Women's Buying Power Grows in Home Improvement

CLEVELAND, March 28 /PRNewswire/ -- Scan the aisles of local home improvement stores and you may be surprised to see more women than men shopping for kitchen sinks, flooring and even chainsaws. According to industry experts, women's buying power is increasing in the home improvement sector, particularly in the outdoor power equipment market.

According to an independent consumer survey by Troy-Bilt(R), a leading manufacturer of outdoor power equipment, women are influencing 44 percent of all outdoor power equipment purchases - 21 percent of all outdoor power equipment is purchased by women and another 23 percent is purchased by men and women together. Outdoor power equipment ranges from trimmers to chain saws and blowers.

"Women tend to view the backyard as an extension of the living room and will take on projects to turn the space into their ideal outdoor haven, whether it's growing an herb garden, installing a fire pit or digging a pond," said Heidi Ketvertis, brand manager at Troy-Bilt.

Women's purchasing power and decision-making authority have significantly increased over the last decade and manufacturers nationwide are responding with revamped products to fit their needs.

"Women tell us that outdoor power equipment can be intimidating and frustrating," said Ketvertis. "Women want products that are easy to start, simple to use and provide versatility."

Here are a few new product features on the market today with women in mind:

  -- Easy to start - Avoid the aggravation by purchasing products that offer
     an advanced starting system and take less muscle to get the engines
     roaring. For example, there are lawn mowers that start with a push of a
     button and trimmers that have spring-starting assistance that reduces
     pulling resistance by up to 55 percent.
  -- Lightweight - Whether you're planting new flowers or treating the lawn
     for weeds, gardening can be an exhausting task. To ease the pain,
     manufacturers are introducing smaller or portable versions of their
     most popular products that are often less than half the weight of their
     counterparts. For example, this year, Troy-Bilt introduced an edger
     weighing less than 25 lbs., making it simple to maneuver and easy to
     store.
  -- Versatile - Research shows women today are multi-taskers and are
     seeking innovation plus convenience to meet their busy schedules. To
     meet this demand, many products have interchangeable parts that allow
     gardeners to tackle more than one task. For example, a full-line of
     Troy-Bilt's string trimmers, including the TB575SS, has the ability to
     accept eight interchangeable attachments, making it a snap to edge,
     cut, trim and blow.
  -- Environmentally friendly - Most outdoor power equipment features a
     two-cycle engine that requires the hassle of mixing oil and gas. Many
     products are now offering a four-cycle engine. It eliminates the need
     to mix gas and oil, cuts emissions by 50 percent and offers 30 percent
     greater fuel efficiency.

"Manufacturers are recognizing the growing influence women have in the marketplace and are responding with products that meet their demands," said Ketvertis. "What you see in the marketplace today is just the beginning."