Electric lawn mower industry
Electric lawnmowers spark the imagination of a rapidly growing “environmentally conscious” population group. Demand is also positively impacted by significant improvements in battery performance and precision cutting.
Given these factors, global sales are likely to exceed 10 million units in 2019, which translates into a market value near $ 9 billion.
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The demand for electric lawnmowers, which in the past has been muted due to poor battery life and inadequate mowing capacity, has been rapidly gaining ground.
Lawnmower manufacturers were quick to assess consumer demand, and several electric variants have been introduced to the market that can compete with gasoline-based variants in terms of durability and precision.
However, the report notes that the high price of electric lawnmowers remains a deterrent.
To meet the needs of end users, manufacturers have launched electric lawn mowers with a range of power capacities.
Electric lawnmowers with 500 to 1800 W are still the best-selling variant, with “up to 500 W” also proving to be a lucrative segment.
The report assumes that electric lawnmowers with up to 500 W will grow slightly faster versus 500 to 1800 W variants. The latter, however, will be outstanding – both in terms of volume and value during the entire assessment period.
Electric robotic lawn mowers are set to see impressive growth rates, albeit from a small base. Robotic electric lawn mowers are expensive, which has resulted in a concentration of sales among certain population groups.
However, since manufacturers are concentrating on lowering the overall price due to technological innovations, acceptance is likely to increase rapidly.
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While electric robotic lawn mowers represent a new opportunity, electric lawn mowers that run after them will remain the best-selling product throughout the evaluation period. The dominance of this segment can be seen from the fact that 80% of all electric lawnmowers sold in 2017 were “walk-behinds”.
The report finds that consumers prefer to shop for electric lawnmowers in traditional retail stores while online sales have begun to replenish demand. 70% of all electric lawnmower sales in 2017 were through traditional retail stores.
Although sales through online stores are expected to grow a little faster compared to online channels, the former will remain the ubiquitous sales channel throughout the forecast period.
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Electric lawn mowers are used for both residential and commercial applications. However, their penetration has remained limited in the latter due to the limitations of mowing large areas of lawn. The report notes that while manufacturers have improved existing battery performance, gasoline electric mowers remain the preferred choice for large lawns. Demand from the residential segment accounted for almost 80% of the volume in 2017.
The report finds that the United States is the largest market for electric lawn mowers in the world. The rollout of these lawnmowers in the US is being driven in part by a wider shift towards electrification and in part by increased efforts by individuals to reduce their carbon footprint. The US’s lucrative nature means North America continues to be the most lucrative market for electric lawnmowers – both in terms of value and volume.
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