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Floor Cleaning and Care - UK - November 2015

Floor Cleaning and Care - UK - November 2015

“Continuing innovation combined with a willingness among consumers to pay more for added features or buy secondary products in addition to their main vacuum cleaner have helped to drive strong growth in floor care sales. Cordless ranges have been a particular focus of NPD activity and have more room to grow given the importance attached to ease of use, while more compact vacuum cleaners can appeal to people living in homes with less space.”

– Richard Caines, Senior Household Care Analyst

This report discusses the following key topics:

Cordless units set to change the face of the market
New EU labelling will help guide consumer choice
The impact of steam cleaners on the rest of the floor care market
Marketing floor cleaning and care products by specific benefits


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Vacuum cleaners drive growth in floor care
Figure 1: Best- and worst-case forecast of UK retail sales of vacuum cleaners, steam cleaning devices, other floor cleaning equipment
and floor cleaners and polishes, 2010-20
Cordless ranges and convenience a big focus of NPD activity
Dyson and Samsung have strongest brand associations
Figure 2: Attitudes, by brand, July 2015
Nearly three in 10 people bought a vacuum cleaner
Figure 3: Ownership and purchasing of different types of vacuum cleaner and steam cleaners, July 2015
Suction power and ease of use key vacuum cleaner features
Figure 4: Features influencing choice of new vacuum cleaner, July 2015
Matching consumer needs to products more easily
Figure 5: Buying behaviour when purchasing last vacuum cleaner, July 2015
Increasing the frequency of cleaning hard flooring
Figure 6: Usage of different types of product for cleaning hard flooring, by frequency, July 2105
Sales of cleaning fluids under threat from steam cleaning
Figure 7: Attitudes towards floor cleaning and care, July 2015
What we think
ISSUES & INSIGHTS
Cordless units set to change the face of the market
New EU labelling will help guide consumer choice
The impact of steam cleaners on the rest of the floor care market
Marketing floor cleaning and care products by specific benefits
THE MARKET
What you need to know
Strong growth in floor care sales
Hand sticks lead increase in sales
Steam cleaners impacting on other floor care products
Retail distribution of vacuum cleaners changing
Further growth in floor care sales can be expected
Targeting a range of consumer needs and lifestyles
Market size and forecast
Strong growth in floor care sales
Figure 8: UK retail value sales and forecast of vacuum cleaners, steam cleaning devices, other floor cleaning equipment and floor
cleaners and polishes*, at current and constant prices, 2010-20
Innovation in response to changing EU standards
Figure 9: Best- and worst-case forecast of UK retail sales of vacuum cleaners, steam cleaning devices, other floor cleaning
equipment and floor cleaners and polishes, 2010-20
Segment performance
Strong growth in vacuum cleaner sales
Figure 10: Breakdown of UK retail value sales of floor cleaning and care products, by segment, 2012-15
A long run of sales growth for vacuum and steam cleaners
Figure 11: UK retail value sales and forecast of vacuum cleaners and steam cleaning devices, at current and constant prices,
2010-20
Strong activity in cordless NPD drives value sales
Figure 12: Breakdown of UK retail value sales of vacuum cleaners and steam cleaning devices, by product type, 2012-15
Multi-vacuum households a boost to the category…
Channels to market
Changing retail market for vacuum cleaners
Figure 13: UK retail value sales of vacuum cleaners and steam cleaning devices, by outlet type, 2013-15
Grocery multiples dominate sales of other floor care products
Figure 14: UK retail value sales of other floor care equipment*, floor cleaners and polishes, and carpet and upholstery cleaners,
2013-15
Market drivers
More households will help drive floor care sales
Figure 15: UK households, by size, 2010-20
Figure 16: Number of bedrooms, by all households in England, 2009/10-2013/14
Ageing population a good target for floor care companies
Figure 17: Trends in the age structure of the UK population, 2010-20
Pet owners important target for floor care brands
Figure 18: Pet ownership, May 2015
Allergy sufferers also need catering for
Figure 19: Ailments suffered, November 2013
Wide variation in frequency of floor cleaning
Figure 20: Frequency of doing different cleaning tasks in families, October 2014
New EU regulations and vacuum cleaner labelling
KEY PLAYERS
What you need to know
Innovation Dyson’s number one strength
Bosch strong for performance, but others need to increase engagement
Increase in advertising support for vacuum cleaners
Cordless ranges lead NPD activity
Improving ease of use and dust filtration
Robotic cleaners gaining a small but growing presence
Increase in convenience claims in floor cleaning
Market share
Vileda leading non-powered floor cleaning brand
Figure 21: Brands’ value shares in floor cleaners, floor polishes, floor cleaning tools and tool kits, years ending October 2014 and
2015
Vanish dominates in carpet cleaners
Figure 22: Brands’ value shares in carpet cleaners, years ending October 2014 and 2015
Brand research
Brand map
Figure 23: Attitudes towards and usage of selected brands, July 2015
Key brand metrics
Figure 24: Key metrics for selected brands, July 2015
Figure 25: Attitudes, by brand, July 2015
Figure 26: Brand personality – Macro image, July 2015
Figure 27: Brand personality – Micro image, July 2015
Brand analysis
Figure 28: User profile of Samsung, July 2015
Figure 29: User profile of Bosch, July 2015
Figure 30: User profile of Dyson, July 2015
Figure 31: User profile of Miele, July 2015
Figure 32: User profile of Vax, July 2015
Figure 33: User profile of SEBO, July 2015
Figure 34: User profile of AEG, July 2015
Figure 35: User profile of Hoover, July 2015
Brand communication and promotion
Significant increase in advertising support
Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuum cleaners and carpet
sweepers, 2011-15
Gtech and Dyson represent over half of 2014 spending
Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuum cleaners and carpet
sweepers, by leading advertisers, 2011-15
Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuum cleaners and carpet
sweepers, by top 10 campaigns, 2014
TV advertising dominates
Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on vacuum cleaners and carpet
sweepers, by media type, 2011-15
Other floor care advertising limited
Coverage/methodology clarification
Launch activity and innovation
Electrical units and floor cleaning equipment
FMCG floor care
Figure 40: New product launches in the UK floor care and carpet care market, by sub-category, 2011-15
Figure 41: New product launches in the UK floor care and carpet care market, % by own-label vs. branded, 2011-15
Figure 42: Examples of launches of cleaning wipes in the UK floor care market, 2014 and 2015
Figure 43: Examples of product launches in the UK floor care market – Hard floor cleaners, 2014 and 2015
Figure 44: Examples of product launches in the UK floor care market – Carpet cleaners, 2014 and 2015
Figure 45: New product launches in the UK floor care and carpet care market, % by claim (based on top claims for 2014), 2011-15
Figure 46: Examples of product launches in the UK floor care and carpet care market making convenience claims (ease of use or time/
speed), 2014 and 2015
Figure 47: Examples of product launches in the UK floor care and upholstery/carpet care market making environmentally friendly
product claims, 2014 and 2015
THE CONSUMER
What you need to know
Carpet most popular but hard/smooth flooring also important
High level of purchasing of vacuum cleaners
Key features are suction power and ease of use
Versatility more important than energy efficiency
Online research helping purchase decisions
Opportunity to increase frequency of cleaning hard flooring
Steam cleaning a threat to sales of cleaning fluids
Increasing automation can add interest to floor care market
Putting a focus on compact and time-saving products
Types of flooring in different rooms of the home
Carpet most popular choice in majority of rooms
Figure 48: Types of floorcovering found in different rooms of the home, July 2015
Hard/smooth flooring for kitchens and bathrooms
Number of rooms with carpet reflects size of homes and differing preferences
Figure 49: Repertoire of number of rooms with carpet, July 2015
Figure 50: Repertoire of number of rooms with laminate flooring, July 2015
Figure 51: Repertoire of number of rooms with other types of hard/smooth flooring, July 2015
Ownership, purchasing and usage of floor care equipment
Vacuum cleaner ownership almost universal
Figure 52: Ownership and purchasing of different types of vacuum cleaner, July 2015
A third of people own more than one type of vacuum cleaner
Figure 53: Number of different types of vacuum cleaner owned, July 2015
Steam cleaning devices seen in nearly three in 10 homes
Figure 54: Ownership and purchasing of different types of other floor care equipment, July 2015
Carpets the focus for vacuum cleaning
Figure 55: Usage of different types of vacuum cleaner on carpets and hard flooring, July 2015
Figure 56: Usage of different types of other floor care equipment on carpets and hard flooring, July 2015
Features influencing choice of vacuum cleaner
Suction power, pets and allergies
Figure 57: Features influencing choice of new vacuum cleaner, July 2015
Ease of use and better reach other key features
Suitability for hard and soft surfaces
Improving energy efficiency and reducing noise
Figure 58: Features influencing choice of new vacuum cleaner – Energy efficiency and noise reduction, by age, July 2015
Buying behaviour for vacuum cleaners
Online research an important element of buying process
Figure 59: Buying behaviour when purchasing last vacuum cleaner, July 2015
Emphasising the importance of multichannel retailing
Figure 60: Buying behaviour when purchasing last vacuum cleaner, by age, July 2015
In-store sales staff can also help guide choice
Figure 61: Talking to in-store sales staff about products to help buying decision, by gender and age, July 2015
Price and advertising also have influence
Usage of floor care products for cleaning hard flooring
Multipurpose cleaners used most widely
Figure 62: Any usage of different types of product for cleaning hard flooring, July 2015
Figure 63: Usage of different types of product for cleaning hard flooring, by frequency, July 2105
Wipes a good option for quick cleaning of floors
Figure 64: Usage of specialist floor and multipurpose cleaning wipes, by age, July 2015
A bucket of soapy water a popular alternative option
Less than three in 10 use floor polish
Attitudes towards floor cleaning and care
Getting rid of germs on floors important
Figure 65: Attitudes towards floor cleaning and care, July 2015
Cordless vacuum cleaners have opportunity for further growth
Helping overcome barriers to floor cleaning
Increased automation to help the physically challenged
Carpet cleaning and freshening untapped
APPENDIX
Data sources, abbreviations and supporting information
Abbreviations
Fan chart forecast
Brand research
The market
Figure 66: Best- and worst-case forecast for UK retail value sales of vacuum cleaners, steam cleaning devices, other floor cleaning
equipment and floor cleaners and polishes*, 2015-20
Figure 67: Best- and worst-case forecast of UK retail sales of vacuum cleaners and steam cleaning devices, 2010-20
Figure 68: Best- and worst-case forecast for UK retail value sales of vacuum cleaners and steam cleaning devices, 2015-20
Figure 69: UK retail value sales and forecast of other floor cleaning equipment, floor cleaners and polishes and upholstery/carpet
cleaners, at current and constant prices, 2010-20
Figure 70: Best- and worst-case forecast of UK retail sales of other floor cleaning equipment, floor cleaners and polishes and upholstery/
carpet cleaners, 2010-20
Figure 71: Best- and worst-case forecast for UK retail value sales of other floor cleaning equipment, floor cleaners and polishes and
upholstery/carpet cleaners, 2015-20
Key players
Figure 72: New product launches in the UK floor care market, % by top claims, 2014
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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