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Vacuums - US - July 2011

Compared to the average consumer, those who have purchased or changed homes in the last 12 months are far more likely to have also purchased a standard vacuum, handheld vacuum, and a carpet cleaner/shampooer. Because new homeowners may be faced with new surfaces to clean, and, as owners they are more invested in keeping their floors in good condition, they are more apt to be in the market for floor cleaning devices.

What opportunities exist for vacuum and floor cleaning manufacturers to target their marketing toward this group of consumers? How can other consumers be encourage to upgrade their appliances? This and many other factors are approached in this market research report, making it a must for anyone involved in the manufacture or marketing of vacuum cleaners in the US.

The market includes the following types of vacuums:

  • upright vacuums
  • stick vacuums (lighter, easy-to-handle vacuums)
  • handheld vacuums
  • steam cleaners (can be upright or canister models).

The U.S. retail vacuum cleaners market, as defined by Mintel, refers to appliances designed for the purpose of cleaning floors within the home, including carpets, rugs and hard floors. Appliances primarily for commercial or professional use are excluded, as are wet/dry vacuums or "shop vacuums" primarily designed for use in workshops.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data Sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Depressed housing market and tepid recovery keep a lid on sales growth
                        • Housing and flooring trends key drivers for the market
                          • Consumer confidence and demographic factors shape market
                            • Uprights comprise largest segment, but steam cleaners fastest growing
                              • Five-year segment trends confirm strong growth of steam cleaners
                                • Discount stores comprise dominant retail channel
                                  • Consolidated market with four major players
                                    • Innovations in bagless models, lightweights, “green” marketing, robotics
                                      • Young and affluent consumers drive market
                                        • Concern with air quality, interest in bagless, energy-savings, and other features
                                          • Spend varies with key demographics
                                            • Replacement motivates most purchases
                                              • High purchase rate from in-store selection makes POP advertising vital
                                              • Insights and Opportunities

                                                • Reach out to new homeowners
                                                  • Continued focus on those with respiratory issues and indoor pet owners
                                                    • Establish and build relationships with existing owners
                                                      • Long-term growth will rely on catering to diverse Millennials, Hispanics
                                                      • Inspire Insights

                                                          • Trend: Minimize Me
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • 2006-10 inflation-adjusted sales are flat, moderate growth forecast
                                                                • Steam cleaner sales soar, while sticks and handheld products sales tumble
                                                                  • Sales and forecast of market
                                                                    • Figure 1: Total U.S. retail sales and expected forecast of vacuums, at current prices, 2006-16
                                                                    • Figure 2: Total U.S. retail sales and expected forecast of vacuums, at inflation-adjusted prices, 2006-16
                                                                  • Fan chart forecast
                                                                      • Figure 3: Total U.S. retail sales of vacuums, at current prices, with worst and best cases, 2006-16
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Consumer confidence continues to be shaky in 2011
                                                                        • Figure 4: University of Michigan’s index of consumer sentiment, January 2007-June 2011
                                                                      • Home ownership and housing market activity drives the floor appliance market
                                                                        • Vacuum cleaner ownership higher for homeowners than for renters
                                                                          • Figure 5: Floor cleaning appliance ownership, by home ownership, October 2009-December 2010
                                                                        • Buying, selling, and changing homes drives purchase of new vacuums
                                                                          • Figure 6: Last 12-month floor cleaning appliance purchases, by last 12-month life events, October 2009-December 2010
                                                                        • Buying and selling home dovetails with changing flooring in the home
                                                                          • Figure 7: Last 12-month home purchases, by last 12-month life events, October 2009-December 2010
                                                                        • Decline in the housing market since 2006 has had a major impact on appliance sales
                                                                          • Figure 8: Sales of existing and new single-family homes, 2001-10
                                                                        • Housing market remains weak in 2011
                                                                          • Figure 9: Seasonally adjusted annual rate of sale for new and existing homes, January-May 2011
                                                                        • Other trends in housing, flooring, and lifestyle impact floor appliance market
                                                                          • Smaller, more compact homes
                                                                            • Trend toward more hard surfaces, but also less expensive ones
                                                                              • “Green living” propels interest in recycled materials and energy-efficient products
                                                                                • Figure 10: Energy-efficient floor cleaning appliance ownership, by last 12-month purchase of appliance, October 2009-December 2010
                                                                              • Demographic shifts
                                                                                • As whites age, a growing young multiethnic population becomes key consumer base
                                                                                  • Figure 11: Population by race and Hispanic origin, 2006-16
                                                                                • Hispanic moms will warrant focus
                                                                                  • Figure 12: Households with children by race and Hispanic origin of householder, 2009
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Professional services may compete with appliance ownership
                                                                                    • Use of cleaning services may undercut vacuum purchases
                                                                                      • Professional rug-cleaning services compete with steam cleaners
                                                                                        • Upper-income homeowners show interest in built-in systems
                                                                                          • Figure 13: household currently owns/planning to buy a built-in central vacuum system in the next 12 months, by household income, March-April 2011
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Uprights command nearly 80% of market
                                                                                            • Steam cleaners show the strongest growth
                                                                                              • Sticks post only modest growth
                                                                                                • Handhelds suffer as suppliers prioritize marketing other segments
                                                                                                  • Sales of market, by segment
                                                                                                    • Figure 14: U.S. retail sales of vacuums, segmented by type, 2009 and 2010
                                                                                                  • Unit volume, by segment
                                                                                                    • Figure 15: U.S. retail unit sales of vacuums, segmented by type, 2006-10
                                                                                                • Segment Performance—Uprights

