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Strategy Briefing

Power Tools: Category Overview

Feb 2015

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Power tools suffered from sluggish sales in the review period, despite significant product innovations and improvements. This was due to the products’ dependence on macroeconomic conditions, which have been highly volatile since 2008. Key markets such as the US are expected to see a positive development in the property market, which should propel some growth in power tools. Other regions remain tough, with ongoing austerity in Europe and cooling down in emerging markets.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

DIY culture a prerequisite

In many emerging countries, DIY is not seen as positively as in the West, where it is linked to the idea of pride and achievement. This sentiment may never prevail in some countries like China. Kingfisher Plc had to accept this and decided to exit at the end of 2014. This reality may lead manufacturers and retailers to turn to the trade business instead of the consumer market.

Cordless to replace plug-in products

All manufacturers are transiting to cordless tools, equipped with efficient and lightweight lithium-ion batteries. Corded products are likely to decline as they are now matched in power and efficacy by battery-operated ones, although the higher prices of cordless tools will continue to be a limiting factor. However, as competition rises unit prices will drop, expanding the consumer base.

Female population increasingly targeted

Women are increasingly targeted by power tool manufacturers and retailers thanks to changing lifestyles and a reduction in income inequality. Single mothers, as well as women seeking independence, represent key growth segments.

Sharing economy both a threat and an opportunity

Fuelled by the internet and social media, power tool sharing is a new paradigm for the industry. While it is seen as a threat to sales of new equipment, it can spread the DIY culture among young and tech-savvy users, which could eventually make them want to own tools themselves.

Ageing population

Many developed markets will be faced with the ageing of their populations, which will create opportunities for age-related home improvement projects (easier access, safety in bathrooms, monitoring systems, etc).

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Introduction

Scope

I ntroduction

Key findings

Power tools’ share of home improvement

A flat market at best despite ongoing product innovation

Review period growth: Emerging countries on top

Great regional discrepancy in per household spend

Socio-economic Drivers

Substitutes for power tools

Electrification a key prerequisite for the development of power tools

Leisure time linked to power tools usage

Power vs hand tools analysis

Urbanisation and its impact on type of dwelling

Rise of single person and educated households in G8 countries

Some improvement in the housing market

I nnovation and C onsumers

Battery-powered tools are the new gold rush

Innovation and Consumers

Feminisation can unlock growth potential

DIY tutorials: Manufacturers start to play their part

New alternatives emerge in the power tools universe

D-I-Y versus do-it-for-me culture

Regional Analysis

Failure to create value in mature markets cause global sales to dip

North America: Manufacturers desperate to revive the market

Western Europe: Frugality hurts value growth

Political crisis in Russia may impact power tools

Competitive Analysis

Leading power tool brands capitalise on sagging demand

Stanley Black & Decker Inc: Continuing reliance on North America

Case study: Stanley Black & Decker – a patriotic stance in the US

Case study: Stanley Black & Decker – partnerships in Europe

Robert Bosch GmbH: Strong growth in Eastern Europe

Bosch makes gains in Chinese and Russian power tools

Hitachi Ltd and Makita Corp pursue single brand strategy

Japan: Private label stagnant as consumers return to brands (I)

Japan: Private label stagnant as consumers return to brands ( II)

Channel Analysis

Global DIY chains keep it to a regional scale

Internet preferred to show rather than sell

Case study: The Home Depot’s successful omni-channel strategy

In power tools, retailers make or break brands

Private label shadowed by brands in store

Private label doing better online through better visibility

Forecasts

Global forecast: North America will remain the growth engine

Some opportunities remain in developed markets

Disparities in Asia Pacific

R eport Definitions

Data parameters

Report Definitions

Product category definitions

Retail distribution definitions

Notes

Images Sources

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Power Tools: Category Overview

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

DIY culture a prerequisite

Cordless to replace plug-in products

Female population increasingly targeted

Sharing economy both a threat and an opportunity

Ageing population

Want to find out more about this report?

Table of Contents

Introduction

Scope

I ntroduction

Key findings

Power tools’ share of home improvement

A flat market at best despite ongoing product innovation

Review period growth: Emerging countries on top

Great regional discrepancy in per household spend

Socio-economic Drivers

Substitutes for power tools

Electrification a key prerequisite for the development of power tools

Leisure time linked to power tools usage

Power vs hand tools analysis

Urbanisation and its impact on type of dwelling

Rise of single person and educated households in G8 countries

Some improvement in the housing market

I nnovation and C onsumers

Battery-powered tools are the new gold rush

Innovation and Consumers

Feminisation can unlock growth potential

DIY tutorials: Manufacturers start to play their part

New alternatives emerge in the power tools universe

D-I-Y versus do-it-for-me culture

Regional Analysis

Failure to create value in mature markets cause global sales to dip

North America: Manufacturers desperate to revive the market

Western Europe: Frugality hurts value growth

Political crisis in Russia may impact power tools

Competitive Analysis

Leading power tool brands capitalise on sagging demand

Stanley Black & Decker Inc: Continuing reliance on North America

Case study: Stanley Black & Decker – a patriotic stance in the US

Case study: Stanley Black & Decker – partnerships in Europe

Robert Bosch GmbH: Strong growth in Eastern Europe

Bosch makes gains in Chinese and Russian power tools

Hitachi Ltd and Makita Corp pursue single brand strategy

Japan: Private label stagnant as consumers return to brands (I)

Japan: Private label stagnant as consumers return to brands ( II)

Channel Analysis

Global DIY chains keep it to a regional scale

Internet preferred to show rather than sell

Case study: The Home Depot’s successful omni-channel strategy

In power tools, retailers make or break brands

Private label shadowed by brands in store

Private label doing better online through better visibility

Forecasts

Global forecast: North America will remain the growth engine

Some opportunities remain in developed markets

Disparities in Asia Pacific

R eport Definitions

Data parameters

Report Definitions

Product category definitions

Retail distribution definitions

Notes

Images Sources

Why buy this report?

Want to find out more about this report?

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