Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK sales of household cleaning equipment (including vacuum cleaners), 2007-17
- Value growth but declining volumes
- Trading up seen in purchasing of vacuum cleaners
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- Figure 2: UK retail value sales of vacuum cleaners and other household cleaning equipment, by sector, 2007-12
- Regularity of replacement drives sales of cleaning cloths
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- Figure 3: Estimated breakdown of UK retail value sales of household cleaning equipment (excluding vacuum cleaners), by segment, 2012
- Market factors
- Regular demand for cleaning equipment
- More households but weak housing market
- Companies, brands and innovation
- Focus on economy and ease of use
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- Figure 4: New product launches in UK household cleaning products*, % share by claim, January-June 2012
- Hygiene a bigger factor in vacuuming
- Increase in vacuum cleaner advertising
- The consumer
- Wide range of cleaning products used
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- Figure 5: Usage of scourers, sponges and cloths, by type, May 2012
- Dusters used in three quarters of homes
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- Figure 6: Usage of other cleaning equipment, by type, May 2012
- Bagless uprights the most popular choice
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- Figure 7: Usage of vacuum cleaners, by type, May 2012
- Sales predominantly replacement-driven
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- Figure 8: Buying behaviour when shopping for vacuum cleaners, May 2012
- Suction power far ahead of other features
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- Figure 9: Most important factors influencing choice of vacuum cleaners, May 2012
- Confidence in own-brand cleaning equipment
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- Figure 10: Attitudes towards household cleaning equipment, May 2012
- What we think
Issues in the Market
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- How are lifestyles and the economic climate influencing NPD activity?
- Which factors influencing choice of vacuum cleaner will become more important?
- How can retailers and brands best attract vacuum cleaner purchasers?
- What role is the internet playing in the purchasing of vacuum cleaners?
- Do disposable products pose any threat to sales of cleaning cloths?
- What is the appeal of environmentally friendly products and those with antibacterial protection?
Future Opportunities
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- Trend: Creature Comfort
- Trend: Green Technology
- 2015 Trend: Old Gold
Internal Market Environment
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- Key points
- Large number of household chores needing cleaning equipment
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- Figure 11: Amount of time spent on household chores on average weekday (cleaning, washing, gardening, etc), 2007-11
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- Figure 12: Frequency of undertaking various cleaning tasks in the home, December 2011
- Frequency of washing up drives replacement demand
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- Figure 13: Trends in frequency of using washing-up liquids/detergents, 2007-11
- Range of floorcoverings in need of cleaning
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- Figure 14: Types of flooring in UK households, November 2011
- Clean homes important to value-conscious consumers
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- Figure 15: Agreement with selected lifestyle statements on the home and cleaning, 2007-11
- EU proposals on vacuum cleaner power and labelling
- WEEE regulations on disposal of electrical appliances
Broader Market Environment
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- Key points
- Growth in household numbers
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- Figure 16: UK households, by size, 2007-17
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- Figure 17: Number of rooms in home, 2007-11
- Weak housing market limits vacuum cleaner purchases
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- Figure 18: Residential transactions (not seasonally adjusted), Q1 2007-Q3 2011
- Growing population also creating more cleaning
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- Figure 19: Trends in the age structure of the UK population, 2007-17
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- Figure 20: Forecast adult population trends, by lifestage, 2007-17
- Cooking and entertaining helps increase demand
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- Figure 21: Agreement with selected lifestyle statements, 2007-11
- Pets create hairs that need vacuuming
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- Figure 22: Trends in pet ownership, 2007-11
- Hours worked limits time for cleaning
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- Figure 23: Working status, by gender, 2011
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- Figure 24: Time spent on occupation on an average day, by gender, 2011
- Broadband penetration increases online shopping
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- Figure 25: Broadband penetration, 2004-11
- Small improvement in sentiment but UK back in recession
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- Figure 26: Trends in how respondents would describe their financial situation, February 2009-May 2012
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- Figure 27: Trends in the impact of the economic downturn on consumers, February 2009-May 2012
- Figure 28: Trends in consumer sentiment for the coming year, February 2009-May 2012
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Cleaning equipment
- Branded product push in first half of 2012
