Strong presence in segments with major growth potential
Our market segments include several attractive sub-segments with potential for long-term double-digit growth, such as robotic mowers, battery-powered products and smart watering systems.
Robotic mowers
The market for robotic mowers is largely concentrated to Western Europe, however, it is expected to grow significantly in other geographical areas, among them the UK, the Pacific and the U.S. A segment with strong growth potential is robotic mowers for professional use. We estimate the total potential market value for professional turf care at SEK 100bn, the majority of which consists of labor costs for operating the traditional mowers. We are capitalizing on this opportunity by transforming commercial turf care from a manual to an automated and more efficient process. We focus on areas such as sports fields, golf courses and other green spaces in commercial and public areas. For the home owner and other consumers, robotic mowers save time and simplify daily routines, while producing superior lawn quality. They also offer sustainability benefits such as zero direct emissions and low noise levels.
Battery-powered productsSales of battery-powered products in the hand held and wheeled product segments are growing rapidly. This is mainly driven by a transition from petrol-powered products which is enabled by development of battery-cell performance, a high innovation pace and customer demand for low-carbon emission and easier-to-use products. For battery-powered professional products, we develop tailor-made battery packages and solutions that meet our customers’ high demands for performance and durability. In addition, increased regulation of petrol-powered products supports the growth of electric products. These underlying drivers create substantial growth opportunities in which we are investing significantly. For the residential segment we co-founded and participate in the POWER FOR ALL ALLIANCE, enabling consumers to use the same battery and charger for multiple devices around the home.
Smart watering
The Gardena Division has built a leading position in the residential watering market. The Gardena brand is the market leader in Europe, and Orbit Irrigation – including the
B-hyve brand for smart watering – is the leader in consumer watering in North America. We have also established a position and sales to professional customers, which represent a new and significant market potential. Growth is primarily driven by key
trends such as resource efficiency and convenience. To capitalize on these trends, we are increasing our investments in smart, automated irrigation solutions that make life easier for our customers and lead to a significant reduction in water consumption.