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Vacuum Cleaners - UK - August 2010

This report looks at factors underpinning market decline and manufacturer efforts to mitigate it, rising consumer interest in eco products and wider variety in format and retailing developments. It also looks at demographic and economic trends and how they have shaped the market and are influencing its future.

  • Vacuum cleaner manufacturers face challenging conditions and have seen value sales falling y-o-y over the last five years. 2010 market value of £452 million is 5% lower than in 2008 and volume sales of almost 5.3 million units are 10% below their 2008 level. Mintel expects little recovery in the market over 2011-13 in volume terms, and even though volume sales will improve to 5.4 million units by 2015, value is forecast to continue falling to £420 million in 2015.
  • Sticks and handhelds should have more potential to do well in this market thanks to an ageing population that doesn't want a heavy and bulky machine and smaller households that don't have the storage space. Currently, cylinder and upright models take the bulk of sales and other versions, such as multifunction, sticks and handhelds have just 9% of volume sales.
  • Dyson is the market leader by some distance and has managed to increase share in this declining market. It commits to high levels of adspend and product development. In our Brand Elements survey, Dyson is far and away the strongest brand surveyed and leads on the majority of positive traits. In particular, it is most functional, durable and reliable.
  • Ownership of vacuum cleaners is almost universal, but eight in ten adults (41m) would only buy a new model if their existing appliance breaks down.
  • For seven in ten potential buyers (37m), suction power is the key feature they look for, but after this they want an appliance that is easy to move around, lightweight and easy to store.
  • One way to introduce some differentiation to the UK market might be to take a less serious approach in advertising themes. In the US, humour – gently mocking “Clean Freaks” (Hoover) – is integral to a number of adverts and a greater variety of users are depicted, eg foolish husband (Electrolux).

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Petite and powerful
                • Add this… and this… and this…
                • Market in Brief

                  • Market value declines
                    • Market drivers – positive and negative
                      • Manufacturer activity keeps pace
                        • Retailing activity
                          • Future outlook
                          • Internal Market Environment

                            • Key points
                              • Type of floorcoverings
                                • Figure 1: Ownership and purchasing of floor coverings, 2005-09
                              • Eight in ten homes are carpeted
                                • Wider range of flooring to be cleaned
                                  • Attitudes towards household cleaning
                                    • Figure 2: Attitudes towards household cleaning, 2005-09
                                  • Housework – do it yourself
                                    • Figure 3: Paid help, by frequency, 2005-09
                                  • Dogs hair, fluff and cotton
                                    • Figure 4: Pet ownership, 2006-09
                                  • Filters, allergens and HEPA
                                    • Figure 5: Adults suffering from asthma and hayfever in the last 12 months, 2005-09
                                  • Green issues
                                    • Entertaining at home
                                      • Figure 6: Attitudes towards entertaining at home, January 2009
                                  • Broader Market Environment

                                    • Key points
                                      • The economy and consumers in crisis
                                        • Figure 7: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                      • Consumer confidence remains fragile
                                        • Figure 8: GfK NOP Consumer confidence index, January 1988-May 2010
                                      • Downturn in housing market
                                        • Figure 9: Trends in the housing market, 2005-09
                                      • Adapting to household size
                                        • Figure 10: UK households, by size, 2005-15
                                      • Age and lifestage as catalyst for growth
                                        • Figure 11: Trends in the age structure of the UK population, 2005-15
                                        • Figure 12: Forecast adult population trends, by lifestage, 2005-15
                                      • Socio-economics and its impact
                                        • Figure 13: Forecast adult population trends, by socio-economic group, 2005-15
                                    • Competitive Context

                                      • Key points
                                        • Value sales across household markets
                                          • Figure 14: Comparison of vacuum cleaners with other household goods, 2004-09
                                        • Winners and losers in the household sector
                                          • Trends in other household sectors
                                            • Comparing the US and UK markets
                                              • Online marketing – American style
                                                • Back to the drawing board
                                                  • Deep cleaning gathers pace
                                                  • Strengths and Weaknesses in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Small but beautiful
                                                            • Energy efficiency and the environment
                                                              • Dual-operation models
                                                                • Surface variety
                                                                  • On manoeuvres
                                                                    • Silence please
                                                                      • Breath of fresh air
                                                                        • Robot wars
                                                                          • Carpet sweeper launches
                                                                            • Warranty
                                                                              • Design icons
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Retail sales of vacuum cleaners
                                                                                    • Figure 15: UK retail volume and value sales of vacuum cleaners, 2005-15
                                                                                  • Market slumps in 2008
                                                                                    • Market polarisation
                                                                                      • Future outlook
                                                                                        • Forecast
                                                                                        • Market Segmentation

