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Contents
Report homepage
Contents
Introduction & Abbreviations
Executive Summary
Market Drivers
Market Size & Trends
Market Segmentation
Supply Structure
Advertising & Promotion
Retail Distribution
The Consumer
Future & Forecast
APPENDIX: Trade Associations
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Garden Power Tools - US - November 2003
Table of Contents

Introduction & Abbreviations

Executive Summary

SLOWER ECONOMIC GROWTH

GARDEN POWER TOOLS BY TYPE

SIX MAJOR MANUFACTURERS

ADVERTISING EFFORTS

RETAILERS PROPEL GROWTH BUT POSE CHALLENGES FOR SUPPLIERS

KEY TOOL OWNERSHIP FACTORS

PRICE COMPETITION AND INNOVATION DRIVE SALES

DEMOGRAPHIC TRENDS SUPPORT FUTURE GROWTH

Market Drivers

ECONOMIC GROWTH AND PDI

Figure 1 Real GDP growth (%), real disposable income, and garden power tool sales, 1998-2002

HOUSING SALES

Home ownership rates
Figure 2 Home ownership rates, by age, 1996-2001
Construction, renovation, and housing sales
Figure 3 Sales of homes, new and existing, 1992-2002

Graph 1 Annual percentage change in sales of homes, new and existing, 1993-2002

Graph 1 Annual percentage change in sales of homes, new and existing, 1993-2002

STRONG PERFORMANCE OF HOME STORES

LIFESTYLE FACTORS: FOCUS ON THE HOME, GARDENING

Figure 4 Lawn and garden participation, by activity, 1997-2002

DEMOGRAPHIC TRENDS

Figure 5 U.S. population, by age group, 1998-2008

FEMALE CONSUMERS

NOISE POLLUTION

CORDLESS PRODUCTS

Market Size & Trends

Figure 6 U.S. sales of garden power equipment, at current and constant prices, 1998-2003

Market Segmentation

INTRODUCTION

Figure 7 Unit shipments of garden power tools, segmented by type of product, 2001 and 2003

Graph 2 Unit shipments of garden power tools, segmented by type of product, 1998-2003

Graph 2 Unit shipments of garden power tools, segmented by type of product, 1998-2003

WALK-BEHIND MOWERS

Figure 8 U.S. unit shipments of walk-behind rotary mowers, 1998-2003

Riding Mowers and Lawn AND Garden Tractors

Riding Mowers
Figure 9 U.S. unit shipments of front- and rear-engine riding mowers, 1998-2003
Lawn and Garden Tractors
Figure 10 U.S. unit shipments of front-engine lawn tractors, 1998-2003
Figure 11 U.S. unit shipments of garden tractors, 1998-2003

OTHER LARGE WHEELED GARDEN POWER TOOLS

Tillers
Figure 12 U.S. unit shipments of walk-behind rotary tillers, 1998-2003
Snow throwers
Figure 13 U.S. unit shipments of snow throwers, 1998-2003

HANDHELD PRODUCTS: TRIMMERS, CHAINSAWS AND BLOWERS

Figure 14 U.S. unit shipments of gasoline-powered handheld garden power tools, 1998-2003
Figure 15 U.S. unit shipments of gasoline-powered handheld garden power tools, by product type, 2002
String trimmers/brush cutters
Chainsaws
Leaf blowers and vacuums
Hedge trimmers

OTHER TYPES OF TOOLS AND ATTACHMENTS

COMMERCIAL GARDEN POWER TOOL EQUIPMENT

Figure 16 U.S. unit shipments of commercial intermediate walker mowers, 1998-2003
Figure 17 U.S. unit shipments of commercial riding mowers, 1998-2003

Supply Structure

FOREIGN TRADE

Figure 18 Total U.S. imports and exports of lawn and garden equipment, 1996-2000

COMPANIES AND BRANDS

Figure 19 U.S. manufacturers’ estimated sales of OPE equipment in the U.S., 2000 and 2002

COMPANY PROFILES

Deere & Company
Electrolux Group―Poulan
MTD Products
Murray, Inc.
Toro Company
Simplicity Manufacturing

OTHER MANUFACTURERS AND SUPPLIERS

Agri-Fab
Ariens
Black & Decker
Country Home Products
McCulloch Corporation
Trim-A-Lawn Corporation

Advertising & Promotion

INTRODUCTION

MEDIA SPENDING

DEERE & COMPANY

TORO

MTD

Sears—Craftsman (Electrolux)
Black & Decker

Retail Distribution

INTRODUCTION

Figure 20 Retail sales of garden power tools, by channel, 2000 and 2002

Graph 3 Retail sales of garden power tools, by channel, 2002

Graph 3 Retail sales of garden power tools, by channel, 2002

DIRECT RETAIL AND DEALERS

HOME IMPROVEMENT CENTERS

Home Depot
Lowe’s

MASS MERCHANDISERS

Wal-Mart
Kmart
Target

HARDWARE STORES, SEARS

Hardware-buying co-operatives
TruServ
Ace Hardware
Do It Best
Sears

The Consumer

INTRODUCTION

GARDENING

Figure 21 Profile of respondents who include gardening among leisure activities of the past 12 months, June 2002-May 2003“Was gardening one of your leisure activities done in the last 12 months?”Base: 20,802 adults aged 18+