                                                                                                  • Key points
                                                                                                    • Segment rebounds after sharp drop in sales in 2008
                                                                                                      • Growth in 2009-10 strongest in low- to mid-priced offerings
                                                                                                        • Sales and forecast of upright vacuums
                                                                                                          • Figure 16: Total U.S. sales and expected forecast of upright vacuums, at current prices, 2006-16
                                                                                                        • Unit sales of upright vacuums
                                                                                                          • Figure 17: Total U.S. unit sales of upright vacuums, 2006-10
                                                                                                      • Segment Performance—Handhelds

                                                                                                        • Key points
                                                                                                          • Handheld sales fall 12% from 2006-10
                                                                                                            • High-end and pet-oriented products boost performance in 2009-10
                                                                                                              • Sales and forecast of handheld vacuums
                                                                                                                • Figure 18: Total U.S. sales and expected forecast of handheld vacuums, at current prices, 2006-16
                                                                                                              • Unit sales of handheld vacuums
                                                                                                                • Figure 19: Total U.S. unit sales of handheld vacuums, 2006-10
                                                                                                            • Segment Performance—Sticks

                                                                                                              • Key points
                                                                                                                • Lightweight uprights and steamers compete with sticks
                                                                                                                  • In 2010 suppliers offer sticks at lower price points
                                                                                                                    • Sales and forecast of stick vacuums
                                                                                                                      • Figure 20: Total U.S. sales and expected forecast of stick vacuums, at current prices, 2006-16
                                                                                                                    • Unit sales of stick vacuums
                                                                                                                      • Figure 21: Total U.S. unit sales of stick vacuums, 2006-10
                                                                                                                  • Segment Performance—Steam Cleaners

                                                                                                                    • Key points
                                                                                                                      • Steam cleaners defy the recession and see sales climb
                                                                                                                        • Demand for steam mops key to growth
                                                                                                                          • Sales and forecast of steam cleaners
                                                                                                                            • Figure 22: Total U.S. sales and expected forecast of steam cleaners, at current prices, 2006-16
                                                                                                                          • Unit sales of steam cleaners
                                                                                                                            • Figure 23: Total U.S. unit sales of steam cleaners, 2006-10
                                                                                                                        • Retail Channels

                                                                                                                          • Key points
                                                                                                                            • Discount stores dominant retail channels
                                                                                                                              • Department stores post second position, but lose share
                                                                                                                                • Electronics/appliance specialty sales decline
                                                                                                                                  • Warehouse clubs, home centers/hardware stores’ selection more limited
                                                                                                                                    • Oreck and Kirby remain key presence in direct/independent retail
                                                                                                                                      • TV/internet is small but fastest-growing channel
                                                                                                                                        • Sales of market, by channel
                                                                                                                                          • Figure 24: U.S. retail sales of vacuums, by channel, 2009-10
                                                                                                                                        • Sales of uprights, by channel
                                                                                                                                          • Figure 25: U.S. retail sales of upright vacuums, by channel, 2009-10
                                                                                                                                        • Sales of sticks, by channel
                                                                                                                                          • Figure 26: U.S. retail sales of stick vacuums, by channel, 2009-10
                                                                                                                                        • Sales of handhelds, by channel
                                                                                                                                          • Figure 27: U.S. retail sales of handheld vacuums, by channel, 2009-10
                                                                                                                                        • Sales of steam cleaners, by channel
                                                                                                                                          • Figure 28: U.S. retail sales of steam cleaners, by channel, 2009-10
                                                                                                                                      • Leading Companies

                                                                                                                                        • Key points
                                                                                                                                          • Leading suppliers
                                                                                                                                            • TTI (Dirt Devil and Hoover)
                                                                                                                                              • Electrolux
                                                                                                                                                • Bissell
                                                                                                                                                  • Dyson
                                                                                                                                                    • TTI offers most widely owned brands, but Dyson most sought for next purchase
                                                                                                                                                        • Figure 29: Vacuum cleaner brands currently own, most recently acquired, and next planned purchase, March-April 2011
                                                                                                                                                    • Innovations and Innovators

                                                                                                                                                      • Key points
                                                                                                                                                        • Improved bagless models from major suppliers
                                                                                                                                                          • Hoover promotes new WindTunnel MAX Multi-Cyclonic Bagless Upright
                                                                                                                                                            • Eureka AirSpeed offers an improved, affordable, high-performance bagless
                                                                                                                                                              • Hoover MaxExtract77 offers new patented technologies in a multisurface deep cleaner
                                                                                                                                                                • Shark Navigator Lift Away offers unique detachable canister
                                                                                                                                                                  • Bissell offers affordable hard-surface and lightweight cleaning products
                                                                                                                                                                    • High-performance cordless and handheld products from Dyson
                                                                                                                                                                      • Electrolux’s innovative “Vac from the Sea” raises awareness and makes “green” works of art
                                                                                                                                                                        • iRobot continues to upgrade its unique robotic vacuums
                                                                                                                                                                          • Innovations in color and design from Dirt Devil
                                                                                                                                                                          • Marketing Strategies

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Merchandising and in-store promotion vital to marketing
                                                                                                                                                                                • Smaller suppliers turn to specialty dealers, door-to-door sales and infomercials
                                                                                                                                                                                  • Online marketing and promotion
                                                                                                                                                                                    • Overall brand landscape
                                                                                                                                                                                      • Specific branding, advertising and marketing strategies of major suppliers
                                                                                                                                                                                        • Hoover touts long history, showcases patented technology, and focuses on product comparisons
                                                                                                                                                                                          • Figure 30: Hoover, MaxExtract TV ad, 2011
                                                                                                                                                                                          • Figure 31: Hoover, WindTunnel TV ad, 2011
                                                                                                                                                                                        • Dirt Devil associated with practical, easy-to-use and high-value products
                                                                                                                                                                                          • Electrolux targets professional women with innovation, style and class
                                                                                                                                                                                            • Figure 32: Electrolux, Nimble TV ad, 2011
                                                                                                                                                                                            • Figure 33: Electrolux, Vac From the Sea print ad, 2011
                                                                                                                                                                                          • Eureka targets younger users with a playful feel and practical, high-value offerings
                                                                                                                                                                                            • Figure 34: Eureka, AirSpeed TV ad, 2010
                                                                                                                                                                                          • Bissell touts cleaning advice and offers a pet-friendly brand image
                                                                                                                                                                                            • Figure 35: Bissell, SpotBot Pet TV ad, 2010
                                                                                                                                                                                            • Figure 36: Bissell, Pawsitively Clean print ad, 2011
                                                                                                                                                                                            • Figure 37: Bissell, Proheat print ad, 2011
                                                                                                                                                                                          • Dyson showcases high-tech innovations in futuristic appliances
                                                                                                                                                                                            • Figure 38: Dyson, store ad, 2011
                                                                                                                                                                                            • Figure 39: Dyson D31Handheld TV ad, 2011
                                                                                                                                                                                            • Figure 40: Dyson, Digital Slim TV ad, 2011
                                                                                                                                                                                        • Ownership and Recent Vacuum Cleaner Purchases

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Floor cleaning appliance ownership drops from 2009-10
                                                                                                                                                                                              • Figure 41: Floor cleaning appliance ownership, 2004-10
                                                                                                                                                                                            • Those purchasing a vacuum in the past 12 months in decline since 2004
                                                                                                                                                                                              • Figure 42: Last 12-month floor cleaning appliance purchases, 2004-10
                                                                                                                                                                                            • Many own multiple appliances
                                                                                                                                                                                              • Figure 43: Floor cleaning appliance ownership/last 12-month purchases, October 2009-December 2010
                                                                                                                                                                                            • 25-34-year-olds most likely to be actively acquiring new vacuums
                                                                                                                                                                                              • Figure 44: Floor cleaning appliance ownership/last 12-month purchases, by age, October 2009-December 2010
                                                                                                                                                                                            • Income shapes number, type of vacuums owned and recently purchased
                                                                                                                                                                                              • Figure 45: Floor cleaning appliance ownership/last 12-month purchases, by household income, October 2009-December 2010
                                                                                                                                                                                          • Number of Vacuums Owned and Intent to Purchase

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • A majority own two or more vacuums
                                                                                                                                                                                                • Figure 46: Number of vacuum cleaner types household currently owns, March-April 2011
                                                                                                                                                                                              • Traditional uprights are most widely owned and often sought for future purchase
                                                                                                                                                                                                • Figure 47: Vacuum cleaner types household currently owns/planning to buy in the next 12 months, March-April 2011
                                                                                                                                                                                              • Age shapes preference for type of cleaner owned and sought
                                                                                                                                                                                                • Figure 48: Vacuum cleaner types household currently owns, by age, March-April 2011
                                                                                                                                                                                              • The most affluent households own multiple appliances
                                                                                                                                                                                                • Figure 49: Vacuum cleaner types household currently owns, by household income, March-April 2011
                                                                                                                                                                                              • Renters more likely to forgo vacuum ownership
                                                                                                                                                                                                • Figure 50: Vacuum cleaner types household currently owns, by home ownership, March-April 2011
                                                                                                                                                                                              • Vacuum ownership highest in the Midwest
                                                                                                                                                                                                • Figure 51: Vacuum cleaner types household currently owns, by region, March-April 2011
                                                                                                                                                                                              • Younger respondents actively seeking new vacuums
                                                                                                                                                                                                • Figure 52: Vacuum cleaner types planning to purchase, by age, March-April 2011
                                                                                                                                                                                            • Attitudes Toward Vacuum Cleaners and Air Quality

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Overall attitudes toward and preferences for vacuum cleaners
                                                                                                                                                                                                    • Figure 53: Attitudes about vacuum cleaners and air quality, March-April 2011
                                                                                                                                                                                                  • Gender shapes attitudes and preferences
                                                                                                                                                                                                    • Figure 54: Attitudes about vacuum cleaners and air quality, by gender, March-April 2011
                                                                                                                                                                                                  • HEPA filtration, energy conservation, and pet vacuums may appeal to affluents
                                                                                                                                                                                                    • Figure 55: Attitudes about vacuum cleaners and air quality, by household income, March-April 2011
                                                                                                                                                                                                • Vacuum Cleaner Spend

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Amount planned for next purchase higher than that spent on most recent purchase
                                                                                                                                                                                                      • Figure 56: Amount spent on last/amount planning to spend on next vacuum cleaner, March-April 2011
                                                                                                                                                                                                    • Older buyers and upper-income households spend more on their vacuums
                                                                                                                                                                                                      • Figure 57: Amount spent on last/amount planning to spend on next vacuum cleaner, by key demographics, March-April 2011
                                                                                                                                                                                                  • Reasons For Purchase

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Replacing old or broken appliances motivates majority of purchases
                                                                                                                                                                                                        • Figure 58: Reasons for most recent vacuum cleaner purchase, by age, March-April 2011
                                                                                                                                                                                                      • Upper-income households least likely to be replacing old appliances
                                                                                                                                                                                                        • Figure 59: Reasons for most recent vacuum cleaner purchase, by household income, March-April 2011
                                                                                                                                                                                                      • Desire for better suction, lighter, and bagless models motivate purchase
                                                                                                                                                                                                        • Figure 60: Reasons for most recent vacuum cleaner purchase—features, by gender, March-April 2011
                                                                                                                                                                                                      • FDMx sales of bags/belts reflect increased interest in bagless vacuums
                                                                                                                                                                                                        • Sales for vacuum bags and belts have fallen 27% from 2006-10 in FDMx, reflecting declining interest in vacuums requiring bags. Indeed, suppliers have expanded bagless vacuum offerings in uprights, sticks and handhelds. They promote bagless vacuums as convenient and easy to use, as consumers simply empty the dirt-holder directly into the trash and do not need to find bag replacements. Mintel’s Vacuum Cleaners—U.S., November 2009 found that among all internet users 18+, regardless of whether or not they were current vacuum cleaner owners, 44% preferred bagless cleaners (survey conducted August 2009).
                                                                                                                                                                                                          • Although buying a bagless model may not actually drive a consumer to undertake a new purchase, these data suggest that once in the store, consumers seek out bagless models. As those under 35 show an even stronger preference for bagless products, this trend is likely to continue.
                                                                                                                                                                                                            • Figure 61: U.S. FDMx sales of vacuum bags/belts, 2006-April 2011
                                                                                                                                                                                                        • Vacuum Cleaner Selection Process

