2004 Environmental Lawn & Garden Survey

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2004 Environmental

Lawn&

GardenSurveyNational Gardening Associations groundbreaking study of how environmentally

friendly consumers lawn and garden practices really are. New research results

on current use of, attitudes about, and market for conventional andall-natural/organic fertilizers and pesticides. Forecast of how demand for

all-natural/organic lawn and garden products will grow.

Conducted by Harris Interactive for the National Gardening Association

with sponsorship provided by Organic Gardeningmagazine.

NATI

ONALGAR

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2 0 0 4 E N V I R O N M E N T A L L A W N & G A R D E N S U R V E Y

2004 EnvironmentalLawn & Garden Survey

Conducted by Harris Interactive for:

National Gardening Association1100 Dorset Street, South Burlington, Vermont 05403

Phone: (802) 863-5251 Fax: (802) 864-6889Web site: www.gardenresearch.com

Exclusive Sponsor:Organic GardeningMagazine

Rodale Inc.33 East Minor Street, Emmaus, Pennsylvania 18098

Phone: (610) 967-5171 Fax: (610) 967-8963Web site: www.rodale.com

Bruce W. Butterfield, NGA Research Director

Copyright 2004 National Gardening Association, Inc.

THE

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ONAL GAR

DENING

ASSOCIATI

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Table of Contents

2004 Environmental Lawn & Garden SurveyAbout the National Gardening Association and Rodale ..........................................................................4

Executive Summary..................................................................................................................................5

Environmental Lawn and Garden Scorecard............................................................................................7

Environmental Lawn and Garden Scorecard Average Scores ...................................................................8

Environmental Lawn and Garden Index ..................................................................................................9

Lawn and Garden Fertilizers Used in 2004 ............................................................................................10Profile of Households That Use Both Chemical and All-Natural/Organic Fertilizer ..........................11Profile of Households That Use Only Chemical Fertilizer .................................................................12Profile of Households That Use Only All-Natural/Organic Fertilizer ................................................13

Lawn and Garden Insect Controls Used in 2004 ...................................................................................14Profile of Households That Use Both Chemical and All-Natural/Organic Insect Controls ................15Profile of Households That Use Only Chemical Insect Controls........................................................16

Profile of Households That Use Only All-Natural/Organic Insect Controls.......................................17Lawn and Garden Weed Controls Used in 2004....................................................................................18

Profile of Households That Use Both Chemical and All-Natural/Organic Weed Controls .................19Profile of Households That Use Only Chemical Weed Controls ........................................................20Profile of Households That Use Only All-Natural/Organic Weed Controls .......................................21

Types of U.S. Gardeners.........................................................................................................................22Profile of Chemical Gardeners...........................................................................................................23Profile of Hybrid Gardeners ..............................................................................................................24Profile of All-natural/organic Gardeners............................................................................................25

Profile of Do-Nothing Gardeners ......................................................................................................26

Profile of Households That Purchased Fertilizers, Insect Controls, and Weed Controls .........................27

Fertilizer, Insect Control, and Weed Control Market Size and Segmentation .........................................29

What Is Organic Gardening? .................................................................................................................30

Main Reasons Why People Use Only All-Natural/Organic Gardening Methods....................................31

Main Reasons Why People Dont Currently Use All-Natural/Organic Gardening Methods...................32All-Natural/Organic Gardening Forecast ...............................................................................................33

Who Is Likely to Use All-Natural/Organic Gardening Methods in the Future?......................................34

Where Do People Get Lawn and Garden Information?..........................................................................35

U.S. Household Participation in Lawn and Garden Activities ................................................................36


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About the National Gardening Association

The National Gardening Association (NGA) is the largest nonprofit organization of home, school,and community gardeners in the United States. Weve promoted gardening and helped food andflower gardening enthusiasts become better gardeners since 1972. Our award-winning publica-

tions, Web sites, gardening programs, and grants to schools and communities help people use gardening

to make the world a better place. In addition, NGA helps lawn and garden companies promote theirproducts and educate their customers through its custom publishing, online content licensing, andco-branded marketing programs. To learn more about NGA, visit our Web sites at: www.garden.org,www.nationalgardenmonth.org, www.kidsgardening.com, and www.gardenresearch.com.

NGA is a widely recognized authority on the U.S. consumer lawn and garden market. Since 1973,NGA has worked first with the Gallup Organization, and now with Harris Interactive to provide marketresearch information for the lawn, garden, and nursery industries. Our research services have helped com-panies identify and define marketing opportunities. We can also help companies improve advertising, salespresentations, brand awareness, positioning, product development, strategic planning, customer satisfac-tion, investor relations, mail-order catalogs, Web sites, and more. Services include research design, survey

development, data collection, tabulation of results, analysis, and presentation of findings. We regularly

conduct both quantitative and qualitative research studies including: National Gardening Survey Research,Proprietary Market Research, Industry Studies, Association Surveys, Online Research, Telephone Surveys,and Focus Groups. For more information on NGAs Lawn and Garden Market Research Services, pleasecontact Bruce Butterfield at 800-538-7476, ext. 113, or e-mail [email protected].

About Rodale

With a mission to inspire and enable people to improve their lives and the world around them,Rodale leads the way as millions of people around the globe join the journey toward a morecomplete, more fulfilled, healthier, whole life. For more than 60 years Rodale has published

authentic and credible information in a practical and hands-on way to help our readers put their pas-

sions into practice. Every month we reach more than 30 million people in 42 countries with a messageof You Can Do It through magazines, books, Web sites, integrated marketing solutions, and interna-tional publishing agreements. Rodale's magazine properties, all veteran publications in their categories,

include the global brands Prevention, Men's Health, and Runner's Worldas well as Organic Style,Organic Gardening, Best Life, Backpacker, Bicycling, and Mountain Bike. Rodale is the largest inde-pendent book publisher in America, and has a growing stable of international titles. Recent Rodale New

York Times Bestsellers include Pete Rose: My Prison Without Bars, The South Beach Diet, The SouthBeach Diet Cookbook, Dr. Shapiro's Picture Perfect Weight Loss, and 8 Minutes in the Morningby

Jorge Cruise.


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Executive Summary

Research Objectives

The main objective for the 2004 Environmental Lawn & Garden Survey was to provide detailed

information on the products and practices U.S. households use to care for their lawn, garden, andlandscape at home. Additional objectives included the determination of:

How environmentally friendly are the practices households currently use to care for their lawn andlandscape, based on the Environmental Scorecard

Lawn and garden fertilizers, insect controls, and weed controls used in 2004 Types of U.S. gardeners, based on their choice of products and practices

Household spending on fertilizers, insect controls, and weed controls in 2004

Consumer attitudes about using all-natural/organic gardening methods

Consumers plans to begin using all-natural/organic gardening methods in the future

Sources consumers regularly use for how-to garden information

Household participation in lawn and garden activities in 2004

Demographics of lawn and garden consumers

Summary of FindingsU.S. Environmental Scorecard: A representative sample of more than 2,000 U.S. households with a

yard or garden were provided with a list of 12 lawn, garden, and landscape practices and asked to placea check mark next to the practices they would follow at home in 2004. While they were not labeledspecifically as being environmentally friendly, all of the practices are recommended methods for creat-ing and maintaining an environmentally friendly lawn and landscape. Only 3 out of 12 practices will be

followed by more than 50 percent of households in 2004, and 9 out of 12 will be used by less than 50percent of households. Nationwide, an average of only 5 out of 12 of these environmentally friendlypractices (42 percent) will be used by households with a yard or garden.

