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The US gardening market continued its recovery from the recession in 2010 by growing at a compound annual growth rate (CAGR) of 3%, a value which increased to 5% in 2011 for the market to be worth a total of US $433.5 billion.
According to the National Gardening Association, over 70% of US households spend time and money taking care of their lawns and gardens. This is leading to consumers spending more in gardening products and helping the market through this difficult economic period.
Horticulture was one of the fastest growth categories in gardening in 2011, with sales increasing by 6% in current value terms. In addition to recovering from the recession, horticulture benefited from a growing propensity for consumers to use plants and vegetation to enhance the appearance of their homes on both the inside and the outside.
Scotts Miracle-Gro remained the leading player within the US gardening market in 2011, with a value share of 8%. Scotts competes exclusively in garden care, in which it was the dominant player with a value share of 39% in 2011. The company is truly the dominant player in the fragmented garden care category, in which the next closest player (Central Garden and Pet) held a value share of 4% in 2011.
One potential threat to continued growth in the US gardening market stems from consumers who remain either apathetic or lack confidence in taking care of their lawn and garden. Should this group of consumers continue to grow, companies will need to find a way to bring them into the lawn care aisle.
Looking ahead to 2016, the US gardening market is expected to continue its recovery by growing at a CAGR of 7%. The future looks bright with market growth being driven by a number of factors including consumers realising the value a garden can add to house pricing, rising incomes, and many consumers turning to gardening as their children leave home.
For more information on the US gardening market, see the latest research: US Gardening Market Report
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