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Pro and Consumer Trends in Landscaping February 2017

Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

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Page 1: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

Pro and Consumer Trends in Landscaping

February 2017

Page 2: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

THE FARNSWORTH GROUP

3

RESEARCH. INSIGHTS. ANSWERS.

Providing custom research to the building products, home improvement, lawn & garden industries for 30 years to help manufacturers and retailers evaluate Consumer and Professional markets.

Page 3: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

ON GOING RESEARCH OF DIYERS, PROS AND DEALERS…

3

TO ANSWER VARIOUS STRATEGIC QUESTIONS THROUGH OUR PRIMARY RESEARCH PROCESS.

• Market Sizing/ Brand Share• End-user usage & attitudes• Brand awareness & performance

• Product development• Customer satisfaction• Merchandising

CONSUMERS RESIDENTIAL PROFESSIONALS

COMMERCIAL/ INDUSTRIAL

PROFESSIONALS

DIFM

Light DIY

Moderate DIY

Heavy DIY

Small

Medium

Large

Specialist

Generalist

Specifier

Installer

Decision Maker

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4

INDUSTRY RESEARCHER…AND CUSTOMER

Page 5: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

LAWN & GARDEN FORECAST

3

• Near-term optimism, long-term concerns (labor, inflation, material costs, interest rates).

• Lawn and Garden following similar trends to building and home improvement growth.

• NOTE: I am not an economic, simply restate economists’ analysis and forecasts

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6

LAWN & GARDEN MARKET SIZE FORECAST(excluding labor)

Inbillions

HomeImprovementResearchInstitute:SizeofMarketSeptember2016

38.08140.850

42.93744.763

46.47949.273

51.36853.798

56.49359.298

16.35617.966 18.925 19.709 20.301 21.371 22.124 23.008 23.975 24.999

21.725 22.884 24.012 25.054 26.17827.902 29.244

30.79032.518

34.299

0.000

10.000

20.000

30.000

40.000

50.000

60.000

70.000

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

LawnandGardenMarketSizeEstimates:2011-2020

TotalLawn&Garden NurseryStock&SoilTreatments Lawn&GardenEquipmentandSupplies

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7

LAWN & GARDEN MARKET GROWTH FORECAST(excluding labor)

Inbillions

HomeImprovementResearchInstitute:SizeofMarketSeptember2016

5.8%

7.3%

5.1%

4.3% 3.8%

6.0%

4.3% 4.7%

5.0% 5.0%

7.2%

9.8%

5.3%

4.1%

3.0%

5.3%

3.5% 4.0% 4.2% 4.3%

4.8% 5.3%

4.9% 4.3% 4.5%

6.6%

4.8% 5.3%

5.6% 5.5%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

LawnandGardenMarketAnnualRateofChange:2011-2020

TotalLawn&Garden NurseryStock&SoilTreatments Lawn&GardenEquipmentandSupplies

Page 8: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

8Source:JointCenterforHousing,RemodelingFuturesProgram.LIRA– Q4,2016

RESIDENTIAL REMODELING FORECAST

Page 9: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

9

RESIDENTIAL REMODELING FORECAST(excluding labor)

4.9

10.2

8.1

4.3

-2.3

-4.0

-9.6

0.0

4.1 4.95.8

4.8 5.06.0

3.74.4 4.3 4.24.5

10.4

9.0

10.6

-2.4

-8.3 -7.9

1.1

6.5

3.3

4.7

9.8

6.2 6.1

4.2

2.53.2 3.4

-12

-8

-4

0

4

8

12

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

Home Improvement Products: MarketAnnual Growth (%)

Consumer Professionals

HomeImprovementResearchInstitute:SizeofMarketSeptember2016

Page 10: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

10Source:HanleyWood,Metrostudy.MarkBoud,Jan.2017

RESIDENTIAL HOUSING FORECAST

Page 11: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

HOMEOWNER LAWN & GARDEN ACTIVITY

11

• Homeowners will do it themselves (DIY), and many plan to.

• Increased spending on fundamental lawn & garden projects

• Home buyers remain more active with landscape projects than current home owners, which will only continue as the housing market grows.