2004 Fertilizer Use: Sixty percent of 90 million U.S. households with a yard or garden (an estimated

54 million households) will apply fertilizers themselves or hire someone to apply fertilizers at their homein 2004. Twenty-four million households will use both chemical and all-natural/organic fertilizers, 21million will use only chemical fertilizers, and 9 million will use only all-natural/organic fertilizers.

2004 Insect Control Use: Fifty-nine percent of 90 million U.S. households with a yard or garden (anestimated 52 million households) will apply insect controls themselves or hire someone to apply insect

l h i h i 2004 T i h illi ill b h h i l d ll l/ i


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Types of U.S. Gardeners: We have categorized four types of gardeners in the U.S. based on the fertiliz-ers, insect controls, and weed controls they used in 2004. These include 35 million Chemical Gardeners

who use only chemical fertilizer, insect control, and/or weed control; 31 million Hybrid Gardeners whouse both chemical and all-natural/organic fertilizer, insect control, and weed control; 5 million OrganicGardeners who use only all-natural/organic fertilizer, insect control, and weed control; and 12 millionDo-Nothing Gardeners who use no fertilizer, insect control, or weed control.

Fertilizer, Insect Control, and Weed Control Market: Consumers will spend a total of $8.528 billionon fertilizers, insect controls, and weed controls that they will apply or hire someone to apply for themat their home in 2004.

Attitudes About All Natural/Organic Gardening Methods: The main reasons Organic Gardeners useall-natural/organic gardening methods reflect their concerns for the environment, and personal healthand well-being. Chemical and Hybrid Gardeners don't currently use all-natural/organic gardening meth-ods because they think it's too expensive, haven't thought about it, don't think it works, need more

how-to information, and/or can't find the right products to buy.

Future Plans To Use All Natural/Organic Gardening Methods: There are currently 5 million house-

holds that use all-natural/organic gardening methods. An estimated 8.1 million households say theydefinitely plan to use all-natural/organic gardening methods in the future.

Sources of How-To Garden Information: The two most popular sources of how-to garden informa-tion in 2004 involved personal contact, either with Garden Center Staff (45 percent) or Friends/Family

(42 percent). The other main sources of how-to garden information were TV Garden Shows (32 per-cent), the Internet (32 percent), Garden Magazines (31 percent), and Garden Books (24 percent).

Household Lawn and Garden Participation: The main reason for a question about household partici-pation in lawn and garden activities on the Environmental Lawn & Garden Survey was to insure that

participation rates in lawn and garden activities were comparable to those documented in previous sur-veys, and to provide additional detail on the types of lawn and garden activities in which various typesof gardeners participate. Participation rates for virtually every type of lawn and garden activity in 2004on the Environmental Lawn & Garden Survey were comparable to those documented in previous years.In total, 79 percent of all U.S. households participated in one or more types of indoor and outdoor lawn

and garden activities in 2004 compared with 78 percent in 2003.


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Environmental Lawn and Garden Scorecard

The Environmental Scorecard provides a way to measure how environmentally friendly are the lawnand garden practices currently used by households in the U.S. The 12 practices for the scorecard weredeveloped by the Lawns and the Environment Initiative and used in this survey with their permission.

These 12 recommended practices reflect the mission of the Lawns and the Environment Initiative, which is

to develop consensus-based guidelines for responsible lawn and landscaping practices, and to educate andencourage the public to adopt them. These practices include appropriate use of chemicals, water, plantspecies, and other stewardship principles that will enhance the value and benefits of residential landscapes tohomeowners, wildlife, and the community. Members of the Initiative include representatives from the lawn

equipment, fertilizer, and pesticide industries; environmental groups; and government agencies.

As shown below, in 2004, only 3 out of 12 environmentally friendly lawn and garden practices wereused by more than 50% of all U.S. households with a yard or garden, while 9 out of 12 recommendedpractices were used by less than 50% of all households. While this probably does not represent a majornational environmental issue, it does suggest that there is a real need and opportunity for improvement in

the lawn and landscape practices currently used by most households. Virtually all of these practices aresimple, inexpensive, and easy to do. Here is summary of the 2004 Environmental Scorecard results:

Households WithYard or Garden

2004 Environmentally Friendly Lawn and Garden Practices % Mil.

Keep your yard safe, clean, and well maintained to add beauty to your home

and neighborhood. 67 60

Water your lawn and plants only when they need it; use water wisely. 65 59

Read and follow the label carefully when using pesticides and fertilizers. 53 47

Leave grass clippings in place on your lawn. 45 41

Keep fertilizer, pesticide, yard and pet waste out of water sources and off pavement. 43 39

Choose and use the right plants in the right spot for your climate, sun/shade, soil,

and rain fall. 42 37

Apply mulch around trees, shrubs, or garden areas. 42 37Cut your lawn at the highest recommended mower setting. 39 35

Before using pesticides to control insects or weeds, make sure the problem is

correctly identified and what the most appropriate method to control the problem is. 32 29

Recycle yard waste by composting grass clippings, leaves and other organic

materials 28 25


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Householdswith A Yard

or Garden42% = U.S. Average

Total 42

Sex

Male .....................................41

Female .................................43

Age

18-34....................................31

35-44....................................41

45-54....................................49

55 & over..............................49

Sex & Age

Men 18-34............................38

Men 35-44............................50

Men 45-54............................48

Men 55 & over......................43

Women 18-34.......................31

Women 35-44.......................45

Women 45-54 45



Total 42

Education

College Graduate.................46

Some College.......................40

High School or less..............37

Marital Status

Married .................................47

Single ...................................45

Sep./Div./Widow...................41

Presence of Children

Children in house.................41

No children in house ............43

Household Size

1 Person...............................36

2 Person...............................47

3-4 Person............................42



Total 42

Income

$75,000 and over .................48

$50-$74,999.........................45

$35-$49,999.........................41

Under $35,000 .....................35

Undesignated.......................42

Employment

Full Time...............................42

Part Time..............................40

Retired..................................50

Unemployed/Student............43

Region

Northeast..............................39

Midwest ................................44

South....................................45

West 40


Environmental Lawn and Garden Scorecard

Average Scores

If one were to grade U.S. households with a yard of garden at home, based on their plans for 2004 tofollow the recommended environmentally friendly lawn, garden, and landscaping practices listed on theEnvironmental Scorecard, they would get a failing grade.

Typically, a grade of A is 90-100 percent correct answers, B is 80-90 percent, C is 70-80 percent, D is60-70 percent, and F is below 60 percent correct answers. The nationwide average on the 2004 environ-

mental Scorecard was 42 percent correct answers, which is well below a passing grade.

As the following table shows, virtually every demographic group in the U.S. and households in everyregion of the country could significantly increase the number of environmentally friendly lawn, garden,and landscape practices they use.


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Environmental Lawn and Garden Index

The 2004 Environmental Lawn and Garden Index rates how environmentally friendly the lawn andgarden practices used by various demographic groups in the country were this year compared tothe national average. It compares the number of environmentally friendly lawn and garden prac-

tices a particular demographic group said their household performed this year out of a total of 12 possi-

ble practices on the 2004 Environmental Scorecard.

Nationwide, the average on the 2004 Environmental Scorecard was about 5 out of a total of 12possible environmentally friendly lawn and garden practices or an index of 100 points. Demographic

groups that performed more than 5 out of 12 environmentally friendly lawn and garden practices thisyear scored higher than 100 points on the index and those that did fewer than 5 out of 12 scored below100 points on the index.

As the following table shows, the demographic groups in the U.S. that scored higher than the nationalaverage this year on the Environmental Lawn and Garden Index included women, households 45 yearsof age and older, college graduates, married households, retirees, households with annual incomes of

$50,000 and over, households in the Midwest and South, 2-person households, and households with nochildren at home. Those that scored below the national average included men, households 44 years ofage and younger, those with less than a college education, singles, those that work part-time, are unem-ployed or students, households with incomes below $50,000, households in the Northeast and West,and households with one person or with 5 or more persons.

