY AND GARDENING IN THE US : MARKET INSIGHT
EXECUTIVE SUMMARY
US Housing Market Presents Challenges
Increased Home Ownership May Drive Future Growth
DIY Sales Remain Strong
Interest in Gardening Remains High, but Sales Growth is Slow
Do-It-For-Me May be the Wave of the Future
KEY TRENDS AND DEVELOPMENTS
Housing Starts Decline
Existing Home Sales Also Slow: and Prices Decline
Increasing Minority Home Ownership May Create New Opportunities
Increased Interest in Do-it-for-Me (DIFM) vs DIY
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - USA
BLACK & DECKER CORP, THE - DIY AND GARDENING - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 The Black & Decker Corp: Key Facts
Summary 3 Black & Decker Corp: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Black & Decker Corp: Competitive Position 2006
FORTUNE BRANDS INC - DIY AND GARDENING - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Fortune Brands Inc: Key Facts
Summary 6 Fortune Brands Inc: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Fortune Brands Inc: Competitive Position 2006
MOHAWK INDUSTRIES INC - DIY AND GARDENING - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mohawk Industries Inc: Key Facts
Summary 9 Mohawk Industries Inc: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Mohawk Industries Inc: Competitive Position 2006
SCOTTS MIRACLE-GRO CO - DIY AND GARDENING - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Scotts Miracle-Gro Co: Key Facts
Summary 12 Scotts Miracle-Gro Co: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Scotts Miracle-Gro Co: Competitive Position 2006
TORO CO, THE - DIY AND GARDENING - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Toro Co: Key Facts
Summary 15 Toro Co: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Toro Co: Competitive Position 2006
DIY IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011