Page 12: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

PLANNING LAWN & GARDEN PROJECTSPlans for lawn/garden projects consistently have the highest incidence rate per quarter compared to other DIY activitieso Project plans are very seasonal, with 2Q being the highest of the yearo Nearly 80% of landscaping projects planed are DIY

78.2%

10.4%

11.4%

DIY BIY Pro

HomeImprovementResearchInstitute:ProjectandSentimentTrackingStudy1Q17

Lawn and Garden Projects completed by:

% of homeowners planning a lawn and garden project

40.70%

31.20% 28.90%

28.0%

40.8%

34.5% 27.8%

26.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

2Q2015 3Q2015 4Q2015 1Q2016 2Q2016 3Q2016 4Q2016 1Q2017

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RECENT HOME BUYERSo When buying a home, landscaping projects are some of the first projects undertaken by

buy the homeownerso All landscaping projects show a consistent rate of 75%-80% of the work done as DIY,

which is lower than current home owners

HomeImprovementResearchInstitute:RecentHomeBuyerStudy2016

AmountOfWorkByPaidContractor 2016AveragePercentage: 23%

CurrentLandscaping/CementWorkImprovements 2016Added landscaping 62%Tree or shrub removal 59%Installed, repaired, or replaced landscape lighting 21%Installed, repaired, or replaced a driveway 17%Installed, repaired, or replaced a sprinkler system 15%Installed, repaired, or replaced sidewalks 13%Installed, repaired, or replaced curbing 10%Some other work 7%

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PLANNED LAWN & GARDEN PROJECTSo Of those planning Lawn & Garden Projects, maintenance projects like mowing and weed trimming are

most prominent

FieldAgent:TheGreenScene2017

84% 80%

73% 69% 67% 66% 66%

58% 57%

51%

43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

TypesofLawn&GardenProjectsUndertaken

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LAWN & GARDEN PRODUCT SPENDING

FieldAgent:TheGreenScene2017

$114.50

$103.08

$86.67

$68.52$61.84

$58.75

$35.19 $32.94

$-

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

AVERAGEANTICIPATEDSPENDFORSPRING2017

• 93% of Lawn a& Garden DIYers are expecting to spend just as much, if not more than last year

• Nearly all (95%) of these lawn & garden purchases are expected to be in-store vs. online

• 65% of purchases are expected to be at a home improvement center (Lowe’s, Depot, Menards)

• 13% Mass• 9% Local Garden

Center

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OPE PURCHASED – BY AGE

16

Of those that recently purchased: “Which type of outdoor power equipment have you purchased in the last 12 months?”

4%

18%

3%

14%

2% 7%

2% 5%

20%

2%

13%

0%

7%

1% 4%

12%

3%

9%

1% 5%

2%

Walkbehindmower(pushorselfpropelled)

Lawntrimmer/edger

Chainsaw Blower Pressurewasher Hedgetrimmer Snowthrower/blower

Ages22-36 37-51 52-70

Of those planning to purchase: “Which type of outdoor power equipment do you plan to purchase in the next 6-12 months?”

7%

14% 9%

20%

4% 10%

4% 2%

17%

7%

14%

5%

12%

0%

8% 12%

8% 15%

5% 12%

2%

Walkbehindmower(pushorselfpropelled)

Lawntrimmer/edger

Chainsaw Blower Pressurewasher Hedgetrimmer Snowthrower/blower

Page 17: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

LAWN & GARDEN SERVICES PURCHASED

Mean(AmongPurchasers)

2013AverageAnnualSpend

2015AverageAnnualSpend

Lawn/LandscapingServices** N/A $775

Treeservice $629 $645

While the average lawn/landscaping job is less than tree service, annual homeowner spend on lawn/landscaping is higher.

2015AverageNumberofPurchases

2015AverageSpendPer

PurchaseOccasion

Lawn/LandscapingServices** 9.9 $78

Treeservice 1.9 $339

**NewLevelin2015

HomeImprovementResearchInstitute:ProjectPurchaseTrackingStudy

8.0%

8.5%

13.8%

0% 5% 10% 15% 20% 25% 30%

Treeservice

Lawn/landscapingservices**

Lawn&Garden(%ofHomeowners) 2015 2013

Lawn/Landscaping/Tree Services Purchased in 2015

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LAWN & GARDEN SERVICES PURCHASED

TREE SERV ICE

LAWN/LANDSCAPINGSERV ICES

Reason For Hiring Lawn & Garden Services

TREE SERV ICE

LAWN/LANDSCAPINGSERV ICES

How They Found Lawn & Garden Services

Avoiding the work drives lawn/landscaping services hiring, while inability to do the work drives tree services

