Lawn and Garden Power Tools - US - August 2007

Table of Contents

• Scope and ThemesWhat you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Executive Summary
• 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
• Introduction
• Changes in home sales, homeownership profiles directly affect market
• Housing bubble bursts
  • Figure 1: U.S. existing home sales, 1996-2007
• Homeownership becomes more ethnically diverse
  • Figure 2: Homeowners by race and Hispanic origin, 1995-2005
• Homeownership shifts slightly to younger generations
  • Figure 3: Homeowners by age, 1995-2006
• Disposable personal income (DPI)
  • Figure 4: U.S. disposable personal income, 2002-07
• Ownership of lawn and garden power tools by income and ethnicity
• Income
  • Figure 5: Ownership of lawn and garden equipment, by income, May 2007
  • Figure 6: Median household income by age of householder, 2005
• Ethnicity
  • Figure 7: Ownership of lawn and garden equipment, by race/ethnicity, May 2007
  • Figure 8: Median income in the U.S., by race/ethnicity, 1975-2005
  • 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
• Introduction
  • 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
• Lawn and garden power tools, segmented by end-user and product type
  • Figure 11: Unit shipments of lawn and garden power tools, segmented by end-user and type, 2005 and 2007
• Walk-behind/push mowers
  • 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
  • Figure 13: Unit shipments of riding equipment, at current and constant prices, 2002-07
• Rear-engine riding mowers
• Lawn tractors
  • Figure 14: Unit shipments of lawn tractors, at current and constant prices, 2002-07
• Garden tractors
  • 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
  • Figure 16: Unit shipments of snow blowers, at current and constant prices, 2002-07
• Handheld products: trimmers, chainsaws, and blowers
  • Figure 17: Unit shipments of handheld products, at current and constant prices, 2002-07
• Trimmers
  • Figure 18: Unit shipments of trimmers, at current and constant prices, 2002-07
• Chainsaws
  • Figure 19: Unit shipments of chainsaws, at current and constant prices, 2002-07
• Blowers
  • Figure 20: Unit shipments of blowers, at current and constant prices, 2002-07
• Other tools and attachments
• Commercial lawn and garden power tools
  • Figure 21: Unit shipments of commercial lawn and garden power tools, at current and constant prices, 2002-07
• Commercial intermediate walker mowers
  • Figure 22: Unit shipments of commercial intermediate walker mowers, at current and constant prices, 2002-07
• Commercial riding mowers
  • Figure 23: Unit shipments of commercial riding mowers, at current and constant prices, 2002-07
• Supply Structure
• Introduction
• Companies and brands
• Deere & Co.
• Husqvarna
• The Toro Company
• MTD Products
• Briggs & Stratton
• Advertising and Promotion
• Introduction
• John Deere
• Toro
  • Figure 24: Toro lawn and yard power tools TV spot--outdoor living
• Briggs & Stratton
• Husqvarna
• Black & Decker
  • Figure 25: Black & Decker GrassHogXP TV spot--easy start; vertical adjustment; high-powered electric motor
  • Figure 26: Black & Decker 18-volt cordless handheld tool series TV spot--easy start; vertical adjustment; high-powered electric motor
• Retail Distribution
• Introduction
  • 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
• Introduction
• Summary
• Lawn and garden tools ownership, user purchase habits and attitudes
• Ownership
  • Figure 28: Ownership of specific lawn and garden power tools, by age, May 2007
  • Figure 29: Ownership of specific lawn and garden power tools, by income, May 2007
  • Figure 30: Ownership of specific lawn and garden power tools, by marital status, May 2007
  • Figure 31: Ownership of specific lawn and garden power tools, by household size, May 2007
  • Figure 32: Ownership of specific lawn and garden power tools, by number of children in household, May 2007
  • Figure 33: Ownership of specific lawn and garden power tools, by region, May 2007
• Preferred retail locations for lawn and garden power tool purchases
  • Figure 34: Preferred retail locations for purchases of lawn and garden power tools, by age, May 2007
  • Figure 35: Preferred retail locations for purchases of lawn and garden power tools, by income, May 2007
  • Figure 36: Preferred retail locations for purchases of lawn and garden power tools, by region, May 2007
• Attitudes towards powered lawn and garden tools
  • Figure 37: Preferred attributes of lawn and garden power tools, by gender, May 2007
  • 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
  • Figure 39: Amount spent in two years on lawn and garden power tools, May 2007
• Attitudes towards specific TV shows
  • Figure 40: Viewing levels of specific TV programming, May 2007
• The Consumer: Cohort Analysis
• Hobbyists, Gardening Enthusiasts and Eco-gardeners: A comparison of consumer cohorts
  • Figure 41: Overlap between Hobbyists, Enthusiasts and Eco-gardeners
  • Figure 42: Lawn and garden cohort profiles, May 2007
• Summary
• Lawn and garden tools ownership, user purchase habits and attitudes among cohorts
• Ownership
  • 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
  • Figure 44: Amount spent in two years on lawn and garden power tools, by cohort, May 2007
• The Consumer: Race and Ethnicity Analysis
• Summary
• Lawn and garden tools ownership among ethnicities
  • Figure 45: Ownership of specific lawn and garden power tools, by race/ethnicity, May 2007
• Attitudes towards specific TV channels
  • Figure 46: Viewing levels of specific TV programming, by race/ethnicity, May 2007
• Future and Forecast
• Future trends
• Home sales continue to slide
• Triple threat: green living, gas prices, and regulation
  • Figure 47: U.S. gasoline retail prices, 2002-07
• Noise pollution
• Market forecast
• Lawn and garden power tools market
  • Figure 48: Forecast of total U.S. retail sales of lawn and garden power tools, at current and constant prices, 2007-12
  • Figure 49: Forecast of retail sales of lawn and garden power tools, at current and constant prices, 2007-12
• Walk-behind/push mowers
  • 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
  • Figure 51: Forecast of U.S. unit shipments of riding equipment, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations