Table of Contents
Executive Summary
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- The issues
- A stable market with pockets of growth potential
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- Figure 1: Last 12-month floor-cleaning appliance purchase, 2010-15
- Traditional uprights remain the standard
- Full-size cordless and robotic vacuums gain momentum
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- Figure 2: Vacuum cleaner ownership and purchase interest, August 2015
- Suction power a cost of entry, maneuverability an opportunity to differentiate
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- Figure 3: Vacuum cleaner attribute importance, August 2015
- The opportunities
- Opportunity to emphasize versatility across flooring types
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- Figure 4: Vacuum cleaner attribute importance, by predominant flooring type in home, August 2015
- Online research a key factor in purchases, in-store also important
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- Figure 5: Vacuum cleaner purchase behaviors, by age, August 2015
- Young adults more likely to enjoy vacuuming
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- Figure 6: Vacuuming behaviors, by age, August 2015
- What it means
The Market – What You Need to Know
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- Rise in consumer confidence bolsters market, for now
- Housing market recovery creates opportunity for category
- Home ownership rates continue to slip, especially among younger adults
- Preference for hard flooring places emphasis on multisurface machines
Market Factors
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- A stable market with pockets of growth potential
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- Figure 7: Last 12-month floor-cleaning appliance purchase, 2010-15
- Rise in consumer confidence bolsters market, for now
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- Figure 8: University of Michigan Index of Consumer Sentiment, 2010-15
- Housing market recovery creates opportunity for category
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- Figure 9: Existing home sales, 2010-15
- Home ownership rates continue to slip, especially among younger adults
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- Figure 10: Homeownership rate, by age of householder, 2010-15
- Preference for hard flooring places emphasis on multisurface machines
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- Figure 11: Types of flooring bought in past year, or intend to buy in next year, January 2015
- A stable market with pockets of potential
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- Figure 12: Last 12-month floor-cleaning appliance purchase, 2010-15
Key Players – What You Need to Know
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- Robotics continue to gain market share
- Multifunction and multiform machines break down segment barriers
- Can traditional canister vacuums maintain relevance?
- Robotic vacuums get connected
- Cordless vacuum cleaners add power, duration
Leading Manufacturers
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- SharkNinja
- Dyson
- TTI (Dirt Devil, Hoover, Oreck)
- Electrolux
- iRobot
What’s Working?
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- Robotics continue to gain market share
- Multifunction and multiform machines break down segment barriers
What’s Struggling?
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- Can traditional canister vacuums maintain relevance?
What’s Next?
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- Robotic vacuums get connected
- Cordless vacuum cleaners add power, duration
The Consumer – What You Need to Know
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- Traditional uprights remain the standard
- Full-size cordless and robotic vacuums gain momentum
- Suction power a cost of entry, maneuverability an opportunity to differentiate
- Online research a key factor in purchases, in-store also important
- Whole-house vacuuming prioritizes capacity, battery duration
- Young adults more likely to enjoy vacuuming
- Young adults represent opportunity for robotics, cordless vacuums
Types Owned and Considered for Purchase
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- Traditional uprights remain the standard
- Full-size cordless and robotic vacuums gain momentum
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- Figure 13: Vacuum cleaner ownership and purchase interest, August 2015
- $100K+ households likely to own more vacuums
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- Figure 14: Vacuum cleaner ownership, by household income, August 2015
- Households with asthma sufferers likely to own more vacuums
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- Figure 15: Vacuum cleaner ownership, by asthma/allergies/air quality concern, August 2015
Vacuum Cleaner Attribute Importance
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- Suction power a cost of entry, maneuverability an opportunity to differentiate
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- Figure 16: Vacuum cleaner attribute importance, August 2015
- Air quality concerns make HEPA filters a priority for some
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- Figure 17: Vacuum cleaner attribute importance, by asthma/allergies/air quality concern, August 2015
- Opportunity to emphasize versatility across flooring types
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- Figure 18: Vacuum cleaner attribute importance, by predominant flooring type in home, August 2015
Vacuum Cleaner Purchase Behaviors
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- Online research and reviews are key factors in purchase decisions
- In-store component also important
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- Figure 19: Vacuum cleaner purchase behaviors, August 2015
- Young adults especially engaged in shopping process
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- Figure 20: Vacuum cleaner purchase behaviors, by age, August 2015
- Health and air quality concerns drive more research
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- Figure 21: Vacuum cleaner purchase behaviors, by asthma/allergies/air quality concern, August 2015
Vacuuming Behaviors
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- Whole-house vacuuming prioritizes capacity, battery duration
- Opportunity to cut down on multiple passes
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- Figure 22: Vacuuming behaviors, August 2015
- Young adults more likely to enjoy vacuuming
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- Figure 23: Select vacuuming behaviors, by age, August 2015
Attitudes toward Robotic and Cordless Vacuums
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- Young adults represent opportunity for robotics, cordless vacuums
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- Figure 24: Attitudes toward robotic and cordless vacuum cleaners, by age, August 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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