HomeImprovementResearchInstitute:ProjectPurchaseTrackingStudy

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19

PROS – WHAT THEYDEFINE AS WORD OF MOUTH

HOMEOWNER – WHAT THEYDEFINE AS WORD OF MOUTH

76%

43%

13%

11%

12%

17%

7%

29%

2%

11%

14%

11%

3%

4%

*Includes top responses. May exceed 100% due to multiple responses

83%

55%

13%

9%

13%

17%

9%

17%

22%

9%

5%

12%

15%

5%

Verbal Communication

Facebook

Instagram

LinkedIn

Twitter

NextDoor

Pinterest

Home service sites/apps

Houzz

Online ads

Print ads

Manufacturer site or app

Other social site or app

Other websites

WORD OF MOUTH DEFINED

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20

BATTERY POWERED OPE -HOMEOWNERS

• Light DIY Females of the Boomer generation may be more likely to consider battery based on their perceived benefits of mobility.

• Environmental friendliness follows convenience and mobility as being a major benefit of battery powered OPE.

• All ages, genders and DIY level question the battery life, which is the main hurdle preventing homeowners from buying battery powered OPE.

• Performance and power were also major concerns of battery powered OPE.

• Homeowners are not averse to the technology so long as the performance, durability and length of use equals that of gas.

• Big box retailers play a major role in education and purchasing. Online sources for reviews and online retail also has an impact.

Page 21: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

OPE PURCHASED – BY TYPE

21

Which type of outdoor power equipment have you purchased in the last 12 months? (n=474))48%

38%

26% 21%

16% 8% 8% 5%

17%

2%

12%

1% 6%

2% 3% 10% 7%

15% 11% 13%

1%

Walkbehindmower(pushorselfpropelled)

Lawntrimmer/edger

Chainsaw Blower Pressurewasher Hedgetrimmer Snowthrower/blower

Gaspowered BatteryPowered Corded

Which type of outdoor power equipment do you plan to purchase in the next 6-12 months? (n=216)

39% 30% 28%

19% 26%

12% 16% 6%

14% 8%

16% 5%

11% 2% 1%

7% 5% 7% 10% 8% 2%

Walkbehindmower(pushorselfpropelled)

Lawntrimmer/edger

Chainsaw Blower Pressurewasher Hedgetrimmer Snowthrower/blower

Page 22: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

AWARENESS: BATTERY POWERED OPE TYPES

22

When you think of battery powered outdoor power equipment, which types of equipment first come to mind?* (Open end response)

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

GENDER DIY LEVEL AGE

Total(n=594)

Male(n=298)

Female(n=296)

Light(n=181)

Moderate(n=288)

Heavy(n=125)

22-36(n=197)

37-51(n=199)

52-70(n=198)

Weedeater/trimmer 41% 39% 44% 49% 39% 36% 35% 45% 45%

Blower/leafblower 28% 23% 34% 34% 26% 24% 29% 32% 23%

Lawnmower 21% 22% 20% 19% 24% 15% 19% 20% 24%

Hedgetrimmer 12% 13% 12% 16% 12% 8% 10% 13% 14%

Edger 8% 7% 9% 12% 7% 6% 4% 9% 12%

Chainsaw 7% 8% 6% 6% 8% 6% 7% 7% 7%

Pressurewasher/powerwasher 3% 3% 2% 3% 3% 1% 4% 2% 3%

Saws 3% 3% 3% 2% 4% 2% 3% 2% 4%

Page 23: Pro and Consumer Trends in Landscaping - OPEAA · • Lawn and Garden following similar trends to ... LIRA –Q4, 2016 RESIDENTIAL REMODELING FORECAST. 9 RESIDENTIAL REMODELING FORECAST

GAS PURCHASERS: CONSIDERATION OF BATTERY OPE

23

21% 17%

27%

17% 19%

1 2 3 4 5SeriouslyconsideredNeverconsideredbatterypoweredOPE541 2 3

Meanrating– 2.95

Why was it not much of a consideration? (n=57)

7% 11% 11%

19% 23%

32%

Moreexpensive/pricePreferadifferentformofpower

ToomuchlandHassletochargethebattery

Notenoughpower/notstrong…Batterychargedoesn'tlast

Females– 24%Males– 6% 6%

12% 14%

21% 35%

Preferadifferentformofpower

Notenoughpower/notstrong…

Hassletochargethebattery

Batterychargedoesn'tlast

Moreexpensive/price

If considered, why didn’t you purchase battery powered OPE? (n=94)

(Those that purchased gas only) - How much did you consider battery powered equipment? Battery powered equipment does not use gasoline and does not use a cord plugged into an electrical outlet. (n=151)

