Live Goods: Plants, Trees, and Shrubbery

Key Findings
Historical Sales Trends
Sales by End User
Consumer/DIY vs. Professional Sales
Consumer/DIY
Professional
Sales by Region
Northeast
Midwest
South
West
Major Factors That Impact Sales of Live Goods
Homeowners vs. Renters
Demographic Trends: Boomers & Millennials
Outdoor Living Trends
Landscaping Activity
Planting from Seeds, Bulbs & Propagative Materials
Urban Green Spaces & Park Investment
Green (Vegetative) Roofing
Climate & Seasonality
Rainfall & Watering
Native Plants & Soil Composition
Wildlife Conservation & Pollinator-Friendly Gardens
Major Opportunities for Growth

Key Findings
Consumer Survey Trends
Homeownership Trends: Ownership vs. Rentals
Homeownership Trends: Annual Household Income
Homeownership Trends: Age Brackets
Prevalence of Outdoor Spaces at Home
Size of Owned Land Around Home
Home Improvement
Landscaping Preferences
Water Conservation Concerns by Region
Gardening Preferences
Gardening by Age Bracket
Live Goods Sales by Selected Demographics
Live Goods Sales by Type
Live Goods Product Preferences
Major Consumer Trends in Live Goods
Low Maintenance
Food Gardening
Plant Parents & Millennials
Moon Gardens
Hydroponics
Cacti & Succulents
Urban Living: Balcony & Rooftop Gardens
Instagram-Worthy Plants & Other Social Media Trends
Indoor Plants, Container Gardens, & Living Walls: Décor & Air Cleaning
Community Gardens
Organic Gardening
Smart & Automated Equipment
Xeriscaping & Water Management
Bee-Friendly & Wildlife Gardens

Key Findings
Live Goods Sales by Type
Bedding/Garden Plants
Sales by Product
Flowering & Foliage
Vegetable
Indoor/Patio Plants
Trees & Shrubs
Tree & Shrub Sales
Sales by Format (Balled & Burlapped, Bare Root, & Container & Other)
Sales by Type (Evergreens, Fruit & Nut Plants, Deciduous Trees, & Deciduous
Shrubs)
Other Live Goods (Ornamental Grasses, Landscaping Palms, Groundcover & Vines,
Cacti & Succulents, & Aquatic Plants)
Growers
Industry Composition
Industry Restructuring
Leading Growers
Altman Specialty Plants
Central Garden & Pet (Bell Nursery)
Color Point
Costa Farms
Gardens Alive!
Green Circle Growers
Kurt Weiss Greenhouses
Metrolina Greenhouses
Monrovia Nursery
Rocket Farms
Seville Farms
TreeSap Farms
Willoway Nurseries

Key Findings
Plant & Tree Retail Sales
Plant & Tree Retail Channel Descriptions
Professional Retail Sales by Channel
Consumer/DIY Retail Sales by Channel
Consumer Survey Trends: Sales by Primary & Secondary Retail Outlet
Home Improvement Stores
Supplier Spotlight: Home Depot
Supplier Spotlight: Lowe’s
Garden Centers & Nurseries
Hardware & Farm Supply Stores
Supplier Spotlight: Ace Hardware
Supplier Spotlight: True Value
Supplier Spotlight: Tractor Supply
Mass Merchandisers
Supplier Spotlight: Walmart
Supplier Spotlight: Target
E-Commerce
Amazon & Other Pure Play Platforms
Brick-&-Mortar Stores
Catalog Converts
Other Distribution Channels
Grocery Stores
Florists
All Other Distribution Channels
Marketing Trends
Brand Name Recognition & Certified Products
Labeling & Packaging Products to Reflect Consumer Lifestyles
Quality Assurance for E-Commerce Orders
Subscription Programs
Social Media & Other Online Venues: Pictures Sell
Expert Advice: How to Get a Green Thumb
Reduced or Limited Use of Pesticides & GMOs & Other Sustainability
Considerations
Heirloom vs. Hybrid Plants

Scope
Definitions
Abbreviations
Freedonia Methodology
Study-Specific Methodology
Sources
Associations & Agencies
Related Studies & Reports
Macroeconomic Assumptions
Economic Environment
Demographics
Consumer Spending
Residential Building Construction
Residential Improvements & Repairs
Housing Stock
Housing Completions
Commercial Building Construction
Commercial Building Improvements & Repairs
Nonbuilding Construction Expenditures

