Europe Fairway Mower Market

Europe Market Study on Fairway Mowers: Sports & Recreation Industry to Remain Largest End User

About the Report

Demand for fairway mowers has witnessed substantial growth in the last few years, and this growth is projected to continue over the coming years as well, on the back of increasing use at golf courses as well as commercial spaces across Europe. Moreover, demand for fairway mower has grown not just in terms of application but also due to technological advancements. Over the years, as automation in various sectors has gained momentum, coupled with labor shortage and the need to reduce labor costs, more golf course superintendents and owners are relying on fairway mowers as an investment with long-term financial gains in mind.

In its new study, Persistence Market Research offers insights about key factors fueling the demand for fairway mowers. The report tracks sales in high-growth markets in Europe. As far as cutting width types, 80 to 100’’ cutting width fairway mowers ate the most sought-after across the region. The report also analyzes the impact COVID-19 has had on the building and construction industry in general, and fairway mowers in particular.

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Companies

  • Deere & Company
  • Kubota Corporation
  • The Toro Company
  • Textron Inc.
  •  Baroness USA

What is the Future Outlook forFairway Mowers in Comparison to Historic Sales?

In earlier times, fairway mowers faced challenges such as durability and quality of the product, product inability to work in certain kinds of field conditions, and price concerns. The market though gained pace as companies launched advanced products, and the availability of these products become easier across countries. Manufactures, though only few to count, have increased production capabilities and are following Industry 4.0 norms, which led the market expand during the last five years

Research & development in fairway mowers is anticipated to havea significant contribution to the market in the years to come. To overcome the drawbacks of old fairway mowers and improve their products, companies are aiming to provide end userswith productsthatlast for a longer amount of time and need less maintenance. Several other new featuressuch as driverless fairway mowers, new materials for reels, and stronger engines are likely to attract customers.

Owing to the ongoing crisis caused by COVID-19, production and supply chain activities have seen a slump.Yet, consumption will improve with economic recovery post-pandemic.Maintenance activities are underway at nearly every golf course in Europe. However, many superintendents were forced to maintain golf courses with only a handful of staff due to the spread of COVID-19.With dramatic reduction in available labor, completing routine cultural practices has been a real challenge.One of the most challenging parts of maintaining a golf course during the COVID-19 pandemic was staying focused on keeping golf the course turf healthy, rather than focusing on playability.

The COVID-19 pandemic has had a severe impact on the global economy at various levels, and the impact is seen on the manufacturing industry as well. With a number of end users affected across Europe, supply and shortage in demand resulted in significant drop in Y-O-Y growth. Yet, Persistence Market Research expects the Europe fairway mower market to expand at around 2.3% CAGR through 2031.

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What is the Potential of Fairway Mowers in Europe?

With 151 golf course developments in 28 countries, Europe is the busiest continent in terms of golf course construction. Fairway mowersare mostly used at golf courses,and for commercial landscapes to some extent. Fairway mowers play a vital role in maintaining and growing a golf course for professional sports purposes. To properly maintain a golf course at a high standard, the management team needs various equipment, and fairway mowers are an integral part of this.Golf course superintendents never compromise on the quality of fairways, which accounts for up to half of the golf course's total area.Without a quality mower, fairways are difficult to maintain. Companies are also focused on research & development activities in order to provide technologically advanced products to clients.

Rising number of middle-class citizens and a vast network of railways has brought distant resort outposts within easy reach of vacationers across Great Britain and Ireland. The appeal of golf destinations such as St. Andrews, Turnberry, Cruden Bay in Scotland, and Royal Birkdale is attested to by British Railway posters, which are now valuable collector's items. This led the golf industry to boom in the last few years in mainstream European nationssuch as the U.K. and Ireland.

Competitive price offerings and rise in end-user satisfaction based on the performance and use of advanced technologies are the end results of R&D activities. Moreover,with the market being a highly niche one, establishing sales and service facilities in emerging countries coupled with long-term partnerships with regional distributors also pave the way for expansion of channel reach.

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Country-wise Insights

Are Great Britain and Ireland Lucrative Markets for Fairway Mowers?

Persistence Market Research has projected Great Britain and Irelandto remain one of the most lucrative markets in the Europeanregion for fairway mowers throughout the course of the forecast period. Golf is now well known in the north and west of Europe, with steady progress being made into the central and southeastern regions. In the years to come, new construction for the same will lead to increasing demand for fairway mowersin the region. The U.K. is home to 33 new course projects in planning or under construction, and this will lead to the procurement of more fairway mowers in the near future. Moreover, the passion of millennials toward the sport has heightened sales figures in recent years. The mindset of golf as a ‘Rich Man’s Sport’ is likely to drive people toward it, and this, in turn, will lead to egregious demand for fairway mowers in the United Kingdom.

Will Sales ofFairway MowerIncrease across France?

France accounts for as much as 23 new golf course developments.As such,demand for fairway mowerswill rise in the country over the coming years. The country is known for the procurement of a large number of electric reel drive fairway mowers. This trend will continue to better sales figures in the years to come, because of rising popularity and awareness for sources of energy that do not have a negative impact on the environment.

What’s the Outlook on Germanyfor Fairway Mowers?

Germany holdsthe second-highest market share in Europe,and this is no surprise as there are numerous golf courses in the country.The market in Germany is likely to expand at a CAGR of 2.6% over the forecast period of 2021 to 2031. Fairway mower manufacturers here are committed to lowering their production costs while still attempting to provide consumers with high-quality products. Moreover, Germany is amongstthe nations that has registered many new golf courses in the last few years.

What’s Driving Fairway Mower Sales in the Rest of Europe?

