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Vacuum Cleaners - US - November 2009

The $2.4 billion vacuum market is a mature market that has seen inflation-adjusted sales fall from 2004-2009. While pressure from low cost imports and the shift towards hard-surface flooring have limited growth in the market, these difficulties have been compounded in 2008 by the recession. Surprisingly, however, the market is seeing growth in 2009, reasons for which are a central topic of this report.

Notably, consumers have been holding off on replacements and trading down to less expensive products and models. However, demographic shifts, product innovations and “green” trends, including interest in products that conserve energy and create a healthy home are also creating growth opportunities, especially for products such as stick vacuums, and steam cleaners.

Exclusive research into consumer ownership and purchasing of vacuums is analyzed by key demographic groups (gender, age, household income, ethnicity) as well as for high spenders. Research examines specific products owned, when most recent purchases were made, and reasons for purchase, including:

  • Which groups own or intend to purchase the most vacuums?
  • What features (including HEPA filtration, bagless technology, energy conservation and appearance) are valued by different consumer groups?
  • How much did consumers spend on their last vacuum and how much do they plan to spend on their next?
  • What motivated the purchase of the most recent vacuum and which consumer groups are most likely to be first-time buyers, replacement buyers, or drawn to upgrade to new features?
  • Which brands do different consumer groups favor and which groups show the greatest brand allegiance or look at the greatest range of brands when seeking a new vacuum?
  • What type of research do consumers undertake prior to buying a new vacuum? Which consumers are more likely to look on the internet, take interest in TV ads or rely on in-store marketing?

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising videos
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Recession has compounded difficulties of mature market
                        • With recession, consumers cut back on professional cleaning services
                          • Strongest growth in sticks and steams
                            • Uprights on the decline
                              • Handhelds suffer from lack of support
                                • Sticks outperforming in recession: 7% growth in 2009
                                  • Steam on the rise
                                    • Mass merchandisers dominant retail channel, with share increasing
                                      • Drivers: economic downturn, housing market, hard surfaces, green trends
                                        • TTI, Electrolux, Dyson and Bissell lead
                                          • Innovations range from “eco-friendly” to re-vamped product lines
                                            • TV ads showcase diverse strategies
                                              • Half own multiple vacs, one in four plan to buy in next year
                                                • Consumers buy about once in five years
                                                  • Replacement of broken machine still the #1 reason for purchase
                                                    • Most consumers open to the full range of brands on offer
                                                      • Decision process primarily occurs in-store
                                                        • Asians and Hispanics warrant focus
                                                        • Insights and Opportunities

                                                          • Showcase money-saving relative to professional services
                                                            • POP marketing focus for low-end, TV and online for high end
                                                              • Outreach to key consumer groups
                                                                • Baby Boomers and seniors
                                                                  • Households with children
                                                                  • Inspire Insights

                                                                    • Snack Society
                                                                      • Implications for the market
                                                                        • Sensitive to allergies
                                                                          • Education on HEPA filtration
                                                                            • Implication for the market: the rise of steam, UV, and hard floor cleaners
                                                                              • Greenfluencers
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Growth limited under heavy price pressure
                                                                                    • Recession limits spend but also offers opportunities
                                                                                      • Innovation, Hispanics, Boomers to play roles in future growth
                                                                                        • Figure 1: U.S. sales and forecast of vacuums at current prices, 2004-14
                                                                                        • Figure 2: Total U.S. sales and forecast of vacuums at inflation adjusted prices, 2004-14
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • Consumers cut back on residential cleaning services
                                                                                          • Figure 3: Changes in use of cleaning services in the past 12 months, March 2009
                                                                                          • Figure 4: Uses cleaning service at least once a month, by household income, August 2009
                                                                                        • Cut backs in professional rug-cleaning spur demand for steam cleaners
                                                                                          • Figure 5: Changes in use of upholstery cleaning services in the past 12 months, March 2009
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Figure 6: U.S. sales of vacuums, by segment, 2007 and 2009
                                                                                          • Figure 7: U.S. sales and forecast of vacuums, by segment, 2004-14
                                                                                      • Segment Performance—Uprights

                                                                                        • Key points
                                                                                            • Figure 8: U.S. sales and forecast of uprights, in current prices, 2004-14
                                                                                        • Segment Performance—Handhelds

                                                                                          • Key points
                                                                                            • Figure 9: U.S. sales and forecast of handhelds, in current prices, 2004-14
                                                                                        • Segment Performance—Sticks

                                                                                          • Key points
                                                                                            • Figure 10: U.S. sales and forecast of sticks, in current prices, 2004-14
                                                                                        • Segment Performance—Steam Cleaners