Householdswith A Yardor Garden

100 = Average

Total 100

Sex

Male .....................................98

Female ................................101

Age

18-34....................................7635-44....................................99

45-54 ...................................112

55 & over.............................116

Sex & Age

Men 18-34 76


100 = Average

Total 100

Education

College Graduate................108

Some College.......................96

High School or less..............89

Marital StatusMarried ................................110

Single ...................................70

Sep./Div./Widow...................98


Children in house.................99


100 = Average

Total 100

Income

$75,000 and over ................111

$50-$74,999........................107

$35-$49,999.........................97

Under $35,000 .....................85

Undesignated.......................99

Employment

Full Time..............................100

Part Time..............................96

Retired.................................118

U l d/St d t 95


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Lawn and Garden FertilizersUsed in 2004

In total, 60 percent of the 90 million U.S. households with a yard or garden say they will apply chemi-

cal fertilizer, all-natural/organic fertilizer or both chemical and all-natural/organic fertilizer themselvesor hire someone to apply fertilizer for them in 2004. Thats an estimated 54 million households that

say they will apply lawn, garden, and plant fertilizers this year. Chemical fertilizers include weed-and-feed fertilizers, dry granular fertilizer, water-soluble fertilizer, and time-release fertilizer. All-natural/organic fertilizers include manure, compost, and blended all-natural/organic fertilizers.

Twenty-seven percent or an estimated 24 million households with a yard or garden will apply bothchemical and all-natural/organic fertilizers in 2004. Twenty-three percent or an estimated 21 millionhouseholds with a yard or garden will apply only chemical fertilizers in 2004. And 10 percent of house-holds or an estimated 9 million households with a yard or garden will apply only all-natural/organic fer-tilizers in 2004.

Twenty-five percent of households with a yard or garden or an estimated 23 million households saythey will not apply any type of fertilizer in 2004. And 15 percent of households with a yard or garden

or an estimated 13 million households say they dont know if they will apply fertilizer in 2004.


Type of Fertilizer Used % Mil.

Will use both chemical and all-natural/organic fertilizer .................................................................27 24

Will use only chemical fertilizers like weed and feed, dry granular, water-soluble,

or time-release fertilizers ................................................................................................................23 21

Will use only all-natural/organic fertilizers like compost, manure, or blended

all-natural/organic fertilizer..............................................................................................................10 9

Will not apply any fertilizers ............................................................................................................25 23

Dont Know......................................................................................................................................15 13

TOTAL............................................................................................................................................100 90


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Profile of Households That UseBoth Chemical and All-Natural/Organic Fertilizer

The largest percentage (27 percent) and number of all households in the U.S. with a yard or garden (24

million) will apply both chemical and all-natural/organic fertilizers in 2004. Of these households the largestnumber are 55 years of age and older (8 million) followed by households 45-54 years of age (6 million), 35-44 years of age (5 million), and households 18-34 years of age (5 million). More households with memberswho are college graduates (12 million) will apply both chemical and all-natural/organic fertilizers than thosewith some college education (10 million) or households with a high-school education or less (2 million). Moremarried households (16 million) will apply chemical and all-natural/organic fertilizers than single households

(3 million) or separated, divorced, or widowed households (5 million). Fourteen million households that areemployed full-time will apply chemical and all-natural/organic fertilizer compared to 3 million that areemployed part-time, 5 million that are retired, and 2 million that are unemployed or students. More house-holds in the South (7 million) and West (7 million) will apply both chemical and all-natural/organic fertilizerthis year than households in the Northeast (5 million) and Midwest (5 million). Five million households withannual incomes of $75,000 and over will apply both chemical and all-natural/organic fertilizers this year com-

pared to 5 million households with incomes of $50-74,999, 3 million with incomes of $35-49,999, 8 millionwith incomes under $35,000, and 3 million households with undesignated incomes. More 3- to 4-personhouseholds (9 million) will apply both chemical and all-natural/organic fertilizers this year than 2-personhouseholds (8 million), 1-person households (4 million,) and 5- or more-person households (3 million). And13 million households with no children at home will apply both chemical and all-natural/organic fertilizers

this year compared to 11 million households with children at home.

The following table provides the details:


% Mil.

Total 27 24

Sex

Male...............................31 13

Female...........................24 11

Age18-34..............................21 5

35-44..............................28 5

45-54..............................32 6

55 & over .......................30 8

Sex & Age


% Mil.

Total 27 24

Education

College Graduate...........31 12

Some College ................27 10

High School or less........19 2Marital Status

Married...........................32 16

Single.............................18 3

Sep./Div./Widow.............22 5



% Mil.

Total 27 24

Income

$75,000 and over...........34 5

$50-$74,999...................30 5

$35-$49,999...................25 3Under $35,000 ...............20 8

Undesignated.................27 3

Employment

Full Time ........................29 14

Part Time .......................28 3

R ti d 29 5


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Profile of Households That Use Only Chemical Fertilizer

Twenty-three percent or 21 million households in the U.S. with a yard or garden will apply only chemicalfertilizers in 2004. Of these households the largest number are 55 years of age and older (8 million) followedby households 35-44 years of age (5 million), 45-54 years of age (4 million), and households 18-34 years ofage (4 million). More households with members who are college graduates (10 million) will apply only chemi-

cal fertilizers this year than those with some college education (8 million) or households with a high-schooleducation or less (3 million). More married households (15 million) will apply only chemical fertilizers thansingle households (2 million) or separated, divorced, or widowed households (4 million). Twelve millionhouseholds that are employed full-time will apply only chemical fertilizer compared to one million that are

employed part-time, 5 million that are retired, and 3 million that are unemployed or students. More house-holds in the South (7 million) and Midwest (6 million) will apply only chemical fertilizer this year than

households in the Northeast (4 million) and West (4 million). Eight million households with annual incomesof $75,000 and over will apply only chemical fertilizers this year compared to 4 million households withincomes of $50-74,999, 3 million with incomes of $35-49,999, 4 million with incomes under $35,000, and2 million households with undesignated incomes. More 3- to 4-person households (7 million) and 2-personhouseholds (7 million) will apply only chemical fertilizers this year than 1-person households (4 million) and5- or more-person households (3 million). Eleven million households with no children at home will apply only

chemical fertilizers this year compared to 10 million households with children at home.



% Mil.

Total 23 21

SexMale.............................25 11

Female.........................21 10

Age8-34..............................16 4

35-44............................25 545-54............................21 4

55 & over .....................29 8

Sex & AgeMen 18-34 ...................17 2

Men 35-44 ...................27 3

M 45 54 24 2


% Mil.

Total 23 21

EducationCollege Graduate ........26 10

Some College ..............21 8

High School or less .....21 3

Marital Status

Married.........................28 15Single...........................11 2

Sep./Div./Widow...........23 4

Presence of ChildrenChildren in house.........23 10

No children in house....23 11


% Mil.

