Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Slow-growth, mature $4.1 billion market—though uprights are a bright spot
- Increase in households, health, time constraints propel market
- Upright vacuum cleaners form bulk of the market
- Low end imports, high end uprights
- Advertising and promotion
- Mass merchants dominate retail landscape
- Focus on innovation to promote sales to men
- Impact of age and lifestage on target consumers
- Key consumer demographics
- Vacuum cleaner household ownership at 87%; ownership of vacuum cleaner types increases with income
- Use of carpet cleaning products stable over time; use of room-sized or area rugs, wood flooring increases
- 44% of respondents purchased their vacuum in past two years; dog/cat owners more likely to have done so
- Respondents most willing to pay extra for air filtration and bagless technology
- While two of five respondents made purchase at Wal-Mart, high-income purchasers shop elsewhere
- More than half of respondents spent more than $100 on their most recent vacuum cleaner purchase
- Top reasons for buying a new vacuum cleaner: the old one broke and the desire for upgrades
- Consumers look at all brands within their price range before they buy
- Blacks and Hispanics under-penetrated, provide market opportunity
Market Drivers
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- Increase in number of households and homeowners
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- Figure 1: Number of U.S. households, households that are homeowners, and home ownership rate, 2001-05
- Figure 2: Household vacuum cleaner ownership, rent versus own, 2002-06
- Housing sales
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- Figure 3: Existing and new home sales (single-unit, privately owned homes), 1999-2006
- Asthma and allergies
- Age of home
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- Figure 4: Age of home, 2001
- Fear of germs
- Presence of pets
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- Figure 5: Dog and cat ownership, 2001-06
- Less time spent cleaning
- Increase in women working & cleaning services
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- Figure 6: Who cleans the household, by household income, February 2006
Market Size and Trends
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- Market size
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- Figure 7: Total U.S. retail sales of vacuum cleaners and associated products, at current and constant prices, 2001-06
- Market trends
Market Segmentation
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- Overview
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- Figure 8: Sales of vacuum cleaners and consumer carpet cleaning products, segmented by type, 2004 and 2006
- Upright vacuum cleaners
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- Figure 9: Sales of upright vacuum cleaners, at current and constant prices, 2001-06
- Extractors
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- Figure 10: Sales of extractors, at current and constant prices, 2001-06
- Stick and handheld vacuum cleaners
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- Figure 11: Sales of stick and handheld vacuum cleaners, at current and constant prices, 2001-06
- Rug and upholstery cleaners and deodorizers
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- Figure 12: FDM sales of rug and upholstery cleaners and deodorizers, at current and constant prices, 2001-06
- Canister vacuum cleaners
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- Figure 13: Sales of canister vacuum cleaners, at current and constant prices, 2001-06
Supply Structure
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- Foreign trade
- Imports
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- Figure 14: Imports of vacuum cleaners in the U.S., 2003 and 2005
- Figure 15: Total U.S. imports of vacuum cleaners, at current and constant prices, 2001-06
- Exports
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- Figure 16: Total U.S. exports of vacuum cleaners, at current and constant prices, 2001-06
- Manufacturer sales
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- Figure 17: Manufacturer sales of vacuum cleaners in the U.S., 2004 and 2006
- Company and brand profiles
- Maytag Corporation
- AB Electrolux
- Royal Appliance Mfg. Co.
- Whirlpool
- Panasonic
- Bissell Inc.
- Dyson
- iRobot
- Procter & Gamble
- Other manufacturers
- Kirby Company
- Oreck Corporation
- Aerus LLC
- Bosch
- Metropolitan
- The Black & Decker Corporation
- Emer USA
- Earlex
- Euro-Pro Corporation
- Sanyo Fisher
- Matsushita Electric Industrial Co., Ltd
- Carpet treatment suppliers
- Procter & Gamble
- Rug Doctor
- Church & Dwight
- WD-40
- 3M
Advertising and Promotion
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- Introduction
- Dyson
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- Figure 18: Dyson—Bagless, 2006
- AB Electrolux (Eureka)
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- Figure 19: Eureka Altima—feature diversity, 2006
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- Figure 20: Eureka Optima—“Say Hello,” 2006
- Bissell
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- Figure 21: Bissell—“Flip It,” 2006
- Figure 22: Bissell—“The bagless vacumm that thinks like I do,” 2006
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- Figure 23: Bissell—The travails of doggy daycare, 2006
- Figure 24: Bissell—SpotBot and “mystery stains,“ 2006
- Whirlpool (Hoover)
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- Figure 25: Hoover FloorMate—Dirty Kangaroo causes mud melee, 2006
- Figure 26: Hoover Sports Utility—design trends, 2006
- Panasonic
- iRobot
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- Figure 27: Roomba—The joy of doing things other than cleaning, 2006
- Royal (Dirt Devil)
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- Figure 28: Dirt Devil—hitting an upscale apartment dweller demographic, 2006
- Figure 29: Dirt Devil Reaction—A pragmatic approach, 2006
- Oreck
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- Figure 30: Oreck—Founder as pitchman, dressed like cowboy, 2006
- Figure 31: Oreck—Founder as pitchman, risk-free guarantee, 2006
- Miele
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- Figure 32: Miele—Consumer vacuums pet by mistake, 2006
Retail Distribution
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- Introduction
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- Figure 33: U.S. retail sales of vacuum cleaners, by channel, 2004 and 2006
- Top vacuum cleaner retailers
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- Figure 34: Top vacuum cleaner retailers, by sales, 2004 and 2006
The Consumer
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- Introduction
- The consumer: a summary
- Vacuum cleaner and vacuum cleaner type usage
- Carpet cleaning and flooring products
- Vacuum cleaner purchases in last two years
- Willingness to pay for step-up features
- Source of last vacuum purchased, by store type
- Spend on last vacuum cleaner purchased
- Reason for most recent vacuum cleaner purchase
- Brand attitudes
- Household ownership of selected home cleaning appliances
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- Figure 35: Cleaning appliance ownership, by age, January-September 2005
