North America Portable Generator Market Outlook to 2028

North America Portable Generator Market Overview

The North America Portable Generator Market has shown substantial growth. The market size was valued at USD 1.2 billion in 2023. This growth is primarily driven by the increasing demand for reliable power backup solutions due to frequent power outages, natural disasters, and the need for power in remote areas.

The North American portable generator market is dominated by several key players who hold significant market shares. Major companies include Generac Holdings Inc., Honda Motor Co., Ltd., Briggs & Stratton Corporation, Champion Power Equipment, and Yamaha Motor Corporation. These companies have established strong distribution networks, brand recognition, and a diverse product portfolio.

Generac Holdings Inc. announced the launch of a new line of portable generators with enhanced fuel efficiency and lower emissions, in response to the growing demand for environmentally friendly products. The launch, which took place in March 2023, is expected to strengthen Generac's position in the market, particularly in regions with stringent environmental regulations.

Texas is one of the leading states in the North America Portable Generator Market, driven by the high frequency of power outages due to extreme weather conditions. In 2023, Texas accounted for one fourth of the market share, reflecting the state's high demand for portable generators. The state's vulnerability to hurricanes and severe storms has made portable generators a necessity for many households and businesses.

North America Portable Generator Market Segmentation

By Power Rating: The market is segmented by power rating into less than 5 k W, 5-10 k W, and more than 10 k W. In 2023, the segment of less than 5 k W dominated the market share. This dominance is attributed to the widespread use of small, portable generators in residential settings for backup power during outages.

By Application: The market is segmented by application into residential, commercial, and industrial. The residential segment held the largest market share in 2023. This dominance is driven by the increasing demand for reliable backup power solutions in households, particularly in regions prone to frequent power outages. Businesses require portable generators to maintain operations during power disruptions.

By Region: The market is segmented by region into USA and Canada. The USA dominates the North America portable generator market in 2023, driven by the high frequency of power outages, especially due to natural disasters like hurricanes. The widespread use of portable generators across residential, commercial, and industrial sectors in the USA contributes to this dominance.

North America Portable Generator Market Competitive Landscape

Company Name

Establishment Year

Headquarters

Generac Holdings Inc.

1959

Waukesha, Wisconsin, USA

Honda Motor Co., Ltd.

1948

Tokyo, Japan

Briggs & Stratton Corporation

1908

Milwaukee, Wisconsin, USA

Champion Power Equipment

2003

Santa Fe Springs, California, USA

Yamaha Motor Corporation

1955

Iwata, Shizuoka, Japan

Honda: In June 2023, Honda Motor Co., Ltd. introduced a new range of hybrid portable generators that combine traditional fuel engines with lithium-ion battery storage. The hybrid generators can operate in battery mode for up to 8 hours before needing to switch to fuel mode, making them ideal for residential and outdoor use.

Yamaha: In January 2021, Yamaha updated its entire line of inverter and conventional generators by incorporating a Carbon Monoxide (CO) Sensor. This enhancement is aimed at improving safety for users, particularly in residential and recreational applications, where carbon monoxide poisoning can be a concern.

North America Portable Generator Industry Analysis

Growth Drivers

Increased Frequency of Power Outages: The increased severity of hurricanes, snowstorms, and wildfires, especially in states like California and Texas, has necessitated the adoption of portable generators for both residential and commercial users. The National Oceanic and Atmospheric Administration (NOAA) reported that the U.S. experienced 18 weather-related disasters, underscoring the growing need for dependable power backup solutions.

Rise in Residential Backup Power Needs: With the rise in remote working arrangements post-pandemic, the need for uninterrupted power in residential settings has grown. In 2023, it was recorded that 36 million American workers were working remotely, either full-time or part-time, necessitating reliable backup power solutions to maintain productivity during outages.

Expansion of Construction Activities: The U.S. construction industry saw spending of USD 1.8 trillion in 2023, with a considerable portion allocated to projects in remote or undeveloped areas where reliable power sources are scarce. Portable generators are crucial in these settings to power tools, equipment, and temporary offices, making them indispensable for construction firms.

Challenges

Increased Competition from Alternative Power Solutions: The rise of alternative power solutions, particularly solar-powered generators and battery storage systems, poses a challenge to the traditional market. In 2023, the U.S. solar energy storage market saw an increase in installations, driven by advances in battery technology and decreasing costs.

Market Saturation in Key Regions: The North American portable generator market is approaching saturation in key regions, particularly in states with high generator ownership rates such as Florida and Texas. Companies are increasingly looking to expand into less saturated markets or diversify their product offerings to sustain growth.

Government Initiatives

Power Backup Readiness Program: The U.S. government introduced the Power Backup Readiness Program in 2023. This program includes subsidies and tax incentives for the purchase of portable generators, particularly in regions prone to natural disasters. In 2024, the program allocated USD 150 million for subsidies, resulting in a uptick in generator sales in disaster-prone states such as Florida and Texas.

Disaster Preparedness Funding: Emergency Management Performance Grant (EMPG) Programproviding USD 319.5 millionfor state, local, tribal, and territorial governments to develop their emergency management capabilities and prepare for all hazards in FY 2024. A portion of this funding is directed towards the distribution of portable generators to critical facilities.

North America Portable Generator Market Future Outlook

The North America Portable Generator Market is expected to continue its growth driven by the ongoing need for reliable power solutions amidst increasing power outages and the rising demand for portable power sources in outdoor and recreational activities.

Future Trends

Growth in Demand for Eco-Friendly Generators: Over the next five years, the market is expected to see a shift towards eco-friendly generators, driven by increasingly stringent environmental regulations and consumer demand for sustainable products, which will accelerate the development and adoption of low-emission and hybrid generators.

Increasing Adoption of Solar-Powered Generators: Solar-powered portable generators are expected to see growth in adoption over the next five years, driven by declining solar panel costs and growing consumer awareness of renewable energy solutions. The growth of this segment will also be supported by advancements in solar panel efficiency and energy storage technologies.
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