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Global demand for lawn mowers is forecast to increase 1.9% per year from a high 2020 base to $9.5 billion in 2025. Growth will be somewhat slower than the 2015-2020 period due to the elevated 2020 market, with demand sustained by:
- robust sales of battery-powered lawn mowers, which will account for the vast majority of demand gains
- ongoing advances in the US, the largest market for lawn mowers
High Levels of Demand Driven by COVID-19 Pandemic
The global lawn mower market achieved a new all-time high in 2020, with sales above the pre-recession 2007 level for the first time. This high level of demand was related to the effects of the COVID-19 pandemic, in particular more time spent at home as a result of social distancing measures. This led to growth in a wide variety of do-it-yourself (DIY) home maintenance and improvement markets, with lawn mowers among those benefiting.
While lawn mower suppliers currently enjoy an extremely healthy market environment, with sales remaining at an elevated level in 2021, it is unclear how much of recent gains will be sustainable as the effects of the pandemic fade. As a result, demand growth is expected to moderate through 2025, although the possibility of a permanent shift toward increased remote work could provide support for continued high sales levels.
Battery Power Expanding to Larger Mowers
Lawn mowers have been slower to transition to battery power than other types of lawn and garden equipment, and gas power remains the dominant technology for larger models like riding mowers. However, battery technology continues to improve, and battery-powered riding mowers are increasingly capable of competing with engine-driven models on both performance and price. As a result, demand for battery-powered lawn mowers is expected to advance rapidly through 2025 as the range of products using this technology expands. However, gains for battery-powered mowers will come at the expense of engine-driven products, and sales growth for gas-powered mowers will be sluggish.
Robotic Mowers Gaining Acceptance
The rising popularity of robotic lawn mowers is one of the most important ongoing trends in the industry, as these products offer distinct value-added functionality not provided by conventional mowers. Robotic mowers made massive strides in Western Europe between 2010 and 2020, becoming a particularly significant share of the market in Sweden and Germany. These products are proliferating throughout the region and represent a key growth segment in otherwise mature West European markets. Suppliers are also increasingly attempting to sell robotic mowers in the US, although significant penetration of that market has not yet been achieved. This is due in part to limited awareness, as many consumers still do not know that robotic lawn mowers are an option. However, the US also has a particularly high level of enthusiasm for DIY lawn care, and many consumer purchasers of lawn and garden equipment are less interested in the labor-saving aspects of robotic mowers. As a result, ongoing customer outreach will be required in the US, with possible opportunities in reaching consumers who rely on landscapers and have limited knowledge of lawn mowers.
Historical Market Trends
Demand for lawn mowers is impacted primarily by the health of the general economy and personal income levels, as well as by climate and weather patterns.
In the consumer market, which accounts for the majority of lawn mower usage, demand for these products is sensitive to fluctuations in:
- consumer spending
- housing completions
- residential lot size
- cultural preferences, including the presence of a lawn culture
Sales to commercial users are also impacted by trends in the economy overall as well as by commercial building construction, the popularity of leisure activities such as golfing, and in consumer preferences for DIY versus do-it-for-me (DIFM) lawn maintenance.
In addition to economic factors, demand for lawn mowers can be significantly impacted by weather patterns and climate change. In particular, regions that experience less rainfall and/or see adoption of water-saving landscaping techniques, such as xeriscaping, are less likely to require lawn mowers to maintain grass and plants.
Demand by Region
Global demand for lawn mowers is forecast to rise 1.9% per year to $9.5 billion in 2025. Sales growth will moderate from the 2015-2020 period, as elevated DIY home improvement and maintenance activity associated with the COVID-19 pandemic led to particularly high consumer sales in 2020.
The US will account for 59% of growth through 2025, with Australia, Canada, and West European countries comprising much of the remainder. High levels of lawn mower demand in these areas are supported by:
- high personal incomes
- large average yard sizes, particularly in the US
- cultural preferences for manicured lawns
Sales of lawn mowers in these regions will be driven by rising consumer spending and the growing number of single-family households. The increasing popularity of robotic mowers – particularly in Western Europe – will also contribute to gains, although widespread consumer acceptance of these products in the US has not occurred yet.
Markets for lawn mowers in lower income countries will remain small relative to their potential. While rapid economic advances in many countries will spur fast growth, the lack of established cultural predilection for maintained lawns will continue to keep markets small.