The off-highway construction machinery market and its consumers have attracted minimal previous research. This study addresses that void by analysing annual UK (volume/portfolio) new-sales data for the ten most popular products within that market, 1990-2010 inclusive. Graphical, descriptive statistical, Pearson-correlational, auto-correlational and elementary modelling are employed to identify: contrasts in sales regarding high-and low-volume items; growth trends and significant recessionary effects on volumes; a demand 'change-point' circa 1997 since when annual product portfolio has changed little; and 'product associations' in consumer demand. Significant association is demonstrated between demand and construction output, especially, with the value of new housing.Subsequently, consumption of wheeled loaders is modelled using construction volume and demand for mini-and crawler-excavators is modelled using new housing data. Time series trends for these machinery types are presented and forecast until 2015. The primary contribution of this study is a deeper understanding of the UK new machinery market and the predilections of its consumers over the last two decades (to present).