dishwashers
in tests,” he adds. “Miele has won more Which? Best Buys than any other brand of vacuum cleaner.”
What does the future hold? With the EU standards set to change again in two years, manufacturers are looking to get ahead of the game. “Vacuum cleaners have become smaller, lighter with less main motor power but provide the same if not better cleaning results,” notes Jamie. “All brands are working on this to be ahead of the legislation
change in 2017, where 900W will be the maximum with an A rating approximately 230W. All vacuums will also have to pick up a minimum of 75% of dust on carpets and 98% on hard floors.” Richard adds: “Looking forward, we can
expect to see continued energy efficiency improvements as well as more instant clean products which more consumers will purchase in addition to the normal mains operated vacuum cleaners.”
James comments: “Our customers told us
that cord free cleaning offers freedom and convenience, and we believe that in five years’ time the majority of products will be cord free. Our new Cordless range uses transferable LithiumLife batteries that mean you don’t have to compromise on performance. The battery can be interchanged between all of your cleaning products from your Floormate to wash and clean your floors to your main vacuum cleaner.”
Home hygiene boosts household cleaning products ByGfK home appliances account director Anthony Williams
H
ome hygiene has seen a shiſt in profile over recent years providing a boost to consumer
demand and market value. In floorcare, value rose by over 11% in 2014, more than double the rate of unit sales thanks to the continued growth in cordless handsticks (+57% in value) which still command an average price tag of just under £200, an increase of almost £20 year on year. This is indicative of the move to premium branded products across many categories. In contrast, robot vacuum cleaners saw
average price halve over the year as more entrants and online pricing took its toll. Despite this, volumes helped push robot cleaner value up by 82% last year. More
traditional uprights and cylinders also grew albeit in single digits. Irons also enjoyed a strong year, accelerating to nearly 11% in 2014 driven by the popularity of steam generators which make up nearly one third of category value. Traditional steam irons are still largely commoditized but higher end products above £70 are in the ascendancy thanks to features like cordless technology helping to push up average price by around 6%. For bigger appliances like washing machines and tumble dryers, value development has been less acute than in previous years. Fully automatic washing machines actually contracted in value by £200k and the 0.3% rise was thanks to washer dryers. Average prices
Home Hygeine (Floorcare & Laundry) Value Sales
Irons
Vacuum Cleaners £688million Home Laundry*
£146million £1.2billion
Average Price
Cordless Handsticks
Robots Irons
Home Laundry
continued to increase for both products so a dip in volume sales was the cause for the slowdown. Condensor tumble dryers have grown consistently over the past five years and are now worth nearly £150m (71% of all tumble dryers), although as a whole dryers have yet to return to pre-recession levels thanks to milder winters and the success and greater efficiency of washer dryers. All data relates to monthly value sales up to December 2014 unless otherwise stated.
Value Growth
Uprights Cylinders
+5% +7%
Cordless Irons +57%
Full Auto Washers -0.02%
Condensor Dryers +6%
© GfK 2015 Panelmarket (Value Sales, Jan-Dec 2014), *Washing Machines + Tumble Dryers
Cordless Handsticks Robots
+57% +82%
Steam Generator +26%
Washer Dryers +2.3%
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www.innovativeelectricalretailing.co.uk
March 2015
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