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- Figure 29: New product launches in UK household cleaning products*, % share by own-label and branded, 2009-12
- Mapa Spontex increases launch activity
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- Figure 30: New product launches in UK household cleaning products*, % share by company, 2009-12
- Increasing focus on economy and ease of use
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- Figure 31: New product launches in UK household cleaning products*, % share by claim, 2009-12
- Emphasis on new varieties and range extensions
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- Figure 32: New product launches in UK household cleaning products*, % share by launch type, 2009-12
- Other innovations in cleaning equipment
- Vacuum cleaners
- Energy efficiency
- Dual-purpose models
- Easy manoeuvrability
- Noise reduction and hair removal
- Robotic vacuum cleaners
- Design and style
Competitive Context
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- Key points
- Solid growth in sales of cleaning products
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- Figure 33: Comparison of household cleaning equipment (excluding vacuum cleaners) with other household care markets, 2006-11
- Vacuum cleaners outperform bigger-ticket items
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- Figure 34: Comparison of vacuum cleaners with selected home products, 2007-11
Market Size and Forecast
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- Key points
- Solid growth in total value sales
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- Figure 35: UK retail value sales and forecast of household cleaning equipment (including vacuum cleaners), 2007-17
- The future
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- Figure 36: Best- and worst-case forecast of UK sales of household cleaning equipment (including vacuum cleaners), 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Average prices paid for vacuum cleaners increasing
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- Figure 37: UK retail value sales and forecast of household cleaning equipment (including vacuum cleaners), by sector, 2007-17
- Strong sales of cleaning cloths, scourers and gloves
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- Figure 38: UK retail value sales of household cleaning equipment (excluding vacuum cleaners), by segment, 2010-12
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- Figure 39: Estimated breakdown of UK retail value sales of household cleaning equipment (excluding vacuum cleaners), by segment, 2012
Companies and Products
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- Vacuum cleaner manufacturers
- Dyson
- Electrolux
- Hoover
- Morphy Richards
- Panasonic
- Vax
- Other vacuum cleaner companies
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- Figure 40: Selected other companies and brands in the vacuum cleaners market, 2012
- Other cleaning equipment manufacturers
- 3M (Scotch-Brite)
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- Figure 41: New product launches by 3M Scotch-Brite, May 2011-June 2012
- BM Polyco
- Marigold
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- Figure 42: New product launches by Marigold, May 2011-June 2012
- Sarah Smith
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- Figure 43: New product launch by Sarah Smith, May 2011-June 2012
- Spontex
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- Figure 44: New product launches by Mapa Spontex, May 2011-June 2012
- Vileda
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- Figure 45: New product launch by Vileda, May 2011-April 2012
- Other cleaning equipment companies and brands
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- Figure 46: Other companies and brands in household cleaning equipment, 2012
Brand Communication and Promotion
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- Key points
- Advertising of cleaning equipment slips back in 2011
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- Figure 47: Main media advertising expenditure on household cleaning equipment*, 2008-12
- Karcher launches new advertising campaign
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- Figure 48: Main media advertising expenditure on household cleaning equipment*, % share by leading advertisers, 2008-12
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- Figure 49: Main media advertising expenditure on household cleaning equipment, by advertiser and brand, 2008-12
- Figure 50: Main media advertising expenditure on household cleaning equipment, % share by media type, 2008-12
- Vacuum cleaners see big increase in 2011 advertising
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- Figure 51: Main media advertising expenditure on upright and handheld vacuum cleaners and carpet sweepers, 2008-12
- Dyson the leading advertiser by some distance
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- Figure 52: Main media advertising expenditure on upright and handheld vacuum cleaners and carpet sweepers, by top ten spenders, 2008-12
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- Figure 53: Main media advertising expenditure on upright and handheld vacuum cleaners and carpet sweepers, by brand, 2008-12
- Figure 54: Main media advertising expenditure on upright and handheld vacuum cleaners and carpet sweepers, by media type, 2008-12
Channels to Market
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- Key points
- Supermarkets dominate market for smaller items
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- Figure 55: Retail distribution of household cleaning equipment (excluding vacuum cleaners), 2009-11
- Electrical chains facing increased competition
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- Figure 56: UK retail value sales of vacuum cleaners, by outlet type, 2009-11
Usage of Household Cleaning Equipment
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- Key points
- Usage of cloths and scourers virtually universal
