Lawnmowers

The lawnmower market was worth £348 million in 2005 and is split into three broad segments: Garden Tractors (Ride-on Mowers), Powered Mowers (Petrol or Electric) and Hand Propelled Mowers (Cylinder mowers).

The latest development in the mower market has been the introduction of robot mowers that are programmed to slowly work their way around a lawn and any obstacles that they may meet.

Overview of UK Lawnmower Market

The UK lawnmower market was worth £348 million in 2005 and is split into three broad segments:

Ride-on (or Tractor) Mowers

Powered Mowers (Petrol or Electric)

Hand Propelled Mowers

Only the very largest gardens warrant ownership of a Ride-On mower so it is a small market in volume terms but those who do own large gardens can usually afford high-margin products so there is an emphasis on comfort and add-ons (such as rollers and sun-shades). Hand Mowers is the second largest segment in terms of volume and these are often preferred by traditionalists who think they give a better cut, as well by those with only very small lawns and some who are environmentally or cost conscious. Powered mowers are mostly petrol driven although electric run mowers command some 35% of this sub-segment by volume and hover mowers account for 90% of the electric sub-segment. The latest development in the mower market has been the introduction of robot mowers that are programmed to slowly work their way around a lawn and any obstacles that they may meet. Husqvarna and Robomow (www.friendlyrobotics.co.uk) are two suppliers with models in the UK market.

All three segments are quite fragmented in terms of brand share with over thirty companies competing in the UK market plus retailer own brands. Traditional UK manufacturers (such as Mountfield, Hayter and Qualcast) have been squeezed by foreign competitors in the low-cost segment and have moved upmarket as a result, trading on their heritage and repair and maintenance services.

Table: UK Consumer Lawn Mower Market by Segment Share, 2005

Segment	% Share by Value (RSP)
Powered Lawn Mowers	83
Ride-On / Tractor Mowers	9
Hand Driven Mowers	8

There are over thirty companies competing in the UK market plus retailer own brands.

Traditional UK manufacturers (such as Mountfield, Hayter and Qualcast) have been squeezed by foreign competitors in the low-cost segment and have moved upmarket as a result, trading on their heritage and repair and maintenance services.

The Major Lawn Mower Brands

Atco - Atco Qualcast Ltd. is based in Stowmarket, Suffolk and is owned by Robert Bosch GmbH of Germany. The Qualcast brand is market leader in hand driven mowers in the UK (also produce hover mowers) and the company has significant export turnover.

Al-Ko - German brand strong in powered lawn mowers. Distributed in the UK by Rochford Garden Machinery who also supply the 'Suffolk Punch' powered lawn mower brand.

Allen - UK representatives for the National Mower Company (USA). Sells hover, rotary and ride-on mowers (the Triple Mower is one of the best selling ride-ons in the UK).

Black & Decker - The major US power tools brand offers basic powered mowers.

Castel / Lawn King / Grillo - A range of brands distributed by Trenchex Power Products Limited. The brands sell in all three segments, ride-ons, powered and hand driven, although Grillo is aimed more at the forestry or agriculture sector.

Countax - One of the most popular garden tractor (or ride-on) mowers the company is also the UK distributor for Echo power tools (USA).

Electrolux - (Husqvarna, McCulloch and Flymo) - All three brands are part of Electrolux Group's Outdoor Products division. Flymo is the leading brand of hover mower in the UK but also produces electric powered mowers. McCulloch produces petrol driven mowers whilst Husqvarna covers all three segments (ride-ons, powered and hand driven).

Gardena - Main brands are the 'Easy Move Lawnmower' and 'Gardena Hand Lawn Mower'. The German company covers all sectors of the garden products market but is best known in the UK for its irrigation products.

Hayter - UK based manufacturer for over fifty years with strong brand recognition in the UK. Pioneer in the powered rotary mower segment.

Honda - Powered and ride-on mowers from the Japanese company.

Mountfield - Ride-ons and power mower manufacturer. Strong presence throughout Europe and one of the leading brands in a fragmented market.

Toro - USA manufacturer, specialist in Ride-on mowers (although it produces powered mowers as well) and strong in the golf and professional lawn care markets.

Viking - A brand from the Andreas Stihl company of Germany that specialises in the manufacture and distribution of outdoor power tools.

Other Lawnmower Makers

Spear & Jackson / Draper / Wolf - All three of these separate companies are mainly involved in hand tools but have moved into the lawn mower segment in order to trade-off their strong brand recognition amongst UK gardeners and their national distribution networks .

Einhell - German company that produces power tools for home and garden.

ETESIA - French brand of ride-on and powered lawn mowers.

Gtech - Grey Technology Limited is an independent design, development and distribution company with the head office is situated in the UK in Worcestershire. Specialise in cordless, rechargeable battery powered mowers.

Ibea - Italian designed powered mowers distributed by Allen Power Equipment Ltd.

John Deere - The famous tractor company produces ride-on and powered lawn mowers for the consumer market.

Jonsered - Swedish manufacturer of outdoor powered tools.

Kaaz - Japanese brand.

Kubota - Heavy duty tractor mowers for both consumer and professional markets.

Lawnflite - Ride-ons and Powered mowers produced by the engine manufacturer EP Barrus Ltd.

Masport - New Zealand brand distributed in UK by Claymore Grass Machinery.

MTD - USA company that manufactures 'outdoor power equipment'.

Oleo-Mac - A brand from EMAK of Italy.

Rover - Australian brand of powered and ride-on mowers.

SARP - Honda powered mowers.

Snapper - Marketed and distributed by Saxon Industries.

Stiga - A brand from the GGP Sweden AB company, one of the largest manufacturers and distributors of gardening equipment in the Nordic region.

Westwood Tractors - Claim to be the first British built ride-on garden tractor manufacturer - company was formed over thirty years ago.