Abstract
The U.S. market for residential generators is closely tied to major
disturbances in the power system. While hurricanes and winter storms are most
closely associated with electrical power interruptions, they are only part of
the problem. The overloaded and out-of-date power grid is also a major factor,
as evidenced by recent brownouts and blackouts. Consumers are increasingly
sensitive to these power interruptions with the rise of home offices and
in-home use of electric-powered medical devices, which has broadened the
market for generators beyond portables to stationary or standby units that
automatically provide uninterrupted power. Consumer lifestyles have also led
to broader applications for portable generators. No longer content to
“rough it,” people enjoying activities such as camping and
tailgating use portables to power stoves, computers, televisions, coolers and
more. These trends have driven U.S. shipments of consumer generators
(represented by gasoline-powered generators with an output up to 15 kilowatts)
to $723 million in 2006 at a compound annual growth rate (CAGR) of 21% since
2002. The market is expected to remain strong with retail sales of portable
and standby units growing at a combined 19% CAGR through 2011.
U.S. Market for Residential Generators contains comprehensive data on the U.S.
market for generators, including historical (2002-2006) and forecast
(2007-2011) market size data in terms of the number of units sold and the
dollar value of unit shipments. The report identifies key trends affecting the
marketplace and driving growth, and also profiles major marketers and consumer
demographics.
Report Methodology
The information in U.S. Market for Residential Generators is based on data
from the U.S. Department of Commerce and Department of Energy, along with
information from the U.S. Consumer Product Safety Commission, business
journals, company literature and websites, and research services such as
Simmons Market Research Bureau.
What You' ll Get in This Report
U.S. Market for Residential Generators makes important predictions and
recommendations regarding the future of this market, and pinpoints ways
current and prospective players can capitalize on current trends and spearhead
new ones. No other market research report provides both the comprehensive
analysis and extensive data that U.S. Market for Residential Generators
offers. Plus, you' ll benefit from extensive data, presented in easy-to-read
and practical charts, tables and graphs.
How You' ll Benefit from This Report
If your company is already doing business in the residential generator market,
or is considering making the leap, you will find this report invaluable, as it
provides a comprehensive package of information and insight not offered in any
other single source. You will gain a thorough understanding of the current
market for residential generators, as well as projected markets and trends
through 2011.
This report will help:
- Marketing managers identify market opportunities and develop
targeted promotion plans for residential generators.
- Research and development professionals stay on top of competitor
initiatives and explore demand for residential generators.
- Advertising agencies working with clients in the banking and retail
industries understand the product buyer to develop messages and images that
compel consumers to buy residential generators.
- Business development executives understand the dynamics of the
market and identify possible partnerships.
- Information and research center librarians provide market
researchers, brand and product managers and other colleagues with the vital
information they need to do their jobs more effectively.
Table of Contents
Chapter 1 Executive Summary
- Scope of the Report
- Methodology
- Product Definitions and Classifications
- Table 1-1 Comparison of Residential Generator Capabilities
- Portable Generators
- Table 1-2 U.S. Consumer Purchases of Portable Generators, by Watts of
Output, 2003-2005 (% of units purchased)
- Stationary/Standby Generators
- Market Size and Growth
- Global Market Size by Revenue
- North American Market Size by Revenue