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Decision process and information gathering varies with age
                                                                                                                                                                                                                • Figure 62: Decision process for most recent vacuum cleaner purchase, by age, March-April 2011
                                                                                                                                                                                                              • Those from upper-income households are more likely to do more research
                                                                                                                                                                                                                • Figure 63: Decision process for most recent vacuum cleaner purchase, by household income, March-April 2011
                                                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                                                              • Multiethnic population owns fewer vacuums relative to whites
                                                                                                                                                                                                                • Figure 64: Number of vacuum cleaner types household currently owns, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                              • Whites own more vacuums than those in other racial/ethnic groups
                                                                                                                                                                                                                • Figure 65: Vacuum cleaner types household currently owns, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                              • Non-white ethnic groups more likely to be planning future purchase
                                                                                                                                                                                                                • Figure 66: Vacuum cleaner types planning to purchase, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                              • Asians spent more than other ethnicities on their last vacuum purchase
                                                                                                                                                                                                                • Figure 67: Amount spent on last/amount planning to spend on next vacuum cleaner, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                              • Blacks more likely to seek bagless vacuum cleaners
                                                                                                                                                                                                                • Figure 68: Reasons for most recent vacuum cleaner purchase—features, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                              • Asians least likely to purchase due to replacing an old, broken appliance
                                                                                                                                                                                                                • Figure 69: Reasons for most recent vacuum cleaner purchase, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                              • Blacks most likely to rely exclusively on in-store selection
                                                                                                                                                                                                                • Figure 70: Decision process for most recent vacuum cleaner purchase, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                              • Non-whites less knowledgeable about HEPA filtration
                                                                                                                                                                                                                • Figure 71: Attitudes about vacuum cleaners and air quality, by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                • Featureless Freebies
                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                        • Upgraders
                                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                • Basically Broke
                                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                        • Characteristic tables
                                                                                                                                                                                                                                          • Figure 72: Vacuum cleaner clusters, March-April 2011
                                                                                                                                                                                                                                          • Figure 73: Attitudes about vacuum cleaners and air quality, by vacuum cleaner clusters, March-April 2011
                                                                                                                                                                                                                                          • Figure 74: Amount spent on last vacuum cleaner, by vacuum cleaner clusters, March-April 2011
                                                                                                                                                                                                                                          • Figure 75: Reasons for most recent vacuum cleaner purchase, by vacuum cleaner clusters, March-April 2011
                                                                                                                                                                                                                                          • Figure 76: Reasons for most recent vacuum cleaner purchase—features, by vacuum cleaner clusters, March-April 2011
                                                                                                                                                                                                                                        • Demographic tables
                                                                                                                                                                                                                                          • Figure 77: Vacuum cleaner clusters, by gender, March-April 2011
                                                                                                                                                                                                                                          • Figure 78: Vacuum cleaner clusters, by age, March-April 2011
                                                                                                                                                                                                                                          • Figure 79: Vacuum cleaner clusters, by household income, March-April 2011
                                                                                                                                                                                                                                          • Figure 80: Vacuum cleaner clusters by race/Hispanic origin, March-April 2011
                                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                                        • Custom Consumer Groups: Pet Owners and Households With Respiratory Issues

