Market trends

New technologies, channel dynamics and shifts in consumer behavior are impacting the market and as a result influence the Group’s strategy. Addressing these trends helps the Group to be flexible and resilient in an evolving world.  


Battery technology

New battery technology helps increase capacity at an affordable price, making energy storage a viable alternative for industries ranging from cars to small devices. The price of lithium-ion battery packs is expected to decrease while energy density is predicted to increase, paving the way for new product solutions. This creates opportunities for battery-powered products with higher performance and enables battery technology to be applied to a wider range of products. It also supports a shift to products with lower carbon emissions.


The digitization of products and services has a major impact on how they are developed, produced, distributed and serviced. It also changes how consumers use their products. The ability to gather and analyze data from devices creates prerequisites for greater efficiency. In addition, it is enabling the development of new customer-oriented features that will provide greater user flexibility, efficiency and productivity. Husqvarna Fleet Management (a cloud based data gathering system for professional landscapers) is just one example of business models the Group is exploring.

Demand for safety and efficiency

Ecosystems are under strain. More regions are affected by water scarcity and demand for resources is rising. Well-being and safe workplaces are central. Meeting standards for water and fuel-efficient and safe products are no longer only baseline expectations. Delivering the best in safety and efficiency and low-carbon emission alternatives will increasingly be regarded as a competitive advantage. That is why they are important elements in the Group’s sustainability work.

Consumer values and purchasing behavior

Internet shopping is on its way to exceeding traditional in-store shopping in key markets, driven by the increased availability of products, easy access to product information, convenient payment solutions and attractive delivery options. With this new purchasing behavior comes a shift in the consumer expectations of companies they choose to do business with. It also simplifies direct customer interaction as well as sales of parts, accessories and other valueadded services.

Urbanization and new customer groups

Globally, middle class spending may triple by 2030 and 60 percent of the population is expected to live in urban environments. Most of this will occur in Asia. In Europe, the growth of older populations will outpace that of younger generations. Adapting to these changes is the core of the Group’s strategic focus. The Group is growing in Asia and tailoring its offering to urban living, which means increasingly adapting to more compact spaces and meeting the demand for silent, unobtrusive products. Parks and other green spaces are also becoming increasingly important as more people live in urban environments. Developing ergonomic, easy-to-use products will help everybody enjoy the garden experience.