Total 23 21

Income$75,000 and over.........31 8

$50-$74,999.................24 4

$35-$49,999.................20 3

Under $35,000.............17 4

Undesignated...............23 2

EmploymentFull Time......................24 12

Part Time .....................13 1

Retired .........................31 5

Unemployed/Student ...19 3

R i


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Profile of Households That Use Only All-Natural/Organic Fertilizer

Ten percent or 9 million households in the U.S. with a yard or garden will apply only all-natural/organicfertilizers in 2004. Of these households the largest number are 55 years of age and older (3 million) followedby households 35-44 years of age (2 million), 45-54 years of age (2 million), and households 18-34 yearsof age (2 million). More households whose members are college graduates (4 million) and those with some

college education (4 million) will apply only all-natural/organic fertilizers this year than households with ahigh-school education or less (1 million). More married households (5 million) will apply only all-natural/organic fertilizers than single person households (2 million) or separated, divorced, or widowed households(2 million). Five million households that are employed full-time will apply only all-natural/organic fertilizer

compared to one million that are employed part-time, 2 million that are retired and one million that areunemployed or students. More households in the South (3 million) will apply only all-natural/organic fertilizer

this year than those in the Midwest (2 million), Northeast (2 million), and West (2 million). Two millionhouseholds with annual incomes of $75,000 and over will apply only all-natural/organic fertilizers this yearcompared to one million households with incomes of $50-74,999, one million with incomes of $35-49,999,2 million with incomes under $35,000, and 3 million households with undesignated incomes. More 3- to 4-person households (3 million) and 2-person households (3 million) will apply only all-natural/organic fertiliz-ers this year than 1-person households (2 million) and 5- or more-person households (1 million). Six million

households with no children at home will apply only all-natural/organic fertilizers this year compared to3 million households with children at home.



% Mil.

Total 10 9

SexMale..............................8 4

Female.........................11 5

Age18-34.............................7 2

35-44.............................9 245-54............................13 2

55 & over .....................10 3

Sex & AgeMen 18-34 ....................7 1

Men 35-44 ....................7 1


% Mil.

Total 10 9

EducationCollege Graduate .........9 4

Some College ..............10 4


Marital Status

Married..........................9 5Single............................9 2

Sep./Div./Widow...........11 2

Presence of ChildrenChildren in house..........8 3



% Mil.

Total 10 9

Income$75,000 and over.........10 2

$50-$74,999..................8 1

$35-$49,999.................10 1

Under $35,000.............11 2

Undesignated...............10 3

EmploymentFull Time.......................9 5

Part Time .....................12 1

Retired .........................11 2



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Lawn and Garden Insect Controls

Used in 2004

In total, 59 percent of the 90 million U.S. households with a yard or garden say they will apply or hiresomeone to apply either chemical insect controls, all-natural/organic insect controls, or both in 2004.

Thats an estimated 52 million households that say they will apply insect controls outdoors on theirproperty this year.

Twenty-six percent of households with a yard or garden or an estimated 23 million households say

they will not apply any type of insect control in 2004. And 16 percent of households with a yard orgarden or an estimated 14 million households say they dont know if they will apply insect controlsin 2004.

Thirty-two percent or an estimated 28 million households with a yard or garden will apply bothchemical and all-natural/organic insect controls in 2004. Twenty percent or an estimated 18 millionhouseholds with a yard or garden will apply only chemical insect controls in 2004. And 7 percent of

households or an estimated 6 million households with a yard or garden will apply only all-natural/

organic insect controls in 2004.


Type of Insect Control Used % Mil.

Will use both chemical and all-natural/organic insect controls .......................................................32 28

Will use only chemical insect controls ............................................................................................20 18

Will use only all-natural/organic insect controls...............................................................................7 6

Will not apply any insect controls ...................................................................................................26 23

Dont Know......................................................................................................................................16 14

TOTAL............................................................................................................................................100 90


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Profile of Households That UseBoth Chemical and All-Natural/Organic Insect Controls

The largest percentage (32 percent) and number of all households in the U.S. with a yard or garden (28

million) will apply both chemical and all-natural/organic insect controls in 2004. Of these, more are 55 yearsof age and older (9 million) than households 45-54 years of age (7 million), 35-44 years of age (6 million),and households 18-34 years of age (6 million). More households with college graduates (13 million) willapply both chemical and all-natural/organic insect controls than those with some college education (11 mil-lion) or households with a high-school education or less (4 million). More married households (18 million)will apply chemical and all natural insect controls than single households (4 million) or separated, divorced

or widowed households (6 million). Sixteen million households that are employed full-time will apply chemi-cal and all-natural/organic insect controls compared to 3 million that are employed part-time, 6 million thatare retired, and 3 million that are unemployed or students. More households in the South (10 million) andWest (7 million) will apply both chemical and all-natural/organic insect controls this year than households inthe Northeast (5 million) and Midwest (6 million). Nine million households with annual incomes of $75,000and over will apply both chemical and all-natural/organic insect controls this year compared to 6 million

households with incomes of $50-74,999, 3 million with incomes of $35-49,999, 6 million with incomes under$35,000, and 4 million households with undesignated incomes. More 3- to 4-person households (9 million)

and 2-person households (9 million) will apply both chemical and all-natural/organic insect controls this yearthan 1-person households (5 million) and 5- or more-person households (5 million). Sixteen million house-holds with no children at home will apply both chemical and all-natural/organic insect controls this year

compared to 12 million households with children at home.



% Mil.

Total 32 28

Sex

Male...............................32 14

Female...........................31 14

Age18-34..............................22 6

35-44..............................31 6

45-54..............................40 7

55 & over .......................35 9

Sex & Age


% Mil.

Total 32 28

Education


Some College ................31 11


Married...........................35 18

Single.............................22 4

Sep./Div./Widow.............30 6



% Mil.

Total 32 28

Income

$75,000 and over...........38 9

$50-$74,999...................35 6

$35-$49,999...................30 3Under $35,000 ...............26 6

Undesignated.................32 4

Employment

Full Time ........................32 16

Part Time .......................31 3

Retired 37 6


16/90


Profile of Households That Use Only Chemical Insect Controls

Twenty percent or 18 million households in the U.S. with a yard or garden will apply only chemical insectcontrols in 2004. Of these, there are more households 55 years of age and older (6 million) than households35-44 years of age (5 million), 18-34 years of age (4 million), and households 45-54 years of age (3 million).More households with college graduates (8 million) will apply only chemical insect controls this year than

those with some college education (7 million) or households with a high-school education or less (3 million).More married households (13 million) will apply only chemical insect controls than single households(2 million) or separated, divorced, or widowed households (3 million). Eleven million households that

are employed full-time will apply only chemical insect controls compared to one million that are employedpart-time, 4 million that are retired, and 2 million that are unemployed or students. More households in theSouth (7 million) will apply only chemical insect controls this year than households in the Midwest (4 mil-

lion), West (4 million), and Northeast (3 million). Six million households with annual incomes of $75,000and over will apply only chemical insect controls this year compared to 4 million households with incomesof $50-74,999, 2 million with incomes of $35-49,999, 3 million with incomes under $35,000, and 3 millionhouseholds with undesignated incomes. More 3- to 4-person households (7 million) and 2-person house-holds (6 million) will apply only chemical insect controls this year than 1-person households (3 million) and

5- or more-person households (2 million). Nine million households with no children at home will apply onlychemical insect controls this year, the same number of households as those that have children at home.



% Mil.

Total 20 18

SexMale.............................23 10

Female.........................17 8

Age18-34............................15 4

35-44............................22 545-54............................19 3

55 & over .....................23 6

Sex & AgeMen 18-34 ...................17 3

Men 35-44 ...................24 2


% Mil.

Total 20 18


Some College ..............18 7


Marital Status

Married.........................23 13Single...........................11 2

Sep./Div./Widow...........17 3

Presence of ChildrenChildren in house.........21 9



% Mil.

