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Vacuum Cleaners - UK

DateAug, 2006
Pages77
Price / format$1795 / Online Download
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Abstract:
 This report examines the UK market for vacuum cleaners. This market was last reviewed by Mintel in 2004. Since the last report, the market has turned from one of buoyant growth to one characterised by reduced volumes and price discounting. Consumers have been notably more resistant to buying new vacuum cleaners so manufacturers and retailers have been challenged to find ways of stimulating consumer interest in their products.

Within this tough market, there remain bright spots. Bagless cylinder cleaners have been the most consistent performers and, more recently, there has been renewed interest in multifunction cleaners. Consumer interest in cleaning and presentation of their home is at a high level and manufacturers continue to innovate.


Table of contents:
INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
ACORN
Advertising data
ABBREVIATIONS


EXECUTIVE SUMMARY
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
ECONOMIC CONDITIONS
Consumer spending
Figure 1: Retail sales, 2000-05
Consumer confidence
CHANGING CONSUMER ATTITUDES
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
Figure 3: Pet ownership, 2002-05
Allergies
Figure 4: Adults who have suffered from asthma and hayfever in the last 12 months, 2001-05
OTHER DRIVERS
Floorcoverings
Figure 5: Sales of carpets and other floorcoverings, 2000-06
Household formation
Figure 6: Trends in the size of households in the UK, 2000-10

MARKET SIZE
Figure 7: Retail sales of vacuum cleaners in the UK, 2001-06
Negative factors
Positive factors
Seeds of optimism for 2006?
Unit price declining


MARKET SEGMENTATION
Figure 8: Retail sales of vacuum cleaners, by sector, by volume and value, 2001-05
Cylinder
Upright
Multifunction cleaners
Handheld/stick


THE SUPPLY STRUCTURE
TOTAL MARKET
Figure 9: Brand shares in the UK vacuum cleaners market, 2005
UPRIGHT CLEANERS
Figure 10: Brand shares in the UK upright vacuum cleaners market, 2001-05
CYLINDER CLEANERS
Figure 11: Brand shares in the UK cylinder vacuum cleaners market, 2001-05
OTHER SECTORS
Figure 12: Brand shares in the market for multifunction and handheld/stick, 2005
PRODUCT POSITIONING
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
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
Figure 15: Main monitored media spend 2001-05
Figure 16: Main monitored media spend, by company, 2001-05

DISTRIBUTION
Figure 17: Retail distribution of vacuum cleaners, by value, 2001-05
Electrical multiples
Catalogue showrooms
Independent electrical retailers
Department stores
Grocery multiples
Internet


THE CONSUMER
Figure 18: Household ownership of vacuum cleaners, 2002-05
REPLACEMENT RATES
UPRIGHT CLEANERS
Ownership
Figure 19: Household ownership & purchase in the last 12 months of upright vacuum cleaners, by age,2005
Purchasing
Figure 20: Purchasing of upright vaccum cleaners in the last 12 months by size of household, age ofchildren in household, and household tenure, 2005
Other key take-outs
CYLINDER CLEANERS
Cylinder cleaners are for the young
Figure 21: Purchase of cylinder vacuum cleaners in the last 12 months, by age and home ownership, 2005
Multifunction cleaners for specific groups
Pets
Figure 22: Ownership of vacuum cleaners, by ownership of pets, 2005
REPERTOIRE
Figure 23: Household ownership of vacuum cleaners - nets, 2002-05

DETAILED DEMOGRAPHICS - OWNERSHIP
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
Figure 26: Household ownership and purchasing of cylinder vacuum cleaners, by demographic sub-group,2005

THE FUTURE
A return to growth
Innovation
Consolidation


FORECAST
Declining values
Figure 27: Forecast of the vacuum cleaners market, by value, 2006-11
But rising volumes
Figure 28: Forecast of the vacuum cleaners market, by volume, 2006-11
Factors incorporated in the forecast
Forecast modelling
Figure 29: Modelled value sales, 1990-2011
Figure 30: Modelled volume sales, 1990-2011

APPENDIX: RESEARCH METHODOLOGY




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