The key appeal of household and cleaning appliances lies in their ability to free consumers of the burden of housework by offering all-round cleaning and easy maintenance. To expand across category boundaries and win over more consumers, brands need to use marketing to project an image of themselves as tech pioneers and highlight the transferability of their cutting-edge technology.
Laura Liu, Senior Research Analyst – Retail & Home Appliances, China
Market Definitions
This Report covers household and cleaning appliances, primarily focusing on the following appliances that are used to clean rooms and create a comfortable living environment:
- Floor cleaning appliances: cordless vacuum cleaners, sweeping/mopping robots, floor cleaning machines, electric mops
- Household appliances: air purifiers, humidifiers, dehumidifiers, irons/clothing steamers, dust mite removers, heaters, electric fans
- Given that this Report looks at category expansion by cleaning appliance brands, other appliances are also discussed, including: dishwashers, large kitchen appliances, personal care appliances and all-in-one washer-dryers
Collapse All
-
Executive summary
- Key topics covered in this Report
- Definitions
- What you need to know
- The market
- Market factors
- Consumer insights
- Consumer demand outlook
-
The market
- Market factors
- Macroeconomic factors
- State subsidies for home appliances continue to drive the cleaning appliance market in a positive direction
- Unleash the potential of trading up in household cleaning appliances
- Graph 1: plans to spend more on the home (furnishing, home appliances, furniture) in the next three months, 2024-25
- Graph 2: confidence index* for improved financial situation in the next three months, 2023-25
- Cleaning appliances are moving from single functions to smart integration, on a mission to liberate users
- Specialised brands face off with all-rounders, yet competition helps the whole industry move forward
-
The consumer
- Summary
- Easy maintenance, all-round cleaning performance key to winning hearts and minds
- Air quality, floor care key focus areas in household cleaning
- Graph 3: ownership of cleaning appliances, 2025
- Demand strong for new purchases of floor cleaning appliances, purchases of home environment appliances depend on replacement needs
- Graph 4: ownership of and purchase plans for cleaning appliances, 2025
- Pet owners have more specific demands for floor care
- Graph 5: ownership of cleaning appliances, by household – with or without pets, 2025
- Pet owners also more willing to upgrade, replace floor care equipment
- Graph 6: changes after pet ownership, by pet ownership experience, 2024
- Graph 7: owners’ plans to replace cleaning appliances, by living situation, 2025
- Add pet-friendly features to facilitate daily cleaning for pet owners
- Brand loyalty among robot vacuum users is higher than for other products
- Graph 8: future purchasing plans for cleaning appliances, 2025
- Consumers expect the cleaning capabilities and convenience of robotic cleaners to continue to improve
- Graph 9: robot vacuum cleaner purchase factors, 2025
- Easy-to-maintain, no-residue cleaning impresses consumers more
- Cleaning functions are continually improving, offering a comprehensive, multidimensional clean
- Potential users care about a thorough clean, while existing users emphasise addressing pain points in their cleaning experience.
- Graph 10: purchase factors for robot vacuums, by purchasing reason, 2025
- Innovative functions, base station designs that align with home aesthetics can serve as premium features targeting high-income groups
- Graph 11: purchase factors for robot vacuum cleaners (innovative features), by monthly personal income, 2025
- Cleaning appliance brands can broaden their market by marketing themselves as tech pioneers
- Cleaning appliance brands have good potential to expand across categories
- Graph 12: preferred brands when purchasing household appliances, 2025
- Consumer interest in category expansion stems from reputation for advanced technology
- Graph 13: reasons for interest in other home appliances launched by cleaning appliance brands, 2025
- Younger groups rely on reviews, recommendations; older people trust their own user experience
- Graph 14: reasons for purchasing other products launched by cleaning appliance brands, by generation, 2025
- High-income groups believe that companies do best when they specialise, so positioning as a general tech leader is crucial
- Graph 15: preference for other products launched by cleaning appliance brands, by monthly household income, 2025
- Graph 16: purchase of cleaning appliances launched by cleaning appliance brands, by monthly household income, 2025
- High-income groups value the exclusive sense of identity brought by brands offering futuristic technology
- Graph 17: purchase factors for other products launched by cleaning appliance brands, by monthly household income, 2025
- Cleaning appliance brands need to highlight transferable tech to cross category boundaries
- Prioritise online, physical synergies to improve conversion efficiency
- Consumers use online plus physical channels to access information on cleaning appliances
- Graph 18: information sources for cleaning appliances, 2025
- JD.com, brands’ physical stores work well together to reach potential customers
- Gen Z prefers more accurate and comprehensive information channels; Douyin promotes across generations
- Graph 19: online information channels for cleaning appliances, by generation, 2025
- Graph 20: offline information channels for cleaning appliances, by generation, 2025
- High-income individuals trust specialist brands, seek contextual understanding when gathering information
- Graph 21: online information channels for cleaning appliances, by monthly personal income, 2025
- Working in tandem: rapidly emerging Douyin content plus brands’ own channels
- Graph 22: purchase channels for cleaning appliances, 2023-25
- Comprehensive online platforms plus hands-on experiences in brands’ own stores will reach the majority of consumers
- Conversion rate of mainstream channels stalls as brands move fast to develop online proprietary channels
- Graph 23: conversion rate from information searches to purchase, by information channel, 2023-25
-
Appendix – methodology
- Methodology
- TURF analysis methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
