Fertilizer/Herbicide/Pesticide, by the numbers
Consumer research from the Port Washington, N.Y.-based NPD Group showed sales in the Fertilizer-Herbicide-Pesticide (FHP) category are growing — up 5.5% from a year ago to $1.31 billion. According to NPD, sales may be boosted by a DIY approach to lawn care, a low-cost alternative to hiring professional lawn care services.
Most of the products sold in the FHP category are fertilizers (29.6%), with Fertilizer-Herbicide (FH) combination products running a close second. Ready-to-use powders/granules are easy to use, offer convenience to the customer and make up the vast majority of fertilizer type.
Consumers in the Northeast and West are putting more emphasis on their lawn care, but the South still represents the largest portion of the market. Across the age groups, FHP shows itself as one of the most age-agnostic categories in home improvement — all categories fit into a range of less than 8 percentage points.
In this category, being close to home is the key motivator for selecting a retailer. In terms of a specific product purchase, consumers place an emphasis on trusted brands, price and features, but are increasingly looking for sales and special promotions. Also increasing in motivational power is a recommendation from store personnel — up from 7.0% in 2009 to 8.9% in 2011.
Methodology: NPD data are based on monthly tracking of more than 30 home improvement-related categories and 30,000 opt-in consumers.
*2011 data reflects the period November 2010 through October 2011.
**Key: WHC: warehouse home center; MM: mass merchant; DS: department store; SS: specialty store; HS: hardware store
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