ISBN 1-85765-780-2

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Market Size

THE TOTAL MARKET

THE WORLD MARKET

Table 1: The Garden Equipment Market by Value (£m and percent), 1992-1997

Table 2: Breakdown of Lawn Mower Sales in the UK by Product Type (000 lawn mowers), 1997

Table 3: Total Volume Sales and Market Value of Lawn Mowers in the UK (£m at msp and 000 lawn mowers), 1992-1997

Table 4: Sales of Hand Tools in the UK (£m at msp and percent), 1992-1997

Table 5: Sales of Water Management Equipment in the UK (£m at msp and percent), 1992-1997

Industry Background

RECENT HISTORY

INDUSTRY FRAGMENTATION

DISTRIBUTION

EMPLOYMENT

TRADE ASSOCIATIONS

Table 6: Distribution of Sales of Garden Equipment by Retail Outlet ( percent), 1997

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS AND THEIR BRAND

ADVERTISING AND PROMOTION

Table 7: Leading UK Companies Engaged in the Production of Gardening Equipment (£m), 1996/1997

Table 8: Main Media Advertising Expenditure on Garden Equipment by Sector (£000), 1996 and 1997

Table 9: Main Media Advertising Expenditure on Lawn Mowers (£000), October-September 1993/1994-1996/1997

Table 10: Main Media Advertising Expenditure on Lawn Mowers by Sector (£000), 1997

Table 11: Main Media Advertising Expenditure on Gardening Aids (£000), October-September 1993/1994-1996/1997

Table 12: Main Media Advertising Expenditure on Gardening Aids by Brand (£000), 1997

Table 13: Main Media Advertising Expenditure on Horticultural Aids (£000), October-September 1993/1994-1996/1997

Strengths, Weaknesses, Opportunities and Threats (SWOT)

LAWN MOWERS

HAND TOOLS

POWERED TOOLS AND EQUIPMENT

HORTICULTURAL AIDS (WATER MANAGEMENT EQUIPMENT)

Buying Behaviour

CONSUMER PENETRATION

OWNERSHIP OF GARDEN EQUIPMENT

Table 14: Regional Distribution of Gardens by Size ( percent and square feet), 1997

Table 15: Distribution of Gardens by Social Grade in Relation to Size of Adult Population ( percent and square feet), 1997

Table 16: Distribution of Gardens According to Age of Main Gardener ( percent and square feet), 1997

Table 17: Have or Own Lawn Mowers by Type of Machine (000 and percent households), 1997

Table 18: Household Ownership of Lawn Mowers by Social Grade (000 and percent households), 1997

Table 19: Household Ownership of Powered Tools and Equipment by Social Grade (000 and percent households), 1997

Table 20: Access to Use of Sprinklers by Social Grade (number and percent households), 1997

Outside Suppliers to the Industry

AGRICULTURAL MOTOR

Current Issues

CORPORATE ACTIVITY

OVERSEAS MARKETS

Forecasts

DEMOGRAPHICS

MARKET SEGMENTATION AND PRODUCT DEVELOPMENT

GLOBALISATION

COMPETITOR FORECASTS

INDUSTRY FORECASTS

Table 21: UK Population Trends and Age Distribution (000), 1991-2031

Table 22: Forecasts of the Number of Households in England (000), 1996-2011

Table 23: Forecast UK Market for Garden Equipment (£m at 1997 prices and percent), 1998-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

Garden equipment is a growth market. The value of sales in 1996 is estimated at £342m. This figure represents a 1.4 percent increase on 1995 which, in turn, was 0.9 percent down on the 1994 figure.

The reason for this apparent paradox is due almost entirely to the vagaries of the weather. Much of the buying is seasonal. Not only does it take place in spring, but much of it is concentrated around the Easter weekend. To emphasise this point, 91 percent of lawn mower advertising expenditure took place in 1997, from March to June.

This report analyses four sectors: lawn mowers, powered equipment, hand tools and gardening aids, which is synonymous with water management equipment. The lawn mower has been the main piece of equipment over the last 60 years. Weak sales in 1995 and 1996, allied to low rainfall, is responsible for the poor sales figures in these 2 years.

The lawn mower will remain the single most important piece of equipment. However, the industry is changing and there is a growing number of powered tools. There is a lot of growth in this sector to the point where Key Note expects it to collectively take over from lawn mowers as the largest sector in value terms before the end of the century.

The other sector which has strong potential growth is water management because recent dry summers have heightened peoples, awareness of the need for efficient watering and there is a growing interest in water features in the garden.

The present market is large, the second largest in the European Union (EU), and is expanding with the growth in the number of households. The latter will have grown by 43 percent from 1996 to the year 2001, and will increase by 40 percent in each of the following 5-year periods to 2011. The majority of these new households, which will total around 2.6 million by 2011, will have gardens and therefore be potential purchasers.

Many companies involved in manufacturing are involved in producing for other commercial markets. Lawn mower manufacturers produce for golf courses, other outdoor sports and local authorities. Hand tools are used in agriculture, forestry and local authorities among others. For this reason, it has not always been certain as to how much commitment has been given to the consumer market. Nevertheless, the commercial markets have sustained the gardening enterprises.

Text © 1998 Key Note

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