About the power tool market

The purpose of this article is to take a close look at the power tool market in 2021, including the major players in it. We will provide the latest data, consider the trends that have emerged over the past difficult year and assess the newly opened prospects.

The range of power tools is huge. This is probably the most common group of tools. It can be classified according to different characteristics: by the scope of application (industrial, heavy-duty, professional and household); by the class of electrical safety. The most common classification is by purpose:

• For drilling various holes and making threads - drills, screwdrivers, punchers, jackhammers and thread cutters.
• For wood finishing works (planing, sawing, grinding) - a grinder, a jigsaw, a plane, a variety of saws, milling cutters.
• For rubbing surfaces - files, tables, h-polishing machine, planers.
• Auxiliary, complementary-construction hair dryers, mixers, vacuum cleaners, soldering guns.

• The growing use of battery-powered power tools - the demand for more mobile, flexible, and compact tools is driving the market as a whole.
• the growing demand for equipment for the" household consumer " - DIY.
• development of the construction industry in emerging economies.

Manufacturers of power tools today actively offer to focus on the intelligent connection of power tools. If you look at the winners of the PTIA award ("Oscar" among professional industrial tools, we wrote about it earlier), then there is no doubt-most of the winners, but simply participants, offer synchronization and control of the tool remotely-with applications on a smartphone and PC.


The reality today is that 2020 has dealt a serious blow to all areas of the global economy, including tool manufacturers. Regionally, the highest level of demand for power tools comes from the Asia-Pacific region - the rapidly and steadily growing economies of India and China, with their high rates of construction and production, place high demand on power tools in particular. COVID-19 forcibly blocked the territory of the Asia-Pacific region. Supply chains were disrupted, leading to restrictions on permitted shipments. The blocked Asian countries have suffered huge losses due to the closure of many manufacturing enterprises, and now they have only to recover to their previous level.


As for the power tool market in Russia , it has a number of distinctive features and trends.

→ The market is quite stable at the level of demand even expensive profinstrument not so much influenced by the first crisis year (2014-2015) - the volume of sales temporarily declined amid nearly 50% rise in price tool of foreign brands and 15-20%, the appreciation of the domestic.
→ Over the past few years, the Russian power tools market has been recognized as one of the largest and fastest growing in the world (20-25% annual growth), which attracts many global manufacturers.
→ The demand for power tools is not seasonal, it is subject only to general trends in the economy (there are nuances, more on them below).
→ It is rich and balanced in terms of a wide variety of brands (from the so-called "no name" to tools from world leaders) and lines for household and professional use. Moreover, during the period of decline in sales due to the crisis, Russian buyers (both industrial companies and individuals).individuals) have made and are making a choice in favor of products from well-known and trusted manufacturers.
→ Russian manufacturers of power tools occupy about 20% of the total market share-thanks to import substitution, the resolutions of the Government of the Russian Federation in 2020 and the desire to improve the quality of products and service.

What is remarkable today is that the pandemic of 2020, lockdowns around the world and the general economic situation have certainly affected the power tool market in Russia. And there are some interesting points here. Closed borders this year forced Russians (in the context of real estate in the first (!) half of the year) to postpone plans to buy new housing, and to make repairs in the existing one, and to spend a vacation not abroad, but in the country. Given the crisis and the decline in real income, this led to an unprecedented increase in sales of various categories of instruments on AliExpress. From April to June 2020, their sales increased by 94% (!) overall. And for some groups of tools, for example, for garden tools (see the Market Overview for garden tools) by as much as 192%. Of course, saving on power tools is partly pointless, unprofitable, and sometimes unsafe, so sales of power tools on AliExpress during this period increased only by 42%.


In the field of DYI in Russia, there is also an increased demand - sales of retailers have increased significantly. So, in 2020, the revenue of Petrovich increased by 23.7%, and the turnover of Leroy Merlin-by 6%. It is noteworthy and logical that the online segment has grown especially noticeably - the share of online sales at the same "Petrovich" has increased by 30% (in Moscow by 97% (!), and at "Leroy Merlin" the total share of online sales has increased by almost 2 times.


Products of domestic and foreign companies are widely represented on the Russian market. Moreover, foreign companies have factories for the production of tools in Russia, which makes them even more "domestic" than the tools produced in China from some Russian companies.


Traditionally, we will consider the key manufacturers of power tools and estimate their scale by gross profit for 2019 / / 2018 (in Russian rubles):

• Hilti (JSC Hilti Distribution LTD) - 4.97 billion rubles // 4.5 billion rubles, because + 10.4%.
• Bosch (Robert Bosch LLC) - 4.93 billion rubles // 5.62 billion rubles, i.e. -12%.
• Makita (LLC Makita) - 2.1 billion rubles / / 2.3 billion rubles, i.e. -8%.
• Stanley Black & Decker (SDB LLC) - 2.4 billion rubles / / 1.8 billion rubles, i.e. +33%.
• Metabo (Metabo Eurasia LLC) - 1.3 billion rubles / / 1.1 billion rubles, i.e. +18%.
• HiKOKI (LLC Haikoki Power Tools Rus) - 134.5 million ₽ // 124.1 million ₽, i.e. +8%.
• Einhell (LLC Einhell) - 144 million ₽ // 124 million ₽, i.e. +16%.
• Bahco (LLC ES-EN-HEY EUROPE (RUS) - 139 million rubles / / 107.7 million rubles, i.e. +29%.
• Milwaukee (LLC A & M Power Tools) - 201 million ₽ // 140.5 million ₽, i.e. +43%.
• Fiolent (JSC Plant Fiolent 9102048745) - no data for 2019.
• Diold (CJSC Diffusion Tool 6731015596) - 264.2 million ₽ // 235.6 million ₽, i.e. +12%.
• Kalibr (LLC Kalibr) - 470 million rubles / / 511 million rubles, i.e. -8%.
• BISON (CJSC BISON UWC) - 89.1 million rubles / / 75.8 million rubles, i.e. +17%.
• Interskol (JSC Interskol) - 292 million rubles / / 852 million rubles, i.e. -67%. The bankruptcy procedure is in progress.