                                                                                          • Key points
                                                                                              • Figure 11: U.S. sales and forecast of steam cleaners, in current prices, 2004-14
                                                                                          • Retail Channels

                                                                                            • Key points
                                                                                                • Figure 12: Sales of vacuums, by retail channel, 2006-08
                                                                                            • Market Drivers

                                                                                              • Key points
                                                                                                • Consumer confidence falls in 2008 and remains weak in 2009
                                                                                                  • Figure 13: University of Michigan’s index of consumer sentiment (ICS), 2001-09
                                                                                                  • Figure 14: University of Michigan’s index of consumer sentiment (ICS), January-October 2009
                                                                                                • Consumers limit “replacements” and discretionary purchases
                                                                                                  • Figure 15: Changes or plans to change HH spending, March 2009
                                                                                                • Some silver lining to the broader downturn
                                                                                                  • Homeownership drives vacuum ownership
                                                                                                    • Figure 16: Cleaning appliance ownership, by home ownership, April 2008-June 2009
                                                                                                  • Low-demand housing market a negative driver
                                                                                                    • Figure 17: Sales of new and existing homes, 2003-08
                                                                                                  • Improvements seen in housing sales in 2009
                                                                                                    • Figure 18: Sales of new and existing homes, January-September 2009
                                                                                                  • “Green living” shapes demand for new products
                                                                                                    • Figure 19: Belief that purchases carry consequences and efforts to reduce chemical exposure, October 2008
                                                                                                  • Trends in flooring surfaces negative for market
                                                                                                    • Figure 20: Vacuum cleaner ownership, by carpeting in the home and by type, August 2009
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Brand of most recent purchase
                                                                                                      • Figure 21: Brand of most recently acquired vacuum, August 2009
                                                                                                    • Bissell
                                                                                                      • Dyson
                                                                                                        • Electrolux
                                                                                                          • Eureka
                                                                                                            • Electrolux
                                                                                                              • Euro-Pro
                                                                                                                • TTI
                                                                                                                  • Hoover
                                                                                                                    • Dirt Devil
                                                                                                                      • iRobot
                                                                                                                        • Smaller players
                                                                                                                          • Black & Decker
                                                                                                                            • Aerus
                                                                                                                              • Bosch
                                                                                                                                • Emer
                                                                                                                                  • Kirby
                                                                                                                                    • Matsushita (Panasonic)
                                                                                                                                      • Miele
                                                                                                                                        • Oreck
                                                                                                                                          • Sanyo
                                                                                                                                          • Innovation and Innovators

                                                                                                                                              • Key points
                                                                                                                                                • Bissell’s new eco-friendly “Healthy Home” offerings
                                                                                                                                                  • Bissell: more recycled material in Green Little Green and SpotBot ProHeat
                                                                                                                                                    • Dirt Devil: Innovations in handhelds and sticks
                                                                                                                                                      • Dyson: Turbinehead canisters, AirMuscle, and limited edition Blueprint
                                                                                                                                                        • Euro-Pro’s Steam Pocket Mop and affordable, bagless Navigator
                                                                                                                                                          • Electrolux launches first bagless upright and offers eco-friendly canisters
                                                                                                                                                            • Hoover launches two new product lines
                                                                                                                                                              • iRobot’s new Pet Series
                                                                                                                                                                • Oreck’s Halo UV: unique, eco-friendly, sanitizing properties
                                                                                                                                                                  • Oreck’s Steam-It Wand: Eco-friendly, all-purpose
                                                                                                                                                                    • Innovations in online marketing
                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Bissell’s Pet Hair Eraser hones in on pet lovers
                                                                                                                                                                          • Figure 22: Bissell Pet Hair Eraser Vacuum, 2009
                                                                                                                                                                        • Dyson ball: fast, effective and modern
                                                                                                                                                                          • Figure 23: Dyson Ball Vacuum Ad, 2009
                                                                                                                                                                        • Electrolux’s Versatility empowers savvy, multi-tasking moms
                                                                                                                                                                          • Figure 24: Electrolux Versatility Vacuum Ad, 2009
                                                                                                                                                                        • Euro-Pro offers affordable alternative to Dyson
                                                                                                                                                                          • Figure 25: Euro-Pro Shark Navigator Ad, 2009
                                                                                                                                                                        • Hoover uses humor to highlight Platinum’s effectiveness
                                                                                                                                                                          • Figure 26: Hoover Platinum Collection Ad, 2009
                                                                                                                                                                        • Oreck’s Halo UV shown killing mold, bacteria and viruses
                                                                                                                                                                          • Figure 27: Oreck Halo UV Ad, 2009
                                                                                                                                                                      • Household Penetration

