Table of Contents
Executive Summary
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- Market trends
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- Figure 1: US consumer sales of outdoor equipment and supplies, 2008-17
- The issues
- Consumers are unwilling to pay more for product innovations
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- Figure 2: Interest in select product innovations, December 2017
- Time-saving benefits offered by professional services may challenge market
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- Figure 3: Select attitudes toward hiring professionals to care for outdoor space, December 2017
- Declining homeownership rate can temper category growth
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- Figure 4: Homeownership rate, 2006-16
- The opportunities
- Men aged 18-44 are heavy users of outdoor power equipment
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- Figure 5: Personal usage of any outdoor power equipment (net), any personal usage (net), by age and gender, December 2017
- Electric power equipment has potential for growth
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- Figure 6: Attitudes toward electric outdoor power equipment, December 2017
- Consumer confidence encourages power equipment market
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- Figure 7: Consumer Sentiment Index, January 2007-December 2017
- What it means
The Market – What You Need to Know
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- Outdoor equipment market is on growth trajectory
- Professional services stir up market competition
- Economic trends encourages market; population and homeownership declines temper growth
Market Trends
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- Outdoor equipment market is growing
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- Figure 8: US consumer sales of outdoor equipment and supplies, 2008-17
Market Perspective
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- Professional services stir up market competition
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- Figure 9: Outdoor equipment usage, hire a professional service, December 2017
Market Factors
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- Challenges arise as the home ownership rate continues to decline
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- Figure 10: Home ownership rate, 2006-16
- Positive economic indicators encourage category
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- Figure 11: Consumer Sentiment Index, January 2007-December 2017
- Decline in key male population groups may lead to market struggles
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- Figure 12: Male population by age, 2013-23
Key Players – What You Need to Know
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- Seasonality plays a role in retailing; adults are drawn to in-store experiences
- Shoppers are limited in online channel; riding mower usage is low
- Electric powered equipment is taking the spotlight
What’s In?
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- Seasonality plays a role in retailing, opportunities to reach shoppers year-round
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- Figure 13: Average read rate of acquisition emails from Lowe’s, Menards, and The Home Depot, January-December 2017
- Shoppers prefer to buy equipment in-store
What’s Out?
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- Online used for planning, but not purchasing
- Riding mowers are convenient to use but inconvenient to own
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- Figure 14: Ownership of push mowers and riding mowers, December 2017
What’s Next?
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- Eco-friendly power equipment is taking the spotlight
The Consumer – What You Need to Know
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- More adults own vs rent
- In-store plays important role in purchasing decisions
- Adults rely on a variety of factors when buying or renting equipment
- Adults enjoy taking care of their outdoor space
- Electric equipment has potential; professional services create barriers
- Challenges arise as adults are unwilling to pay more for innovations
Power Equipment Usage
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- More adults own vs rent
- Equipment for basic lawn maintenance drives ownership
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- Figure 15: Usage of outdoor power equipment, own or rent, December 2017
- Personal usage is driven by men aged 18-54
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- Figure 16: Usage of select outdoor power equipment, any personal usage (net), by gender and age, December 2017
- Equipment ownership is driven by parents and adults under 55 years old
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- Figure 17: Ownership of select outdoor power equipment, by age and parental status, December 2017
- Region influences equipment ownership
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- Figure 18: Ownership of select outdoor power equipment, by region, December 2017
- Most homeowners own outdoor power equipment
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- Figure 19: Ownership of select outdoor power equipment, by primary residence, December 2017
- Personal usage of equipment is less common for Black adults
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- Figure 20: Usage of select outdoor power equipment, any personal usage (net), by Black race, December 2017
Shopping Behaviors
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- In-store plays important role in purchasing decisions
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- Figure 21: Outdoor power equipment shopping behaviors, December 2017
- Men invest time in selection process
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- Figure 22: Select outdoor power equipment shopping behaviors, by gender, December 2017
- Young adults are engaged when shopping for equipment
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- Figure 23: Select outdoor power equipment shopping behaviors, by age, December 2017
Purchase Influencers
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- Adults rely on a variety of factors when buying or renting equipment
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- Figure 24: Purchase influencers sought in outdoor power equipment, December 2017
- Ease-of-use and durability are prioritized, but brand is important too
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- Figure 25: TURF analysis – Purchase influencers, December 2017
- Methodology
- Women seek user-friendly products, while brand influences men
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- Figure 26: Purchase influencers sought in outdoor power equipment, by gender, December 2017
- Older adults prioritize function; secondary factors influence young adults
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- Figure 27: Select purchase influencers sought in outdoor power equipment, by age, December 2017
- Hispanics and young adults share similar purchase influencers
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- Figure 28: Select purchase influencers sought in outdoor power equipment, by Hispanic origin, December 2017
Attitudes and Behaviors toward Outdoor Space
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- Adults enjoy taking care of their outdoor space
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- Figure 29: Attitudes toward outdoor space, December 2017
- Men and women both enjoy taking care of their outdoor space
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- Figure 30: Select attitudes toward outdoor space, by gender, December 2017
- Parents and young adults enjoy their outdoor space
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- Figure 31: Select attitudes toward outdoor space, by parental status and age, December 2017
- Hispanic and White adults are engaged in category
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- Figure 32: Select attitudes toward outdoor space, by race and Hispanic origin, December 2017
Attitudes toward Outdoor Power Equipment
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- Electric equipment has potential; professional services create barriers
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- Figure 33: Attitudes toward outdoor power equipment, December 2017
- Men’s attitudes align with higher engagement
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- Figure 34: Select attitudes toward outdoor power equipment, by gender, December 2017
- Safety and environmental concerns drive differences across age groups
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- Figure 35: Select attitudes toward outdoor power equipment, by age, December 2017
- Hispanics have a positive outlook on electric equipment
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- Figure 36: Select attitudes toward outdoor power equipment, by Hispanic origin, December 2017
Interest in Product Innovations
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- Challenges arise as adults are unwilling to pay more for innovations
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- Figure 37: Interest in product innovations, December 2017
- Both men and women aged 18-44 express interest in innovations
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- Figure 38: Interest in product innovations – Interested and willing to pay more, by age and gender, December 2017
- Hispanics report above-average interest in product innovations
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- Figure 39: Interest in select product innovations – Interested and willing to pay more, by Hispanic origin, December 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 40: US consumer sales of outdoor equipment and supplies, at inflation-adjusted prices, 2008-17
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