Abstract
The near-term outlook in household appliances is for a continuation of difficult trading conditions: the downturn in the housing market, along with higher costs of credit and rising energy and food bills, has dented consumer confidence.
However, the good news is that vacuum cleaners have a number of angles to encourage growth.
Although essentially a replacement market, the home is becoming increasingly important as a place in which to work, relax and entertain. This offers an additional incentive to make it a more desirable and cleaner environment.
Main report themes:
- How fierce competition and heavy discounting by the vacuum cleaner brands and the retailers who stock them are impacting on market value.
- Increasing importance of home. How can tapping into consumers' attitudes towards housework and cleanliness help vacuum cleaner manufacturers evaluate the market better?
- Innovation and the extent to which manufacturers are responding to the changing needs of consumers (eg allergen reduction, compact cleaners for smaller households).
- Marketing vacuuming as an emotive, pleasurable experience, as well as a functional necessity.
- Protection of the environment and how manufacturers are tackling the issue of energy efficiency.
Table of Contents
- 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
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