Loyal Customers Help Scotts Miracle-Gro Maintain their Market Lead
When it comes to the Soil & Fertilizer market, Scotts Miracle-Gro is the clear leader. Despite being a fragmented market (long tail makes up ~25% market share), they have continued to grow their lead. Currently, Scotts Miracle-Gro comprises ~60% market share.
Soil & Fertilizer Market Share at Home Improvement Retailers
United States | Online and B&M Sales at Home Depot, Lowe’s, and Menards | Jan 2021 - Dec 2022
Scotts Miracle-Gro continues to grow its brand loyalty among customers, progressively getting more ‘sticky’ over time. They capture a healthy and growing share of category spend from their buyers in soil & fertilizer products, continually reducing their customers' share of spend across alternative brands.
Scotts Miracle-Gro Customer Wallet Share Leakage
United States | Online and B&M Sales at Home Depot, Lowe’s and Menards | Jan 2021 - Dec 2022
However, their lead at Lowe's is less commanding than at other home improvement retailers. In the Soil & Fertilizer market, Sta-Green has a larger share at Lowe's vs Home Depot while Scotts has a looser hold at Lowe's, under-indexing at ~55% vs it’s total market share.
Soil & fertilizer market share at Lowe’s
United States | Online and B&M Sales at Lowe’s | Jan 2021 - Dec 2022
With strong brand recognition and loyal customer base, Scotts Miracle-Gro will likely remain the go-to brand for Soil & Fertilizer products for the foreseeable future.
For custom insights in Patio & Garden or other Home Improvement industries, connect with an analyst or reach out to insights@yipitdata.com.
Source: In-Store Receipt Data, Proprietary Email Receipt Data, Webscraped Data
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