floorcare
‘Consumers are buying for a benefit outcome’
The floorcare market has enjoyed an impressive performance in recent years. Gregor Muir spoke to industry experts to find out more about what’s driving the category
T
he premium floorcare market is a good market to be in.” So says Witt UK & Ireland market manager
Bo Simonsen. In the UK, the company distributes the iRobot range of intelligent products. The GfK figures back up this position; in floorcare, value rose by over 11% in 2014, more than double the rate of unit sales. Miele floorcare category manager Jamie
Carboni agrees. He says: “The total vacuum cleaner value market increased year on year by 12% and is now worth £780m. That’s up from £483m in 2008 and this is reflected across uprights which are up by 5% and cylinders up by 7%. Although uprights and cylinders still account for 75% of the market, we’ve seen a significant increase in the hand stick and handheld vacuum category, with consumers investing in these as a secondary purchase to their main cleaner.”
Consumers want products
that use less energy without compromising on power
AEG floorcare senior product manager
Richard Vallis adds that there are additional concerns for consumers following recent changes to product legislation. He explains: “Consumers are becoming increasingly aware about the benefits of energy efficiency, which is positively influencing the type of vacuum cleaners that they’re purchasing. There is now an added focus on energy consumption – consumers want products that use less energy without compromising on power so they can achieve an A rated clean while saving money and energy.” Sebo is another company that has reacted
to EU demands. In line with EU regulations for vacuum cleaners, Sebo remodelled its designs to lower energy consumption. The latest designs in the Felix Eco range have been awarded A energy ratings, reveals Sebo UK
director Justin Binks. He adds: “The models in the Felix Eco collection, which includes the Navy, Pet, Rosso, Royale and Vogue vacuum cleaners, feature powerful yet eco-friendly 700-watt suction motors. Due to the efficient airflow, the machines clean as effectively as ever before.”
Understanding a variety of consumer demands can be key to making the most of the market. Jamie continues: “There is a trend towards smaller, lightweight cleaners. The need is primarily being driven by more purchases of second and third vacuum cleaners for homes, with the rise in smaller families and smaller living spaces. Consumers are also buying for a benefit outcome, so those with pets need to filter unpleasant odours and gain a deeper clean through the use of rotary brushes and those with a young family look for the best filtration available, and energy conscious consumers want the best performance with the lowest wattage possible.” Richard concurs: “It’s important that the benefits consumers are seeking are highlighted, for example, low noise, high performance, energy efficiency, etc. Being able to demonstrate these in store will mean that staff can facilitate the trade up process, which is crucial in a market where price cutting is becoming wider spread. “This added focus on low energy consumption has really put the spotlight on some of the newest and best advances in the field, like the AEG Ergorapido which uses lithium batteries that give you more power, runtime and quicker charging,” he explains. He adds: “The latest advances in product
technology have also seen the AEG Ultraone Quattro as the first AAAA rated vacuum cleaner on the market according to the new EU energy labeling and eco-design regulations.” Miele is also offering an AAAA rated
model, which can help differentiate available products. Jamie says: “With the EU labelling scheme energy efficiency, carpet cleaning
Sebo’s Felix Vogue Eco vacuum boasts 700-watt suction motors but an A energy rating
capabilities, hard floor cleaning and dust emissions are highlighted to consumers, allowing them to make an informed and fairer comparison between different models that they are considering. With this in mind, Miele developed and has introduced three new vacuum cleaners, including a flagship model with an AAAA rating.” Vax head of new product development James Holdgate comments: “Life has changed. It’s more fast-paced, dynamic and diverse than it’s ever been, transforming the market and consumer needs. We’ve listened to what our customers like and dislike about cleaning and created a new range for 2015 to meet
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www.innovativeelectricalretailing.co.uk
March 2015
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