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SUMMARY
Abstract
The U.S. retail vacuum cleaner market totaled $4.1 billion in 2006, a 7.1% increase since 2001 in current pricing. The market is comprised of upright vacuum cleaners; canister vacuum cleaners; stick and handheld vacuum cleaners (cordless and non-cordless); and extractors (such as wet/dry vacs and steam cleaners).
This report gives industry marketers, manufacturers, retailers, and investment professionals what they need to know to help them navigate important issues relevant to maximizing the potential for growth in the vacuum cleaner market, as well as related information and analysis about carpet cleaning products.
Such issues include:
- understanding the relationship between vacuum cleaner ownership and home and pet ownership
- understanding how consumer convenience and time savings trends are helping to shape and redefine the industry
- understanding why consumers are buying vacuum cleaners, such as replacement, upgrading, and the relative importance of value-add features
- knowing which segments of the vacuum cleaner market are growing sales and which are not- and why
- understanding the effect of vacuum cleaner imports on overall sales and prices
- getting a handle on the “Dyson effect” on premium-priced upright sales
- retail distribution migration
- the extent to which consumers are willing to pay for various vacuum cleaner features
- the importance of community outreach and education
- how much specific consumer groups spend on their last vacuum cleaner
- how brand loyalty factors into the vacuum purchasing experience
- which consumers are under-penetrated and how they can provide market opportunities
Mintel provides actionable insight on these, and many other important facets of the vacuum cleaner market, by using its own proprietary consumer research, comprehensive sales data, statistical analysis and thorough primary and secondary research.
TABLE OF CONTENTS
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- 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
- Increase in number of households and homeowners
- 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
- Figure 3: Existing and new home sales (single-unit, privately owned
homes), 1999-2006
- Asthma and allergies
- Age of home
- Figure 4: Age of home, 2001
- Fear of germs
- Presence of pets
- Figure 5: Dog and cat ownership, 2001-06
- Less time spent cleaning
- Increase in women working & cleaning services
- Figure 6: Who cleans the household, by household income, February 2006
- Market Size and Trends
- Market size
- Figure 7: Total U.S. retail sales of vacuum cleaners and associated
products, at current and constant prices, 2001-06
- Market trends
- Market Segmentation
- Overview
- Figure 8: Sales of vacuum cleaners and consumer carpet cleaning products,
segmented by type, 2004 and 2006
- Upright vacuum cleaners
- Figure 9: Sales of upright vacuum cleaners, at current and constant
prices, 2001-06
- Extractors
- Figure 10: Sales of extractors, at current and constant prices, 2001-06
- Stick and handheld vacuum cleaners
- Figure 11: Sales of stick and handheld vacuum cleaners, at current and
constant prices, 2001-06
- Rug and upholstery cleaners and deodorizers
- Figure 12: FDM sales of rug and upholstery cleaners and deodorizers, at
current and constant prices, 2001-06
- Canister vacuum cleaners
- Figure 13: Sales of canister vacuum cleaners, at current and constant
prices, 2001-06
- Supply Structure
- Foreign trade
- Imports
- 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
- Figure 16: Total U.S. exports of vacuum cleaners, at current and
constant prices, 2001-06
- Manufacturer sales
- 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
- Introduction
- Dyson
- Figure 18: Dyson--Bagless, 2006
- AB Electrolux (Eureka)
- Figure 19: Eureka Altima--feature diversity, 2006
- Figure 20: Eureka Optima--"Say Hello," 2006
- Bissell
- Figure 21: Bissell--"Flip It," 2006
- Figure 22: Bissell--"The bagless vacumm that thinks like I do," 2006
- Figure 23: Bissell--The travails of doggy daycare, 2006
- Figure 24: Bissell--SpotBot and "mystery stains," 2006
- Whirlpool (Hoover)
- Figure 25: Hoover FloorMate--Dirty Kangaroo causes mud melee, 2006
- Figure 26: Hoover Sports Utility--design trends, 2006
- Panasonic
- iRobot
- Figure 27: Roomba--The joy of doing things other than cleaning, 2006
- Royal (Dirt Devil)
- Figure 28: Dirt Devil--hitting an upscale apartment dweller demographic,
2006
- Figure 29: Dirt Devil Reaction--A pragmatic approach, 2006
- Oreck
- Figure 30: Oreck--Founder as pitchman, dressed like cowboy, 2006
- Figure 31: Oreck--Founder as pitchman, risk-free guarantee, 2006