2. OVERVIEW
Table 2-1 - Live Goods Product Market, 2008 – 2018
Table 2-2 - Live Goods Product Sales by End User, 2008 – 2023 (million dollars)
Table 2-3 - Live Goods Product Sales by Region, 2008 – 2023 (million dollars)
Table 2-4 - Growth Opportunities in Live Goods
3. CONSUMER INSIGHTS & TRENDS
Table 3-1 - Total Homeownership & Rentals in the US, 2008 – 2018 (percent)
Table 3-2 - Homeownership & Rental Trends in the US by Annual Household Income,
2008 – 2018 (percent)
Table 3-3 - Presence of an Outdoor Space at Home, 2018 (percent)
Table 3-4 - Percent of Households That Own Land by Size of Lot, 2008 – 2018
(percent of households)
Table 3-5 - Remodeling Done in Last 12 Months vs. Planned in Next 12 Months, 2008
– 2018 (percent of households)
Table 3-6 - Who Completed Home Remodeling in the Last 12 Months, 2008 – 2018
(percent of households)
Table 3-7 - Live Goods Sales by Selected Demographics (percent, responses, & index)
Table 3-8 - Cacti & Succulent Sales, 2008 – 2023 (million dollars)
4. GROWERS SALES
Table 4-1 - Live Goods Product Sales by Type, 2008 – 2023 (million dollars)
Table 4-2 - Bedding/Garden Plant Sales, 2008 – 2023 (million dollars)
Table 4-3 - Indoor/Patio Plant Sales, 2008 – 2023 (million dollars)
Table 4-4 - Tree & Shrub Sales, 2008 – 2023 (million dollars)
Table 4-5 - Other Live Goods Product Sales, 2008 – 2023 (million dollars)
Table 4-6 - Selected Acquisitions & Divestitures
Table 4-7 - Leading Growers, 2018
5. RETAIL SALES & DISTRIBUTION CHANNELS
Table 5-1 - Live Goods Product Retail Sales by Type, 2008 – 2023 (million dollars)
Table 5-2 - Consumer/DIY Live Goods Product Retail Sales Share by Channel, 2008 –
2023
Table 5-3 - Consumer Retail Shopping Patterns, 2019: Among Consumers Who
Purchased Plants in the Past 12 Months, Where Did You Primarily Shop
for These Items? (percent & responses)
Table 5-4 - Consumer Retail Shopping Patterns, 2019: Among Consumers Who
Purchased Plants in the Past 12 Months, Where Did You Also Shop for
These Items? (percent & responses)
Table 5-5 - Selected Retail Garden Centers & Nurseries by Region Served
6. APPENDIX
Table 6-1 - Study Scope: Live Goods
Table 6-2 - Study Scope: US Geographic Regions & Subregions
Table 6-3 - Relevant Industry Codes
Table 6-4 - Relevant HS Codes
Table 6-5 - Abbreviations & Acronyms Used in Study
Table 6-6 - Macroeconomic Indicators, 2008 – 2023 (billion 2012 dollars)
Table 6-7 - Population & Households, 2008 – 2023 (million persons)
Table 6-8 - Personal Consumption Expenditures, 2008 – 2023 (billion dollars)
Table 6-9 - Residential Building Construction Expenditures, 2008 – 2023
(billion dollars)
Table 6-10 - Residential Improvement & Repair Expenditures, 2008 – 2023
(billion dollars)
Table 6-11 - Housing Stock by Type, 2008 – 2023 (million units)
Table 6-12 - New Housing Indicators, 2008 – 2023 (thousand units)
Table 6-13 - Commercial Building Construction Expenditures, 2008 – 2023
(billion dollars)
Table 6-14 - Commercial Building Improvement & Repair Expenditures, 2008 – 2023
(billion dollars)
Table 6-15 - Nonbuilding Construction Expenditures, 2008 – 2023 (billion dollars)