- U.S. Market Size by Revenue, Units and Ownership
- Table 1-3 U.S. Retail Sales of Residential and Commercial Generators,
2003-2006 (in thousands of units)
- Portable Generator Sales Dominate; Most Are to Consumers
- Standby Generator Market Growing Fast
- Household Ownership
- Table 1-4 Estimated U.S. Household Ownership of Generators, 2002-2006
- U.S. Market Size by Shipments, Imports and Exports
- Defining the Residential Market
- Table 1-5 U.S. Shipments, Imports and Exports of Generators, by Size,
2002-2006 (in million $)
- Shipments
- Table 1-6 U.S. Shipments of Gas/Gasoline Engine-Driven Generators up to
15 kW, 2002-2006(E) (in million $)
- Imports and Exports
- Table 1-7 U.S. Imports of Gas/Gasoline Engine-Driven Generators,
2002-2006 (in million $)
- Table 1-8 U.S. Exports of Gas/Gasoline Engine-Driven Generators,
2002-2006 (in million $)
- Five-Year Forecast
- Table 1-9 Forecast of U.S. Retail Sales of Generators, 2007-2011 (in
thousands of units)
- Table 1-10 Forecast of U.S. Shipments, Imports and Exports of
Generators, 2007-2011 (in million $)
- Trends and Dynamics
- Fragile and Overburdened Power Grid
- Figure 1-1 Causes of Power Outages, 2006
- Portable Generators Move from Commercial to Residential Focus
- Larger Range of Applications for Generators
- Economic Factors
- Short Lifecycle Fuels Replacement Market
- Government Regulation
- Environmental Issues
- Safety Concerns
- Consumer Attitudes
- Figure 1-2 U.S. Consumer Concerns in the Event of a Power Outage Lasting
More Than 24 Hours (multiple responses allowed)
- Competitive Scenario
- Figure 1-3 Consumer Identification of Leading Portable Generator
Brands, Based on 2003-2005 Purchases (%)
- Distribution
- Figure 1-4 U.S Portable Generator Sales by Channel, 2006 (%)
- End User
- Commercial End Users
- Consumer End Users
- Portable Generator Owners
- Standby Generator Owners
- Simmons Survey Findings on End User Behavior
- Table 1-11 Percentage of U.S. Adults Owning or Renting a Portable
Generator (past 12 months), 2003-2006
Chapter 2 The Market
- Scope of the Report
- Methodology
- Product Definitions and Classifications
- Table 2-1 Comparison of Residential Generator Capabilities
- Portable Generators
- Table 2-2 U.S. Consumer Purchases of Portable Generators, by Watts of
- Output, 2003-2005 (% of units purchased)
- Figure 2-1 Share of Portable Generators Purchased by U.S. Consumers, by
Watts of Output, 2003-2005
- Stationary/Standby Generators
- Market Size
- Global Market Size by Revenue
- North American Market Size by Revenue
- U.S. Market Size by Revenue, Units and Ownership
- Table 2-3 U.S. Retail Sales of Residential and Commercial Generators,
2003-2006 (in thousands of units)
- Portable Generator Sales Dominate; Most Are to Consumers
- Standby Generator Market Growing Fast
- Household Ownership
- Table 2-4 Estimated U.S. Household Ownership of Generators, 2002-2006
- U.S. Market Size by Shipments, Imports and Exports
- Defining the Residential Market
- Table 2-5 U.S. Shipments, Imports and Exports of Generators, by Size,
2002-2006 (in million $)
- Shipments
- Table 2-6 U.S. Shipments of Gas/Gasoline Engine-Driven Generators up to
15 kW, 2002-2006(E) (in million $)
- Imports and Exports
- Table 2-7 U.S. Imports of Gas/Gasoline Engine-Driven Generators,
2002-2006 (in million $)
- Table 2-8 U.S. Exports of Gas/Gasoline Engine-Driven Generators,
2002-2006 (in million $)
- U.S. Trade Scenario
- Figure 2-2 U.S. Imports and Exports of Generators, 2002-2006 (in million
$)
- Total Imports by Country
- Figure 2-3 Share of Total U.S. Generator Imports by Top Countries, 2006
(%)
- Table 2-9 Total U.S. Imports of Generators by Top 10 Countries,
2002-2006 (in million $)
- Gasoline Generator Imports
- Figure 2-6 Share of U.S. Gas/Gasoline Engine-Driven Generator Imports
(Output < 1.5 kW), by Top Countries, 2006 (%)
- Table 2-11 U.S. Imports of Gas/Gasoline Engine-Driven Generators (Output
< 1.5 kW), by Top 10 Countries, 2002-2006 (in million $)
- Figure 2-7 Share of U.S. Gas/Gasoline Engine-Driven Generator Imports
- (Output 1.5-5 kW), by Top Countries, 2006 (%) Table 2-12 U.S. Imports of
Gas/Gasoline Engine-Driven Generators (Output 1.5-5 kW), by Top 10
