Residential Generators, 2nd Edition - U.S. Market and World Data

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Residential Generators, 2nd Edition - U.S. Market and World Data

January 1, 2010

Introduction

Electricity is a basic necessity and is critical for the safety, comfort and convenience of
modern households. Widespread use of electronics and information and
communications technologies for entertainment and work by residential users has
further increased the dependence on electricity. Homes reliant upon grid electricity often
experience power failures due to disruptions caused by supply shortages, equipment
failure or weather related outages. Residential users are increasingly investing in back-
up or standby power generators to provide electricity during such events.

Driven by population and income growth, increasing urbanization and electrification and
an increasing dependence on electrical appliances and devices, global residential
electric consumption continues to grow. Further, residential demand for electricity in
developing nations has grown by over 40% since 2000. However, the generation and
supply of electricity in many of these nations has not kept pace. More than eighty
countries around the world, including major economies such as India and China, are
currently experiencing significant, long-term energy shortages.

In 2009, nearly 9.3 million generators were sold globally for residential applications.
Supported by a recovery in the global economy, worldwide residential engine-generator
unit sales are expected to grow by 7% per year to nearly 13 million units in 2014.
Concurrently, the U.S. market for residential gensets is expected to continue to benefit
from consumer desire to insure against utility power failure resulting from an aging
infrastructure and increasing climate-related events and approach $1.2 billion in 2014.

Residential Generators, 2nd Edition - U.S. Market and World Data includes a broad
review of the global market for residential generators. The report provides a discussion
of residential generator products and technologies as well as technologies which
compete with traditional combustion engine-driven gensets. Global market demand for
residential generators is quantified and projections for growth in demand are provided,
along with the key factors influencing this growth. The report also provides profiles of 10

residential generator manufacturers.

Report Methodology

The information in Residential Generators, 2nd Edition - U.S. Market and World
Data is based on primary and secondary research. Primary research entailed interviews
with firms involved in the manufacture, distribution and sales of generator products,
analysts, and consultants to the energy industry to obtain insight into the products,
technologies and market factors shaping the industry. Secondary research entailed data
gathering from relevant sources, including government and industry publications,
company literature and corporate annual reports.

What You’ll Get in This Report

Residential Generators, 2nd Edition - U.S. Market and World Data contains
important insights and projections regarding the future of this market around the world.
Subscribers will benefit from extensive data, presented in easy-to-read and practical
charts, tables and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the market for on-site residential power
generation, or is considering entering the marketplace, you will find this report
invaluable. It provides a comprehensive package of information and insight not offered
in any other single source. You will gain a thorough understanding of the current global
market for residential engine-generator products and technologies, as well as projected
market demand and trends through 2014.

This report will help:

Marketing managers understand the market forces shaping the market for
residential generators and identify market opportunities.
Research and development professionals stay on top of competitor initiatives
and explore demand for residential power generation products.
Business development executives understand the dynamics of the market and
identify possible partnerships.
Information and research center librarians provide market researchers,
product managers, and other colleagues with the vital information they need to
do their jobs more effectively.

Additional Information

Market Insights: A Selection From The Report

Global Electric Power Demand Trends
Driven by population and income growth, increasing urbanization and electrification and
an increasing dependence on electrical appliances and devices, global residential
electric consumption is expected to continue to grow. World consumption of electricity
by households is anticipated to increase 2.9% a year from 4,255 terawatt hours in 2005
to 5,679 terawatt hours in 2015.

Consumers are more dependent than ever upon electric powered devices for daily
living. Electric appliances and devices are used in nearly every aspect of daily
household life.

Residents leverage these items to provide basic modern conveniences such as heating,
cooling, refrigeration, food preparation and cooking, communications and entertainment.
Increasing dependency on electric appliances and devices is not limited to the world’s
developed economies. In the developing countries, strong economic growth translates
to growing demand for electricity. Rural electrification is enabling increasing numbers of
households around the world to leverage basic electric appliances for lighting, heating,
cooling and refrigeration.

Economic prosperity is further driving higher standards of living in many developing
nations around the world. These increases in household and disposable income are
driving greater demand for convenience appliances such as dishwashers,
washer/dryers and small kitchen electrics as well as for consumer electronic devices for
entertainment and communications.

