Report: Vacuum Cleaners - UK

Issues in the Market
Main themes
Definitions
Abbreviations
Market in Brief
Market value decline
Product development sustains volume sales
How clean is your house?
Fragmentation in manufacturer base
The future
Seeds of optimism
Internal Market Environment
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
Market Value and Forecast
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
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
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 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
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
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

Vacuum Cleaners - UK - August 2008

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