The Scotts Miracle-Gro Company (SMG) investor relations material

Strategic Vision and Transformation

• SMG 2.0 strategy centers on evolving from a product-focused to a lifestyle and wellness brand, emphasizing consumer engagement, innovation, and operational efficiency, with a focus on year-round care and life enrichment.

• Pillars include consumer-first brand modernization, a startup mentality, tech-enabled innovation, channel expansion, and digital influence.

• Executive team refreshed with diverse capabilities to drive transformation and growth.

• Exited non-core businesses, notably Hawthorne, to concentrate on core lawn and garden segments and drive margin expansion.

• Commitment to accountability, transparency, and delivering on financial and operational promises.

Market and Category Insights

• U.S. lawn & garden market estimated at ~$100B, with a $12B DIY addressable segment projected to reach $15B by 2030, and steady growth post-COVID.

• Company holds ~33% dollar share, #1 in 8 of 11 business segments, with significant room for household penetration growth.

• Controls is the largest and fastest-growing segment, followed by gardens and lawns, with shifting consumer preferences toward organics and e-commerce.

• Online sales in the category are growing at 16% annually, expected to reach $5.6B by FY30.

• Significant runway exists to increase household penetration across most product categories.

Consumer and Brand Strategy

• Shift from traditional CPG to lifestyle marketing, leveraging digital and social media to drive engagement and awareness, with over 80% of advertising spend now digital/social.

• Expanding reach to emerging consumers, including Hispanic households, younger demographics, and first-time home buyers.

• Brand building is increasingly social and AI-driven, with a 200% YoY increase in lifestyle conversations and 18x increase in brand awareness.

• Social commerce and influencer-driven campaigns are validating new products and accelerating innovation cycles.

• Leading in social commerce and AI search, with 70% organic share of voice and strong Amazon performance.