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domestic appliances floorcare & deep cleaning


Floorcare & deep cleaning – value and volume trends in 2010 Value Value


Volume £


Upright (dry) Total Upright (dry only) Cylinder


Handstick Wet & Dry Handhelds Robots


Electric Sweeper Steam Cleaners


520.7m 243.4m 211.8


931,462 26.4m 24.8m


864,333 3.9m 8.3m


5.9m 2.0m 2.8m


in association with GfK


Volume


% growth (‘000 units) % growth 5.74 2.75 9.23


0.4


93.13 -13.03 19.01 22.85 19.45 44.37


13,875


241,828 527,988 2,860


110,387 141,151


-5.2 6.4 8.3


-16.2 -5.5


-19.5 16.6 21.0


Source: GfK


£85.8 million bagged – but not enough to see a swing away from bagless. There is a niche area of hybrid bagged/bagless models which in theory should really have caught on (the ultimate in choice). But only the figures in cylinder models make interesting reading – up over 800% in value (to £115,441) and nearly 1,200% in volume (to 1,411 units). But still at negligible levels really.


Other products Steam cleaning is a very small sector but it is growing – up over 44% in value to £8.3m – while electric sweepers hold their own with a 19.5% rise in value to £3.9 million. Wet & Dry seem to be waning, with falls in value and volume, although worth around £26.4 million. Robots are doing well in value – up by 23% to around £865,000 and a 50+% rise in average price. But still a niche product.


Floorcare – bagged versus bagless cleaners in 2010 Value


Value £


Cylinder Total Bagged


Bagged/Bagless Bagless


Upright (dry) Total Bagged


Bagged/Bagless Bagless


IndependentElectricalRetailer


211.8m 85.8m


115,441 125.9m 243.4m 22.9m 10,553 220.5m


70 Volume 2.8m


802.13 14.13 2.75 -2.97


-98.49 3.71


1.15m 1,411 1.7m 2.0m


1.85m


Volume


% growth (‘000 units) % growth 9.23 2.62


6.4 -1.9


1178.6 12.8 -5.2


173,807 201


-13.3 -98.0 -3.9


Source: GfK BusinessBook2011


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