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- Figure 57: Usage of scourers, sponges and cloths, by type, May 2012
- Dishcloths get the heaviest usage
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- Figure 58: Frequency of usage of scourers, sponges and cloths, May 2012
- Three quarters of households make use of dusters
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- Figure 59: Usage of other cleaning equipment, by type, May 2012
- Rubber gloves not just for the washing up
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- Figure 60: Frequency of usage of other cleaning equipment, May 2012
Ownership of Vacuum Cleaners and Usage by Type
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- Key points
- Eight in ten households own a vacuum cleaner
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- Figure 61: Vacuum cleaners – ownership and purchasing in the last 12 months, 2008-11
- Upright bagless most popular vacuum cleaner
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- Figure 62: Usage of vacuum cleaners, by type, May 2012
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- Figure 63: Frequency of usage of vacuum cleaners, by type, May 2012
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- Figure 64: Usage of different types of vacuum cleaner, by age, May 2012
Buying Behaviour for Vacuum Cleaners
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- Key points
- A replacement-driven market
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- Figure 65: Buying behaviour when shopping for vacuum cleaners, May 2012
- A third willing to pay more for better performance
- Significant incidence of multichannel shopping
- Consumer product reviews exert an influence
Factors Influencing Choice of Vacuum Cleaner
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- Key points
- Suction power of most importance
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- Figure 66: Most important factors influencing choice of vacuum cleaners, May 2012
- Pet hairs a particular problem area
- Versatility a big issue for significant numbers
- Ease of storage more important in London
Attitudes Towards Cleaning Equipment and Buying Behaviour
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- Key points
- Discount outlets an important secondary source
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- Figure 67: Attitudes towards household cleaning equipment, May 2012
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- Figure 68: Agreement with the statement ‘I sometimes buy cleaning equipment at discount outlets’, by socio-economic group, May 2012
- Four in ten stock up when items are on special offer
- Consumers have faith in own-brand products
- Competition to cloths from disposable products
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- Figure 69: Attitudes towards using cleaning cloths and alternatives, by age, May 2012
- Strong interest in renewable/recycled materials
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- Figure 70: Interest in particular properties in cleaning equipment, by age, May 2012
Target Groups
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- Key points
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- Figure 71: Target groups for household cleaning equipment, May 2012
- Quality Focused (25%)
- Demographic and other characteristics
- Cheap and Disposable (29%)
- Demographic and other characteristics
- Green and Clean (18%)
- Demographic and other characteristics
- Apathetic (28%)
- Demographic and other characteristics
Appendix – Internal Market Environment
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- Figure 72: Amount of time spent on the average weekday doing household chores, by demographics, 2011
- Figure 73: Number of living rooms including dining rooms, by demographics, 2011
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- Figure 74: Number of bedrooms, by demographics, 2011
- Figure 75: Number of bathrooms, by demographics, 2011
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- Figure 76: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2011
- Figure 77: Agreement with selected lifestyle statements on home and cleaning, by demographics, 2011
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Appendix – Broader Market Environment
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- Figure 78: Agreement with selected lifestyle statements, by demographics, 2011
- Figure 79: Pet ownership, by demographics, 2011
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- Figure 80: Suffered from asthma in the last 12 months, 2007-11
- Figure 81: Suffered from asthma in the last 12 months, by demographics, 2011
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- Figure 82: Broadband penetration, by demographics, 2004-11
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Appendix – Market Size and Forecast
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- Figure 83: Best case/worst case forecast for UK retail sales of household cleaning equipment (including vacuum cleaners), at current prices, 2012-17
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Appendix – Segment Performance
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- Figure 84: Forecast of UK retail sales of vacuum cleaners, at current prices, 2007-17
- Figure 85: Best case/worst case forecast for UK retail sales of vacuum cleaners, at current prices, 2012-17
- Figure 86: Forecast of UK retail sales of other household cleaning equipment, at current prices, 2007-17
- Figure 87: Best case/worst case forecast for UK retail sales of other household cleaning equipment, at current prices, 2012-17
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Appendix – Usage of Household Cleaning Equipment
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- Figure 88: Usage of scourers, sponges and cloths, by type, by demographics, May 2012
- Figure 89: Usage of scourers, sponges and cloths, by type, by demographics (continued), May 2012