Since 2004, the growth of household electricity consumption by small electrical and
electronic devices has been the most rapid of all appliance categories globally.
Ownership levels of ICTs and consumer electronics in both developed and developing
countries has been rapidly rising. As a result, these products now account for
approximately 15% of global residential electricity consumption

In the News

Increasing Demand for Electricity Reveals BrightFuture for Residential
Generators Market

New York, December 18 2009 - Driven by population and income growth, increasing
urbanization and electrification and an increasing dependence on electrical appliances
and devices, global residential electric consumption is growing at an electrifying rate;
40% since 2000 in developing nations. However, the generation and supply of electricity
in many of these nations has not kept pace with many of these countries experiencing
long-term energy shortages as a result of governments’ failure to plan for increased

levels of electric demand, limitations of investment capital to increase electric
generating capacity, and limited fuel availability to power generating plants.

The threat of power outages will unveil a strong and bright future for the residential
generators market, according to the latest market research study from SBI, Residential
Generators, 2nd Edition - U.S. Market and World Data. The global market is expected to
grow 7% per year from 2010 to 2014 ultimately reaching $9 billion in 2014. Furthermore,
worldwide residential engine-generator unit sales will approach nearly 13 million units in
2014.

“Global residential electricity consumption continues to grow in all parts of the world as
the number and size of the energy-using appliances in the average household
increases,” notes Shelley Carr, Publisher of SBI Energy. “Economically developed
nations accounted for 64% of the world’s residential electricity consumption in 2009.
However, residential electricity consumption in the world’s developing nations has
increased at twice the rate of the developed nations in the past nine years.”

Residential Generators, 2nd Edition - U.S. Market and World Data provides a
discussion of residential generator products and technologies as well as technologies
which compete with traditional combustion engine-driven gensets. Global market
demand for residential generators is quantified and projections for growth in demand
are provided, along with the key factors influencing this growth. The report also provides
profiles of 10 residential generator manufacturers.

About SBI Energy
SBI Energy, a division of MarketResearch.com, publishes research reports in the
industrial, energy, building/construction, automotive/transportation and packaging
markets. SBI Energy also offers a full range of custom research services.

Table of Contents

Chapter 1: Executive Summary
Overview
Products and Technologies
Engine Technology Developments
Power Conversion Technology Developments
Control and Peripheral Technology Developments
Portable Generators
Stationary Generators
Table 1-1: Comparison of Residential Backup Generator Capabilities
Market for Residential Generators
Global Demand 2005-2009
Figure 1-1: Global Residential Generator Units Sold, 2005-2009e (Thousand)
United States Demand 2005-2009

Figure 1-2: United States Residential Generator Units Sold, 2005-2009e
(Thousand)
Global Demand 2010-2014
Figure 1-3: Global Residential Generator Units Forecast, 2010-2014 (Thousand)
Figure 1-4: Global Residential Genset Sales Forecast, 2010-2014 ($ Million)
United States Demand 2010-2014
Figure 1-5: U.S. Residential Generator Units Forecast, 2010-2014 (Thousand)
Figure 1-6: U.S. Residential Generator Sales Forecast, 2010-2014 ($ Million)
Market Factors
Market Growth Factors
Figure 1-7: World Population by Economic Region, 2005-2015 (in millions)
Figure 1-8: World Gross Domestic Product by Economic Region, 2005-2015 (in $
billion)
Figure 1-9: World Gross Domestic Product Per Capita by Economic Region,
2005-2015 (in $ billion)
Figure 1-10: World Residential Electricity Consumption by Economic Region,
2005-2015 (in billion kWh)
Figure 1-11: Major Disturbances in Electricity Delivery, 2005-2009 (#
disturbances)
Market Limiting Factors
Report Scope
Report Format
Report Methodology
Abbreviations and Definitions
Table 1-2: Abbreviations Utilized in Report

Chapter 2: Products and Technologies
Introduction
Product Classification and Segmentation
Portable Generators
Figure 2-1: Portable Genset, 2009
Figure 2-2: Residential Stationary Genset, 2009
Generator Technology
Figure 2-3: Typical Spark Ignited Genset, 2009
Engine Technologies
Spark-Ignited Engines
Figure 2-4: Four-Stroke Internal Combustion Cycle, 2009
Compression Ignited Engines
Developments in Compression Engine Technology
Combustion Chamber Modifications
Sound Attenuation Improvements
Advanced Fuel Systems and Treatments
Digital Control Systems
Emission Treatments
External Combustion Engines