Total 20 18

Income$75,000 and over.........25 6

$50-$74,999.................22 4

$35-$49,999.................17 2

Under $35,000.............13 3

Undesignated...............20 3


Part Time .....................14 1

Retired .........................22 4



17/90


Profile of Households That UseOnly All-Natural/Organic Insect Controls

Seven percent or 6 million households in the U.S. with a yard or garden will apply only all-natural/

organic insect controls in 2004. Of these households, 2 million are 55 years of age and older, 2 millionare 45- 54 years of age, one million are 18-34 years of age, and one million are 35-44 years of age.More households with some college education (3 million) will apply only all-natural/organic insectcontrols this year than those with college educations (2 million) or households with a high school orless education (1 million). More married households (4 million) will apply only all-natural/organicinsect controls than 1-person households (1 million) or separated, divorced, or widowed households

(1 million). Three million households that are employed full-time will apply only all-natural/organicinsect controls compared to one million that are employed part-time, one million that are retired,and one million that are unemployed or students. More households in the South (2 million) and West(2 million) will apply only all-natural/organic insect controls this year than households in the Midwest(1 million) and Northeast (1 million). Two million households with annual incomes of $75,000 andover will apply only all-natural/organic insect controls this year compared to one million with incomes

of $50-74,999, one million with incomes of $35-49,999, one million with incomes under $35,000, andone million with undesignated incomes. More 3- to 4-person households (2 million) and 2-person house-

holds (2 million) will apply only all-natural/organic insect controls this year than 1-person households(1 million) and 5- or more-person households (1 million). Four million households with no children athome will apply only all-natural/organic insect controls this year compared to 2 million households that

have children at home.



% Mil.

Total 7 6

Sex

Male ................................4 2

Female............................9 4

Age18-34...............................5 1

35-44...............................7 1

45-54..............................10 2

55 & over ........................6 2

Sex & Age


% Mil.

Total 7 6

Education

College Graduate............7 2

Some College .................7 3

High School or less.........6 1Marital Status

Married............................7 4

Single..............................7 1

Sep./Div./Widow..............7 1



% Mil.

Total 7 6

Income

$75,000 and over............7 2

$50-$74,999....................7 1

$35-$49,999....................6 1Under $35,000 ................7 1

Undesignated..................7 1

Employment

Full Time .........................7 3

Part Time ........................5 1

R ti d 5 1


18/90


Lawn and Garden Weed ControlsUsed in 2004

In total, 58 percent of the 90 million U.S. households with a yard or garden say they will apply or hire

someone to apply either chemical weed controls, all-natural/organic weed controls, or both in 2004.Thats an estimated 52 million households that say they will apply weed controls this year.

Twenty-seven percent of households with a yard or garden or an estimated 24 million households saythey will not apply any type of weed control in 2004. And 15 percent of households with a yard or gar-den or an estimated 14 million households say they dont know if they will apply weed controls in 2004.

Twenty-seven percent or an estimated 24 million households with a yard or garden will apply bothchemical and all-natural/organic weed controls in 2004. Twenty-five percent or an estimated 23 millionhouseholds with a yard or garden will apply only chemical weed controls in 2004. And 6 percent ofhouseholds or an estimated 5 million households with a yard or garden will apply only all-natural/organic weed controls in 2004.


Type of Weed Control Used % Mil.

Will use both chemical and all-natural/organic weed controls........................................................27 24

Will use only chemical weed controls .............................................................................................25 23

Will use only all-natural/organic weed controls................................................................................6 5

Will not apply any weed controls ....................................................................................................27 24

Dont Know......................................................................................................................................15 14

TOTAL............................................................................................................................................100 90


19/90


Profile of Households That UseBoth Chemical and All-Natural/Organic Weed Controls

The largest percentage (27 percent) and number of all households in the U.S. with a yard or garden (24 mil-

lion) will apply both chemical and all-natural/organic weed controls in 2004. Of these households, the largestnumber are 55 years of age and older (9 million) followed by households 45-54 years of age (5 million), 35-44years of age (5 million), and households 18-34 years of age (5 million). More households with college graduates(11 million) will apply both chemical and all-natural/organic weed controls than those with some college educa-tion (10 million) or households with a high-school education or less (3 million). More married households (16million) will apply chemical and all-natural/organic weed controls than single households (3 million) or separat-

ed, divorced, or widowed households (5 million). Fourteen million households that are employed full-time willapply chemical and all-natural/organic weed controls compared to 2 million that are employed part-time, 6 mil-lion that are retired, and 2 million that are unemployed or students. More households in the South (8 million),West (6 million), and Midwest (6 million) will apply both chemical and all-natural/organic weed controls thisyear than households in the Northeast (4 million). Eight million households with annual incomes of $75,000and over will apply both chemical and all-natural/organic weed controls this year compared to 5 million

households with incomes of $50-74,999, 3 million with incomes of $35-49,999, 5 million with incomes under$35,000, and 3 million households with undesignated incomes. More 3- to 4-person households (8 million)

and 2-person households (8 million) will apply both chemical and all-natural/organic weed controls this yearthan 1-person households (4 million) and 5- or more-person households (4 million). Thirteen million house-holds with no children at home will apply both chemical and all natural weed controls this year compared to

11 million households with children at home.



% Mil.

Total 27 24

Sex

Male...............................29 13

Female...........................25 11

Age18-34..............................20 5

35-44..............................26 5

45-54..............................33 5

55 & over .......................30 9

Sex & Age


% Mil.

Total 27 24

Education


Some College ................28 10


Married...........................31 16

Single.............................16 3

Sep./Div./Widow.............26 5



% Mil.

Total 27 24

Income

$75,000 and over...........31 8

$50-$74,999...................29 5

$35-$49,999...................26 3Under $35,000 ...............22 5

Undesignated.................27 3

Employment

Full Time ........................28 14

Part Time .......................23 2

R ti d 33 6


20/90


Profile of Households That Use Only Chemical Weed Controls

Twenty-five percent or 23 million households in the U.S. with a yard or garden will apply onlychemical weed controls in 2004. Of these households, the largest number are 55 years of age and older(8 million) followed by households 35-44 years of age (6 million), 18-34 years of age (5 million), andhouseholds 45-54 years of age (4 million). More households with college graduates (11 million) will

apply only chemical weed controls this year than those with some college education (9 million) orhouseholds with a high-school education or less (3 million). More married households (16 million)will apply only chemical weed controls than single households (3 million) or separated, divorced, orwidowed households (4 million). Fourteen million households that are employed full-time will apply

only chemical weed controls compared to 2 million that are employed part-time, 5 million that areretired, and 2 million that are unemployed or students. More households in the South (8 million)

will apply only chemical weed controls this year than households in the Midwest (6 million), West(5 million), and Northeast (5 million). Nine million households with annual incomes of $75,000 andover will apply only chemical weed controls this year compared to 5 million households with incomesof $50-74,999, 3 million with incomes of $35-49,999, 3 million with incomes under $35,000, and3 million households with undesignated incomes. More 3- to 4-person households (8 million) and2-person households (7 million) will apply only chemical weed controls this year than 1-person house-

holds (3 million) and 5- or more-person households (5 million). Twelve million households with nochildren at home will apply only chemical weed controls this year, one million more than the 11 millionhouseholds that have children at home that will apply only chemical weed controls in 2004.


Households

with A Yardor Garden

% Mil.

Total 25 23

SexMale.............................29 13

Female.........................22 10

Age18-34............................18 5

35-44.............................2 6

45-54............................25 4

55 & over .....................31 8

Sex & Age

Households


% Mil.

Total 25 23


Some College ..............23 9


Marital StatusMarried.........................31 16

Single...........................15 3

Sep./Div./Widow...........22 4


Households


% Mil.

