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Household Cleaning Equipment - UK - July 2012

The market for household cleaning equipment has shown solid growth over a period when spending on many other larger household items has been curtailed by low consumer confidence due to the recession and a weak housing market. The essential nature of purchasing and continued importance attached to maintaining a clean home saw cleaning equipment sales reach £808 million in 2011.

Sales of everyday items such as cleaning cloths, scouring products and household gloves have seen value growth but declining volume sales, while the vacuum cleaners market has also seen fewer products being sold but more being spent. Those purchasing in this replacement-driven market have been more willing to pay a bit more, with innovation helping to drive growth at the premium end.

This report looks at usage of household cleaning equipment in UK homes, including the different types of vacuum cleaner used, analyses buying behaviour when purchasing these products, looks at what factors are most important in determining choice of vacuum cleaner and considers attitudes towards the use of cleaning cloths and alternatives, as well as interest in particular product attributes.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • 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
                • 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
                • 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
                        • 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
                              • Figure 5: Usage of scourers, sponges and cloths, by type, May 2012
                            • Dusters used in three quarters of homes
                              • Figure 6: Usage of other cleaning equipment, by type, May 2012
                            • Bagless uprights the most popular choice
                              • Figure 7: Usage of vacuum cleaners, by type, May 2012
                            • Sales predominantly replacement-driven
                              • Figure 8: Buying behaviour when shopping for vacuum cleaners, May 2012
                            • Suction power far ahead of other features
                              • Figure 9: Most important factors influencing choice of vacuum cleaners, May 2012
                            • Confidence in own-brand cleaning equipment
                              • Figure 10: Attitudes towards household cleaning equipment, May 2012
                            • What we think
                            • Issues in the Market

                                • 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

                                              • Trend: Creature Comfort
                                                • Trend: Green Technology
                                                  • 2015 Trend: Old Gold
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Large number of household chores needing cleaning equipment
                                                        • Figure 11: Amount of time spent on household chores on average weekday (cleaning, washing, gardening, etc), 2007-11
                                                        • Figure 12: Frequency of undertaking various cleaning tasks in the home, December 2011
                                                      • Frequency of washing up drives replacement demand
                                                        • Figure 13: Trends in frequency of using washing-up liquids/detergents, 2007-11
                                                      • Range of floorcoverings in need of cleaning
                                                        • Figure 14: Types of flooring in UK households, November 2011
                                                      • Clean homes important to value-conscious consumers
                                                        • 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

                                                          • Key points
                                                            • Growth in household numbers
                                                              • Figure 16: UK households, by size, 2007-17
                                                              • Figure 17: Number of rooms in home, 2007-11
                                                            • Weak housing market limits vacuum cleaner purchases
                                                              • Figure 18: Residential transactions (not seasonally adjusted), Q1 2007-Q3 2011
                                                            • Growing population also creating more cleaning
                                                              • Figure 19: Trends in the age structure of the UK population, 2007-17
                                                              • Figure 20: Forecast adult population trends, by lifestage, 2007-17
                                                            • Cooking and entertaining helps increase demand
                                                              • Figure 21: Agreement with selected lifestyle statements, 2007-11
                                                            • Pets create hairs that need vacuuming
                                                              • Figure 22: Trends in pet ownership, 2007-11
                                                            • Hours worked limits time for cleaning
                                                              • Figure 23: Working status, by gender, 2011
                                                              • Figure 24: Time spent on occupation on an average day, by gender, 2011
                                                            • Broadband penetration increases online shopping
                                                              • Figure 25: Broadband penetration, 2004-11
                                                            • Small improvement in sentiment but UK back in recession
                                                              • Figure 26: Trends in how respondents would describe their financial situation, February 2009-May 2012
                                                              • 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

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Cleaning equipment
                                                                    • Branded product push in first half of 2012
                                                                      • Figure 29: New product launches in UK household cleaning products*, % share by own-label and branded, 2009-12
                                                                    • Mapa Spontex increases launch activity
                                                                      • Figure 30: New product launches in UK household cleaning products*, % share by company, 2009-12
                                                                    • Increasing focus on economy and ease of use
                                                                      • Figure 31: New product launches in UK household cleaning products*, % share by claim, 2009-12
                                                                    • Emphasis on new varieties and range extensions
                                                                      • 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