1. EXECUTIVE SUMMARY
Figure 1-1 - Key Trends in the US Live Goods Market
2. OVERVIEW
Figure 2-1 - US Live Goods Market Overview
Figure 2-2 - Live Goods Product Market, 2009 – 2018 (percent)
Figure 2-3 - Live Goods Product Sales by Region, 2008 – 2023 (billion dollars)
3. CONSUMER INSIGHTS & TRENDS
Figure 3-1 - Key Consumer Insights in the Live Goods Products Market
Figure 3-2 - Homeownership & Rental Trends in the US by Age Bracket, 2008 & 2018
(percent)
Figure 3-3 - Landscaping Preferences of Consumers, 2019
Figure 3-4 - Consumer Concerns About Water Usage in Landscaping by Region, 2019
Figure 3-5 - Gardening Preferences of Consumers, 2019
Figure 3-6 - Consumers Who Enjoy Gardening by Age Bracket, 2019
Figure 3-7 - Live Goods Purchases in the Last 12 Months by Type, 2019 (percent)
Figure 3-8 - Live Goods Product Preferences, 2019
Figure 3-9 - Moon Garden Example
Figure 3-10 - Assorted Succulents from Altman Plants
Figure 3-11 - Urban Dwellers Percent of US Population, 2000 – 2023
Figure 3-12 - Instagram: #plantsofinstagram
Figure 3-13 - Pinterest: Pollinator-Friendly Garden Board
Figure 3-14 - Garden Tips’ Video on NASA-Recommended Air-Cleaning Indoor Plants
Figure 3-15 - POPSUGAR’s Eye on Design Living Wall Installation Tutorial Video
Sponsored by Lowe’s
Figure 3-16 - GrowNYC Community Garden in Brooklyn, NY
Figure 3-17 - Home Depot Garden Club Organic Gardening Banner Ad
Figure 3-18 - Tertill Weed Trimming Robot
4. GROWERS SALES
Figure 4-1 - Key Growers Trends in the Live Goods Market
Figure 4-2 - Live Goods Product Sales by Type, 2018 – 2023 (billion dollars)
Figure 4-3 - Bedding/Garden Plant Sales, 2018 – 2023 (billion dollars)
Figure 4-4 - Flowering & Foliage Annual vs. Perennial Bedding/Garden Plants, 2018 –
2023 (million dollars)
Figure 4-5 - Indoor/Patio Plants, 2018 – 2023 (billion dollars)
Figure 4-6 - Trees & Shrubs Sales by Format, 2018 – 2023 (billion dollars)
Figure 4-7 - Trees & Shrubs Sales by Type, 2018 – 2023 (billion dollars)
Figure 4-8 - Other Live Goods Product Sales, 2018 – 2023 (million dollars)
5. RETAIL SALES & DISTRIBUTION CHANNELS
Figure 5-1 - Key Retail Trends for Live Goods Products
Figure 5-2 - Live Goods Product Retail Sales by Type, 2018 – 2023 (billion dollars)
Figure 5-3 - Professional Live Goods Product Retail Sales Share by Channel, 2018
Figure 5-4 - Consumer/DIY Live Goods Product Retail Sales Share by Channel, 2018
Figure 5-5 - Consumer Retail Shopping Patterns, 2019: Among Consumers Who
Purchased Plants in the Past 12 Months, Where Did You Primarily Shop
for These Items? (percent)
Figure 5-6 - Consumer Retail Shopping Patterns, 2019: Among Consumers Who
Purchased Plants in the Past 12 Months, Where Did You Also Shop for
These Items? (percent)
Figure 5-7 - Marketing Example: Anatomy of a Proven Winners Tag
Figure 5-8 - Marketing Example: Labeling Products by Relevance to Consumer
Lifestyles
Figure 5-9 - Marketing Example: Assuring the Protectiveness of E-Commerce
Packaging
Figure 5-10 - Marketing Example: Horti Plant Subscription Promotion
Figure 5-11 - Marketing Example: The Sill on Instagram
Figure 5-12 - Marketing Example: Bloomscape’s Official Plant Mom
Figure 5-13 - Marketing Example: Growers Exchange Statement on Neonicotinoids
Figure 5-14 - Marketing Example: Bonnie Plants’ Hybrid vs. Heirloom Plant Gardening
Webpage
6. APPENDIX
Figure 6-1 - Annual Growth in Real GDP, 2000 – 2018, Compared to 1980 – 2005
Average (percent)
Figure 6-2 - Annual Population Growth, 2003 – 2018 (percent)
Figure 6-3 - Housing Stock by Year of Construction, 2018 (percent)