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Room for growth in handhelds and electric brooms in older HHs
                                                                                                                                                                            • Figure 28: Cleaning appliance ownership, by age, April 2008-June 2009
                                                                                                                                                                          • Income drives ownership
                                                                                                                                                                            • Figure 29: Cleaning appliance ownership, by household income, April 2008-June 2009
                                                                                                                                                                          • HHs with children support carpet cleaners/shampooers
                                                                                                                                                                            • Figure 30: Cleaning appliance ownership, by marital status and children in HH, April 2008-June 2009
                                                                                                                                                                        • Number of Vacuums Owned and Intent to Purchase

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Most HHs own multiple vacuums
                                                                                                                                                                              • Figure 31: Number of vacuums owned, August 2009
                                                                                                                                                                            • One quarter of respondents intend to purchase in year ahead
                                                                                                                                                                              • Figure 32: Number of types of vacuums intending to purchase, August 2009
                                                                                                                                                                            • Younger consumers most likely to be planning purchase
                                                                                                                                                                              • Figure 33: Number of vacuums intending to purchase, by age, August 2009
                                                                                                                                                                            • HHs with children planning more purchases
                                                                                                                                                                              • Figure 34: Number of vacuums intending to purchase, by marital status and children in HH, August 2009
                                                                                                                                                                          • Spend on Most Recent Vacuum

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Over-45s spend more
                                                                                                                                                                                • Figure 35: Spend on most recent purchase, by age, August 2009
                                                                                                                                                                              • Spend higher among HHs without children, married couples
                                                                                                                                                                                • Figure 36: Spend on most recent purchase, by HH income, marital status and children in HH, August 2009
                                                                                                                                                                            • Date of Most Recent Purchase

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Figure 37: Years since most recent purchase, by age and household characteristics, August 2009
                                                                                                                                                                            • Interest in Added Features

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Age drives interest in bagless, Roomba, energy-savings
                                                                                                                                                                                  • Figure 38: Interest in step-up features, by age, August 2009
                                                                                                                                                                                • Upper-income HHs positive towards HEPA, Roomba, energy savings
                                                                                                                                                                                  • Figure 39: Interest in step-up features, by household income, August 2009
                                                                                                                                                                              • Reasons for Purchase

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Replacement motivates half of purchases
                                                                                                                                                                                      • Figure 40: Reasons for buying last vacuum, August 2009
                                                                                                                                                                                    • 18-34-year-olds more likely to seek step-up features
                                                                                                                                                                                      • Figure 41: Reasons for buying last vacuum, by age, August 2009
                                                                                                                                                                                    • High-income HHs most likely to seek step-up features
                                                                                                                                                                                      • Figure 42: Reasons for buying last vacuum, by household income, August 2009
                                                                                                                                                                                  • The Brand Selection Process

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Brand and age
                                                                                                                                                                                          • Figure 43: Brand of most recently acquired vacuum, by age, August 2009
                                                                                                                                                                                        • Income shapes choice
                                                                                                                                                                                            • Figure 44: Brand of most recently acquired vacuum, by household income, August 2009
                                                                                                                                                                                          • Most look at variety of brands
                                                                                                                                                                                            • Figure 45: Vacuum cleaner brand selection process, by age, August 2009
                                                                                                                                                                                          • Upper-income households more selective in terms of brands
                                                                                                                                                                                            • Figure 46: Vacuum cleaner brand selection, by household income, August 2009
                                                                                                                                                                                          • Those with children do more research into brands
                                                                                                                                                                                            • Figure 47: Vacuum cleaner brand selection process, by marital status and children in HH, August 2009
                                                                                                                                                                                        • Purchasing Attitudes and Choices

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • In-store marketing focus warranted
                                                                                                                                                                                              • Figure 48: Research and selection process, by gender, August 2009
                                                                                                                                                                                            • Younger consumers turn to internet, older consumers to TV
                                                                                                                                                                                              • Figure 49: Research and selection process, by age, August 2009
                                                                                                                                                                                            • Extent and nature of research varies with HH income
                                                                                                                                                                                              • Figure 50: Research and selection process, by household income, August 2009
                                                                                                                                                                                            • Married with children do the most research, online and in person
                                                                                                                                                                                              • Figure 51: Research and selection process, by marital status and children in the HH, August 2009
                                                                                                                                                                                          • The Impact of Race/Hispanic Origin

