Trends in Organic Lawn and Garden Products

SUMMARY

Trends in Organic Lawn and Garden Products, new from Packaged Facts, presents a comprehensive overview of the rapidly expanding organic sector of the overall lawn and garden (L&G) market. It examines this sector from three interrelated perspectives, analyzing trends in terms of context, concepts, and content. To elaborate:

• The first perspective places the term "organic" in context, defining it as distinct from the term "conventional" and attaching it to an alternative market universe of "green" and "eco-friendly" products.
• The second perspective explores the various organic concepts relating to lawn care and gardening that have developed, each taking different approaches to an underlying "organic paradigm."
• The third, content-oriented perspective looks specifically at trends in organic L&G products, with a focus on marketers and brands.

Note that this study also covers trends in media/promotion, education/awareness, community programs, lawn care operators, retailing, and consumer acceptance.

In terms of product categories, the primary focus of this study is on what is known in the overall lawn and garden market as "L&G supplies." The L&G supplies category comprises two product segments: fertilizers/growth media (F/GM); and pesticides (insecticides, herbicides, and fungicides).

Report Methodology

The information in Trends in Organic Lawn and Garden Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. and trade sources. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Consumer information was derived from Simmons Market Research Bureau, spring 2006 National Consumer Survey.

What You'll Get in this Report

Trends in Organic Lawn and Garden Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and data that Trends in Organic Lawn and Garden Products offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• The Consumer (who's buying what, and where)
• The Products
• Trends and Opportunities

Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in the lawn and garden market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for organic lawn and garden products, as well as projected sales and trends through 2010. Contributing to that understanding will be an analysis of sales data, and a discussion of the consumer for organic lawn and garden products based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for organic lawn and garden products.
• Research and development professionals stay on top of competitor initiatives and explore demand for organic lawn and garden products.
• Advertising agencies working with clients in the lawn and garden industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

TABLE OF CONTENTS

Chapter 1 Introduction

• Organic L&G in Context
• Perspectives and Focus
• Recent Rapid Growth in Organic L&G
• Green Markets Are Hot
• Table 1-1 Selected List of Emerging Green Market Product Categories
• Green Markets vs. Conventional Markets
• The Organic Paradigm
• The Conventional Paradigm
• Conflicting Models: Biological vs. Mechanical

Chapter 2 Organic Products

• Organic Growing: Historical Background
  • Organic Growth Philosophy a Reaction to Synthetic Success
  • Clashing Formulas: Feed the Plant or the Soil?
  • Organic Pioneers: Howard, Steiner, Rodale
  • The Environmental Movement
  • The "Back-to-the-Land" Movement
  • Baby Boomers and Health
• Organic Growing: Principles, Methods, and Ingredients
  • Positive and Negative Principles/Commandments
  • Positive Principle: Create Healthy Soil
  • Organic Credo: Organic Soil Superior to Synthetic Soil
  • Note on Nutrients
  • Compost
  • Compost Ingredients
  • Table 2-1. Common Materials Used In Compost
  • Table 2-2 Materials Not To Be Used In Compost
  • Compost Accelerators
  • Organic Fertilizers
  • The Traditional Organic Fertilizer: Manure
  • Table 2-3 Types of Fertilizer Manure
  • Organic Fertilizer Ingredients
  • Table 2-4. Selected Natural/Organic Fertilizer Ingredients
  • Soil Testing and pH Balance
  • Soil Conditioners
  • Bio-Stimulants
  • Hydroponic/Aeroponic Nutrients
  • Negative Principle: Absolutely No Synthetics-Especially Pesticides
  • Disease Claims
  • Table 2-5 Diseases/Conditions Associated with Chronic Exposure to Synthetic Pesticides
  • Pesticides: A Brief History
  • Organic Pest Control: Physical Approaches
  • Organic Chemical Approaches
  • Organic Pesticide Ingredients
  • Table 2-6 Organic Pesticide Ingredients: By Product Type
  • High-Tech Organic Pesticides
  • IPM vs. Organic Pest Control

Chapter 3 Marketers and Product Trends

• The Marketers
• Large and Mid-Sized Marketers
• Specialists
• Commercial vs. Consumer Marketers
• Organic F/GM Pioneers: Espoma and Fertrell
• Organic Pesticide Pioneers: Bonide and Green Light
• New Generation Marketers
• North Country Organics
• Monterey Lawn and Garden Products
• Woodstream Corp.
• American Agritech
• Other Organic Marketers
• Scotts Enters Organics
• Table 3-1 Selected List of Marketers and Brands of Organic Fertilizer/Growth Media (F/GM) and Organic Pesticide Products: By Product Type (2006)