Power Conversion Technologies
Generator/Alternator Technologies
Figure 2-5: Typical Alternator Assembly, 2009
Figure 2-6: Conventional & Permanent Magnet Alternator Form Factors, 2009
I
nverter Technologies
Figure 2-7: Square Wave, Modified Sine Wave & True Sine Wave, 2009
Cycloconverter Technologies
Control and Peripheral Technologies
Transfer Switch Technologies
Safety Features
Convenience Features
Competing Technologies
Microturbines
Figure 2-8: Schematic of Typical Microturbine, 2009
Fuel Cells
Figure 2-9: Schematic of Typical Fuel Cell, 2009
Phosphoric Acid Fuel Cells
Proton Exchange Membranes
Molten Carbonate Fuel Cells
Solid Oxide Fuel Cells
Wind Power
Figure 2-10: Schematic of Typical Wind Turbine, 2009
Photovoltaic Systems
Figure 2-11: Photovoltaic Cells, 2009
Conclusion

Chapter 3: Market Size
Introduction
Market Definition
Figure 3-1: Generator Units by End Use Segment (% units)
Figure 3-2: Generator Power Capacity of Global Units Sold by End Use
Segment, 2008 (% capacity)
Commercial and Industrial Use
Residential Use
Portable Generators
Global Population Growth
Global Gross Domestic Product Trends
Emissions Regulation
Inherent Product Limitations
Market Size

Figure 3-3: Global Residential Generator Units Sold, 2005-2009e (Thousand)
Table 3-2: Global Residential Portable and Stationary Generator Units Sold,
2005-2009e (Thousand)
Figure 3-4: Global Residential Generator Sales Value, 2005-2009e ($ Million)
Table 3-3: Global Residential Portable and Stationary Generator Sales Value,
2005-2009e ($ Million)
United States
Figure 3-5: United States Residential Generator Units Sold, 2005-2009e
(Thousand)
Table: 3-4: United States Residential Portable and Stationary Generator Units
Sold, 2005-2009e (Thousand)
Figure 3-6: United States Residential Generator Sales Value, 2004-2009e ($
Million)
Table 3-5: United States Residential Portable and Stationary Generator Sales,
2005-2009e ($ Million)
Figure 3-7: Value of U.S. Exports and Imports of Residential Gensets, 2005-2008
($ Million)
Figure 3-8: Value of U.S. Residential Genset Imports by Country of Origin, 2005
& 2009a (%)
Figure 3-9: Value of U.S. Residential Genset Exports by Region, January 2009-
September 2009 (%)
Market Size Forecast 2010-2014
Figure 3-10: Global Residential Generator Units Forecast, 2010-2014 ($
Thousand)
Table 3-6: Global Residential Portable and Stationary Generator Units Forecast,
2010-2014 (Thousand)
Figure 3-11: Global Residential Genset Sales Forecast, 2010-2014 ($ Million)
Table 3-7: Global Residential Portable and Stationary Generator Sales Forecast,
2010-2014 ($ Million)
United States
Figure 3-12: U.S. Residential Generator Units Forecast, 2010-2014 (Thousand)
Table 3-8: U.S. Residential Portable and Stationary Generator Units Forecast,
2010-2014 (Thousand)
Figure 3-13: U.S. Residential Generator Sales Forecast, 2010-2014 ($ Million)
Table 3-9: U.S. Residential Portable and Stationary Generator Sales Forecast,
2010-2014 ($ Million)

Chapter 4: Market Factors
Introduction
Global Population Trends
Table 4-1: Organization for Economic Cooperation and Development Member
Countries, 2009
Figure 4-1: World Population by Economic Region, 2005-2015 (in millions)
Global Gross Domestic Product Trends
Figure 4-2: World Gross Domestic Product by Economic Region, 2005-2015 (in $
billion)

