The $2.7 billion vacuum market has continued to face challenges as low consumer confidence and a depressed housing market have limited market growth. After a steep drop in sales in 2008, in 2009 and 2010, growth has been positive, but modest. Interest in sanitizing steam mops, bagless uprights and multi-surface products have lifted sales in some segments, but not enough to compensate fully for consumers’ economizing efforts in an uncertain economy. Looking to 2011 and beyond, the aging of the Baby Boomer population, the growth in multi-ethnic families and trends towards “greener” living in more compact homes with hard surfaces are all factors that will shape the future of the floor appliance market.

The $2.7 billion vacuum market has continued to face challenges as low consumer confidence and a depressed housing market have limited market growth. After a steep drop in sales in 2008, in 2009 and 2010, growth has been positive, but modest. Interest in sanitizing steam mops, bagless uprights and multi-surface products have lifted sales in some segments, but not enough to compensate fully for consumers’ economizing efforts in an uncertain economy. Looking to 2011 and beyond, the aging of the Baby Boomer population, the growth in multi-ethnic families and trends towards “greener” living in more compact homes with hard surfaces are all factors that will shape the future of the floor appliance market.

This report analyzes these and other trends. It offers full analysis of market sales and drivers as well as the major segments: uprights, handhelds, sticks and steam cleaners. It offers insight into retail channels and supply structure. It explores the marketing strategies of major players, including analysis of major advertising campaigns, including use of online media and social networking sites. It also showcases major product innovations.

Which groups are aware of HEPA filtration and which are interested in bagless or energy-saving appliances?

What was the average amount spent on the most recently purchased vacuum? Which groups plan to spend the most on their next vacuum?

What factors motivated the most recent vacuum purchase? Which groups were most likely to be replacing a broken vacuum and which were making first time purchases?

In buying a vacuum, which consumers are most likely to be influenced by better suction, bagless technology, air filtration, improved maneuverability, energy efficiency or other factors?

How much research do different groups undertake prior to purchase? Which groups are most likely to turn to online research sources? Which are most likely to simply pick their vacuum from the in-store selection? Which are most influenced by TV commercials or magazine ads?