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- Figure 36: Cleaning appliance ownership, by household income, January-September 2005
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- Figure 37: Cleaning appliance ownership, by presence of children, January-September 2005
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- Figure 38: Cleaning appliance ownership, by marital status, January-September 2005
- Household rug cleaner and deodorizer/freshener use
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- Figure 39: Rug deodorizers/fresheners use, by age, January-September 2005
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- Figure 40: Rug deodorizers/fresheners use, by household income, January-September 2005
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- Figure 41: Rug deodorizers/fresheners use, by presence of children, January-September 2005
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- Figure 42: Rug deodorizers/fresheners use, by marital status, January-September 2005
- Changes in use of floorcare products
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- Figure 43: Cleaning product use annually, 2001-05
- Purchase of home flooring, 2001-05
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- Figure 44: Home flooring purchases in the past 12 months, 2001-05
- Vacuum cleaner, personal ownership
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- Figure 45: Vacuum cleaner ownership, by key demographic groups, September 2006
- Recent purchase of a vacuum cleaner
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- Figure 46: Vacuum cleaner purchase in the past two years, by key demographic groups, September 2006
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- Figure 47: Vacuum cleaner purchase in the past two years, by type of dwelling, September 2006
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- Figure 48: Vacuum cleaner purchase in the past two years, by pet ownership, September 2006
- Willingness to pay for step-up features
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- Figure 49: Willingness to pay more for vacuum features, by gender, September 2006
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- Figure 50: Willingness to pay more for vacuum features, by age, September 2006
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- Figure 51: Willingness to pay more for vacuum features, by household income, September 2006
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- Figure 52: Willingness to pay more for vacuum features, by presence of children, September 2006
- Source of last vacuum purchased, by store type
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- Figure 53: Source of last vacuum purchased—store type, by gender, September 2006
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- Figure 54: Source of last vacuum purchased—store type, by age, September 2006
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- Figure 55: Source of last vacuum purchased, by household income, September 2006
- Spend on last vacuum cleaner purchased
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- Figure 56: Amount spent on last vacuum purchased, by gender, September 2006
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- Figure 57: Amount spent on last vacuum purchased, by age, September 2006
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- Figure 58: Amount spent on last vacuum purchased, by household income, September 2006
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- Figure 59: Amount spent on last vacuum purchased, by region, September 2006
- Reason for most recent vacuum cleaner purchase
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- Figure 60: Reasons for buying last vacuum cleaner purchased, by gender, September 2006
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- Figure 61: Reasons for buying last vacuum cleaner purchased, by age, September 2006
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- Figure 62: Reasons for buying last vacuum cleaner purchased, by household income, September 2006
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- Figure 63: Reasons for buying last vacuum cleaner purchased, by region, September 2006
- Brand attitudes
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- Figure 64: Vacuum cleaner brand attitudes, by gender, September 2006
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- Figure 65: Vacuum cleaner brand attitudes, by age, September 2006
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- Figure 66: Vacuum cleaner brand attitudes, by household income, September 2006
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- Figure 67: Vacuum cleaner brand attitudes, by marital status, September 2006
- Consumer research findings by race/ethnicity
- Conclusions
- Household ownership of selected home cleaning appliances
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- Figure 68: Cleaning appliance ownership, by race/ethnicity, January-September 2005
- Household ownership of selected home cleaning appliances among Hispanics
- Household ownership of selected home cleaning appliances among blacks
- Household rug cleaner and deodorizer/freshener use
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- Figure 69: Rug deodorizers/fresheners use, by race/ethnicity, January-September 2005
- Household rug cleaner and deodorizer use among Hispanics
- Household rug cleaner and deodorizer use among blacks
- Willingness to pay for step-up features
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- Figure 70: Willingness to pay more for vacuum features, by race/ethnicity, September 2006
- Source of last vacuum purchased, by store type
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- Figure 71: Source of last vacuum purchased—store type, by race/ethnicity, September 2006
- Spend on last vacuum cleaner purchased
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- Figure 72: Amount spent on last vacuum purchased, by race/ethnicity, September 2006
- Reason for most recent vacuum cleaner purchase
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- Figure 73: Reasons for buying last vacuum cleaner purchased, by race/ethnicity, September 2006
Future and Forecast
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- Future trends
- Possible market developments
- Robotic cleaners solve convenience and time saving issues
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- Figure 74: Amount spent on last vacuum purchased, by gender, September 2006
- Portable products may prove popular for smaller households
- Fear of germs/indoor pollution
- Blacks and Hispanics under-penetrated, provide market opportunity
- Market forecast
- Vacuum cleaners and associated products
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- Figure 75: Forecast of total U.S. sales of vacuum cleaners and associated products, at current and constant prices, 2006-11
- Upright vacuum cleaners
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- Figure 76: Forecast of U.S. sales of upright vacuum cleaners, at current and constant prices, 2006-11
- Other vacuum cleaners and associated products
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- Figure 77: Forecast of U.S. sales of other vacuum cleaners and associated products, at current and constant prices, 2006-11
- Forecast Factors
Appendix: Trade Associations
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