                                                                                          • Key points
                                                                                            • Cylinder vs. upright
                                                                                              • Figure 16: UK retail volume and value sales of vacuum cleaners, by sector, 2007 and 2009
                                                                                            • Niche sectors evolve further
                                                                                              • Dyson stimulates handheld sector
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Dyson maintains leadership
                                                                                                    • Figure 17: Brand shares in UK volume sales of vacuum cleaners (excluding stick models), 2007 and 2009
                                                                                                  • Dyson leads in upright vacuum cleaners
                                                                                                    • Figure 18: Brand shares in UK volume sales of upright vacuum cleaners, 2007 and 2009
                                                                                                  • Innovation and adspend boost cylinders
                                                                                                    • Figure 19: Brand shares in UK cylinder vacuum cleaners, 2007 and 2009
                                                                                                  • Vax dominates for multifunction and Black & Decker for handheld cleaners
                                                                                                    • Figure 20: Brand shares in UK volume sales of multifunction and handheld vacuum cleaners, 2007 and 2009
                                                                                                  • The handheld sector opens up
                                                                                                  • Brand Elements

                                                                                                    • Key points
                                                                                                      • Brand map
                                                                                                          • Figure 21: Attitudes towards and usage of vacuum cleaner brands, June 2010
                                                                                                        • Brand qualities of vacuum cleaner brands
                                                                                                          • Dyson on top, SEBO lacks profile
                                                                                                            • Figure 22: Personalities of various vacuum cleaner brands, June 2010
                                                                                                          • Experience of vacuum cleaner brands
                                                                                                            • Vax growing in popularity
                                                                                                              • Figure 23: Consumer usage of various vacuum cleaner brands, June 2010
                                                                                                            • Brand consideration for vacuum cleaner brands
                                                                                                              • Dyson most considered, Hoover hanging on
                                                                                                                • Figure 24: Consideration of various vacuum cleaner brands, June 2010
                                                                                                              • Brand satisfaction for vacuum cleaner brands
                                                                                                                • Dyson and Vax best performers, but SEBO has potential
                                                                                                                  • Figure 25: Satisfaction with various vacuum cleaner brands, June 2010
                                                                                                                • Brand commitment to vacuum cleaner brands
                                                                                                                  • Dyson first choice
                                                                                                                    • Figure 26: Commitment to various vacuum cleaner brands, June 2010
                                                                                                                  • Brand intentions for vacuum cleaner brands
                                                                                                                    • Dyson suction unrivalled, household standards losing appeal
                                                                                                                      • Figure 27: Future usage intentions for various vacuum cleaner brands, June 2010
                                                                                                                    • Brand recommendation for vacuum cleaner brands
                                                                                                                      • Dyson sweeps the competition
                                                                                                                        • Figure 28: Recommendation of various vacuum cleaner brands, June 2010
                                                                                                                      • Hoover
                                                                                                                        • What the consumer thinks
                                                                                                                          • Figure 29: Attitudes towards the Hoover brand, June 2010
                                                                                                                        • Morphy Richards
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 30: Attitudes towards the Morphy Richards brand, June 2010
                                                                                                                          • Electrolux
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 31: Attitudes towards the Electrolux brand, June 2010
                                                                                                                            • Dyson
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 32: Attitudes towards the Dyson brand, June 2010
                                                                                                                            • Companies and Products

                                                                                                                              • Dirt Devil
                                                                                                                                • Dyson
                                                                                                                                    • Figure 33: Key financials – Dyson, UK, 2007-08
                                                                                                                                    • Figure 34: Profile of visitors to dyson.co.uk, June 2010
                                                                                                                                  • Electrolux
                                                                                                                                      • Figure 35: Key financials – Electrolux Plc, 2007-08
                                                                                                                                    • Hoover
                                                                                                                                      • Miele
                                                                                                                                          • Figure 36: Key financials – Miele UK, 2007-08
                                                                                                                                        • Morphy Richards
                                                                                                                                            • Figure 37: Key financials – Morphy Richards, 2008-09
                                                                                                                                          • Panasonic
                                                                                                                                              • Figure 38: Key financials – Panasonic UK Limited, 2008-09
                                                                                                                                              • Figure 39: Profile of visitors to panasonic.co.uk, June 2010
                                                                                                                                            • Vax
                                                                                                                                                • Figure 40: Key financials – Vax, 2007-08
                                                                                                                                                • Figure 41: Profile of visitors to vax.co.uk, June 2010
                                                                                                                                              • Other companies
                                                                                                                                                • Own-labels
                                                                                                                                                • Channels of Distribution

