Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Target first time buyers
- Ensuring repeat purchase
- Create a competitive sub brand
- Is it possible to achieve even further household penetration?
Executive Summary
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- Economic outlook is positive
- Volume sales eventually begin to slow...
- …while market value will soon need a boost
- Cylinders capture market share
- Competition intensifies as Dyson continues to lose market share
- Advertising expenditure suffers as margins are hit
- New channels emerging for retail distribution
- Near universal use of vacuum cleaners
- Pressure on prices will see further changes within the market
Market Drivers
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- Buoyant economy continues to boost the vacuum cleaner market
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- Figure 1: Trends in PDI and consumer expenditure, at constant 1999 prices, 1999-2008
- Wooden floors on the increase but carpets still the norm
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- Figure 2: Forecast of volume sales of floor coverings, 2002-06
- Household numbers and sizes
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- Figure 3: UK households and one-person households, 1999-2008
- Changing lifestyles
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- Figure 4: Workforce in employment in the UK, by gender and employment status, 1998-2009
- Consumers seeking cleaner homes?
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- Figure 5: Agreement with statements about household cleaning, 2001-04
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- Figure 6: Agreement with statements about household cleaning, by gender, 2001-04
- Pet ownership
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- Figure 7: Trends in pet ownership, by type of animal, 1998-2004
- Allergies – the growing importance of niche sectors
- The effect of further innovation
Market Size and Trends
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- Figure 8: Retail sales of vacuum cleaners in the UK, 1999-2004
- Quicker replacement rates and secondary cleaners driving sales
- Interest in bagless cylinder market continues
- Influx of cheaper cleaners helps deflate prices
- New retail channels also assist the market
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Market Segmentation
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- Figure 9: Retail sales of vacuum cleaners, by sector, by volume and value, 2001 and 2003
- Upright market feels the competitive pinch
- Cylinders provide a compact consumer solution
- Multipurpose units threat to smaller segments
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The Supply Structure
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- Brand shares
- Total market
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- Figure 10: Brand shares in the UK vacuum cleaners market, 2001 and 2003
- Upright cleaners
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- Figure 11: Brand shares in the UK upright vacuum cleaners market, 2001 and 2003
- Cylinder cleaners
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- Figure 12: Brand shares in the UK cylinder vacuum cleaners market, 2001 and 2003
- Other sectors
- Companies and brands
- Dyson
- Electrolux Group
- Morphy Richards
- Hoover
- Panasonic UK
- Dirt Devil
- Black & Decker
- Vax Appliances
- Other companies
- Established players
- Recent entrants
- New product development
Advertising and Promotion
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- Wider changes in vacuum cleaner marketing
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- Figure 13: Main monitored media advertising expenditure on carpet sweepers and vacuum cleaners, 1999-2004
- Above the line marketing budgets reduced
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- Figure 14: Main monitored media advertising expenditure on vacuum and steam cleaners, by manufacturer, 2001-03
- Retailer support varies
Distribution
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- Figure 15: Retail distribution of vacuum cleaners, by value, 2001 and 2003
- Electrical multiples still a dominant force
- Others channels face decline
- Grocery multiples show increased interest in the market
- Internet now emerging as a force
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The Consumer
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- Ownership of vacuum cleaners
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- Figure 16: Ownership of vacuum cleaners, 2004
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- Figure 17: Bought new in the last 12 months, 2004, (%)
- Demographic breakdown of vacuum cleaner ownership
- Upright vacuum cleaners – mass-market appeal
- Cylinder vacuums prove especially popular with the young
- Average amount spent on vacuum cleaners
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- Figure 18: Vacuum cleaners purchased in the last year, 2004
- First time buyers important for wet & dry cleaner market
- Cylinder cleaners popular with both firsttime buyers and as replacement purchases
- Upright cleaners prove least popular with first time buyers
- Usage of vacuum cleaners
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- Figure 19: Usage of vacuum cleaners, 2002-04
- Vacuum cleaners usage high
- Habits remain the same as consumers grow older
- ABs tend to use vacuum cleaners least
- Families and large households are important target markets
The Consumer – Detailed Demographics
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- Figure 20: Household ownership of wet & dry vacuum cleaners, 2004
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- Figure 21: Household ownership of upright vacuum cleaners, 2004
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- Figure 22: Household ownership of cylinder vacuum cleaners, 2004
- Detailed Demographics – Usage of vacuum cleaners