Age:22-36– 15%37-51– 23%52-70– 24%

Age:22-36– 14%37-51– 21%52-70– 18%

Age:22-36– 31%37-51– 29%52-70– 22%

Age:22-36– 25%37-51– 13%52-70– 12%

Age:22-36– 15%37-51– 15%52-70– 26%

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GAS PURCHASERS: REQUIREMENTS FOR CONSIDERATION OF BATTERY POWERED OPE

24

What would manufacturers of battery powered equipment, such as trimmers, blowers, and other equipment, have to do before you would consider using such equipment?* (n=151)

42%

19%

18%

6%

5%

5%

3%

3%

3%

3%

2%

8%

2%

Extendedbatterylife

Lowerprice

Morepowerful

Extrabatteryincluded

Lighter

Givesabrandname

Moreadvertising

Cheaperreplacementbatteries

Moreinformation/proofofperformance

Warranty

Fastercharge

None/Nothing

Don'tknow

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

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OPE CONCERNS

25

(Of all OPE buyers and those that intend to buy) - When you think of battery powered outdoor power equipment, what would be your 3 biggest concerns?* (Open end response)

76%

50%

16%

13%

12%

9%

7%

6%

6%

5%

Batterylife/howlongitholdsacharge

Power/amountofpower

Price

Durability

Chargingtime

Weight/howheavy

Charging/recharging

Replacingbattery/needingextras

Costofbatteries/batteryreplacementcosts

Quality

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

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26*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

GENDER DIY LEVEL AGE

Total(n=594)

Male(n=298)

Female(n=296)

Light(n=181)

Moderate(n=288)

Heavy(n=125)

22-36(n=197)

37-51(n=199)

52-70(n=198)

Batterylife/howlongitholdsacharge 76% 78% 74% 76% 75% 80% 74% 76% 78%

Power/amountofpower 50% 55% 45% 53% 50% 48% 41% 56% 54%

Price 16% 12% 20% 22% 13% 15% 14% 17% 18%

Durability 13% 17% 9% 8% 15% 14% 15% 11% 13%

Charging time 12% 11% 13% 12% 11% 16% 11% 11% 15%

Weight/howheavy 9% 5% 12% 13% 8% 5% 7% 8% 12%

Charging/recharging 7% 4% 11% 8% 8% 3% 7% 6% 9%

Replacingbattery/needingextras 6% 5% 6% 4% 8% 2% 7% 6% 5%

Costofbatteries/batteryreplacementcosts 6% 5% 6% 6% 5% 7% 5% 4% 8%

Quality 5% 7% 3% 5% 6% 5% 6% 7% 4%

When you think of battery powered outdoor power equipment, what would be your 3 biggest concerns?* (Open end response)

OPE CONCERNS

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OPE BENEFITS

27

(Of all OPE buyers and those that intend to buy) - What are the biggest benefits of using battery powered outdoor power equipment?* (Open end response)

36%

33%

17%

15%

7%

6%

5%

3%

3%

Cordless/don'thavetodealwithcords

Don'thavetobuygas/nogas

Mobility/cangoanywhere

Betterfortheenvironment

Easeofuse/easiertostart

Quieter

Lightweight

Cheapertorun/nofuelcosts

Don'thavetomixgasandoil

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

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28*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

GENDER DIY LEVEL AGE

Total(n=594)

Male(n=298)

Female(n=296)

Light(n=181)

Moderate(n=288)

Heavy(n=125)

22-36(n=197)

37-51(n=199)

52-70(n=198)

Cordless/don'thavetodealwithcords 36% 35% 37% 40% 32% 38% 31% 34% 42%

Don'thavetobuygas/nogas 33% 27% 39% 37% 34% 26% 36% 33% 31%

Mobility/cangoanywhere 17% 21% 12% 13% 18% 18% 17% 14% 19%

Betterfortheenvironment 15% 15% 15% 19% 15% 9% 11% 17% 16%

Easeofuse/easiertostart 7% 8% 5% 8% 4% 10% 6% 4% 10%

Quieter 6% 8% 3% 5% 7% 5% 2% 10% 6%

Lightweight 5% 6% 4% 4% 5% 6% 5% 5% 6%

Cheapertorun/nofuelcosts 3% 2% 4% 4% 3% 2% 5% 3% 2%

Don'thavetomixgasandoil 3% 3% 3% 1% 2% 8% 1% 5% 4%

OPE BENEFITS

What are the biggest benefits of using battery powered outdoor power equipment?*

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29*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