                                                                                                                                                  • Key points
                                                                                                                                                    • Figure 42: UK retail value sales of vacuum cleaners, by outlet type, 2005-09
                                                                                                                                                  • Electrical specialists v catalogue showrooms
                                                                                                                                                    • Impact of the internet
                                                                                                                                                      • Grocery multiples step up involvement
                                                                                                                                                        • John Lewis leads the fray
                                                                                                                                                          • Innovative retailing concepts
                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                            • Key points
                                                                                                                                                              • Main media adspend
                                                                                                                                                                • Figure 43: Main media advertising expenditure on vacuum cleaners, 2006-09
                                                                                                                                                              • Low-level adpsend
                                                                                                                                                                • Adspend by top ten spenders
                                                                                                                                                                  • Figure 44: Main media advertising expenditure on vacuum cleaners, by top ten spenders, 2006-09
                                                                                                                                                                • Dyson – hey big spender
                                                                                                                                                                  • Retailer activity
                                                                                                                                                                    • Adspend by media type
                                                                                                                                                                      • Figure 45: Main media advertising expenditure on vacuum cleaners, % by media type, 2006-09
                                                                                                                                                                    • TV – room for improvement?
                                                                                                                                                                    • Ownership and Purchasing

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Market saturation?
                                                                                                                                                                          • Figure 46: Household ownership and purchasing of vacuum cleaners, 2005-09
                                                                                                                                                                        • Second-hand market
                                                                                                                                                                          • Variety in uprights and cylinders
                                                                                                                                                                            • Figure 47: Types of vacuum cleaner owned, May 2010
                                                                                                                                                                          • Low profile for other cleaners
                                                                                                                                                                            • Bagged models predominate among over-65s
                                                                                                                                                                              • Niche products appeal to ABs
                                                                                                                                                                                • Handhelds – poor reputation
                                                                                                                                                                                  • Variety of flooring types
                                                                                                                                                                                    • Figure 48: Types of flooring at home, May 2010
                                                                                                                                                                                  • Little preference in vacuum cleaner owned by floor type
                                                                                                                                                                                    • Figure 49: Types of vacuum cleaners owned, by types of flooring at home, May 2010
                                                                                                                                                                                  • Growth triggers
                                                                                                                                                                                    • Is two better than one?
                                                                                                                                                                                      • Figure 50: Repertoire of types of vacuum cleaner owned, May 2010
                                                                                                                                                                                    • Buy one get one free
                                                                                                                                                                                    • Factors Influencing Choice

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Most important features
                                                                                                                                                                                          • Figure 51: Most important features when buying a new vacuum cleaner, May 2010
                                                                                                                                                                                        • Suction, suction, suction
                                                                                                                                                                                          • Ergonomics are key
                                                                                                                                                                                            • Energy efficiency
                                                                                                                                                                                              • Functionality
                                                                                                                                                                                                • Dust mites and allergens
                                                                                                                                                                                                  • Figure 52: Most important features when buying a vacuum cleaner, 2008 and 2010
                                                                                                                                                                                                • Cylinder models – variety of strengths
                                                                                                                                                                                                  • Figure 53: Most important features when buying a new vacuum cleaner, by type of vacuum cleaners owned, May 2010
                                                                                                                                                                                                  • Figure 54: Features of above-average importance, by vacuum cleaner owned, May 2010
                                                                                                                                                                                                • Floor type affects purchasing criteria
                                                                                                                                                                                                  • Figure 55: Most important features when buying a new vacuum cleaner, by types of flooring at home, May 2010
                                                                                                                                                                                              • Attitudes and Buying Behaviour

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Purchasing decisions
                                                                                                                                                                                                    • Figure 56: Purchase decisions to consider when buying a new vacuum cleaner, May 2010
                                                                                                                                                                                                  • Consumer reluctance to purchase
                                                                                                                                                                                                    • In-store shopping potential
                                                                                                                                                                                                      • Internet behaviour
                                                                                                                                                                                                        • Performance vs. price
                                                                                                                                                                                                          • Low level of brand loyalty
                                                                                                                                                                                                            • Design – future outlook
                                                                                                                                                                                                              • Model specific purchasing decisions
                                                                                                                                                                                                                • Figure 57: Purchase decisions to consider when buying a new vacuum cleaner, by type of vacuum cleaner owned, May 2010
                                                                                                                                                                                                                • Figure 58: Purchase behaviour of above-average importance, by vacuum cleaner owned, May 2010
                                                                                                                                                                                                              • Purchasing decisions by type of flooring
                                                                                                                                                                                                                • Figure 59: Purchase decisions to consider when buying a new vacuum cleaner, by types of flooring at home, May 2010
                                                                                                                                                                                                                • Figure 60: Purchase behaviour of above-average importance, by type of flooring at home, May 2010
                                                                                                                                                                                                              • More carpet than hard flooring
                                                                                                                                                                                                                • More hard flooring than carpet
                                                                                                                                                                                                                • Target Groups