• Product Trends
  • Overview
  • Compost Products
  • Table 3-2 Selected Marketers of Compost
  • Organic Fertilizer Products
  • Table 3-3 Selected Marketers of Organic Fertilizers
  • Fish-Based Products
  • Fish-Based Products
  • Table 3-4 Selected Marketers of Fish-Based F/GM Products
  • Kelp/Seaweed Products
  • Table 3-5 Selected Marketers of Kelp/Seaweed Products
  • Mineral Products
  • Table 3-6 Selected Marketers of Mineral F/GM Products
  • Vermiculture Products
  • Table 3-7 Selected Marketers of Vermiculture-Based F/GM Products
  • Compost Tea
  • Table 3-8 Selected Marketers of Compost Tea
  • Microbial Products
  • Table 3-9 Selected Marketers of Microbial F/GM Products
  • Humates
  • Table 3-10 Selected Marketers of Humates
  • Mycorrhizal Products
  • Coconut-Based Products
  • Table 3-11 Selected Marketers of Coconut-Based F/GM Products
  • Guano Products
  • Gardening Kits
  • Organic Pesticide Products
  • Table 3-12 Selected Marketers of Organic Pesticides
  • Neem Products
  • Table 3-13 Selected Marketers of Neem Products
  • Corn Gluten
  • Garlic Products
  • Nematode Products
  • Spinosad

Chapter 4 General Trends

• General Organic L&G Trends
  • Organic Lawn Trends
  • Overview
  • Preparing for an Organic Lawn
  • Trendy Fertilizer Blend
  • Corn Gluten and Hydrolysate
  • Problems and Promise
  • Lawns into Gardens
  • Prairie Lawns
• Organic Garden Trends
  • Overview
  • The Earthkind System
  • Lasagna Gardening
  • Deterrent Gardening
  • Container Gardening
  • Xeriscaping
  • Rain Gardening
  • Hydroponics
  • Aeroponics
  • Organic Applications Beyond Normal L&G Concepts
  • Media/Promotion Trends
  • No Trade Magazine or Trade Association
  • OMRI and OTA
  • Scattering of Media: Magazines
  • Newspapers
  • Radio and TV
  • Trade Shows/Consumer Expos
  • Education Trends
  • Classes, Lectures, Seminars, Workshops
  • Networks/Associations
  • Activist Groups
  • Schools: Middle School and High School Programs
  • University Programs
  • Specialty Schools and Cooking Schools
  • Subsistence Education
  • Alternative Consciousness-Raising Institutions Arising
  • Community/Business Program Trends
  • Composting Programs
  • Business Programs
  • Local Programs
  • Lawn Care Operator Trends
  • Center of the Storm
  • Threats to Status Quo
  • Table 4-1. National Coalition for Pesticide-Free Lawns: Steering Committee Organizations
  • Reactive and Proactive Approaches
  • LCO Organic Ingredients
  • Focus: Westchester County, NY
  • San Francisco's Green Business Program
  • Retail Trends
  • L&G Organic Specialty Stores
  • E-Commerce Websites
  • Table 4-2 Selected List of Specialty Organic L&G Retailers
  • A Protest Against Home Depot and Lowe's
• Consumer Trends
  • Surge in Organic L&G Popularity
  • Note on Simmons Survey
  • Compost and Organic Insecticide Purchasers
  • Table 4-3 Consumer Gardening Habits: Use of Conventional Insecticides vs. Organic Products and Compost
  • Interest in Environmental Causes Correlates to Purchases
  • Table 4-4 Use of Conventional Insecticides vs. Organic Products, by Consumer Activities and Attitudes
  • Untapped Reservoir of Consumer Demand
  • Or Is There?
  • Figure 4-2 Percentage of Consumers Who Garden, Use Insecticides, Organic Insecticides, 2004-2006

Chapter 5 Market Performance and Prospects

• Organic L&G Sales Assessment
• Determining Growth Rates
• Table 5-1
• Estimated U.S. Retail Sales of Organic Lawn and Garden Products, 2002-2006 (millions of dollars)
• Organic Product Sales Trends: F/GM vs. Pesticides
• Organic L&G Projections
• Table 5-2 Projected U.S. Retail Sales of Organic Lawn and Garden Products 2007-2011 (millions of dollars)
• Factors in Future Growth
  • Overview
  • Demographics
  • The Economy and Housing
  • Peak Oil and Climate Change
  • Internal Market Factor
  • Positive Outlook