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Vacuum Cleaners - US - October 2015

"There’s an opportunity to make traditional vacuums even more versatile and maneuverable. While cleaning power is as important as ever, improving the vacuuming experience may have an even greater impact on the market."

- John Owen, Senior Analyst, Household

This report covers the following areas:

  • A stable market with pockets of growth potential
  • Traditional uprights remain the standard
  • Full-size cordless and robotic vacuums gain momentum
  • Suction power a cost of entry, maneuverability an opportunity to differentiate

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • A stable market with pockets of growth potential
            • Figure 1: Last 12-month floor-cleaning appliance purchase, 2010-15
          • Traditional uprights remain the standard
            • Full-size cordless and robotic vacuums gain momentum
              • Figure 2: Vacuum cleaner ownership and purchase interest, August 2015
            • Suction power a cost of entry, maneuverability an opportunity to differentiate
              • Figure 3: Vacuum cleaner attribute importance, August 2015
            • The opportunities
              • Opportunity to emphasize versatility across flooring types
                • Figure 4: Vacuum cleaner attribute importance, by predominant flooring type in home, August 2015
              • Online research a key factor in purchases, in-store also important
                • Figure 5: Vacuum cleaner purchase behaviors, by age, August 2015
              • Young adults more likely to enjoy vacuuming
                • Figure 6: Vacuuming behaviors, by age, August 2015
              • What it means
              • The Market – What You Need to Know

                • Rise in consumer confidence bolsters market, for now
                  • Housing market recovery creates opportunity for category
                    • Home ownership rates continue to slip, especially among younger adults
                      • Preference for hard flooring places emphasis on multisurface machines
                      • Market Factors

                        • A stable market with pockets of growth potential
                          • Figure 7: Last 12-month floor-cleaning appliance purchase, 2010-15
                        • Rise in consumer confidence bolsters market, for now
                          • Figure 8: University of Michigan Index of Consumer Sentiment, 2010-15
                        • Housing market recovery creates opportunity for category
                          • Figure 9: Existing home sales, 2010-15
                        • Home ownership rates continue to slip, especially among younger adults
                          • Figure 10: Homeownership rate, by age of householder, 2010-15
                        • Preference for hard flooring places emphasis on multisurface machines
                          • Figure 11: Types of flooring bought in past year, or intend to buy in next year, January 2015
                        • A stable market with pockets of potential
                          • Figure 12: Last 12-month floor-cleaning appliance purchase, 2010-15
                      • Key Players – What You Need to Know

                        • Robotics continue to gain market share
                          • Multifunction and multiform machines break down segment barriers
                            • Can traditional canister vacuums maintain relevance?
                              • Robotic vacuums get connected
                                • Cordless vacuum cleaners add power, duration
                                • Leading Manufacturers

                                  • SharkNinja
                                    • Dyson
                                      • TTI (Dirt Devil, Hoover, Oreck)
                                        • Electrolux
                                          • iRobot
                                          • What’s Working?

                                            • Robotics continue to gain market share
                                              • Multifunction and multiform machines break down segment barriers
                                              • What’s Struggling?

                                                • Can traditional canister vacuums maintain relevance?
                                                • What’s Next?

                                                  • Robotic vacuums get connected
                                                    • Cordless vacuum cleaners add power, duration
                                                    • The Consumer – What You Need to Know

                                                      • Traditional uprights remain the standard
                                                        • Full-size cordless and robotic vacuums gain momentum
                                                          • Suction power a cost of entry, maneuverability an opportunity to differentiate
                                                            • Online research a key factor in purchases, in-store also important
                                                              • Whole-house vacuuming prioritizes capacity, battery duration
                                                                • Young adults more likely to enjoy vacuuming
                                                                  • Young adults represent opportunity for robotics, cordless vacuums
                                                                  • Types Owned and Considered for Purchase

                                                                    • Traditional uprights remain the standard
                                                                      • Full-size cordless and robotic vacuums gain momentum
                                                                        • Figure 13: Vacuum cleaner ownership and purchase interest, August 2015
                                                                      • $100K+ households likely to own more vacuums
                                                                        • Figure 14: Vacuum cleaner ownership, by household income, August 2015
                                                                      • Households with asthma sufferers likely to own more vacuums
                                                                        • Figure 15: Vacuum cleaner ownership, by asthma/allergies/air quality concern, August 2015
                                                                    • Vacuum Cleaner Attribute Importance

                                                                      • Suction power a cost of entry, maneuverability an opportunity to differentiate
                                                                        • Figure 16: Vacuum cleaner attribute importance, August 2015
                                                                      • Air quality concerns make HEPA filters a priority for some
                                                                        • Figure 17: Vacuum cleaner attribute importance, by asthma/allergies/air quality concern, August 2015
                                                                      • Opportunity to emphasize versatility across flooring types
                                                                        • Figure 18: Vacuum cleaner attribute importance, by predominant flooring type in home, August 2015
                                                                    • Vacuum Cleaner Purchase Behaviors

                                                                      • Online research and reviews are key factors in purchase decisions
                                                                        • In-store component also important
                                                                          • Figure 19: Vacuum cleaner purchase behaviors, August 2015
                                                                        • Young adults especially engaged in shopping process
                                                                          • Figure 20: Vacuum cleaner purchase behaviors, by age, August 2015
                                                                        • Health and air quality concerns drive more research
                                                                          • Figure 21: Vacuum cleaner purchase behaviors, by asthma/allergies/air quality concern, August 2015
                                                                      • Vacuuming Behaviors

                                                                        • Whole-house vacuuming prioritizes capacity, battery duration
                                                                          • Opportunity to cut down on multiple passes
                                                                            • Figure 22: Vacuuming behaviors, August 2015
                                                                          • Young adults more likely to enjoy vacuuming
                                                                            • Figure 23: Select vacuuming behaviors, by age, August 2015
                                                                        • Attitudes toward Robotic and Cordless Vacuums

                                                                          • Young adults represent opportunity for robotics, cordless vacuums
                                                                            • Figure 24: Attitudes toward robotic and cordless vacuum cleaners, by age, August 2015
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations

                                                                                Companies Covered

                                                                                • Walmart Stores (USA)

                                                                                Vacuum Cleaners - US - October 2015

                                                                                £3,277.28 (Excl.Tax)