Vacuum Cleaners - UK - August 2008

TABLE OF CONTENTS

• Issues in the Market
• Main themes
• Definitions
• Abbreviations
• Market in Brief
• Market value decline
• Product development sustains volume sales
• How clean is your house?
• Fragmentation in manufacturer base
• The future
• Seeds of optimism
• Internal Market Environment
• Key points
• Ownership and purchasing of floor coverings
  • Figure 1: Ownership and purchasing of floor coverings, 2001-07
• Shifting patterns in floor covering purchasing
• Attitudes towards cleaning
  • Figure 2: Agreement with selected attitudinal statements regarding household cleaning, 2003-07
• Putting emotion into cleaning
• Entertaining and working at home
• Celebrity endorsements?
• Paid help
  • Figure 3: Paid help, by frequency, 2003-07
• Saving time and effort
• Pet ownership
  • Figure 4: Pet ownership, 2003-07
• Pet hair removal -- focus for NPD
• Asthma and hayfever
  • Figure 5: Adults who have suffered from asthma and hayfever in the last 12 months, 2003-07
• Obsessed with allergies
• Broader Market Environment
• Key points
• PDI and consumer expenditure
  • Figure 6: Trends in PDI and consumer expenditure, 2003-13
• Incomes supporting growth
• Number of households and household size
  • Figure 7: Number of UK households, by size, 2003-13
• Smaller households on the rise
• Demand for more compact models
• Population trends by age
  • Figure 8: Trends in UK population, by age, 2003-13
• Population trends by lifestage
  • Figure 9: UK adult population, by lifestage, 2003-13
• An ageing but upright population
• Bagless products appeal to the young
• Population trends by socio-economic group
  • Figure 10: Forecast adult population trends, by socio-economic group, 2003-13
• Listen to the ABs
• Housing market
  • Figure 11: Movement in the housing market, 2003-13
• End of the property boom
• Green issues
• Competitive Context
• Key points
• Retail sales of home appliances
  • Figure 12: Retail sales of home appliances, by value, 2003-07
• Domestic chores lose their shine
• Style vs function -- the battleground
• Cooking up a casserole of colour and pattern
• Laundry appliances -- a younger look
• Smart appliances that save energy
• Technological advancement
• The future for household appliances
• The message for vacuum cleaner manufacturers
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• Retail sales of vacuum cleaners
  • Figure 13: Retail sales of vacuum cleaners in the UK, 2003-08
• Market stagnates
• Average prices fall
  • Figure 14: Average price of a vacuum cleaner, at current prices, 1993-2013
• Key is replacement, as market reaches saturation
• Average number of years appliance is used stays stagnant, then grows
  • Figure 15: Average number of years after cleaner is replaced, 2003-13
• A difficult future
• Seeds of optimism
• Factors used in the forecast
• Segment Performance
• Key points
• Retail sales of vacuum cleaners
  • Figure 16: Retail sales of vacuum cleaners, by sector, by volume and value, 2003-07
• Cylinders lose to uprights
• Malfunction for multifunction appliances
• Handhelds get the Dyson treatment
• Sticks and other niche segments
• Market Share
• Key points
• Brand shares for vacuum cleaners
  • Figure 17: Brand shares in the UK vacuum cleaners market, 2005 and 2007
• Dyson still leads the pack
• Brand shares for uprights
  • Figure 18: Brand shares in the UK upright vacuum cleaners market, 2003-07
• Dyson under pressure
• Vax pushes forward
• Brand shares for cylinders
  • Figure 19: Brand shares in the UK cylinder vacuum cleaners market, 2003-07
• Mixed fortunes for cylinder manufacturers
• Brand shares for multifunction and handheld
  • Figure 20: Brand shares in the market for multifunction and handheld, 2005 and 2007
• Consolidation in niche sectors
• Vax dominates multifunction cleaners
• Dyson enters the handheld sector
• A miscellany of other products and manufacturers
• Companies and Products
• Key points
• Main players
• Dyson
• Vax
• Electrolux
• Hoover
• Numatic
• Homecare -- Professional Power
• Morphy Richards
• Miele
• Dirt Devil
• Ready to Fight Dirty
• Black & Decker
• Sebo
• Bosch
• Oreck
• Russell Hobbs
• LG
• Bissell
• Samsung
• Panasonic
• Ideas for Life
• Philips
• Sense and simplicity
• Daewoo
• Sanyo
• Kenwood
• Ewbank
• Niche players
• Grey Technology
• Polti
• Domotec
• Karcher
• Own-labels
• Brand Communication and Promotion
• Key points
• Adspend increasing
  • Figure 34: Main monitored media spend, 2004-07
• Strong brand orientation
  • Figure 35: Main monitored media expenditure on vacuum cleaners, by top ten spenders, 2004-07
• Dyson under pressure
• Spending on specific models continues
• Retailer and mail order spend
• Channels to Market
• Key points
• Retail distribution of vacuum cleaners
  • Figure 36: Retail distribution of vacuum cleaners, by value, 2003-07
• Grocery multiples grow electricals sales
• Argos drives growth
• Electrical specialists
• Impact of the internet on the high street
• Department stores advertise for growth
• Independents lack cohesion
• The future
• Ownership and Vacuuming Habits
• Key points
• Household ownership and purchasing
  • Figure 37: Household ownership and purchasing of vacuum cleaners, 2003-07
• Wet & dry -- declining popularity
• Opportunities for growth in wet & dry
• Upright vacuum cleaners remain dominant format
• An older profile for upright buyers
• Cylinders losing momentum
• Singletons -- keen cylinder buyers
• Trends in multiple ownership
  • Figure 38: Multiple ownership of vacuum cleaners, by type, 2003-07
• Two's company, three's a crowd
• Buy one, get one free?
• Vacuum cleaning patterns
• Frequency of vacuuming
  • Figure 39: Frequency of vacuuming house, May 2008
• Once a week will do
• An older profile
  • Figure 40: Frequency of vacuuming house, by age, May 2008
• ABC1s favour the weekly clean
  • Figure 41: Frequency of vacuuming house, by socio-economic group, May 2008
• Who does the vacuuming?
  • Figure 42: Who does the vacuuming, May 2008
• Women's work
• John Lewis shoppers
• Appendix -- Ownership and Vacuuming Habits
  • Figure 54: Household ownership and purchasing of wet & dry vacuum cleaners, by demographic sub-group, 2007
  • Figure 55: Household ownership amd purchasing of upright vacuum cleaners, by demographic sub-group, 2007
  • Figure 56: Household ownership and purchasing of cylinder vacuum cleaners, by demographic sub-group, 2005
  • Figure 57: Frequency of vacuuming house, by demographic sub-group, May 2008
  • Figure 58: Who does the vacuuming, by demographic sub-group, May 2008