Countries, 2002-2006 (in million $)
- Figure 2-8 Share of U.S. Gas/Gasoline Engine-Driven Generator Imports
(Output > 5 kW), by Top Countries, 2006 (%)
- Table 2-13 U.S. Imports of Gas/Gasoline Engine-Driven Generators (Output
> 5 kW), by Top 10 Countries, 2002-2006 (in million $)
- Total Exports by Country
- Figure 2-9 Share of Total U.S. Generator Exports by Top Countries, 2006
(%)
- Table 2-14 Total U.S. Exports of Generators by Top 10 Countries,
2002-2006 (in million $)
- Gasoline Generator Exports
- Figure 2-11 U.S. Exports of Gas/Gasoline Engine-Driven Generators
(Output < 5 kW), by Top Countries, 2006 (%)
- Table 2-16 U.S. Exports of Gas/Gasoline Engine-Driven Generators (Output
< 5 kW), by Top 10 Countries, 2002-2006 (in million $)
- Figure 2-12 U.S. Exports of Gas/Gasoline Engine-Driven Generators,
Electric (Output > 5 kW), by Top Countries, 2006 (%)
- Table 2-17 U.S. Exports of Gas/Gasoline Engine-Driven Generators (Output
> 5 kW), by Top 10 Countries, 2002-2006 (in million $)
- Market Growth
- Factors Contributing to Growth
- Fragile and Overburdened Power Grid
- Move from Commercial to Residential Focus
- Larger Range of Applications for Generators
- Economic Factors
- Short Lifecycle Fuels Replacement Market
- Market Outlook
- Table 2-18 Comparison of Electricity Projections, 2015 and 2030 (billion
kW hours)
- Five-Year Forecast
- Table 2-19 Forecast of U.S. Retail Sales of Generators, 2007-2011 (in
thousands of units)
- Table 2-20 Forecast of U.S. Shipments, Imports and Exports of
Generators, 2007-2011 (in million $)
Chapter 3 Trends and Dynamics
- Overview
- Fragile and Overburdened Power Grid
- Figure 3-1 Causes of Power Outages, 2006
- Figure 3-2 Electricity System Disturbances, U.S. and Canada, 1996-2006
- Portable Generators Move from Commercial to Residential Focus
- Residential Use of Standby Generators Also Increases
- Larger Range of Applications for Generators
- Economic Factors
- Figure 3-3 U.S. Single Family Houses Started, Sold and Completed, 2002-2006
- Consumer Income and Financing Options
- Figure 3-4 U.S. Per Capita Disposable Income, 2002-2006
- Figure 3-5 Forecast of U.S. Interest Rates, 2005-2030 (%, nominal)
- Raw Materials
- Figure 3-6 Average Zinc Prices, 2002-2006
- Fuel Prices and Availability
- Table 3-1 Forecast of U.S. Fuel Prices, 2005-2030 (cents per gallon)
- Short Lifecycle Fuels Replacement Market
- Replacing Portables with Standbys
- Government Regulation
- Regulation of Portable Generators
- Regulation of Standby Generators
- Environmental Issues
- EPA Regulation
- Potential for More Regulation
- Safety Concerns
- Consumer Attitudes
- Table 3-2 Residential Sector Electricity Use, 2005, 2015 and 2030 (in
billion kilowatthours)
- Figure 3-7 U.S. Consumer Concerns in the Event of a Power Outage Lasting
More Than 24 Hours (multiple responses allowed)
- Competition
- Outlook
Chapter 4 Competitive Profiles
- Figure 4-1 Consumer Identification of Leading Portable Generator Brands,
Based on 2003-2005 Purchases (%)
- Table 4-1 Major Residential Generator Manufacturers, by Type
- American Honda Power Equipment Div.
- Corporate Background
- Product and Brand Portfolio
- Table 4-2 Honda Generator Product and Brand Portfolio
- Performance
- Figure 4-2 Annual Revenues of Honda Motor Co., 2002-2006 (in billion ¥)
- Figure 4-3 Annual Revenues of Honda' s Power Product and Other Businesses
Segment, 2002-2006 (in billion ¥)
- Company News
- Briggs & Stratton
- Corporate Background
- Product and Brand Portfolio
- Table 4-3 Briggs & Stratton Generator Product and Brand Portfolio
- Performance
- Figure 4-4 Annual Revenues of Briggs & Stratton, 2002-2006 (in million $)
- Figure 4-5 Annual Revenues of Briggs & Stratton' s Power Products
Segment, 2002-2006 (in million $)
- Company News
- Carrier North America Home Comfort
- Corporate Background
- Product and Brand Portfolio
- Table 4-4 Carrier Generator Product and Brand Portfolio
- Performance
- Figure 4-6 Annual Revenues of Carrier, 2002-2006 (in million $)
- Coleman Powermate
- Corporate Background
- Product and Brand Portfolio
- Table 4-5 Coleman Generator Product and Brand Portfolio
- Performance
- Cummins Power Generation, Inc.