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- Figure 23: Usage of vacuum cleaners, by gender, age and socio-economic group, 2004
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- Figure 24: Usage of vaccum cleaners, by lifestage and Mintel’s Special Groups, 2004
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- Figure 25: Usage of vaccum cleaners, by marital status, working status, household size and presence of children, 2004
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- Figure 26: Usage of vaccum cleaners, by region, ACORN category and tenure, 2004
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- Figure 27: Usage of vacuum cleaners, by media usage, time spent watching commercial TV and supermarket usage, 2004
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The Consumer – Habits and Attitudes
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- Attitudes towards household cleaning
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- Figure 28: Agreement with statements on household management, 2004
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- Figure 29: Time and care personally devoted to cleaning and tidying home, 2004
- Consumer statements and preferences
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- Figure 30: Statements regarding vacuum cleaners, 2004
- A clean and tidy home is a priority for most
- Cleaners suitable for both carpets and smooth surfaces would appear useful
- Value for money wins out over additional features
- Respondents prefer to eat at the dinner table
- Specialist features should be highlighted
- Young adults prone to ‘distress’ vacuuming
- Pet owners are keen vacuumers
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- Figure 31: Cross analysis, usage of vacuum cleaners by market driver, 2004
- Value seekers do not rule out special features
- Gender differences
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- Figure 32: Statements regarding vacuum cleaners, 2004
- Assessing consumer typologies
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- Figure 33: Consumer typologies for vacuum cleaner usage, August 2004
- Voracious Vacuumers (15% of sample)
- Careful Eaters (30% of sample)
- Suction Skimpers (30% of sample)
- Lounge Lizards (26% of sample)
- Frequency of vacuuming among typology groups
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- Figure 34: Frequency of vacuuming among Mintel’s consumer typologies, August 2004
- Establishing key target market(s)
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- Figure 35: Mintel’s consumer typologies – CHAID analysis (specific target groups), August 2004
Consumer Habits and Attitudes – Demographic Tables
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- Detailed demographics – Consumer statements and preferences
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- Figure 36: Detailed demographics – cleanliness statements, August 2004
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- Figure 37: Detailed demographics – cleanliness statements, August 2004
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- Figure 38: Detailed demographics – cleanliness statements, August 2004
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- Figure 39: Detailed demographics – cleanliness statements, August 2004
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- Figure 40: Detailed demographics – cleanliness statements, August 2004
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- Figure 41: detailed demographics – household allergens/pets, August 2004
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- Figure 42: Detailed demographics – household allergens/pets, August 2004
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- Figure 43: Detailed demographics – household allergens/pets, August 2004
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- Figure 44: Detailed demographics – household allergens/pets, August 2004
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- Figure 45: Detailed demographics – household allergens/pets, August 2004
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- Figure 46: Detailed demographics – value for money/prepared to spend more, August 2004
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- Figure 47: Detailed demographics – value for money/prepared to spend more, August 2004
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- Figure 48: Detailed demographics – value for money/prepared to spend more, August 2004
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- Figure 49: Detailed demographics – value for money/prepared to spend more, August 2004
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- Figure 50: Detailed demographics – value for money/prepared to spend more, August 2004
- Detailed demographics and additional analysis – User profiles
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- Figure 51: Demographic profile of Mintel’s four types of consumer, August 2004
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- Figure 52: Demographic profile of Mintel’s four types of consumer, August 2004
The Future
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- A market driven by many factors
- Cylinders continue to steal market share
- Clearer consumer segmentation
- Innovation or product improvements?
- Brands need marketing support
- Broadening in the range of distribution channels set to continue
Forecast
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- Figure 53: Forecast of the UK vacuum cleaners market, by value, 2004-09
- Market will grow at a slower pace
- NPD will help future growth in the market
- Media advertising will help fuel growth in value
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- Figure 54: Forecast of the UK vacuum cleaners market, by volume, 2004-09
- Volume sales will continue to show a healthy growth
- Increasing distribution channel will help to further the market
- Factors used in the forecast
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