YARD OWNERSHIP/GARDENING ACTIVITIES

Figure 22 Type of outdoor area around home, September 2003“Which of the following do you have about your home?”Base: 1,003 adults aged 18+
Figure 23 Type of gardening activity undertaken during gardening season, by gender, September 2003Base: 867 adults aged 18+, who have a patio, yard, garden, etc. and a household member spends time gardening

OWNERSHIP OF POWER LAWN AND GARDEN EQUIPMENT

Figure 24 Ownership of power lawn and garden equipment, September 2003Base: 1,003 adults aged 18+
Figure 25 Ownership of garden power tools, by gender, September 2003“Do you own any of the lawn and garden equipment listed below?”Base: 1,003 adults aged 18+
Figure 26 Ownership of garden power tools, by age, September 2003“Do you own any of the lawn and garden equipment listed below?”Base: 1,003 adults aged 18+
Figure 27 Ownership of garden power tools, by household income, September 2003“Do you own any of the lawn and garden equipment listed below?”Base: 1,003 adults aged 18+
Figure 28 Ownership of garden power tools, by race/ethnicity, September 2003“Do you own any of the lawn and garden equipment listed below?”Base: 1,003 adults aged 18+
Figure 29 Ownership of garden power tools, by region, September 2003“Do you own any of the lawn and garden equipment listed below?”Base: 1,003 adults aged 18+
Figure 30 Ownership of garden power tools, by time spent doing gardening, September 2003“Do you own any of the lawn and garden equipment listed below?”“How much time on average would you say you spend each week caring for your lawn and garden or outdoor plants?”Base: 1,003 adults aged 18+
Figure 31 Ownership of garden power tools, by urban, suburban or rural household, September 2003“Do you own any of the lawn and garden equipment listed below?”Base: 1,003 adults aged 18+

RECENT PURCHASING OF POWER LAWN AND GARDEN EQUIPMENT

Figure 32 Purchasing of garden power tools in the last 12 months, June 2002-May 2003“Which of the following items did your household purchase in the last 12 months?”Base: 20,802 adults aged 18+
Figure 33 Purchasing of power lawn and garden equipment in the last 12 months, by events experienced in the last 12 months by the respondent, June 2002-May 2003“Which of the following items did your household purchase in the last 12 months?”“Which of the following events did you experience in the last 12 months?”Base: 20,802 adults aged 18+

FACTORS DETERMINING PURCHASING OF GARDEN POWER TOOLS

Figure 34 Factors influencing decision on outdoor power tool purchase, September 2003Base: 756 adults aged 18+ who own at least one power tool
Figure 35 Factors influencing decision on purchase of garden power tools, by gender, September 2003“Which of the following influenced your decision on your most recent outdoor power tool purchase?”Base: 756 adults aged 18+ who own at least one power tool
Figure 36 Factors influencing decision on purchase of garden power tools, by age, September 2003“Which of the following influenced your decision on your most recent outdoor power tool purchase?”Base: 756 adults aged 18+ who own at least one power tool
Figure 37 Factors influencing decision on purchase of garden power tools, by household income, September 2003“Which of the following influenced your decision on your most recent outdoor power tool purchase?”Base: 756 adults aged 18+ who own at least one power tool
Figure 38 Factors influencing decision on purchase of garden power tools, by time spent doing gardening, September 2003“Which of the following influenced your decision on your most recent outdoor power tool purchase?”Analyzed by“How much time on average would you say you spend each week caring for your lawn and garden or outdoor plants?”Base: 756 adults aged 18+ who own at least one power tool
Figure 39 Factors influencing decision on purchase of garden power tools, by urban, suburban or rural household, September 2003“Which of the following influenced your decision on your most recent outdoor power tool purchase?”Base: 756 adults aged 18+ who own at least one power tool

CONCLUSION

Future & Forecast

FUTURE TRENDS

Growth in households
Figure 40 Number of U.S. households, 2003-08
Figure 41 Single-resident households, by gender, 1998-2008
Age and generational trends
Figure 42 American population projections, by generation, 2000-10
Figure 43 U.S. population, by age group, 2003 and 2008
An ethnically diverse population
Figure 44 U.S. population, by race/ethnicity, 1998-2008
Gardening Hobbyists and Home Improvement Spending

MARKET FORECAST

Figure 45 Forecast of U.S. retail sales of garden power tools, at current and constant prices, 2003-08

Graph 4 U.S. retail sales of garden power tools, at current prices, 1998-2008

Graph 4 U.S. retail sales of garden power tools, at current prices, 1998-2008
Forecast Factors

APPENDIX: Trade Associations