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GfK monitors the market for garden tools in three segments: powered garden tools, hand tools and watering products
The relatively mild October weather resulted in positive rates of growth for powered garden tools in particular, though watering products and accessories were one-fifth down on the previous year’s sales. The entire product category recorded growth of 1.5 per cent in the months of October and November. However, the overall picture was extremely negative when compared with the figures of a year earlier, with sales down by 19 per cent over October/November 2003.
The cumulated sales of the three segments for the ten months from February to November were ten per cent below the previous year’s level over the same period.
The results from certain selected segments:
Electric shredders
The relatively minimal decline recorded by electric shredders stemmed from the growing demand for high-performance 2 000 Watt shredders, which now account for three-quarters of the total market. All the other performance classes were considerably down in sales volume.
Chain saws
Petrol chain saws showed a five per cent increase in demand. The strongest growth (17 per cent) within this group was experienced by chain saws with bars of 31 cm to 35 cm, meaning they now approximate the level achieved by the 36 cm to 40 cm class. By contrast, electric chain saws recorded a downswing of 14 per cent. Here again the most positive rate was achieved by the 31 cm – 35 cm bar class, which was just two per cent down.
Estimates for February to September
The German garden tools market recorded an eleven per cent decline in sales during the period from February to September 2004 monitored by GfK. Whereas the losses experienced by the specialist retailers and suppliers remained within single digits, the large-format channels experienced downswings of almost 20 per cent.
Periods under review and segments in detail
August and September
The overall garden tools market contracted by nine per cent during these two months in comparison with the same period in the previous year. However, the three segments monitored, powered tools, hand tools and watering products, were not all affected. For instance, sales of powered garden tools came to nine per cent above the previous year’s level. Watering products, on the other hand, experienced a decline of 36 per cent over the record results achieved during the fantastic summer in 2003.
February to September: Results for selected segments
Hedge clippers
In this product group, which is in general contracting, only battery-operated models managed to maintain their position and even approximate the previous year’s sales figures. Their market share might well go up from 18 to 20 per cent.
Pressure cleaners
The heaviest losses of 17 per cent were recorded in the medium performance class from 101 to 120 bar. By contrast, pressure cleaners in the 120 bar and over class reached the previous year’s level of sales. However, one in two of the pressure cleaners sold still belongs to the 81 to 100 bar category.
February and March 2004
At the beginning of the gardening season the poor level achieved in the previous year – there was already a 16 per cent deficit in the first months of 2003 – was undercut by a further five per cent. The sales of powered garden tools dipped by two per cent, though watering products experienced the most marked decline of twelve per cent.
The results in certain selected segments:
Scarifiers
Only the 35 cm class has recorded any demand. This category has grown by 33 per cent and reached an 86 per cent share of the market.
Electric chain saws
The market is on the decline. The number of units sold and the sales figure were both down by one per cent in the case of saws in the 31 cm to 35 cm bar class.
Petrol chain saws
Growth was experienced by models in the 31 cm to 35 cm and 36 cm to 40 cm bar classes. The two classes added together achieve a 17 per cent increase in sales volume, and turnover up by 10 per cent.
Electric shredders
The 1 600 to 1 800 W performance class recorded growth of 55 per cent, but there were considerable slowdowns in other performance classes. There is no perceptible demand for shredders offering 1 400 W and below.
The cumulated sales of the three segments for the ten months from February to November were ten per cent below the previous year’s level over the same period.
The results from certain selected segments:
Electric shredders
The relatively minimal decline recorded by electric shredders stemmed from the growing demand for high-performance 2 000 Watt shredders, which now account for three-quarters of the total market. All the other performance classes were considerably down in sales volume.
Chain saws
Petrol chain saws showed a five per cent increase in demand. The strongest growth (17 per cent) within this group was experienced by chain saws with bars of 31 cm to 35 cm, meaning they now approximate the level achieved by the 36 cm to 40 cm class. By contrast, electric chain saws recorded a downswing of 14 per cent. Here again the most positive rate was achieved by the 31 cm – 35 cm bar class, which was just two per cent down.
Estimates for February to September
The German garden tools market recorded an eleven per cent decline in sales during the period from February to September 2004 monitored by GfK. Whereas the losses experienced by the specialist retailers and suppliers remained within single digits, the large-format channels experienced downswings of almost 20 per cent.
Periods under review and segments in detail
August and September
The overall garden tools market contracted by nine per cent during these two months in comparison with the same period in the previous year. However, the three segments monitored, powered tools, hand tools and watering products, were not all affected. For instance, sales of powered garden tools came to nine per cent above the previous year’s level. Watering products, on the other hand, experienced a decline of 36 per cent over the record results achieved during the fantastic summer in 2003.
February to September: Results for selected segments
Hedge clippers
In this product group, which is in general contracting, only battery-operated models managed to maintain their position and even approximate the previous year’s sales figures. Their market share might well go up from 18 to 20 per cent.
Pressure cleaners
The heaviest losses of 17 per cent were recorded in the medium performance class from 101 to 120 bar. By contrast, pressure cleaners in the 120 bar and over class reached the previous year’s level of sales. However, one in two of the pressure cleaners sold still belongs to the 81 to 100 bar category.
February and March 2004
At the beginning of the gardening season the poor level achieved in the previous year – there was already a 16 per cent deficit in the first months of 2003 – was undercut by a further five per cent. The sales of powered garden tools dipped by two per cent, though watering products experienced the most marked decline of twelve per cent.
The results in certain selected segments:
Scarifiers
Only the 35 cm class has recorded any demand. This category has grown by 33 per cent and reached an 86 per cent share of the market.
Electric chain saws
The market is on the decline. The number of units sold and the sales figure were both down by one per cent in the case of saws in the 31 cm to 35 cm bar class.
Petrol chain saws
Growth was experienced by models in the 31 cm to 35 cm and 36 cm to 40 cm bar classes. The two classes added together achieve a 17 per cent increase in sales volume, and turnover up by 10 per cent.
Electric shredders
The 1 600 to 1 800 W performance class recorded growth of 55 per cent, but there were considerable slowdowns in other performance classes. There is no perceptible demand for shredders offering 1 400 W and below.