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Hispanics and blacks show lower ownership
                                                                                                                                                                                                • Figure 52: Cleaning appliance ownership, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                              • Multi-ethnic consumers more likely to be planning purchase
                                                                                                                                                                                                • Figure 53: number of vacuums intending to purchase, by race/Hispanic origin, August 2009
                                                                                                                                                                                              • Hispanics purchased last vacuum more recently
                                                                                                                                                                                                • Figure 54: Years since last purchase, by race/Hispanic origin, August 2009
                                                                                                                                                                                              • Blacks spend and plan to spend lowest on average
                                                                                                                                                                                                • Figure 55: Amount spent on most recent vacuum, by race/Hispanic origin, August 2009
                                                                                                                                                                                                • Figure 56: Expected spend on next purchase, by race/Hispanic origin, August 2009
                                                                                                                                                                                              • Hispanics and Asians more likely to be making first purchase
                                                                                                                                                                                                • Figure 57: Reasons for last purchase, by race/Hispanic origin, August 2009
                                                                                                                                                                                              • Minorities less familiar with HEPA
                                                                                                                                                                                                • Figure 58: Interest in step-up features, by race/Hispanic origin, August 2009
                                                                                                                                                                                              • Hispanics look at widest range of brands, undertake most research
                                                                                                                                                                                                • Figure 59: Brand selection process, by race/Hispanic origin, August 2009
                                                                                                                                                                                                • Figure 60: Research and purchase selection process, by race/Hispanic origin, August 2009
                                                                                                                                                                                            • Custom Consumer: Behavior of High Spenders

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Turning away from uprights
                                                                                                                                                                                                    • Figure 61: Ownership among high-spenders, August 2009
                                                                                                                                                                                                    • Figure 62: Reasons for buying last vacuum, by high-spenders, August 2009
                                                                                                                                                                                                    • Figure 63: Brand of most recently acquired vacuum, by high-spenders, August 2009
                                                                                                                                                                                                    • Figure 64: Brand selection process among high-spenders, August 2009
                                                                                                                                                                                                    • Figure 65: Research and product selection process among high-spenders, August 2009
                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                    • Upgraders
                                                                                                                                                                                                      • Necessities
                                                                                                                                                                                                        • Contemplators
                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                            • Figure 66: Vacuum cleaner clusters, August 2009
                                                                                                                                                                                                            • Figure 67: Spend on most recent vacuum, August 2009
                                                                                                                                                                                                            • Figure 68: Attitudes: Pet ownership, allergies, HEPA, bagless, roomba, energy-savings, professional cleaning, by clusters, August 2009
                                                                                                                                                                                                            • Figure 69: Reason for most recent purchase, by vacuum cleaner clusters, August 2009
                                                                                                                                                                                                            • Figure 70: Research undertaken for last purchase, by vacuum cleaner clusters, August 2009
                                                                                                                                                                                                            • Figure 71: Brand selection process, by vacuum cleaner clusters, August 2009
                                                                                                                                                                                                            • Figure 72: Intent to purchase, by vacuum cleaner clusters, August 2009
                                                                                                                                                                                                            • Figure 73: Years since most recent purchase, by vacuum cleaner clusters, August 2009
                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                            • Figure 74: Vacuum cleaner clusters, by gender, August 2009
                                                                                                                                                                                                            • Figure 75: Vacuum cleaner clusters, by age group, August 2009
                                                                                                                                                                                                            • Figure 76: Vacuum cleaner clusters, by income group, August 2009
                                                                                                                                                                                                            • Figure 77: Vacuum cleaner clusters, by Hispanic origin, August 2009
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • Appendix: Additional Consumer Data Tables

                                                                                                                                                                                                            • Number of vacuums owned
                                                                                                                                                                                                              • Figure 78: number of vacuums owned, by age, August 2009
                                                                                                                                                                                                              • Figure 79: Number of vacuums owned, by household income, August 2009
                                                                                                                                                                                                              • Figure 80: Number of vacuums owned, by race/Hispanic origin, August 2009
                                                                                                                                                                                                            • Expected spend on next vacuum
                                                                                                                                                                                                              • Figure 81: Expected spend on next vacuum, by HH income, August 2009
                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • AB Electrolux
                                                                                                                                                                                                            • Aerus LLC
                                                                                                                                                                                                            • Association of Home Appliance Manufacturers
                                                                                                                                                                                                            • Black & Decker
                                                                                                                                                                                                            • Dyson Inc.
                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                                            • Maytag Corporation
                                                                                                                                                                                                            • Miele Inc
                                                                                                                                                                                                            • National Association of Realtors (NAR)
                                                                                                                                                                                                            • Oreck Corporation
                                                                                                                                                                                                            • Panasonic Corporation of North America
                                                                                                                                                                                                            • Royal Appliances
                                                                                                                                                                                                            • Sanyo North America Corporation
                                                                                                                                                                                                            • The Kirby Company
                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                            • U.S. Environmental Protection Agency
                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                            Vacuum Cleaners - US - November 2009

                                                                                                                                                                                                            £3,174.67 (Excl.Tax)