Abstract
From 2007-08, power tool sales have fallen as the housing market has stumbled, home renovations have declined and commodity costs have risen. While cordless tools remain comparatively strong sellers, on a whole, DIY power tool sales fell in 2007 and are likely to continue to decline further in an uncertain economic environment. Insights relate to analysis of the following areas:
- How trends in housing, renovation and home improvement retailing are shaping the market context
- The changing profile of homeownership, including the emergence of younger, multi-ethnic and single female homeowners
- How the aging of the Baby Boomer population will affect the power tool market and the best ways to appeal to Boomers
- The sales, acquisitions and innovations of the largest suppliers
- How brand identities are being developed and promoted
- What product innovations are being used and are on the horizon
- Which consumer groups to target and how to reach them
- What marketing and retail strategies can help target specific consumer groups
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