Vacuum Cleaners - UK - August 2008

Key points

Ownership and purchasing of floor coverings

Figure 1: Ownership and purchasing of floor coverings, 2001-07

Shifting patterns in floor covering purchasing

Attitudes towards cleaning

Figure 2: Agreement with selected attitudinal statements regarding household cleaning, 2003-07

Putting emotion into cleaning

Entertaining and working at home

Celebrity endorsements?

Paid help

Figure 3: Paid help, by frequency, 2003-07

Saving time and effort

Pet ownership

Figure 4: Pet ownership, 2003-07

Pet hair removal – focus for NPD

Asthma and hayfever

Figure 5: Adults who have suffered from asthma and hayfever in the last 12 months, 2003-07

Obsessed with allergies

Broader Market Environment

Key points

PDI and consumer expenditure

Figure 6: Trends in PDI and consumer expenditure, 2003-13

Incomes supporting growth

Number of households and household size

Figure 7: Number of UK households, by size, 2003-13

Smaller households on the rise

Demand for more compact models

Population trends by age

Figure 8: Trends in UK population, by age, 2003-13

Population trends by lifestage

Figure 9: UK adult population, by lifestage, 2003-13

An ageing but upright population

Bagless products appeal to the young

Population trends by socio-economic group

Figure 10: Forecast adult population trends, by socio-economic group, 2003-13

Listen to the ABs

Housing market

Figure 11: Movement in the housing market, 2003-13

End of the property boom

Green issues

Competitive Context

Key points

Retail sales of home appliances

Figure 12: Retail sales of home appliances, by value, 2003-07

Domestic chores lose their shine

Style vs function – the battleground

Cooking up a casserole of colour and pattern

Laundry appliances – a younger look

Smart appliances that save energy

Technological advancement

The future for household appliances

The message for vacuum cleaner manufacturers

Strengths and Weaknesses in the Market

Strengths

Weaknesses

Who’s Innovating?

Household Hard Surface Cleaning and Care Products - UK - December 2011 -

Key points

A greener clean

Space-saving solutions

A lighter touch

Hard-to-reach places

Pets at home

Allergen reduction

Joint venture activity

Improving efficiency

Does two jobs in one

Technological features

Strong, silent type

The retro look

Art and design

Limited editions

The pink pound

Developing online services channels of distribution

Market Value and Forecast

Household Hard Surface Cleaning and Care Products - UK - December 2011 -

Key points

Retail sales of vacuum cleaners

Figure 13: Retail sales of vacuum cleaners in the UK, 2003-08

Market stagnates

Average prices fall

Figure 14: Average price of a vacuum cleaner, at current prices, 1993-2013

Key is replacement, as market reaches saturation

Average number of years appliance is used stays stagnant, then grows

Figure 15: Average number of years after cleaner is replaced, 2003-13

A difficult future

Seeds of optimism

Factors used in the forecast

Segment Performance

Vacuums - US - July 2011 -

Key points

Retail sales of vacuum cleaners

Figure 16: Retail sales of vacuum cleaners, by sector, by volume and value, 2003-07

Cylinders lose to uprights

Malfunction for multifunction appliances

Handhelds get the Dyson treatment

Sticks and other niche segments

Market Share

White Goods - UK - April 2010 -

Key points

Brand shares for vacuum cleaners

Figure 17: Brand shares in the UK vacuum cleaners market, 2005 and 2007

Dyson still leads the pack

Brand shares for uprights

Figure 18: Brand shares in the UK upright vacuum cleaners market, 2003-07

Dyson under pressure

Vax pushes forward

Brand shares for cylinders

Figure 19: Brand shares in the UK cylinder vacuum cleaners market, 2003-07

Mixed fortunes for cylinder manufacturers

Brand shares for multifunction and handheld

Figure 20: Brand shares in the market for multifunction and handheld, 2005 and 2007

