A study from research firm The Freedonia Group shows that demand for power lawnmowers is expected to rise 3.2% per year to $4.2 billion in 2021. That said, sales advances are expected to slow from the rebound-fueled pace of the 2006-2011 period. But hey, sustained growth is sustained growth, and that’s something to be excited about if you’re a lawnmower manufacturer, distributor or dealer.
Easy on the elderly. Growth will benefit from the aging homeowner demographic, as older consumers place a higher value on powered products that minimize exertion. Additionally, members of this demographic may increasingly opt to outsource their lawn care to professional landscapers, supporting sales of high-value products. While landscaping firms tend to use commercial-grade turf and grounds mowers for larger jobs, landscapers working in the residential market also commonly use higher-grade consumer models.
It’s electrifying. Electric lawnmowers are projected to gain market share going forward, as technological advances will make battery-powered products increasingly competitive with engine-driven equipment. However, analyst Elliott Woo points out, "Gains for electric products will be mostly limited to less powerful consumer-grade types, and electric lawnmowers will remain a niche product overall." At present, traditional engine-driven technology remains the more practical choice for larger equipment such as riding mowers.
Challenges to growth
“Used” market remains a force. Sales of new lawnmowers, which tend to have a fairly long life expectancy, will continue to be constrained by competition from used versions, which are widely available.
Slowdown in homeownership. Another limiting factor is slower movement to homeownership – and thus less widespread ownership of a lawnmower – among younger adult demographics.
Lawn scrutinization. Demand will also be restrained as climate change could lead to further reductions in lawn sizes or removal of lawns altogether; droughts in the Southwest have already had this effect in recent years.
The Freedonia Group, a division of MarketResearch.com, is a leading international industrial research company publishing more than 100 studies annually. Since 1985 it has provided research to customers ranging in size from global conglomerates to one-person consulting firms.
Check out the complete study: Power Lawn & Garden Equipment Market in the US, 12th Edition