Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Positive factors cannot outweigh housing slump
- Housing slump upends market
- Homeownership shifts to ethnicities, younger buyers
- Growing male population aids sales
- Increases in disposable personal income (DPI)
- Greater home sizes in some regions, shrinking in others
- Media influence
- Market shifts from DIY to professional services
- Regional, seasonal considerations
- Market size directly affected by burst of housing bubble
- Two segments divided into several overall subsegments
- Five leading manufacturers; supply chain marked by acquisitions
- Advertising and promotion
- Retail landscape
- Consumer ownership of OPE, attitudes, and preferences
- Key consumer groups—hobbyists, enthusiasts, and eco-gardeners
- What the future holds
- Home sales continue to decline
- Green living, air quality regulations threaten market
Market Drivers
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- Introduction
- Changes in home sales, homeownership profiles directly affect market
- Housing bubble bursts
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- Figure 1: U.S. existing home sales, 1996-2007
- Homeownership becomes more ethnically diverse
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- Figure 2: Homeowners by race and Hispanic origin, 1995-2005
- Homeownership shifts slightly to younger generations
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- Figure 3: Homeowners by age, 1995-2006
- Disposable personal income (DPI)
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- Figure 4: U.S. disposable personal income, 2002-07
- Ownership of lawn and garden power tools by income and ethnicity
- Income
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- Figure 5: Ownership of lawn and garden equipment, by income, May 2007
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- Figure 6: Median household income by age of householder, 2005
- Ethnicity
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- Figure 7: Ownership of lawn and garden equipment, by race/ethnicity, May 2007
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- Figure 8: Median income in the U.S., by race/ethnicity, 1975-2005
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- Figure 9: Population, by race and Hispanic origin, 2002-12
- Surge in home sizes and shrinking lots
- Popularity of outdoor living spaces spurs interest in power tools
- Improving “curb appeal”
- TV programs and magazines dedicated to gardening and outdoor living fuel sales
- DIY gives way to professional services
Market Size and Trends
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- Introduction
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- Figure 10: Total U.S. retail sales of lawn and garden power tools, at current and constant prices, 2002-07
- Market trends
- Zero-turning-radius mowers
- Reduced emission levels
- Ergonomics
- Robotic lawn mowers
Market Segmentation
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- Lawn and garden power tools, segmented by end-user and product type
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- Figure 11: Unit shipments of lawn and garden power tools, segmented by end-user and type, 2005 and 2007
- Walk-behind/push mowers
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- Figure 12: Unit shipments of walk-behind/push mowers, at current and constant prices, 2002-07
- Riding equipment: rear-engine mowers, lawn tractors, and garden tractors
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- Figure 13: Unit shipments of riding equipment, at current and constant prices, 2002-07
- Rear-engine riding mowers
- Lawn tractors
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- Figure 14: Unit shipments of lawn tractors, at current and constant prices, 2002-07
- Garden tractors
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- Figure 15: Unit shipments of garden tractors, at current and constant prices, 2002-07
- Other large-wheeled garden power tools: tillers, snow blowers
- Tillers
- Snow blowers
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- Figure 16: Unit shipments of snow blowers, at current and constant prices, 2002-07
- Handheld products: trimmers, chainsaws, and blowers
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- Figure 17: Unit shipments of handheld products, at current and constant prices, 2002-07
- Trimmers
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- Figure 18: Unit shipments of trimmers, at current and constant prices, 2002-07
- Chainsaws
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- Figure 19: Unit shipments of chainsaws, at current and constant prices, 2002-07
- Blowers
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- Figure 20: Unit shipments of blowers, at current and constant prices, 2002-07
- Other tools and attachments
- Commercial lawn and garden power tools
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- Figure 21: Unit shipments of commercial lawn and garden power tools, at current and constant prices, 2002-07
- Commercial intermediate walker mowers
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- Figure 22: Unit shipments of commercial intermediate walker mowers, at current and constant prices, 2002-07
- Commercial riding mowers
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- Figure 23: Unit shipments of commercial riding mowers, at current and constant prices, 2002-07
Supply Structure
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- Introduction
- Companies and brands
- Deere & Co.
