Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Selling clean floors, not vacuum cleaners
- Putting the fun in vacuuming
- Reinforcing segmentation
- Can vacuum cleaner brands sell insurance?
Executive Summary
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- An Englishman’s home is his castle
- Sales of cylinders have overtaken uprights is volume terms
- Stronger segmentation
- Who’s innovating
- Cylinders are in vogue
- Future growth
Market Drivers
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- Economic conditions
- Consumer spending
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- Figure 1: Retail sales, 2000-05
- Consumer confidence
- Changing consumer attitudes
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- Figure 2: Agreement with selected attitudinal statements, 2001-05
- Staying in is the new going out
- Consumers care about cleanliness
- Aspiration or achievement?
- Housework as a source of satisfaction
- Market segmentation
- Pet ownership
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- Figure 3: Pet ownership, 2002-05
- Allergies
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- Figure 4: Adults who have suffered from asthma and hayfever in the last 12 months, 2001-05
- Other drivers
- Floorcoverings
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- Figure 5: Sales of carpets and other floorcoverings, 2000-06
- Household formation
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- Figure 6: Trends in the size of households in the UK, 2000-10
Market Size
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- Figure 7: Retail sales of vacuum cleaners in the UK, 2001-06
- Negative factors
- Positive factors
- Seeds of optimism for 2006?
- Unit price declining
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Market Segmentation
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- Figure 8: Retail sales of vacuum cleaners, by sector, by volume and value, 2001-05
- Cylinder
- Upright
- Multifunction cleaners
- Handheld/stick
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The Supply Structure
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- Total market
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- Figure 9: Brand shares in the UK vacuum cleaners market, 2005
- Upright cleaners
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- Figure 10: Brand shares in the UK upright vacuum cleaners market, 2001-05
- Cylinder cleaners
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- Figure 11: Brand shares in the UK cylinder vacuum cleaners market, 2001-05
- Other sectors
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- Figure 12: Brand shares in the market for multifunction and handheld/stick, 2005
- Product positioning
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- Figure 13: Brand positioning in the market for upright cleaners, 2006
- Figure 14: Brand positioning in the market for cylinder cleaners, 2006
- Companies and brands
- Dyson
- Electrolux Group
- Morphy Richards
- Hoover
- Vax Appliances
- Dirt Devil/Alba
- Panasonic UK
- Black & Decker
- Sebo
- Bosch
- Miele
- Oreck
- Sanyo
- LG
- Bissell
- Numatic
- Samsung
- Hitachi
- Daewoo
- New entrants
- Gtech
- Maytag
- Polti
- Domotec
- Karcher
New Product Development
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- Improved suction performance
- Better filtration capabilities
- Ease of use (manoeuvrability)
- Ease of use (dust disposal & filter cleaning)
- Flexibility
- Robotic cleaners
- Other expected new product developments
Advertising and Promotion
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- Figure 15: Main monitored media spend 2001-05
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- Figure 16: Main monitored media spend, by company, 2001-05
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Distribution
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- Figure 17: Retail distribution of vacuum cleaners, by value, 2001-05
- Electrical multiples
- Catalogue showrooms
- Independent electrical retailers
- Department stores
- Grocery multiples
- Internet
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The Consumer
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- Figure 18: Household ownership of vacuum cleaners, 2002-05
- Replacement rates
- Upright cleaners
- Ownership
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- Figure 19: Household ownership & purchase in the last 12 months of upright vacuum cleaners, by age, 2005
- Purchasing
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- Figure 20: Purchasing of upright vaccum cleaners in the last 12 months by size of household, age of children in household, and household tenure, 2005
- Other key take-outs
- Cylinder cleaners
- Cylinder cleaners are for the young
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- Figure 21: Purchase of cylinder vacuum cleaners in the last 12 months, by age and home ownership, 2005
- Multifunction cleaners for specific groups
- Pets
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- Figure 22: Ownership of vacuum cleaners, by ownership of pets, 2005
- Repertoire
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- Figure 23: Household ownership of vacuum cleaners – nets, 2002-05
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Detailed Demographics – Ownership
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- Figure 24: Household ownership and purchasing of wet & dry vacuum cleaners, by demographic sub-group, 2005
- Figure 25: Household ownership amd purchasing of upright vacuum cleaners, by demographic sub-group, 2005
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- Figure 26: Household ownership and purchasing of cylinder vacuum cleaners, by demographic sub-group, 2005
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The Consumer – Usage
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- Figure 27: Frequency with which home is vacuumed, 2004 and 2006
- Usage remains high
- Frequency of cleaning peaks with children
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- Figure 28: Consumers who vacuum once a day or more, by gender, presence of children, and household size, March 2006
- Working status
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- Figure 29: Frequency of vacuuming, by working status, March 2006
- ABs use vacuum cleaners least
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- Figure 30: Consumers who vaccum once a day, by socio-economic group, March 2006
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Detailed Demographics – Usage
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- Figure 31: Frequency with which home is vacuumed, by detailed demographics, March 2006
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The Consumer – Attitudes and Behaviours
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- Figure 32: Attitudes towards vacuum cleaners, March 2006
- Bagless leading bagged in popularity
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- Figure 33: Preference for bagged vacuum cleaners, by age and size of household, March 2006
- Attitudes towards replacement
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- Figure 34: Buying a new cleaner only when old one vacuum cleaner breaks down, by gender and age, March 2006
- Multiple ownership of cleaners
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- Figure 35: Ownership of more than one vacuum cleaner by gender, socio-economic group, and age of consumer, March 2006
- Branding works for the young & affluent
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- Figure 36: Attitudes towards vaccum cleaners, by socio-economic group, March 2006
- Scope to increase awareness of pet & allergy products
- Conclusions
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Attitudes and Behaviour – Detailed Demographics
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- Figure 37: Attitudes towards vacuum cleaners, by detailed demographics, March 2006
- Figure 38: Attitudes towards vacuum cleaners, by detailed demographics, March 2006
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The Future
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- A return to growth
- Innovation
- Consolidation
Forecast
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- Declining values
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- Figure 39: Forecast of the vacuum cleaners market, by value, 2006-11
- But rising volumes
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- Figure 40: Forecast of the vacuum cleaners market, by volume, 2006-11
- Factors incorporated in the forecast
- Forecast modelling
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- Figure 41: Modelled value sales, 1990-2011
- Figure 42: Modelled volume sales, 1990-2011
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