32% 28% 14% 15% 11%

Batteryovergaswithoutquestion

Batteryovergas,butI’dhavetothink

aboutit

Notsure Gasoverbattery,butI’dhavetothink

aboutit

Gasoverbatterywithoutquestion

29%

20%

16%

Betterfortheenvironment

Don'thavetobuygas/nogas

Easeofuse/easiertostart

23%

20%

13%

11%

Prefer/morefamiliarwithotheroptions

Morepower

Lastlonger/batteriesdon'tlastaslong

Performance

(n=359) (n=152)

Why did you select…?*

BATTERY OR GAS PREFERENCE

If battery powered outdoor equipment and gas powered outdoor equipment had the exact same brand, specs, price and performance, which would you prefer?

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30

9.21 9.11

8.19 8.187.80 7.65

7.34

8.70

7.73

8.45

7.69 7.80 7.858.30

7.26

7.95

7.18 6.947.34 7.40 7.51

Performance-doesitsjobwell

Reliability- startsupeverytime

Speed- doesthejobquickly

Competitiveprice Warranty Variousfeatures/adjustments

Well-knownbrandname

Importance Performance- Gas Performance- Battery

MEAN SUMMARIES OF IMPORTANCE AND PERFORMANCE FOR GAS AND BATTERY

How important were each of the following when you made your recent outdoor power equipment purchase OR when deciding which outdoor power equipment you plan to purchase?

How well do you think gas powered and battery powered outdoor equipment performs or will perform on each of the following?

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BATTERY POWERED OPE -LANDSCAPERS

31

• Landscapers are much less likely to use battery power OPE primarily due to perceptions of short batter life.

• Landscapers frequently cited the need to run their machines for several hours at a time, and the lack of resources (time, materials) needed to regularly charge batteries.

• Landscapers, much more than homeowners, would prefer a gas powered manufacturer make battery powered equipment. This is due to a strong dealer/service relationship many have in place.

• Landscapers also see bigger benefits of noise reduction and gas savings compared to homeowners.

• Landscapers clearly expect battery OPE to become more prevalent. However, adoption will continue to be stunted until they know the batteries will last to meet their needs, and their dealer /service network will support the products.

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OPE PURCHASED

32

90.0%

80.0%

75.0%

72.5%

60.0%

50.0%

42.5%

37.5%

37.5%

17.5%

Trimmer/edger

Leafblower

Chainsaw

Walkbehindmower(pushorself-propelled)

ZTRorZeroTurnRadiusMower

Rearengineridingmower

Lawntractor(frontengineridingmower)

Snowblower

Pressurewasher

Chipper,loggerorsplitter

What types of outdoor power equipment have you purchased or specified in the past 24 months for your landscaping firm?*

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

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OPE PURCHASED – GAS VERSUS BATTERY

33

What percentage of the equipment you purchased in the last 24 months is gas powered and what percent is battery powered?

97%

3%

Gas

Battery

Gas v Battery Purchases What percent of all your company’s outdoor power equipment is battery powered? (n=7)

1-10% N=621-30% N=1

If using, what types of battery powered, outdoor equipment does your company use? (n=7)

Leafblowers– 3pros Hedgetrimmers– 2pros

Saws– 1pro

Backpacksprayer– 1pro

Edger/trimmer– 1pro

Pressurewasher– 1pro

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BATTERY POWERED OPE – TOP OF MIND TYPES

34

When you think of battery powered outdoor power equipment, which types of equipment do you think of? (Open end response)

37.5%

30.0%

27.5%

25.0%

17.5%

17.5%

7.5%

2.5%

2.5%

Leafblower

Hedgetrimmers

Edger/trimmer

Weedwacker

Lawnmower

Saws

Backpackblowers

Backpacksprayer

Shears

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

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TOP CONCERNS OF BATTERY POWERED OPE

35

What are your biggest concerns with battery powered outdoor power equipment?*

60.0%

42.5%

15.0%

10.0%

7.5%

7.5%

7.5%

Batterieschargenotlasting/Runtime

Reliablepowersource/Nodowntime

Performance/Power

Timeneededtocharge

Weightcomparedtogas

Chargingstations/Locationtocharge

Expensive/Cost

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

“Notbeingabletorebuildorrefurbishthem.Comparedtogas,wecancompletelyteartheenginesdownandrebuildthemourselves.Beingveryremote,alotoftimeswe'reoffthegridwhenitcomestolandscapejobswemaybeoutinthemiddleofnowherewithnopowersourceotherthanagenerator.”