- Corporate Background
- Product and Brand Portfolio
- Table 4-6 Cummins Generator Product and Brand Portfolio
- Performance
- Figure 4-7 Annual Revenues of Cummins, 2002-2006 (in million $)
- Figure 4-8 Annual Revenues of Cummins' Power Products Segment, 2002-2006
(in million $)
- Company News
- Generac Power Systems, Inc.
- Corporate Background
- Product and Brand Portfolio
- Table 4-7 Generac Residential Generator Product and Brand Portfolio
- Performance
- Kohler Co.
- Corporate Background
- Product and Brand Portfolio
- Table 4-8 Kohler Residential Generator Product Portfolio
- Performance
- Figure 4-9 Estimated Annual Revenues of Kohler, 2002-2006 (in billion $)
- Company News
- Subaru Robin
- Corporate Background
- Product and Brand Portfolio
- Table 4-9 Subaru Generator Product and Brand Portfolio
- Performance
- Figure 4-10 Annual Revenues of Fuji Heavy Industries, 2002-2006 (in
million ¥)
- Figure 4-11 Annual Revenues of Fuji Heavy Industries' Industrial
Products Segment, 2002-2006 (in million ¥)
- Winco, Inc.
- Corporate Background
- Product and Brand Portfolio
- Table 4-10 Winco Residential Generator Product and Brand Portfolio
- Performance
- Company News
- Yamaha Motor Corp., USA
- Corporate Background
- Product and Brand Portfolio
- Table 4-11 Yamaha Consumer Generator Product and Brand Portfolio
- Performance
- Figure 4-12 Annual Revenues of Yamaha Motor Co., Ltd., 2002-2006 (in
billion ¥)
- Figure 4-13 Annual Revenues of Yamaha Motor Co., Ltd.' s Power Products
Segment, 2002-2006 (in billion ¥)
- Company News
Chapter 5 Product Distribution and Promotion
- Distribution of Portable Generators
- Figure 5-1 U.S Portable Generator Sales by Channel, 2006 (%)
- Table 5-1 Forecast of U.S. Home Improvement Retail Sales, by Store Type,
2005-2010 (in billion $)
- Distribution of Standby Generators
- Promotion
- Regionality
- Table 5-2 Top 10 U.S. States by Total Number of Electric Customers, 2004
(in millions)
- Table 5-3 Major Electric Disturbances and Unusual Occurrences, 2006
- Seasonality
Chapter 6 End User
- Commercial End Users
- Construction Contractors
- Other Commercial End Users
- The Ultimate End User: The Consumer
- Portable Generator Owners
- Standby Generator Owners
- Generators Mostly Limited to Single Family Homes
- Simmons Survey Findings on End User Behavior
- Table 6-1 Percentage of U.S. Adults Owning or Renting a Portable Generator
(past 12 months), 2003-2006
- Figure 6-1 Adults Who Own Portable Generators, by Age Group (baseline
index = 100)
- Figure 6-3 Adults Who Own Portable Generators, by Race (baseline index =
100)
- Figure 6-4 Adults Who Own Portable Generators, by Region (baseline index =
100)
- Figure 6-5 Adults Who Own Portable Generators, by Educational Attainment
(baseline index = 100)
- Figure 6-6 Adults Who Own Portable Generators, by Employment Status
(baseline index = 100)
- Figure 6-7 Adults Who Own Portable Generators, by Job Type (baseline index
= 100)
- Figure 6-8 Adults Who Own Portable Generators, by Employment Income and
Household Income (baseline index = 100)
- Figure 6-9 Adults Who Own Portable Generators, by Number of Employed
Adults in Household (baseline index = 100)
- Figure 6-10 Adults Who Own Portable Generators, by Marital Status (%)
- Figure 6-11 Adults Who Own Portable Generators, by Number of People in
Household (baseline index = 100)
- Figure 6-12 Adult Homeowners Who Own Portable Generators, by Value of
Residence (baseline index = 100)
Appendix
Appendix
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