Total 25 23

Income$75,000 and over.........35 9

$50-$74,999.................27 5

$35-$49,999.................27 3

Under $35,000.............15 3Undesignated...............25 3


Part Time .....................21 2

Retired 30 5


21/90


Profile of Households That UseOnly All-Natural/Organic Weed Controls

Six percent or 5 million households in the U.S. with a yard or garden will apply only all-natural/organ-

ic weed controls in 2004. Of these households, 2 million are 55 years of age and older, one million are45-54 years of age, one million are 18-34 years of age, and one million are 35-44 years of age. Twomillion households with members who are college graduates will apply only all-natural/organic weedcontrols this year, 2 million households whose members have attended college and one million householdswith a high-school education or less will apply only all-natural/organic weed controls in 2004. More mar-ried households (3 million) will apply only all-natural/organic weed controls than 1-person households

(1 million) or separated, divorced, or widowed households (1 million). Three million households that areemployed full-time will apply only all-natural/organic weed controls in 2004 compared to 500,000 thatare employed part-time, one million that are retired, and 500,000 that are unemployed or students. Morehouseholds in the South (2 million) will apply only all-natural/organic weed controls this year than house-holds in the West (1 million), Midwest (1 million), and Northeast (1 million). One million householdswith annual incomes of $75,000 and over will apply only all-natural/ organic weed controls this year

compared to one million households with incomes of $50-74,999, one million with incomes of $35-49,999,one million with incomes under $35,000, and one million households with undesignated incomes. More

3- to 4-person households (2 million) will apply only all-natural/organic weed controls this year than2-person households (1 million), 1-person households (1 million), and 5- or more-person households(1 million). Three million households with no children at home will apply only all-natural/organic weed

controls this year compared to 2 million households that have children at home.



% Mil.

Total 6 5

Sex

Male ................................4 2

Female............................7 3

Age18-34...............................4 1

35-44...............................7 1

45-54...............................8 1

55 & over ........................5 2

Sex & Age


% Mil.

Total 6 5

Education

College Graduate............6 2

Some College .................6 2

High School or less.........4 1Marital Status

Married............................6 3

Single..............................6 1

Sep./Div./Widow..............5 1



% Mil.

Total 6 5

Income

$75,000 and over............5 1

$50-$74,999....................5 1

$35-$49,999....................6 1Under $35,000 ................6 1

Undesignated..................6 1

Employment

Full Time .........................6 3

Part Time ........................5 .5

R ti d 4 1


22/90


Types of U.S. Gardeners

We have classified the types of gardeners in the U.S. based on the fertilizers, insect controls,and weed controls that they use. Households that use only chemical fertilizers, insect controls,and weed controls are Chemical Gardeners. Those that use a combination of both chemical

and all-natural/organic fertilizers, insect controls, and weed controls are Hybrid Gardeners. Those

that use only all-natural/organic fertilizers, insect controls, and weed controls are Organic Gardeners.And those that do not use any type of fertilizers, insect controls, and weed controls are Do-NothingGardeners.

As the following table shows, Chemical Gardeners make up the largest segment followed by HybridGardeners, Do-Nothing Gardeners, and Organic Gardeners. Of the 90 million U.S. households with ayard or garden in 2004, 39 percent or an estimated 35 million households were Chemical Gardenersthat used only chemical fertilizers, insect controls, and weed controls. Thirty-five percent or an estimated31 million households in 2004 were Hybrid Gardeners that used both chemical and all-natural/organicfertilizers, insect controls, and weed controls. Thirteen percent or an estimated 12 million households

were Do-Nothing Gardeners. And five percent or an estimated 5 million households were Organic

Gardeners that used only all-natural/organic fertilizers, insect controls, and weed controls.



Type of Gardener % Mil.

Chemical Gardener .................................................................................................................................39 35

Use onlychemical fertilizer and/or

Use onlychemical insect controls and/or

Use onlychemical weed controls

Hybrid Gardener......................................................................................................................................35 31

Use bothchemical and all-natural/organic fertilizers and/or

Use bothchemical and all-natural/organic insect controls and/or

Use bothchemical and all-natural/organic weed controls

Organic Gardener.....................................................................................................................................5 5

Use onlyall-natural/organic fertilizers and/or

Use onlyall-natural/organic insect controls and/or

Use onlyall-natural/organic weed controls


23/90


Profile of Chemical Gardeners

The 35 million households in the U.S. that are Chemical Gardeners are equally divided among men(50 percent) and women (50 percent). More Chemical Gardeners are 55 years of age and older (36percent) than 18-34 years of age (23 percent), 35-44 years of age (23 percent), or 45-54 years of age (18

percent). Households whose members are college graduates make up 45 percent of Chemical Gardenersfollowed by households who have attended college (38 percent) and those with a high-school educationor less (16 percent). More than 2 out of 3 Chemical Gardeners (67 percent) are married, 22 percent areseparated, divorced, or widowed, and 11 percent are single. The majority of Chemical Gardeners are

employed full-time (59 percent), 23 percent are retired, 9 percent are employed part-time, and 9 percentare unemployed or students. More Chemical Gardeners had annual household incomes of $75,000 and

over (34 percent) than $50-$74,999 (20 percent), $35-$49,999 (13 percent), or under $35,000 (18 per-cent). Thirty-six percent of Chemical Gardeners live in the South, 24 percent live in the Midwest, 21percent in the West, and 19 percent in the Northeast. You find more Chemical Gardeners in 3- to4-person households (36 percent) than in 2-person households (33 percent), 1-person households (17percent), and 5- or more-person households (14 percent). And more Chemical Gardeners live in house-holds with no children at home (54 percent) than in households with children at home (46 percent).


ChemicalGardening

Households

% Mil.

Total 39 35

Sex

Male ...........................50 17.5

Female.......................50 17.5

Age

18-34..........................23 8.1

35-44..........................23 8.1

45-54..........................18 6.3

55 & over ...................36 12.6

Sex & Age

Men 18-34 12 4 2

ChemicalGardening

Households

% Mil.

Total 39 35

Education

College Graduate.......45 15.7

Some College ............38 13.3

High School or less....16 5.6

Marital Status

Married.......................67 23.5

Single .........................11 3.9

Sep./Div./Widow.........22 7.7


Children in house 46 16 1

ChemicalGardening

Households

% Mil.

Total 39 35

Income

$75,000 and over.......34 11.9

$50-$74,999...............20 7.0

$35-$49,999...............13 4.5

Under $35,000...........18 6.3

Undesignated.............15 5.3

Employment

Full Time ....................59 20.7

Part Time.....................9 3.1

Retired .......................23 8.1

U l d/St d t 9 3 1


24/90


Profile of Hybrid Gardeners

The 31 million households in the U.S. that are Hybrid Gardeners are nearly equally divided amongmen (47 percent) and women (53 percent). More Hybrid Gardeners are 55 years of age and older (32percent) than 18-34 years of age (26 percent), 35-44 years of age (20 percent), or 45-54 years of age(22 percent). Households whose members are college graduates make up 43 percent of Hybrid Gardeners

followed by households who have attended college (41 percent) ,and those with a high-school educationor less (16 percent). Sixty percent of Hybrid Gardeners are married, 23 percent are separated, divorced,or widowed, and 17 percent are single. The majority of Hybrid Gardeners are employed full time (56percent), 19 percent are retired, 11 percent are employed part time, and 14 percent are unemployed or

students. More Hybrid Gardeners had annual household incomes of $75,000 and over (27 percent) than$50-$74,999 (19 percent), $35-$49,999 (13 percent), or under $35,000 (25 percent). Thirty-one percent

of Hybrid Gardeners live in the South, 24 percent live in the West, 23 percent in the Midwest and 22percent in the Northeast. You find more Hybrid Gardeners in 3- to 4-person households (39 percent)than in 2-person households (31 percent), 1-person households (19 percent), and 5- or more-personhouseholds (15 percent). And more Hybrid Gardeners live in households with no children at home(54 percent) than in households with children at home (46 percent).


HybridGardening

Households

% Mil.

Total 35 31

Sex

Male.............................47 14.6

Female.........................53 16.4

Age

18-34............................26 8.1

35-44............................20 6.2

45-54............................22 6.8

55 & over .....................32 9.9

Sex & Age

Men 18-34 12 3 7

HybridGardening

Households

% Mil.