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- Figure 90: Frequency of usage of metal scourers, by demographics, May 2012
- Figure 91: Frequency of usage of scouring pads, by demographics, May 2012
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- Figure 92: Frequency of usage of sponge scourers, by demographics, May 2012
- Figure 93: Frequency of usage of soap-filled pads, by demographics, May 2012
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- Figure 94: Frequency of usage of cleaning sponges, by demographics, May 2012
- Figure 95: Frequency of usage of all-purpose cloths, by demographics, May 2012
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- Figure 96: Frequency of usage of sponge cloths, by demographics, May 2012
- Figure 97: Frequency of usage of dishcloths, by demographics, May 2012
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- Figure 98: Frequency of usage of microfibre cloths, by demographics, May 2012
- Figure 99: Frequency of usage of general-purpose absorbent cloths, sponges and cloths, by demographics, May 2012
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- Figure 100: Usage of other cleaning equipment, by type, by demographics, May 2012
- Figure 101: Usage of other cleaning equipment, by type, by demographics (continued), May 2012
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- Figure 102: Frequency of usage of rubber gloves, by demographics, May 2012
- Figure 103: Frequency of usage of dusters, by demographics, May 2012
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- Figure 104: Frequency of usage of dish brushes, by demographics, May 2012
- Figure 105: Frequency of usage of scrubbing brushes, by demographics, May 2012
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- Figure 106: Frequency of usage of mops, by demographics, May 2012
- Figure 107: Frequency of usage of a mop bucket with wringer, by demographics, May 2012
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- Figure 108: Frequency of usage of buckets, by demographics, May 2012
- Figure 109: Frequency of usage of a dustpan and brush, by demographics, May 2012
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- Figure 110: Frequency of usage of an indoor broom, by demographics, May 2012
- Figure 111: Frequency of usage of an outdoor broom, by demographics, May 2012
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Appendix – Ownership of Vacuum Cleaners and Usage by Type
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- Figure 112: Vacuum cleaners – ownership and purchasing in the last 12 months, by demographics, 2011
- Figure 113: Usage and frequency of usage of any upright vacuum cleaner, by demographics, May 2012
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- Figure 114: Usage and frequency of usage of any cylinder vacuum cleaner, by demographics, May 2012
- Figure 115: Usage and frequency of usage of upright bagged vacuum cleaners, by demographics, May 2012
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- Figure 116: Usage and frequency of usage of upright bagless vacuum cleaners, by demographics, May 2012
- Figure 117: Usage and frequency of usage of cylinder bagged vacuum cleaners, by demographics, May 2012
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- Figure 118: Usage and frequency of usage of cylinder bagless vacuum cleaners, by demographics, May 2012
- Figure 119: Usage and frequency of usage of wet and dry vacuum cleaners, by demographics, May 2012
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- Figure 120: Usage and frequency of usage of handheld vacuum cleaners, by demographics, May 2012
- Figure 121: Usage and frequency of usage of other vacuum cleaners (including steam cleaner, electric sweeper, hand stick), by demographics, May 2012
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- Figure 122: Repertoire of usage of different types of scourers, sponges and cloths, by demographics, May 2012
- Figure 123: Repertoire of usage of other types of cleaning equipment, by demographics, May 2012
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- Figure 124: Repertoire of usage of different types of vacuum cleaner, by demographics, May 2012
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Appendix – Buying Behaviour for Vacuum Cleaners
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- Figure 125: Buying behaviour when shopping for vacuum cleaners, by demographics, May 2012
- Figure 126: Buying behaviour when shopping for vacuum cleaners, by demographics (continued), May 2012
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Appendix – Factors Influencing Choice of Vacuum Cleaner
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- Figure 127: Most important factors influencing choice of vacuum cleaners, by demographics, May 2012
- Figure 128: Most important factors influencing choice of vacuum cleaners, by demographics (continued), May 2012
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- Figure 129: Most important factors influencing choice of vacuum cleaners, by demographics (continued), May 2012
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Appendix – Attitudes Towards Cleaning Equipment and Buying Behaviour
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- Figure 130: Attitudes towards household cleaning equipment, by demographics, May 2012
- Figure 131: Attitudes towards household cleaning equipment, by demographics (continued), May 2012
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Appendix – Target Groups
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- Figure 132: Target groups, by demographics, May 2012
- Figure 133: Number of different scouring products, sponges and cloths used, by target groups, May 2012
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- Figure 134: Number of different other cleaning equipment products used, by target groups, May 2012
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