                                                                                                                                                                                                                                          • Those with pets or respiratory issues own more vacuums
                                                                                                                                                                                                                                              • Figure 81: Vacuum cleaner types household currently owns, by respiratory issue and indoor pets, March-April 2011
                                                                                                                                                                                                                                            • Pet owners and allergy/asthma sufferers plan more purchases
                                                                                                                                                                                                                                              • Figure 82: Vacuum cleaner types planning to purchase, by respiratory issue and indoor pet, March-April 2011
                                                                                                                                                                                                                                            • Having allergies or pets impacts attitudes toward filters, air quality and energy efficiency
                                                                                                                                                                                                                                                • Figure 83: Attitudes about vacuum cleaners and air quality, by respiratory issue and indoor pet, March-April 2011
                                                                                                                                                                                                                                              • Those with respiratory ailments or indoor pets spend more on vacuums
                                                                                                                                                                                                                                                  • Figure 84: Amount spent on last/amount planning to spend on next vacuum cleaner, by respiratory issues and indoor pet, March-April 2011
                                                                                                                                                                                                                                                • Better suction prioritized by those with allergy/asthma and by pet owners
                                                                                                                                                                                                                                                    • Figure 85: Reasons for most recent vacuum cleaner purchase—features, by respiratory issue and indoor pet, March-April 2011
                                                                                                                                                                                                                                                  • Pet owners and those with allergies/asthma undertake more research
                                                                                                                                                                                                                                                    • Figure 86: Decision process for most recent vacuum cleaner purchase, by respiratory issue and indoor pet, March-April 2011
                                                                                                                                                                                                                                                • Custom Consumer Group: Moms

                                                                                                                                                                                                                                                  • Moms far more likely than women without children to plan future purchase
                                                                                                                                                                                                                                                      • Figure 87: Vacuum cleaner types planning to purchase, by women with/without children, March-April 2011
                                                                                                                                                                                                                                                    • Having allergies or pets changes attitudes toward filters, air quality, and energy efficiency
                                                                                                                                                                                                                                                      • Figure 88: Attitudes about vacuum cleaners and air quality, by women with/without children, March-April 2011
                                                                                                                                                                                                                                                    • Moms have spent less in the past, but hope to spend more in the future
                                                                                                                                                                                                                                                      • Figure 89: Amount spent on last/amount planning to spend on next vacuum cleaner, by women with/without children, March-April 2011
                                                                                                                                                                                                                                                    • Moms prioritize better suction
                                                                                                                                                                                                                                                      • Figure 90: Reasons for most recent vacuum cleaner purchase—features, by women with/without children, March-April 2011
                                                                                                                                                                                                                                                    • Moms consult more information sources prior to purchase
                                                                                                                                                                                                                                                      • Figure 91: Decision process for most recent vacuum cleaner purchase, by women with/without children, March-April 2011
                                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                    • Renters more likely to be planning a purchase of vacuum cleaners
                                                                                                                                                                                                                                                      • Figure 92: Vacuum cleaner types planning to purchase, by home ownership, March-April 2011
                                                                                                                                                                                                                                                    • Attitudinal differences between home owners and renters
                                                                                                                                                                                                                                                      • Figure 93: Attitudes about vacuum cleaners and air quality, by home ownership, March-April 2011
                                                                                                                                                                                                                                                    • Differences in attitude on the basis of age
                                                                                                                                                                                                                                                        • Figure 94: Attitudes about vacuum cleaners and air quality, by age, March-April 2011
                                                                                                                                                                                                                                                      • Renters more likely to make decision in-store and do less research
                                                                                                                                                                                                                                                        • Figure 95: Decision process for most recent vacuum cleaner purchase, by home ownership, March-April 2011
                                                                                                                                                                                                                                                      • Midwesterners least likely to simply select their vacuum in-store
                                                                                                                                                                                                                                                        • Figure 96: Decision process for most recent vacuum cleaner purchase, by region, March-April 2011
                                                                                                                                                                                                                                                      • Women without children report higher ownership of handheld vacuums
                                                                                                                                                                                                                                                        • Figure 97: Vacuum cleaner types household currently owns, by women with/without children, March-April 2011
                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                                                      • Best Buy Co.
                                                                                                                                                                                                                                                      • Bissell Homecare, Inc.
                                                                                                                                                                                                                                                      • Black & Decker
                                                                                                                                                                                                                                                      • Dyson Inc.
                                                                                                                                                                                                                                                      • Electrolux Home Products - North America
                                                                                                                                                                                                                                                      • Home Depot (USA)
                                                                                                                                                                                                                                                      • Macy's, Inc.
                                                                                                                                                                                                                                                      • Maytag Corporation
                                                                                                                                                                                                                                                      • McCulloch Corporation
                                                                                                                                                                                                                                                      • Miele Inc
                                                                                                                                                                                                                                                      • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                      • National Association of Realtors (NAR)
                                                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                                                                      Vacuums - US - July 2011

                                                                                                                                                                                                                                                      £2,684.63 (Excl.Tax)