- Miele
- Figure 32: Miele--Consumer vacuums pet by mistake, 2006
- Retail Distribution
- Introduction
- Figure 33: U.S. retail sales of vacuum cleaners, by channel, 2004 and
2006
- Top vacuum cleaner retailers
- Figure 34: Top vacuum cleaner retailers, by sales, 2004 and 2006
- The Consumer
- 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
- Figure 35: Cleaning appliance ownership, by age, January-September 2005
- Figure 36: Cleaning appliance ownership, by household income,
January-September 2005
- Figure 37: Cleaning appliance ownership, by presence of children,
January-September 2005
- Figure 38: Cleaning appliance ownership, by marital status,
January-September 2005
- Household rug cleaner and deodorizer/freshener use
- Figure 39: Rug deodorizers/fresheners use, by age, January-September 2005
- Figure 40: Rug deodorizers/fresheners use, by household income,
January-September 2005
- Figure 41: Rug deodorizers/fresheners use, by presence of children,
January-September 2005
- Figure 42: Rug deodorizers/fresheners use, by marital status,
January-September 2005
- Changes in use of floorcare products
- Figure 43: Cleaning product use annually, 2001-05
- Purchase of home flooring, 2001-05
- Figure 44: Home flooring purchases in the past 12 months, 2001-05
- Vacuum cleaner, personal ownership
- Figure 45: Vacuum cleaner ownership, by key demographic groups,
September 2006
- Recent purchase of a vacuum cleaner
- Figure 46: Vacuum cleaner purchase in the past two years, by key
demographic groups, September 2006
- Figure 47: Vacuum cleaner purchase in the past two years, by type of
dwelling, September 2006
- Figure 48: Vacuum cleaner purchase in the past two years, by pet
ownership, September 2006
- Willingness to pay for step-up features
- Figure 49: Willingness to pay more for vacuum features, by gender,
September 2006
- Figure 50: Willingness to pay more for vacuum features, by age,
September 2006
- Figure 51: Willingness to pay more for vacuum features, by household
income, September 2006
- Figure 52: Willingness to pay more for vacuum features, by presence of
children, September 2006
- Source of last vacuum purchased, by store type
- Figure 53: Source of last vacuum purchased--store type, by gender,
September 2006
- Figure 54: Source of last vacuum purchased--store type, by age,
September 2006
- Figure 55: Source of last vacuum purchased, by household income,
September 2006
- Spend on last vacuum cleaner purchased
- Figure 56: Amount spent on last vacuum purchased, by gender, September
2006
- Figure 57: Amount spent on last vacuum purchased, by age, September 2006
- Figure 58: Amount spent on last vacuum purchased, by household income,
September 2006
- Figure 59: Amount spent on last vacuum purchased, by region, September
2006
- Reason for most recent vacuum cleaner purchase
- Figure 60: Reasons for buying last vacuum cleaner purchased, by gender,
September 2006
- Figure 61: Reasons for buying last vacuum cleaner purchased, by age,
September 2006
- Figure 62: Reasons for buying last vacuum cleaner purchased, by
household income, September 2006
- Figure 63: Reasons for buying last vacuum cleaner purchased, by region,
September 2006
- Brand attitudes
- Figure 64: Vacuum cleaner brand attitudes, by gender, September 2006
- Figure 65: Vacuum cleaner brand attitudes, by age, September 2006
- Figure 66: Vacuum cleaner brand attitudes, by household income,
September 2006
- 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
- 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
- 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
- Figure 70: Willingness to pay more for vacuum features, by
race/ethnicity, September 2006
- Source of last vacuum purchased, by store type
- Figure 71: Source of last vacuum purchased--store type, by
race/ethnicity, September 2006
- Spend on last vacuum cleaner purchased
- Figure 72: Amount spent on last vacuum purchased, by race/ethnicity,
September 2006
- Reason for most recent vacuum cleaner purchase
- Figure 73: Reasons for buying last vacuum cleaner purchased, by
race/ethnicity, September 2006
- Future and Forecast
- Future trends
- Possible market developments
- Robotic cleaners solve convenience and time saving issues
- 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
- Figure 75: Forecast of total U.S. sales of vacuum cleaners and
associated products, at current and constant prices, 2006-11
- Upright vacuum cleaners
- Figure 76: Forecast of U.S. sales of upright vacuum cleaners, at current
and constant prices, 2006-11
- Other vacuum cleaners and associated products
- 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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