Figure 4-3: World Gross Domestic Product Per Capita by Economic Region,
2005-2015 (in $ billion)
Figure 4-4: Average Per Capita Final Energy Consumption, Selected Developing
Economies, 2000 (in kgoe)
Table 4-2: World Electricity Access, 2008
Increasing Dependence on Electricity
Figure 4-6: U.S. Household Electric Appliance Ownership Rates, 1980-2009 (%)
Figure 4-7: U.S. Household Electricity Use by Appliance, 2005 (% consumption)
Table 4-3: Household Electric Appliance and Device Power Requirements (in
watts)
Figure 4-8: Change in Energy Consumption of Household Appliances Since 1990
(% change)
Figure 4-9: Average Power Usage of Televisions (in watts)
Electric Power Supply Constraints
Power Grid Disruptions
Figure 4-11: Major Disturbances in Electricity Delivery, 2005-2009 (#
disturbances)
Figure 4-12: North American Power Grid Disruptions by Type, 2005-2009 (#
disturbances)
Producer Commercialization Activity
Emissions Regulation
Table 4-4: Regulated Diesel Engine Emissions, 2009
United States
Table 4-5: United States Non-Road Emissions Regulations Schedule, 2009
(NOx+HC)/CO/PM (g/kW-hr), NOxHC/CO/PM (g/kW-hr)
Table 4-6: Stationary Spark-Ignited Generator Set Emissions Regulations, 2009
(NOx+HC)/CO (g/kWm-hr), NOx/CO/VOC (g/bHP-hr)
Europe
Table 4-7: European Union Non-Road Emissions Regulations Schedule, 2009
(NOx+HC)/CO/PM (g/kW-hr), NOxHC/CO/PM (g/kW-hr)
Asia
Inherent Product Limitations
Safety
Noise
Other Considerations
Conclusion

Chapter 5: Participant Profiles
Introduction
Table 5-1: Description of Companies Profiled

Table 5-2: Companies Profiled and Generator Performance Reporting Segments
Briggs & Stratton
Table 5-3: Briggs & Stratton Profile
Corporate Background
Product and Brand Portfolio
Table 5-4: Briggs & Stratton Residential Generator Product and Brand Portfolio,
2009
Performance
Figure 5-1: Briggs and Stratton Power Products Revenues, 2005-2009 ($ million)
Acquisitions and Divestitures
Personnel Changes
Carrier Corporation
Table 5-5: Carrier Corporation Profile
Table 5-6: Carrier North America Home Comfort Residential Generator Product
and Brand Portfolio, 2009
Performance
Figure 5-2: Carrier Corporation Revenues, 2005-2009 ($ billion)
Personnel Changes
Cummins Engine Co., Incorporated
Table 5-7: Cummins Engine Co., Incorporated Profile
Table 5-8: Cummins Power Generation Residential Generator Product and Brand
Portfolio, 2009
Performance
Figure 5-3: Cummins Engine Co., Incorporated Power Generation Division
Revenues, 2005-2009 ($ million)
Personnel Changes
Fuji Heavy Industries, Ltd.
Table 5-9: Fuji Heavy Industries, Ltd. Profile
Table 5-10: Subaru Robin Residential Generator Product and Brand Portfolio,
2009
Performance
Figure 5-4: Fuji Heavy Industries Industrial Products Division Revenues, 2005-
2009 (¥ billion)
Personnel Changes
Generac Power Systems
Table 5-11: Generac Power Systems Profile

Table 5-12: Generac Power Systems Residential Generator Product and Brand
Portfolio, 2009
Performance
Personnel Changes
Honda Motor Corporation, Ltd
Table 5-13: Honda Motor Corporation, Ltd. Profile
Table 5-14: Honda Motor Corporation, Ltd. Residential Generator Product and
Brand Portfolio, 2009
Performance
Figure 5-5: Honda Motor Corporation, Ltd. Power Products Division Revenues,
2005-2009 (¥ billion)
Personnel Changes
Kohler Company
Table 5-15: Kohler Company Profile
Table 5-16: Kohler Power Systems Residential Generator Product and Brand
Portfolio, 2009
Performance
Personnel Changes
Pramac Group, S.p.A.
Table 5-17: Pramac Profile
Table 5-18: Pramac Group Residential Generator Product and Brand Portfolio,
2009
Performance
Figure 5-6: Pramac, S.p.A. Power Division Revenues, 2006-2009e (€ million)
Personnel Changes
Winco, Incorporated
Table 5-19: Winco, Incorporated Profile
Table 5-20: Winco, Incorporated Residential Generator Product and Brand
Portfolio, 2009
Performance
Personnel Changes
Yamaha Motor Corporation

Table 5-21: Yamaha Motor Corporation Profile
Table 5-22: Yamaha Motor Corporation Residential Generator Product and
Brand Portfolio, 2009
Performance
Figure 5-7: Yamaha Motor Corporation Power Products Division Revenues,
2005-2009 (¥ billion)
Personnel Changes

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