Total 35 31

Education

College Graduate ........43 13.3

Some College ..............41 12.7

High School or less .....16 4.9

Marital Status

Married.........................60 18.6

Single...........................17 5.3

Sep./Div./Widow...........23 7.1



HybridGardening

Households

% Mil.

Total 35 31

Income

$75,000 and over.........27 8.4

$50-$74,999.................19 5.9

$35-$49,999.................13 4.0

Under $35,000.............25 7.8

Undesignated...............16 4.9

Employment

Full Time......................56 17.4

Part Time .....................11 3.4

Retired .........................19 5.9

U l d/St d t 14 4 3


25/90


Profile of Organic Gardeners

There are 5 million households in the U.S. that include Organic Gardeners. In these households, morewomen (71 percent) than men (29 percent) are Organic Gardeners. More Organic Gardeners are 45-54years of age (31 percent) than 18-34 years of age (24 percent), 35-44 years of age (23 percent), or 55years of age and older (22 percent). Households whose members have attended college make up 47

percent of Organic Gardeners followed by households who are college graduates (39 percent) and thosewith a high-school education or less (14 percent). Sixty-six percent of Organic Gardeners are married,23 percent are single, and 11 percent are separated, divorced, or widowed. Most Organic Gardeners areemployed full time (57 percent), 14 percent are retired, 10 percent are employed part-time, and 19 per-

cent are unemployed or students. More Organic Gardeners had annual household incomes of $75,000and over (25 percent) and $35,000 or less (25 percent) than $50-$74,999 (18 percent) or under $35-

$49,999 (14 percent). Thirty percent of Organic Gardeners live in the Northeast, 30 percent live in theSouth, 20 percent in the Midwest, and 20 percent in the West. You find more Organic Gardeners in3- to 4-person households (36 percent) than in 2-person households (31 percent), 1-person households(17 percent), and 5- or more-person households (17 percent). More Organic Gardeners live in house-holds with no children at home (59 percent) than in households with children at home (41 percent).

The following table provides the details.

OrganicGardening

Households

% Mil.

Total 5 5

Sex

Male.............................29 1.5

Female.........................71 3.5

Age

18-34............................24 1.2

35-44............................23 1.2

45-54............................31 1.5

55 & over .....................22 1.1

Sex & Age

Men 18-34 7 0 3

OrganicGardening

Households

% Mil.

Total 5 5

Education


Some College ..............47 2.3


Marital Status

Married.........................66 3.3

Single...........................23 1.1

Sep./Div./Widow...........11 0.5



OrganicGardening

Households

% Mil.

Total 5 5

Income

$75,000 and over.........25 1.3

$50-$74,999.................18 0.9

$35-$49,999.................14 0.7

Under $35,000.............25 1.3

Undesignated...............18 0.9

Employment

Full Time......................57 2.9

Part Time .....................10 0.5

Retired .........................14 0.7

U l d/St d t 19 0 9


26/90


Profile of Do-Nothing Gardeners

The 12 million households in the U.S. that are Do-Nothing Gardeners are equally divided among men(50 percent) and women (50 percent). More Do-Nothing Gardeners are 18 to 34 years of age (40 percent)than 35-44 years of age (25 percent), 45-54 years of age (13 percent), or 55 years of age and older(22 percent). Households whose members have attended college make up 45 percent of Do-Nothing

Gardeners followed by households who are college graduates (33 percent) and those with a high-schooleducation or less (22 percent). Thirty-nine percent of Do-Nothing Gardeners are married, 27 percent areseparated, divorced, or widowed, and 34 percent are single. The majority of Do-Nothing Gardeners areemployed full-time (55 percent), 13 percent are retired, 13 percent are employed part-time, and 19 per-

cent are unemployed or students. More Do-Nothing Gardeners had annual household incomes less than$35,000 (37 percent) than $75,000 and over (14 percent), $50-$74,999 (14 percent), or under $35-

$49,999 (17 percent). Thirty percent of Do-Nothing Gardeners live in the Northeast, 28 percent live inthe South, 23 percent in the Midwest and 19 percent in the West. You find more Do-Nothing Gardenersin 1-person households (30 percent) than in 2-person households (26 percent), 3- to 4-person households(29 percent), and 5- or more-person households (15 percent). More Do-Nothing Gardeners live in house-holds with no children at home (59 percent) than in households with children at home (41 percent).

The following table provides the details.

Do-NothingGardening

Households

% Mil.

Total 13 12

Sex

Male.............................50 6.0

Female.........................50 6.0

Age

18-34............................40 4.8

35-44............................25 3.0

45-54............................13 1.6

55 & over .....................22 2.6

Sex & Age

Men 18-34 21 2 5

Do-NothingGardening

Households

% Mil.

Total 13 12

Education


Some College ..............45 5.4


Marital Status

Married.........................39 4.7

Single...........................34 4.1

Sep./Div./Widow...........27 3.2



Do-NothingGardening

Households

% Mil.

Total 13 12

Income

$75,000 and over.........14 1.7

$50-$74,999.................14 1.7

$35-$49,999.................17 2.0

Under $35,000.............37 4.4

Undesignated...............18 2.2

Employment

Full Time......................55 6.6

Part Time .....................13 1.6

Retired .........................13 1.6

U l d/St d t 19 2 3


27/90


Profile of Households That PurchasedFertilizers, Insect Controls, and Weed Controls

Of the 71 million households in the U.S. that purchased fertilizer, insect controls, or weed controls in

2004, 30 percent were households whose members are 55 years of age and older, 28 percent werehouseholds 18-34 years old, 22 percent were households 35-44 years old, and 19 percent were house-

holds 45-54 years old. About the same percentage of men (49 percent) as women (51 percent) purchased fer-tilizer, insect controls, or weed controls in 2004. Households with members who are college graduates were42 percent of all those who purchased fertilizer, insect controls, and weed controls in 2004 followed by house-holds who have attended college (41 percent) and those with a high-school education or less (17 percent).

Sixty-one percent of households that purchased fertilizer, insect controls, or weed controls in 2004 were mar-ried, 20 percent were single, and 19 percent are separated, divorced, or widowed. Most households that pur-chased fertilizer, insect controls, or weed controls in 2004 were employed full-time (57 percent), 19 percentwere retired, 11 percent were employed part-time, and 13 percent were unemployed or students. Householdswith annual household incomes of $75,000 and over made up 27 percent of those that purchased fertilizer,insect controls, or weed controls in 2004 followed by households with incomes of $35,000 or less (24 per-

cent), those with incomes of $50-$74,999 (18 percent), and those with incomes of $35-$49,999 (13 percent).

Thirty-three percent of all households that purchased fertilizer, insect controls, or weed controls in 2004 livein the South, 23 percent live in the Midwest, 22 percent live in the Northeast, and 22 percent live in the West.Thirty-five percent of those that purchased fertilizer, insect controls, or weed controls in 2004 were 3- to 4-person households, 30 percent were 2-person households, 20 percent were 1-person households, and 15 per-cent were households with 5 or more members. More households that purchased fertilizer, insect controls, or

weed controls in 2004 had no children at home (55 percent) than those with children at home (45 percent).

Households that spent more than the national average of $100 on fertilizer, insect controls, and weedcontrols in 2004 included men, households 45 years of age and older, college graduates, married house-holds, households with annual incomes of $35,000 and over, households in the Midwest and South, 5-or more-person households, and households with children at home.

