The walk-behind mower market for consumers is as strong as ever, propelled by battery technology that is driving new product introductions and changing price points. Gas-powered models continue to hold significant market share, but battery-powered mower sales are expanding, particularly within higher price brackets.
Market research firm OpenBrand shared with OPE+ its consumer research around walk-behind mowers, looking specifically at brands, sales, pricing and product types. OpenBrand collected this data from online and in-store sources across its retailer panel during the month of May 2025, a big month for homeowners to purchase new lawnmowers. The retailer panel includes HomeDepot, Lowe’s, Walmart, Amazon and Best Buy. (Yes, I was surprised, too, to learn that Best Buy sells lawnmowers, including battery-powered models from Greenworks, Worx and others, plus robotic mowers from Mammotion).
Toro remains the top brand in both unit and dollar share. The manufacturer’s walk-behind mowers gained unit share year-over-year and maintained a balanced presence in the three price categories: $351 to $400; $401 to $500; and $501 and up price ranges.
Hyper Tough led the top SKU list. Its $247 model captured 14.7% of unit share and a third of the share in the under-$350 group in May 2025. Hyper Tough is manufactured for Walmart by Daye North America, a subsidiary of Chinese manufacturer Ningbo Daye, which licenses Snapper and Murray brands, and purchased the Masport brand last year.
Craftsman and Murray declined in unit share, particularly within the lowest tier, which appears to be narrowing due to retailer assortment shifts.
The share of units priced at $350 or less increased modestly, rising from 42.6% in May 2024 to 43.8% in May 2025. The $351 to $400 range also grew, from 19.7% to 23.3%. In contrast, the $401 to $500 range declined slightly from 14.9% to 14.7%. The most notable decline occurred in the $501 and above tier, which fell from 22.8% to 18.2%, potentially indicating reduced retailer support or consumer hesitancy at the top end of the gas category.
Ryobi leads the segment in unit share, followed by Ego and Greenworks. The battery-powered mower category for consumers seems to be a contest between those three players. Ego is particularly dominant in the $501 and above tier, capturing 42% of unit sales in that range. Greenworks gained share in the $351 to $500 range. Home-Depot-exclusive Ryobi dominates the two pricing categories below $400 ($350 or less, and $351-$400).
The sharp decline in the $401 to $500 bracket likely reflects price migration of key SKUs into the $501 and above tier.
The $350 or less tier declined slightly from 40.6% to 38.9%. The $351 to $400 range more than tripled, rising from 4.6% to 15.7%. Meanwhile, the $401 to $500 tier crashed from 29.5% to 12.7%. The $501 and above segment grew from 25.4% to 32.6%. These shifts may suggest stronger demand for premium cordless offerings. The data could also reflect repricing of existing SKUs in response to rising costs rather than a deliberate consumer move toward high-end models.
Cordless walk-behind mowers are gaining strength in both mid-range and premium price tiers, particularly within the $351 to $400 and $501 and above bands. However, the steep decline in the $401 to $500 tier suggests that inflationary pricing may be pushing SKUs upward, rather than consumers actively trading up.
Toro continues to hold a strong position across all price bands in gas and remains the leading brand overall among the OpenBrand retailer panel. In the cordless segment, Ego and Greenworks are expanding their presence, particularly through Lowe’s, while Ryobi maintains consistent volume leadership at The Home Depot. Retailers are continuing to adjust their cordless assortments upward in price, but the underlying motivations behind this shift are not purely preference-based. Cost pressures and SKU realignment also play a role. Gas mowers still represent a significant portion of the market, especially at Walmart and among value-focused brands.
Newer manufacturers like Senix hope to grow share in the battery-powered consumer space. And manufacturers including Echo and Honda are also likely to more actively market battery-powered mowers through these retail channels in 2026. Honda had built a strong following with its gas-powered mowers before exiting that market a couple years ago. Stihl also seeks to increase its volume of battery-powered walk-behind mowers in the U.S., though it does not use mass market retailers currently in the U.S., outside of Ace Hardware.
Toro offers the largest gas Walk Behind Mower assortment with 51 SKUs, although the brand’s cordless offering is smaller (31 SKUs)
Troy-Bilt (34 SKUs), Craftsman (27 SKUs), and Senix (27 SKUs) follow, with the four brands together representing roughly half of all gas-powered SKUs within the retailer panel
Ego’s cordless assortment (76 SKUs) eclipses Greenworks (49 SKUs), Stihl (33 SKUs), and Ryobi (31 SKUs)
Ego, Greenworks, Stihl, Ryobi, and Toro comprise over half (~52%) of all cordless Walk Behind Mower SKUs within the panel