                                                                                    • Key points
                                                                                      • Solid growth in sales of cleaning products
                                                                                        • Figure 33: Comparison of household cleaning equipment (excluding vacuum cleaners) with other household care markets, 2006-11
                                                                                      • Vacuum cleaners outperform bigger-ticket items
                                                                                        • Figure 34: Comparison of vacuum cleaners with selected home products, 2007-11
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Solid growth in total value sales
                                                                                          • Figure 35: UK retail value sales and forecast of household cleaning equipment (including vacuum cleaners), 2007-17
                                                                                        • The future
                                                                                            • Figure 36: Best- and worst-case forecast of UK sales of household cleaning equipment (including vacuum cleaners), 2007-17
                                                                                          • Forecast methodology
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Average prices paid for vacuum cleaners increasing
                                                                                                • 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
                                                                                                • Figure 38: UK retail value sales of household cleaning equipment (excluding vacuum cleaners), by segment, 2010-12
                                                                                                • Figure 39: Estimated breakdown of UK retail value sales of household cleaning equipment (excluding vacuum cleaners), by segment, 2012
                                                                                            • Companies and Products

                                                                                              • Vacuum cleaner manufacturers
                                                                                                • Dyson
                                                                                                  • Electrolux
                                                                                                    • Hoover
                                                                                                      • Morphy Richards
                                                                                                        • Panasonic
                                                                                                          • Vax
                                                                                                            • Other vacuum cleaner companies
                                                                                                              • Figure 40: Selected other companies and brands in the vacuum cleaners market, 2012
                                                                                                            • Other cleaning equipment manufacturers
                                                                                                              • 3M (Scotch-Brite)
                                                                                                                  • Figure 41: New product launches by 3M Scotch-Brite, May 2011-June 2012
                                                                                                                • BM Polyco
                                                                                                                  • Marigold
                                                                                                                      • Figure 42: New product launches by Marigold, May 2011-June 2012
                                                                                                                    • Sarah Smith
                                                                                                                        • Figure 43: New product launch by Sarah Smith, May 2011-June 2012
                                                                                                                      • Spontex
                                                                                                                          • Figure 44: New product launches by Mapa Spontex, May 2011-June 2012
                                                                                                                        • Vileda
                                                                                                                            • Figure 45: New product launch by Vileda, May 2011-April 2012
                                                                                                                          • Other cleaning equipment companies and brands
                                                                                                                            • Figure 46: Other companies and brands in household cleaning equipment, 2012
                                                                                                                        • Brand Communication and Promotion

                                                                                                                          • Key points
                                                                                                                            • Advertising of cleaning equipment slips back in 2011
                                                                                                                              • Figure 47: Main media advertising expenditure on household cleaning equipment*, 2008-12
                                                                                                                            • Karcher launches new advertising campaign
                                                                                                                              • Figure 48: Main media advertising expenditure on household cleaning equipment*, % share by leading advertisers, 2008-12
                                                                                                                              • 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
                                                                                                                              • Figure 51: Main media advertising expenditure on upright and handheld vacuum cleaners and carpet sweepers, 2008-12
                                                                                                                            • Dyson the leading advertiser by some distance
                                                                                                                              • Figure 52: Main media advertising expenditure on upright and handheld vacuum cleaners and carpet sweepers, by top ten spenders, 2008-12
                                                                                                                              • 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

                                                                                                                            • Key points
                                                                                                                              • Supermarkets dominate market for smaller items
                                                                                                                                • Figure 55: Retail distribution of household cleaning equipment (excluding vacuum cleaners), 2009-11
                                                                                                                              • Electrical chains facing increased competition
                                                                                                                                • Figure 56: UK retail value sales of vacuum cleaners, by outlet type, 2009-11
                                                                                                                            • Usage of Household Cleaning Equipment

                                                                                                                              • Key points
                                                                                                                                • Usage of cloths and scourers virtually universal
                                                                                                                                  • Figure 57: Usage of scourers, sponges and cloths, by type, May 2012
                                                                                                                                • Dishcloths get the heaviest usage
                                                                                                                                  • Figure 58: Frequency of usage of scourers, sponges and cloths, May 2012
                                                                                                                                • Three quarters of households make use of dusters
                                                                                                                                  • Figure 59: Usage of other cleaning equipment, by type, May 2012
                                                                                                                                • Rubber gloves not just for the washing up
                                                                                                                                  • Figure 60: Frequency of usage of other cleaning equipment, May 2012
                                                                                                                              • Ownership of Vacuum Cleaners and Usage by Type

                                                                                                                                • Key points
                                                                                                                                  • Eight in ten households own a vacuum cleaner
                                                                                                                                    • Figure 61: Vacuum cleaners – ownership and purchasing in the last 12 months, 2008-11
                                                                                                                                  • Upright bagless most popular vacuum cleaner
                                                                                                                                    • Figure 62: Usage of vacuum cleaners, by type, May 2012
                                                                                                                                    • Figure 63: Frequency of usage of vacuum cleaners, by type, May 2012
                                                                                                                                    • Figure 64: Usage of different types of vacuum cleaner, by age, May 2012
                                                                                                                                • Buying Behaviour for Vacuum Cleaners

                                                                                                                                  • Key points
                                                                                                                                    • A replacement-driven market
                                                                                                                                      • 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