Of the $8.528 billion spent on fertilizer, insect controls, and weed controls in 2004, men accounted for 52

percent of sales and women 48 percent of sales. Households 55 years of age and older accounted for 31 per-cent of sales, households 18-34 years of age accounted for 26 percent of sales, households 35-44 years ofage accounted for 22 percent of sales, and households 45-54 accounted for 21 percent of sales. College-edu-cated households accounted for 48 percent of sales followed by households whose members have attended

college (37 percent) and households with a high-school education or less (15 percent). Married householdsaccounted for 70 percent of sales, 1-person households for 16 percent of sales, and separated, divorced, orwidowed households for 14 percent of sales. Households that are employed full-time accounted for 60 per-cent of sales, retirees for 20 percent of sales, households employed part-time for 12 percent of sales, andthose that are unemployed or students for 8 percent of sales. Households with annual incomes of $75,000

d d f 36 f l h i h i f $ 0 $ 000 f 21 f l


28/90


Profile of Households That Purchased Fertilizers, Insect Controls, and Weed Controls

Type of Households 2004 Average $ Spent 2004 Total $ Spent

Gardener % Mil. $ %

Total 100 71 100 100

SexMale ...............................................49 35 105 52Female ...........................................51 36 95 48

Age18-34..............................................28 20 90 2635-44..............................................22 16 99 2245-54..............................................19 13 110 2155 & over........................................30 21 102 31

Sex & AgeMen 18-34......................................14 10 110 15Men 35-44......................................11 8 83 9Men 45-54.......................................9 6 106 9Men 55 & over ...............................15 11 115 18Women 18-34 ................................14 10 70 10Women 35-44 ................................11 8 115 13Women 45-54 ................................10 7 113 11

Women 55 & over ..........................15 11 89 13EducationCollege Graduate...........................42 30 114 48Some College ................................41 29 89 37High School or less........................17 12 89 15

Marital StatusMarried...........................................61 43 111 70Single .............................................20 14 79 16Sep./Div./Widow ............................19 13 69 14

Presence of ChildrenChildren in house...........................45 32 103 46No children in house......................55 39 97 54

Household Size1 Person.........................................20 14 90 182 Person.........................................30 21 97 293-4 Person .....................................35 25 96 345 or more .......................................15 11 128 19

Income

$75,000 and over...........................27 19 126 36$50-$74,999...................................18 13 107 21$35-$49,999...................................13 9 107 15Under $35,000 ...............................24 17 77 20Undesignated.................................18 13 44 8

EmploymentFull Time 57 40 100 60


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Fertilizer, Insect Control, and Weed ControlMarket Size and Segmentation

Of the 90 million households in the U.S. with a yard or garden, 79 percent or an estimated 71

million households purchased fertilizer, insect controls, and weed controls that they applied them-selves or hired someone to apply for them in 2004. These households spent an average of $100

per household in 2004 on fertilizers, insect controls, and weed controls and a total of $8.528 billion.

Chemical Gardeners, people who will use only chemical fertilizers, insect controls, and/or weedcontrols on their yards and gardens in 2004, are the largest group. Thirty-nine percent of all households

with a yard or garden in 2004 or 35.1 million households were Chemical Gardeners. In 2004, ChemicalGardeners spent an average of $121.30 per household and a total of $4.257 billion on chemical fertiliz-ers, insect controls, and weed controls. Fifty percent of all sales of fertilizer, insect controls, and weedcontrols in 2004 were made to Chemical Gardeners.

Hybrid Gardeners, people who will use both chemical and all-natural/organic fertilizers, insectcontrols, and/or weed controls on their yards and gardens in 2004, are the second largest group. Thirty-five percent of all households with a yard or garden in 2004 or 31.5 million households were Hybrid

Gardeners. In 2004, Hybrid Gardeners spent an average of $121.40 per household and a total of $3.824billion on chemical and all-natural/organic fertilizers, insect controls, and weed controls. Forty-fivepercent of all sales of fertilizer in 2004 were made to Hybrid Gardeners.

Organic Gardeners, people who will use only all-natural/organic fertilizers, insect controls, and/orweed controls on their yards and gardens in 2004, are the third largest group. Five percent of all

households with a yard or garden in 2004 or 4.5 million households were Organic Gardeners. In2004, Organic Gardeners spent an average of $99.40 per household and a total of $447 million onall-natural/organic fertilizers, insect controls, and weed controls. Five percent of all sales of fertilizer

in 2004 were made to Hybrid Gardeners.

Do-Nothing Gardeners did not purchase or spend money on any fertilizers, insect controls, or weedcontrols in 2004. No data is available to estimate sales to households that said they dont know if

their household will purchase fertilizer, insect controls, and weed controls this year.

Type of Households $ Spent in 2004 % of

Gardener % Mil. Avg. Total (mil.) Total Sales

Organic 5 5 $99.4 $447 5

Chemical 39 35 $121.3 $4,257 50

Hybrid 35 31 $121.4 $3,824 45



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What Is Organic Gardening?

By Scott Meyer, Editor, Organic GardeningMagazine

The simple answer is that organic gardeners don't use synthetic fertilizers or pesticides. But organicgardening is an all-natural approach that encompasses much more than what you don't do. We

organic gardeners think of our efforts in terms of a complete eco-system that begins with the soiland includes the water supply, insects, wildlife, and even people. Since the soil is the starting point, suc-cessful all-natural/organic gardeners focus a lot of their attention on it. Our goal is to continually replen-ish the nutrients and organic matter in the soil, mimicking as closely as possible the way that Naturedoes this through its cycle of birth, growth, decay, and regeneration.

The other key to growing naturally is to choose plants suited to the site. Plants adapted to the climateand conditions are generally able to grow without a lot of attention or input from the gardener.In contrast, a plant that is not right for the site will be stressed and, like a person, become susceptibleto problems.

When problems do arise in an all-natural garden, the first response must be observation. What arethe symptoms? What exactly is causing the problem: an insect pest, a disease, a nutritional deficiency,or something else? What is the extent of the damage? Will the plant continue to grow and produce asexpected despite the problem?

Once a problem and its cause are positively identified, organic gardeners prefer to first encourageNature to take its course. Thats why we include plants that attract beneficial insects (such as ladybugs)and make our gardens inviting to birds, toads, snakes, and other wildlife that consume problem insects.

Where natural forces alone dont solve a problem, we favor the least-invasive solutions. We chooseproducts that specifically target the problem and avoid broad-spectrum treatments as much as possi-ble, even those that are naturally derived, because they also affect beneficial insects and may disrupt thenatural balance.

In fact, organic gardening may be best described as a collaboration with Nature to create a spacethats beautiful and productive for people, yet also hospitable to all the other creatures that share it.

We submit that this collaboration is the true essence of gardening, and its most valuable yield for thegardener is a deep connection to the world and a sense of awe at the wonders of creation.



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Main Reasons Why People Use OnlyAll-Natural/Organic Gardening Methods

The 2004 Environmental Lawn & Garden Survey asked respondents who were classified as

Organic Gardeners because they use only all-natural/organic fertilizer, insect controls, and weedcontrols why they use only all-natural/organic gardening methods. The top 5 reasons Organic

Gardening households gave for using all-natural/organic gardening methods reflect their interest in beingenvironmentally responsible and their concern for health and well being: its better for the environment(91 percent); to reduce the risk of exposure to chemicals in my yard (75 percent); to reduce water pollu-tion through fertilizer runoff (61 percent); it fits my way of life (58 percent); and its nutritionally better

for me and my family (56 percent). For this group, it appears that using all-natural/organic gardeningmethods is part of an overall lifestyle. Not surprisingly, Organic Gardeners scored higher on theEnvironmental Scorecard than both Chemical and Hybrid Gardeners.

A higher percentage of Organic G

2004 Environmental Lawn & Garden Survey

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Transcript of 2004 Environmental Lawn & Garden Survey