Consolidation in niche sectors

Vax dominates multifunction cleaners

Dyson enters the handheld sector

A miscellany of other products and manufacturers

Companies and Products

Key points

Main players

Dyson

Vax

Electrolux

Hoover

Numatic

Homecare – Professional Power

Morphy Richards

Miele

Dirt Devil

Ready to Fight Dirty

Black & Decker

Sebo

Bosch

Oreck

Russell Hobbs

LG

Bissell

Samsung

Panasonic

Ideas for Life

Philips

Sense and simplicity

Daewoo

Sanyo

Kenwood

Ewbank

Niche players

Grey Technology

Polti

Domotec

Karcher

Own-labels

Brand Elements

Household Hard Surface Cleaning and Care Products - UK - December 2011 -

Brand Map

Figure 21: Usage of and attitudes towards vacuum appliance brands, January 2008

Dyson

What the brand is trying to achieve

What the consumer thinks

Figure 22: Attitudes towards the Dyson brand, January 2008

Vax

What the brand is trying to achieve

What the consumer thinks

Figure 23: Attitudes towards the Vax brand, January 2008

Electrolux

What the brand is trying to achieve

What the consumer thinks

Figure 24: Attitudes towards the Electrolux brand, January 2008

Hoover

What the brand is trying to achieve

What the consumer thinks

Figure 25: Attitudes towards the Hoover brand, January 2008

Morphy Richards

What the brand is trying to achieve

What the consumer thinks

Figure 26: Attitudes towards the Morphy Richards brand, January 2008

Miele

What the brand is trying to achieve

What the consumer thinks

Figure 27: Attitudes towards the Miele brand, January 2008

Brand qualities of vacuum appliance brands

Dyson cleans up

Figure 28: Brand qualities of various vacuum appliance brands, January 2008

Experience of vacuum appliance brands

Hoover still on a lot of people’s radar

Figure 29: Consumer usage of various vacuum appliance brands, January 2008

Brand consideration for vacuum appliance brands

Miele needs to increase awareness

Figure 30: Consideration of vacuum appliance brands, January 2008

Brand momentum for vacuum appliance brands

Dyson still seen as gaining ground

Figure 31: Momentum of various vacuum appliance brands, January 2008

Brand satisfaction for vacuum appliance brands

Strong satisfaction for Miele

Figure 32: Satisfaction of various vacuum appliance brands, January 2008

Brand commitment to vacuum appliance brands

Over a third will only use Dyson

Figure 33: Commitment to various vacuum appliance brands, January 2008

Round up

Brand Communication and Promotion

Key points

Adspend increasing

Figure 34: Main monitored media spend, 2004-07

Strong brand orientation

Figure 35: Main monitored media expenditure on vacuum cleaners, by top ten spenders, 2004-07

Dyson under pressure

Spending on specific models continues

Retailer and mail order spend

Channels to Market

Key points

Retail distribution of vacuum cleaners

Figure 36: Retail distribution of vacuum cleaners, by value, 2003-07

Grocery multiples grow electricals sales

Argos drives growth

Electrical specialists

Impact of the internet on the high street

Department stores advertise for growth

Independents lack cohesion

The future

Ownership and Vacuuming Habits

Household Hard Surface Cleaning and Care Products - UK - December 2011 -

Key points

Household ownership and purchasing

Figure 37: Household ownership and purchasing of vacuum cleaners, 2003-07

Wet & dry – declining popularity

Opportunities for growth in wet & dry

Upright vacuum cleaners remain dominant format

An older profile for upright buyers

Cylinders losing momentum

Singletons – keen cylinder buyers

Trends in multiple ownership

Figure 38: Multiple ownership of vacuum cleaners, by type, 2003-07

Two’s company, three’s a crowd

Buy one, get one free?

Vacuum cleaning patterns

Frequency of vacuuming

Figure 39: Frequency of vacuuming house, May 2008

Once a week will do

An older profile

Figure 40: Frequency of vacuuming house, by age, May 2008

ABC1s favour the weekly clean

Figure 41: Frequency of vacuuming house, by socio-economic group, May 2008

Who does the vacuuming?

Figure 42: Who does the vacuuming, May 2008

Women’s work

John Lewis shoppers

Most Important Features Sought

Key points

Most important features

Figure 43: Most important features sought when considering buying a vacuum cleaner, May 2008

Suction power – key feature

Uprights vs cylinders

Figure 44: Most important features sought when considering buying a vacuum cleaner, by age, May 2008

Bagged v bagless

The over-65s – looking for an easy life

Ease of storage – increasingly important

Figure 45: Most important features sought when considering buying a vacuum cleaner, by age, May 2008

Pet owners – not such a soft touch

Multi-function models – a damp squib

A future for designer vacuum cleaners?

Who wants to save energy?

Men only

Most important features by usage frequency

Figure 46: Most important features sought when considering buying a vacuum cleaner, by frequency of usage, May 2008

Frequency of use influences choice of features

Number of features mentioned

Figure 47: Most important features sought when considering buying a vacuum cleaner, by number of features sought, May 2008

What a big decision

Consumer Attitudes and Typologies

Key points

Attitudes towards vacuum cleaning

Figure 48: Attitudes towards vacuum cleaning, May 2008

Necessity and need vs features and fun

All about results

Figure 49: Attitudes towards vacuum cleaning, by age, May 2008

No pain, no gain

Worth paying for quality

Figure 50: Attitudes towards vacuum cleaning, by Mintel’s Special Groups, May 2008

Dust mites and allergens

Handheld vacs

Getting satisfaction once a week

Figure 51: Attitudes towards vacuum cleaning, by frequency of usage, May 2008

Identifying targets

Figure 52: Vacuum cleaning consumer typologies, May 2008

Exercisers (21%)

Replacers (43%)

Haters (36%)

Figure 53: Attitudes towards vacuum cleaning, by consumer typology, May 2008

Appendix – Ownership and Vacuuming Habits

Figure 54: Household ownership and purchasing of wet & dry vacuum cleaners, by demographic sub-group, 2007

Figure 55: Household ownership amd purchasing of upright vacuum cleaners, by demographic sub-group, 2007

Figure 56: Household ownership and purchasing of cylinder vacuum cleaners, by demographic sub-group, 2005

Figure 57: Frequency of vacuuming house, by demographic sub-group, May 2008

Figure 58: Who does the vacuuming, by demographic sub-group, May 2008

Appendix – Most Important Features Sought

Figure 59: Most important features sought when considering buying a vacuum cleaner, by demographic sub-group, May 2008

Figure 60: Most important features sought when considering buying a vacuum cleaner, by demographic sub-group, May 2008

Figure 61: Most important features sought when considering buying a vacuum cleaner, by demographic sub-group, May 2008

Figure 62: Number of features sought when considering buying a vacuum cleaner, by demographic sub-group, May 2008

Appendix – Consumer Attitudes and Typologies