“Convenientchargeability.Lackoftruckinversionchargingsystems,therearen'talotofthemonthemarkettomakeitwork.”

“Iwantsomethingthat'sgoingtolastandholdacharge.Price,itseemstobeexpensiveforbatteryoperatedprods,andthebatteriesdon'tlastforeversoyouhavetoreplacethebattery.”

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BENEFITS OF BATTERY POWERED OPE

36

What are the biggest benefits of battery powered outdoor power equipment?*

35.0%

30.0%

17.5%

10.0%

7.5%

7.5%

7.5%

5.0%

5.0%

2.5%

Quieter

Fuelsavings/nothavingtousegas

Environmentallyfriendly

Reliable/durable

Fewerrepairproblems/lowmaintenance

Nocords

Mobility/portability

Easeofuse

Lightweight

Lesssmoke

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

“Savingsonmaintenanceandnoiseforyourcustomers.Nogas,nooil,norepairs.Lighterinweightthangaspowered.”

“Iwouldn'thavetoworryaboutOSHAstandardswhenI'mworkingonabeachfrontwhereyoureallyaren'tsupposedtousefuelorworryaboutfuelleaking.”

“Youcanuseitinsideabuildingwithoutmakingexhaust,youdon'thavetocarryaroundfuel.”

“Thequietnessaroundtheneighborhood.PeoplegotoworkatdifferenthoursofthedayandsomepeoplearetryingtosleepsotheycanworkatnightandalotofmycustomersaskforaparticulartimethatIneedtocomebybecausethey'resleepingbecauseoftheirnightwork.“

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LIKELIHOOD TO PURCHASE BATTERY POWERED OPE

37

How likely is your company to purchase battery powered outdoor power equipment in the next 5 years?

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

33%

8% 13%

33% 15%

VeryUnlikely SomewhatUnlikely Neitherlikelynorunlikely

SomewhatLikely ExtremelyLikely

38%

25%

19%

Don'tneed/don'tuse

Notasmuchpowerasgas

Performance/reliability

21%

16%

11%

11%

Performance/reliability

Imaytryit

Needstobemoreenvironmentallyfriendly

Wouldbequieter

40%

20%

20%

20%

20%

Don'tknowanythingaboutthem

Toonew/needstobearoundlonger

Nooneoffershere

Imaytryit

Don'tknow

(n=16) (n=5) (n=19)

Why do you say…?*

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INCENTIVES TO PURCHASE BATTERY POWERED OPE

38

What must manufacturers of battery powered OPE, such as mowers, trimmers, and blowers, do to get you to purchase more battery powered equipment?*

22.5%

15.0%

10.0%

7.5%

7.5%

7.5%

5.0%

5.0%

5.0%

22.5%

Extendthebatterylife/stamina/lastlonger

Moreavailabilityforcommercialuse/havemoredealers

Lessexpensive

Morepower

Offerdemonstrations

Offerbytopsellingbrands

Offerlocally

Havestorageforreplacementbattery/batterybackpack

Moreinformationaboutproduct

Nothing/Don'tknow

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

“Theyshouldcreateabatterybackpackwhereyoucanjustplugtheequipmentin.They'regoinghavetocreateabetterwarranty.Reducetheweightofequipmentandincreaseruntime.”

“Gettingintoalocalmarketplaceanddisplayinganddemonstratingorhavingitavailabletouse,oranotheroptionwouldbetohaveareturnpolicyifyou'renothappywithitinacertainamountoftime.“

“Tobeabletohavemoreofacommercialstancewhenitcomestotheirbatteryoperatedequipment,itfeelslikeit'smoreofaresidentialhomeowner,butwhenwe'redoing20to30yardsadaybythetimeIgettonumber15andyourbatteriesaren'tworkingrightI'mslowingdownfornoreason.“

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FUTURE BATTERY POWERED OPE TRENDS

39

What outdoor power equipment product trends do you think will become more prevalent in the next 5-10 years?*

25%

20%

10%

10%

10%

5%

5%

28%

Batterypoweredequipment

Propanepoweredequipment

Productsthatarequieter

Equipmentthatismoreemissionsfriendly

Moreelectricpoweredequipment

Productsthatdon'tuseasmuchgas

Lesshorsepower

Don'tknow

*Includestopresponses.Totalsmayexceed100%duetomultipleresponses.

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Contact

Grant [email protected]

317-241-5600 x.301

6640 Intech Blvd., Suite 100Indianapolis, IN 46278