- Husqvarna
- The Toro Company
- MTD Products
- Briggs & Stratton
Advertising and Promotion
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- Introduction
- John Deere
- Toro
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- Figure 24: Toro lawn and yard power tools TV spot—outdoor living
- Briggs & Stratton
- Husqvarna
- Black & Decker
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- Figure 25: Black & Decker GrassHogXP TV spot—easy start; vertical adjustment; high-powered electric motor
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- Figure 26: Black & Decker 18-volt cordless handheld tool series TV spot—easy start; vertical adjustment; high-powered electric motor
Retail Distribution
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- Introduction
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- Figure 27: Preferred retail locations for purchases of lawn and garden power tools, by age, May 2007
- Home improvement centers
- The Home Depot
- Lowe’s
- Department stores
- Sears Holdings Corporation
- Hardware stores
- Ace Hardware
The Consumer: Ownership of Lawn and Garden Power Tools
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- Introduction
- Summary
- Lawn and garden tools ownership, user purchase habits and attitudes
- Ownership
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- Figure 28: Ownership of specific lawn and garden power tools, by age, May 2007
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- Figure 29: Ownership of specific lawn and garden power tools, by income, May 2007
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- Figure 30: Ownership of specific lawn and garden power tools, by marital status, May 2007
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- Figure 31: Ownership of specific lawn and garden power tools, by household size, May 2007
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- Figure 32: Ownership of specific lawn and garden power tools, by number of children in household, May 2007
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- Figure 33: Ownership of specific lawn and garden power tools, by region, May 2007
- Preferred retail locations for lawn and garden power tool purchases
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- Figure 34: Preferred retail locations for purchases of lawn and garden power tools, by age, May 2007
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- Figure 35: Preferred retail locations for purchases of lawn and garden power tools, by income, May 2007
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- Figure 36: Preferred retail locations for purchases of lawn and garden power tools, by region, May 2007
- Attitudes towards powered lawn and garden tools
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- Figure 37: Preferred attributes of lawn and garden power tools, by gender, May 2007
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- Figure 38: Preferred attributes of lawn and garden power tools, by income, May 2007
- Amount spent in two years on lawn and garden power tools
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- Figure 39: Amount spent in two years on lawn and garden power tools, May 2007
- Attitudes towards specific TV shows
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- Figure 40: Viewing levels of specific TV programming, May 2007
The Consumer: Cohort Analysis
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- Hobbyists, Gardening Enthusiasts and Eco-gardeners: A comparison of consumer cohorts
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- Figure 41: Overlap between Hobbyists, Enthusiasts and Eco-gardeners
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- Figure 42: Lawn and garden cohort profiles, May 2007
- Summary
- Lawn and garden tools ownership, user purchase habits and attitudes among cohorts
- Ownership
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- Figure 43: Ownership of specific lawn and garden power tools, by cohort, May 2007
- Amount spent in two years on lawn and garden power tools among cohorts
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- Figure 44: Amount spent in two years on lawn and garden power tools, by cohort, May 2007
The Consumer: Race and Ethnicity Analysis
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- Summary
- Lawn and garden tools ownership among ethnicities
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- Figure 45: Ownership of specific lawn and garden power tools, by race/ethnicity, May 2007
- Attitudes towards specific TV channels
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- Figure 46: Viewing levels of specific TV programming, by race/ethnicity, May 2007
Future and Forecast
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- Future trends
- Home sales continue to slide
- Triple threat: green living, gas prices, and regulation
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- Figure 47: U.S. gasoline retail prices, 2002-07
- Noise pollution
- Market forecast
- Lawn and garden power tools market
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- Figure 48: Forecast of total U.S. retail sales of lawn and garden power tools, at current and constant prices, 2007-12
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- Figure 49: Forecast of retail sales of lawn and garden power tools, at current and constant prices, 2007-12
- Walk-behind/push mowers
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- Figure 50: Forecast of U.S unit shipments of walk-behind/push mowers, at current and constant prices, 2007-12
- Riding equipment: lawn tractors and garden tractors
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- Figure 51: Forecast of U.S. unit shipments of riding equipment, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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