Over the last few years, new and improved designs that require little or no maintenance have been launched by almost all market players, owing to significant sales of fairway mowersin the Rest of European countries such as Sweden, Scotland, and the Czech Republic. The Rest of Europe also has good reachability for aftersales service.

There are as much as 3,800 golf courses in the region,which keeps the businesses for fairway mowermanufacturers at a good pace. In the Czech Republic, 12 new golf courses are under construction, which will lead to demand creation for fairway mowers in the years to come. Large cutting width fairway mowerswillsee increased demand, owing to large acreage available in many of the golf courses in the region.

Why is Demand forFairway Mower Surging in Spain?

Spain has some of the world's finest golf courses, thanks to its population that is golf enthusiastic. There are as much as 800 golf courses in the country. Superintendents are always active in keeping their golf courses in top-notch condition, owing to the presence of many professional players the country. The country imports much of its golf course supply to keep up with the requiredstandards for the professional sport of golf.

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Category-wise Insights

Which Cutting Width ofFairway Mower Accounts for Most Demand?

Fairway mowers come in a variety of cutting widths. The most common cutting width range is 80.1 to 100 inches. The reason for this is that mowers generally with three reels, instead of five in the 5-Gand Fairway Mower, are light in weight. Mowers with a lower weight lightly compress the earth under them, leaving little to no traces on the field. Moreover, smaller cutting width also means lesser price. Therein, golf courses with a tight budget also go for new but smaller fairway mowers, rather than old but larger 5-Gang fairway mowers. This segment is anticipated to be the most lucrative one,and will bring as much as three-fifth share of the sales over the forecast period 2021-2031.

Which Drive Type is More Popular for Reels in Fairway Mowers?

Mowers are able to mow fairways with the help of reels that are cylindrical in shape. These reels cut the grass with action similar to that of cutting a piece of paper with a pair of scissors. The grass gets trapped into the bedknife and gets cut. These reels are run in two ways - via a hydraulic system or by an alternator that drives the reels. The alternator powered drive type is known as electric drive type.

Prominent market share historically was held by the hydraulic reel drive type. These are renowned because of the fact that they can be easily maintained with little or no expertise.On the other, hand electric reel drive is new and still has got room for improvements in terms of maintainability and service extraction. The electric drive type segment is expected to expand at a significant CAGR owing to new research and developments activities by nearly all players in the market. But, in the present scenario,hydraulic drive type holdsa prominent market share.

Which Power Ratingof Fairway Mowers Will Hold a Prominent Market Share?

Fairway mowers in today’s market are available in a broad range of power ratings. Golf courses have their grounds uneven. Some courses have many hills and lows, and thereby, these kinds of golf courses need mowers of more power to climb these hills. But some golf courses have more flat surfaces, and thereby, large power mowers are not preferred by superintendents for such courses. Moreover, high-powered fairway mowers consume fuel at a higher rate and add up to the cost of maintaining the course.

The most prominent segment by power rating is the 25.1 – 40 HP band. The reason behind this is that most golf courses have more number of plane regions.

Competitive Landscape

The fairway mower market in Europe is moderately competitive in nature, with the presence of a large number of players operating specifically in the construction and agricultural industry, and now own expertise in the turf segment of the industry. Some of the players are focusing on gaining the attention of a specific demography. The market sees robust partnerships throughout the value chain, with high focus on innovation. Manufacturers are aiming at strategic collaborations with end users and regional distributors to address the requirements of an expanding customer base. Brand consciousness and aggressive marketing make it challenging for new entrants in this space.

Some of the leading companies operating in thisspace are:

  • Deere & Company
  • Kubota Corporation
  • The Toro Company
  • Textron Inc.

 *The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report.

Scope of Report

Attribute

Details

Forecast Period

2021-2031

Historical Data Available for

2016-2020

Market Analysis

US$ Million for Value and Units for Volume

Key Regions Covered

Europe

Key Countries Covered

  • Germany
  • U.K.
  • France
  • Italy
  • Spain
  • And Russia

Key Segments Covered

  • Cutting Width
  • Drive Type
  • Power Rating
  • And Region

Key Companies Profiled

  • Deere & Company
  • The Toro Company
  • Textron Inc.

Report Coverage

  • Market Forecasts
  • Brand Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • And Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Market Segmentation by Category

  • By Drive Type
    • Hydraulic Fairway Mowers
    • Electric Fairway Mowers
  • By Cutting Width
    • Up to 80’’
    • 80.1 to 100’’
    • Above 100’’
  • By Power Rating
    • Up to 25 HPFairway Mowers
    • 25.1 – 40 HPFairway Mowers
    • 40.1 – 55 HPFairway Mowers
    • Above 55 HPFairway Mowers
  • By Region
    • Germany
    • Italy
    • France
    • UK
    • Spain
    • BENELUX
    • Russia
    • Rest of Europe

Key Questions Answered in Report

Q1. Which is the most lucrative market for fairway mowers in Europe?

The United Kingdom currently leads the Europe market for fairway mowers. Sales in the United Kingdom will be over half of the total share of Europe throughout the forecast period.

Q2. Which is top-selling fairway mower?

Fairway mowers are available in wide range of cutting widths. The 80.1 to 100’’ cutting width segment is the top-selling mower in Europe.

Q3. Which is the most lucrative application for fairway mowers in Europe?

Fairway mowersare widely used at golf courses, specifically on fairways. Fairways take as much as half of the golf course by area, and the mowers used to mow them are known as fairway mowers.

Q4. Which are some of the leading fairway mower manufacturers?

Some of the leading companies manufacturing fairway mowers are Deere & Company, Textron Inc., The Toro Company, and Kyoeisha Co., Ltd.

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