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Target groups
                                                                                                                                                                                                                      • Figure 61: Target groups for vacuum cleaners, May 2010
                                                                                                                                                                                                                    • Performance Cleaners (12%)
                                                                                                                                                                                                                      • Persuade Me (14%)
                                                                                                                                                                                                                        • Price is Right (16%)
                                                                                                                                                                                                                          • Replacers (58%)
                                                                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                                                                              • Figure 62: Ownership and purchasing of floor coverings, by demographics, 2009
                                                                                                                                                                                                                              • Figure 63: Agreement with selected attitudinal statements regarding household cleaning, by demographics, 2009
                                                                                                                                                                                                                              • Figure 64: Paid help by frequency, by demographics, 2009
                                                                                                                                                                                                                              • Figure 65: Pet ownership, by demographics, 2009
                                                                                                                                                                                                                              • Figure 66: Adults who have suffered from asthma and hayfever in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                          • Appendix – Ownership and Purchasing

                                                                                                                                                                                                                              • Figure 67: Household ownership and purchasing of vacuum cleaners, by demographics, 2009
                                                                                                                                                                                                                              • Figure 68: Types of vacuum cleaner owned, by demographics, May 2010
                                                                                                                                                                                                                              • Figure 69: Repertoire of types of vacuum cleaner owned, by demographics, May 2010
                                                                                                                                                                                                                              • Figure 70: Types of flooring at home, by demographics, May 2010
                                                                                                                                                                                                                          • Appendix – Factors Influencing Choice

                                                                                                                                                                                                                              • Figure 71: Most popular features when buying a new vacuum cleaner, by demographics, May 2010
                                                                                                                                                                                                                              • Figure 72: Next most popular features when buying a new vacuum cleaner, by demographics, May 2010
                                                                                                                                                                                                                              • Figure 73: Other features when buying a new vacuum cleaner, by demographics, May 2010
                                                                                                                                                                                                                          • Appendix – Attitudes and Buying Behaviour

                                                                                                                                                                                                                              • Figure 74: Most popular purchase decisions to consider when buying a new vacuum cleaner, by demographics, May 2010
                                                                                                                                                                                                                              • Figure 75: Next most popular purchase decisions to consider when buying a new vacuum cleaner, by demographics, May 2010
                                                                                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                                                                                              • Figure 76: Target groups, by demographics, May 2010
                                                                                                                                                                                                                              • Figure 77: Types of vacuum cleaners owned, by target groups, May 2010
                                                                                                                                                                                                                              • Figure 78: Types of flooring at home, by target groups, May 2010
                                                                                                                                                                                                                              • Figure 79: Most important features when buying a new vacuum cleaner, by target groups, May 2010
                                                                                                                                                                                                                              • Figure 80: Purchase decisions to consider when buying a new vacuum cleaner, by target groups, May 2010
                                                                                                                                                                                                                              • Figure 81: Repertoire of types of vacuum cleaner owned, by target groups, May 2010

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                          • Argos
                                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                                          • Black & Decker UK
                                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                                          • Comet Group Ltd
                                                                                                                                                                                                                          • Currys
                                                                                                                                                                                                                          • Dyson Inc.
                                                                                                                                                                                                                          • Electrolux
                                                                                                                                                                                                                          • Gfk NOP
                                                                                                                                                                                                                          • Glen Dimplex UK Ltd
                                                                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                                                                          • Hoover Ltd
                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                          • Kantar Media
                                                                                                                                                                                                                          • Karcher UK
                                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                                          • Miele
                                                                                                                                                                                                                          • Morphy Richards Ltd
                                                                                                                                                                                                                          • Pulse Home Products Ltd
                                                                                                                                                                                                                          • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                                                                          • Zanussi

                                                                                                                                                                                                                          Vacuum Cleaners - UK - August 2010

                                                                                                                                                                                                                          £1,995.00 (Excl.Tax)