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Description

Description

"Despite outdoor power equipment being a large and costly purchase, adults are more likely to own equipment than rent. In addition, the time-saving benefits from hiring a professional service may create challenges for the market. Future growth may hinge on consumer interest in sustainability, emphasizing growth potential for eco-friendly power equipment options."
- Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

  • Consumers are unwilling to pay more for product innovations
  • Time-saving benefits offered by professional services may challenge market
  • Declining homeownership rate can temper category growth

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market trends
          • Figure 1: US consumer sales of outdoor equipment and supplies, 2008-17
        • The issues
          • Consumers are unwilling to pay more for product innovations
            • Figure 2: Interest in select product innovations, December 2017
          • Time-saving benefits offered by professional services may challenge market
            • Figure 3: Select attitudes toward hiring professionals to care for outdoor space, December 2017
          • Declining homeownership rate can temper category growth
            • Figure 4: Homeownership rate, 2006-16
          • The opportunities
            • Men aged 18-44 are heavy users of outdoor power equipment
              • 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
              • Figure 6: Attitudes toward electric outdoor power equipment, December 2017
            • Consumer confidence encourages power equipment market
              • Figure 7: Consumer Sentiment Index, January 2007-December 2017
            • What it means
            • The Market – What You Need to Know

              • 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

                    • Outdoor equipment market is growing
                      • Figure 8: US consumer sales of outdoor equipment and supplies, 2008-17
                  • Market Perspective

                    • Professional services stir up market competition
                      • Figure 9: Outdoor equipment usage, hire a professional service, December 2017
                  • Market Factors

                    • Challenges arise as the home ownership rate continues to decline
                      • Figure 10: Home ownership rate, 2006-16
                    • Positive economic indicators encourage category
                      • Figure 11: Consumer Sentiment Index, January 2007-December 2017
                    • Decline in key male population groups may lead to market struggles
                      • Figure 12: Male population by age, 2013-23
                  • Key Players – What You Need to Know

                    • 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?

                          • Seasonality plays a role in retailing, opportunities to reach shoppers year-round
                            • 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?

                            • Online used for planning, but not purchasing
                              • Riding mowers are convenient to use but inconvenient to own
                                • Figure 14: Ownership of push mowers and riding mowers, December 2017
                            • What’s Next?

                              • Eco-friendly power equipment is taking the spotlight
                              • The Consumer – What You Need to Know

                                • 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

                                            • More adults own vs rent
                                              • Equipment for basic lawn maintenance drives ownership
                                                • Figure 15: Usage of outdoor power equipment, own or rent, December 2017
                                              • Personal usage is driven by men aged 18-54
                                                • 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
                                                • Figure 17: Ownership of select outdoor power equipment, by age and parental status, December 2017
                                              • Region influences equipment ownership
                                                • Figure 18: Ownership of select outdoor power equipment, by region, December 2017
                                              • Most homeowners own outdoor power equipment
                                                • Figure 19: Ownership of select outdoor power equipment, by primary residence, December 2017
                                              • Personal usage of equipment is less common for Black adults
                                                • Figure 20: Usage of select outdoor power equipment, any personal usage (net), by Black race, December 2017
                                            • Shopping Behaviors

                                              • In-store plays important role in purchasing decisions
                                                • Figure 21: Outdoor power equipment shopping behaviors, December 2017
                                              • Men invest time in selection process
                                                • Figure 22: Select outdoor power equipment shopping behaviors, by gender, December 2017
                                              • Young adults are engaged when shopping for equipment
                                                • Figure 23: Select outdoor power equipment shopping behaviors, by age, December 2017
                                            • Purchase Influencers

                                              • Adults rely on a variety of factors when buying or renting equipment
                                                • Figure 24: Purchase influencers sought in outdoor power equipment, December 2017
                                              • Ease-of-use and durability are prioritized, but brand is important too
                                                • Figure 25: TURF analysis – Purchase influencers, December 2017
                                              • Methodology
                                                • Women seek user-friendly products, while brand influences men
                                                  • Figure 26: Purchase influencers sought in outdoor power equipment, by gender, December 2017
                                                • Older adults prioritize function; secondary factors influence young adults
                                                  • Figure 27: Select purchase influencers sought in outdoor power equipment, by age, December 2017
                                                • Hispanics and young adults share similar purchase influencers
                                                  • Figure 28: Select purchase influencers sought in outdoor power equipment, by Hispanic origin, December 2017
                                              • Attitudes and Behaviors toward Outdoor Space

                                                • Adults enjoy taking care of their outdoor space
                                                  • Figure 29: Attitudes toward outdoor space, December 2017
                                                • Men and women both enjoy taking care of their outdoor space
                                                  • Figure 30: Select attitudes toward outdoor space, by gender, December 2017
                                                • Parents and young adults enjoy their outdoor space
                                                  • Figure 31: Select attitudes toward outdoor space, by parental status and age, December 2017
                                                • Hispanic and White adults are engaged in category
                                                  • Figure 32: Select attitudes toward outdoor space, by race and Hispanic origin, December 2017
                                              • Attitudes toward Outdoor Power Equipment

                                                • Electric equipment has potential; professional services create barriers
                                                  • Figure 33: Attitudes toward outdoor power equipment, December 2017
                                                • Men’s attitudes align with higher engagement
                                                  • Figure 34: Select attitudes toward outdoor power equipment, by gender, December 2017
                                                • Safety and environmental concerns drive differences across age groups
                                                  • Figure 35: Select attitudes toward outdoor power equipment, by age, December 2017
                                                • Hispanics have a positive outlook on electric equipment
                                                  • Figure 36: Select attitudes toward outdoor power equipment, by Hispanic origin, December 2017
                                              • Interest in Product Innovations

                                                • Challenges arise as adults are unwilling to pay more for innovations
                                                  • Figure 37: Interest in product innovations, December 2017
                                                • Both men and women aged 18-44 express interest in innovations
                                                  • 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
                                                  • Figure 39: Interest in select product innovations – Interested and willing to pay more, by Hispanic origin, December 2017
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Consumer survey data
                                                      • Direct marketing creative
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                          • Appendix – The Market

                                                              • Figure 40: US consumer sales of outdoor equipment and supplies, at inflation-adjusted prices, 2008-17

                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                          • Market

                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                          • Consumer

                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                          • Brand/Company

                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                          • Data

                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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