Table of Contents
Issues in the Market
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- Main themes
- Definitions
- Abbreviations
Insights and Opportunities
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- Designer inspiration
- Backpacking – the American way
- Vacuuming as an exercise regime
- A greener clean
Market in Brief
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- Market value decline
- Product development sustains volume sales
- How clean is your house?
- Fragmentation in manufacturer base
- The future
- Seeds of optimism
Fast Forward Trends
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- Trend 1: Totophobia
- Definition
- What next?
- Trend 2: A Play On Brands
- Definition
- What next?
Internal Market Environment
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- Key points
- Ownership and purchasing of floor coverings
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- Figure 1: Ownership and purchasing of floor coverings, 2001-07
- Shifting patterns in floor covering purchasing
- Attitudes towards cleaning
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- 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
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- Figure 3: Paid help, by frequency, 2003-07
- Saving time and effort
- Pet ownership
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- Figure 4: Pet ownership, 2003-07
- Pet hair removal – focus for NPD
- Asthma and hayfever
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- Figure 5: Adults who have suffered from asthma and hayfever in the last 12 months, 2003-07
- Obsessed with allergies
Broader Market Environment
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- Key points
- PDI and consumer expenditure
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- Figure 6: Trends in PDI and consumer expenditure, 2003-13
- Incomes supporting growth
- Number of households and household size
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- Figure 7: Number of UK households, by size, 2003-13
- Smaller households on the rise
- Demand for more compact models
- Population trends by age
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- Figure 8: Trends in UK population, by age, 2003-13
- Population trends by lifestage
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- 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
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- Figure 10: Forecast adult population trends, by socio-economic group, 2003-13
- Listen to the ABs
- Housing market
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- Figure 11: Movement in the housing market, 2003-13
- End of the property boom
- Green issues
Competitive Context
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- Key points
- Retail sales of home appliances
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- 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
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- Strengths
- Weaknesses
Who’s Innovating?
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- 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
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- Key points
- Retail sales of vacuum cleaners
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- Figure 13: Retail sales of vacuum cleaners in the UK, 2003-08
- Market stagnates
- Average prices fall
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- 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
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- 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
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- Key points
- Retail sales of vacuum cleaners
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- 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
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- Key points
- Brand shares for vacuum cleaners
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- Figure 17: Brand shares in the UK vacuum cleaners market, 2005 and 2007
- Dyson still leads the pack
- Brand shares for uprights
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- Figure 18: Brand shares in the UK upright vacuum cleaners market, 2003-07
- Dyson under pressure
- Vax pushes forward
- Brand shares for cylinders
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- Figure 19: Brand shares in the UK cylinder vacuum cleaners market, 2003-07
- Mixed fortunes for cylinder manufacturers
- Brand shares for multifunction and handheld
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- 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
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- 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
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- Brand Map
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- Figure 21: Usage of and attitudes towards vacuum appliance brands, January 2008
- Dyson
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Dyson brand, January 2008
- Vax
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the Vax brand, January 2008
- Electrolux
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Electrolux brand, January 2008
- Hoover
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Hoover brand, January 2008
- Morphy Richards
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Morphy Richards brand, January 2008
- Miele
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Miele brand, January 2008
- Brand qualities of vacuum appliance brands
- Dyson cleans up
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- 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
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- Figure 29: Consumer usage of various vacuum appliance brands, January 2008
- Brand consideration for vacuum appliance brands
- Miele needs to increase awareness
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- Figure 30: Consideration of vacuum appliance brands, January 2008
- Brand momentum for vacuum appliance brands
- Dyson still seen as gaining ground
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- Figure 31: Momentum of various vacuum appliance brands, January 2008
- Brand satisfaction for vacuum appliance brands
- Strong satisfaction for Miele
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- Figure 32: Satisfaction of various vacuum appliance brands, January 2008
- Brand commitment to vacuum appliance brands
- Over a third will only use Dyson
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- Figure 33: Commitment to various vacuum appliance brands, January 2008
- Round up
Brand Communication and Promotion
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- Key points
- Adspend increasing
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- Figure 34: Main monitored media spend, 2004-07
- Strong brand orientation
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- 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
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- Key points
- Retail distribution of vacuum cleaners
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- 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
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- Key points
- Household ownership and purchasing
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- 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
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- 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
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- Figure 39: Frequency of vacuuming house, May 2008
- Once a week will do
- An older profile
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- Figure 40: Frequency of vacuuming house, by age, May 2008
- ABC1s favour the weekly clean
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- Figure 41: Frequency of vacuuming house, by socio-economic group, May 2008
- Who does the vacuuming?
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- Figure 42: Who does the vacuuming, May 2008
- Women’s work
- John Lewis shoppers
Most Important Features Sought
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- Key points
- Most important features
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- Figure 43: Most important features sought when considering buying a vacuum cleaner, May 2008
- Suction power – key feature
- Uprights vs cylinders
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- 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
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- 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
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- 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
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- 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
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- Key points
- Attitudes towards vacuum cleaning
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- Figure 48: Attitudes towards vacuum cleaning, May 2008
- Necessity and need vs features and fun
- All about results
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- Figure 49: Attitudes towards vacuum cleaning, by age, May 2008
- No pain, no gain
- Worth paying for quality
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- Figure 50: Attitudes towards vacuum cleaning, by Mintel’s Special Groups, May 2008
- Dust mites and allergens
- Handheld vacs
- Getting satisfaction once a week
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- Figure 51: Attitudes towards vacuum cleaning, by frequency of usage, May 2008
- Identifying targets
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- Figure 52: Vacuum cleaning consumer typologies, May 2008
- Exercisers (21%)
- Replacers (43%)
- Haters (36%)
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- Figure 53: Attitudes towards vacuum cleaning, by consumer typology, May 2008
Appendix – Ownership and Vacuuming Habits
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- 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
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- 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
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- Figure 58: Who does the vacuuming, by demographic sub-group, May 2008
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Appendix – Most Important Features Sought
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- 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
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- 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
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Appendix – Consumer Attitudes and Typologies
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- Figure 63: Attitudes towards vacuum cleaning, by demographic sub-group, May 2008
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- Figure 64: Attitudes towards vacuum cleaning, by demographic sub-group, May 2008
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- Figure 65: Vacuum cleaning consumer typologies, by demographic sub-group, May 2008
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- Figure 66: Who does the vacuuming, by vacuum cleaning consumer typologies, May 2008
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- Figure 67: Features sought when considering buying a vacuum cleaner, by vacuum cleaning consumer typologies, May 2008
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- Figure 68: Cluster formation: Attitudes towards vacuum cleaning, by vacuum cleaning consumer typologies, May 2008
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