                                                                                                                                          • Key points
                                                                                                                                            • Suction power of most importance
                                                                                                                                              • 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

                                                                                                                                                  • Key points
                                                                                                                                                    • Discount outlets an important secondary source
                                                                                                                                                      • Figure 67: Attitudes towards household cleaning equipment, May 2012
                                                                                                                                                      • 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
                                                                                                                                                            • Figure 69: Attitudes towards using cleaning cloths and alternatives, by age, May 2012
                                                                                                                                                          • Strong interest in renewable/recycled materials
                                                                                                                                                            • Figure 70: Interest in particular properties in cleaning equipment, by age, May 2012
                                                                                                                                                        • Target Groups

                                                                                                                                                          • Key points
                                                                                                                                                              • 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

                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 74: Number of bedrooms, by demographics, 2011
                                                                                                                                                                              • Figure 75: Number of bathrooms, by demographics, 2011
                                                                                                                                                                              • 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
                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                              • Figure 78: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                                                                                              • Figure 79: Pet ownership, by demographics, 2011
                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 82: Broadband penetration, by demographics, 2004-11
                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                              • Figure 83: Best case/worst case forecast for UK retail sales of household cleaning equipment (including vacuum cleaners), at current prices, 2012-17
                                                                                                                                                                          • Appendix – Segment Performance

                                                                                                                                                                              • 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
                                                                                                                                                                          • Appendix – Usage of Household Cleaning Equipment

                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 90: Frequency of usage of metal scourers, by demographics, May 2012
                                                                                                                                                                              • Figure 91: Frequency of usage of scouring pads, by demographics, May 2012
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 96: Frequency of usage of sponge cloths, by demographics, May 2012
                                                                                                                                                                              • Figure 97: Frequency of usage of dishcloths, by demographics, May 2012
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 102: Frequency of usage of rubber gloves, by demographics, May 2012
                                                                                                                                                                              • Figure 103: Frequency of usage of dusters, by demographics, May 2012
                                                                                                                                                                              • Figure 104: Frequency of usage of dish brushes, by demographics, May 2012
                                                                                                                                                                              • Figure 105: Frequency of usage of scrubbing brushes, by demographics, May 2012
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                          • Appendix – Ownership of Vacuum Cleaners and Usage by Type

                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 124: Repertoire of usage of different types of vacuum cleaner, by demographics, May 2012
                                                                                                                                                                          • Appendix – Buying Behaviour for Vacuum Cleaners

                                                                                                                                                                              • 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
                                                                                                                                                                          • Appendix – Factors Influencing Choice of Vacuum Cleaner

                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 129: Most important factors influencing choice of vacuum cleaners, by demographics (continued), May 2012
                                                                                                                                                                          • Appendix – Attitudes Towards Cleaning Equipment and Buying Behaviour

                                                                                                                                                                              • Figure 130: Attitudes towards household cleaning equipment, by demographics, May 2012
                                                                                                                                                                              • Figure 131: Attitudes towards household cleaning equipment, by demographics (continued), May 2012
                                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                                              • Figure 132: Target groups, by demographics, May 2012
                                                                                                                                                                              • Figure 133: Number of different scouring products, sponges and cloths used, by target groups, May 2012
                                                                                                                                                                              • Figure 134: Number of different other cleaning equipment products used, by target groups, May 2012

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • AB Electrolux
                                                                                                                                                                          • AEG Domestic Appliances
                                                                                                                                                                          • Argos
                                                                                                                                                                          • Black & Decker UK
                                                                                                                                                                          • Charles Bentley & Son
                                                                                                                                                                          • Comet Group Ltd
                                                                                                                                                                          • Currys
                                                                                                                                                                          • Dyson Inc.
                                                                                                                                                                          • Electrolux
                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                          • Freudenberg & Co.
                                                                                                                                                                          • Grey Technology Limited
                                                                                                                                                                          • Hoover Ltd
                                                                                                                                                                          • IPC Media Ltd.
                                                                                                                                                                          • Jarden Corporation
                                                                                                                                                                          • Mapa Spontex UK
                                                                                                                                                                          • Miele
                                                                                                                                                                          • Minky Homecare
                                                                                                                                                                          • Morphy Richards Ltd
                                                                                                                                                                          • Ocado
                                                                                                                                                                          • Panasonic
                                                                                                                                                                          • Reckitt Benckiser plc
                                                                                                                                                                          • Robert Scott
                                                                                                                                                                          • Samsung Electronics (UK) Ltd
                                                                                                                                                                          • SSL International Plc
                                                                                                                                                                          • Tefal UK
                                                                                                                                                                          • Wilkinson Sword Limited

                                                                                                                                                                          Household Cleaning Equipment - UK - July 2012

                                                                                                                                                                          £1,995.00 (Excl.Tax)