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(December,
2001) ROLLING MEADOWS, ILLINOIS - The events of last September
have made us all take stock. Aftershocks continue to reverberate
throughout the nation’s economy and will profoundly effect
the very ways we live and work in the future. Coupled with a year
of low growth, and other trends effecting the Lawn & Garden
industry, it would be easy to say 2002 looks like more of the same.
However, there are five major reasons, and a “wild card”,
why Lawn & Garden will have a great year in 2002—possibly
even the best ever!
IMPACT
OF RECENT EVENTS
Lawn & Garden is the number one recreational activity for families
in the U.S., as well as the number one hobby in the country. However,
in recent years, this has remained even, while travel and entertainment
(from visiting Disney World to watching a movie), as well as other
diversions have increasingly directed funds and attention away.
Travel and entertainment, keenly effected by recent events, are
competitive industries to Lawn & Garden. Accordingly, expect
to see more time spent around the house. Even before September 11th,
travel was beginning to suffer as more consumers begin to explore
the possibilities of adventuring close to home.
HIYers vs. DIYers
One trend that has been generating concern at retail in recent years
has been a gradual shift from a DIY (do-it-yourself) to HIY (hire-it-yourself)
mindset in our customer base. Consumers have had more money to spend,
thus, landscapers, lawn care and installation services grew dramatically,
while DIY sales remained relatively flat. This impacts every category
in the industry, from bagged soils and fertilizers on up to statuary
and fountains. This trend will no doubt be reversed as Americans
continue to reevaluate their spending in the face of an uncertain
economy and spend more time at home on “projects.” Be
prepared for this—offer clinics and open houses that get people
involved. Educate your customer!
THE BACKYARD “ROOM”
According to Growing Trends, “America’s interest
in the backyard is like having the stars appropriately lined up…
timing couldn’t get any better for the industry.” The
reason for this is the shift in consumer thinking regarding the
backyard and landscaping in general. Viewed as an extension of their
own home, “Americans are busy creating an environment that
satisfies their own needs and tastes right outside their back door.”
In fact, 15-20% of a home’s value is in its landscaping. These
are important factors to consider when planning your product offering
for 2002. People want statuary, fountains, decks, and water gardens
in their backyards! Water Gardening alone continues to grow at a
rate of 30-40% a year! Be prepared with items your customers can
envision in their own backyard “room.”
“THE GREAT TECH ESCAPE”
Despite the NASDAQ, and recent tech market horror stories, computers
are here to stay and will continue to be more pervasive. In fact,
the average workday is getting more and more technical by the minute.
As work grows more impersonal, high-tech and cold—people will
need an escape to roots, soil, rocks, plants and water gardens.
This “Return to Nature” bodes well for Lawn & Garden
retailers, but this message needs to be communicated in advertising
and at retail. Sell the “fun” in the category! Create
displays that say, “buy me.” Retail is entertainment.
LOW MAINTENANCE
Plant lovers in their 30-40s now account for 53% of the gardening
population. The good news is that demographically speaking, Lawn
and Garden will be a very strong industry for many years to come.
However, there is a major push in the market toward low maintenance
landscaping. Provide lightweight, easy-to-use products and easy-to-grow
plants that attract younger gardeners. Give them information, experienced
help and knowledge. If your customers are successful, they will
be back for more.
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