floorcare Convenience and performance

Keeping the home clean is a consumer need, and category experts are seeing sub-categories providing opportunities to clean up on the shop floor


ccording to market data, there has been very small growth in the total floorcare category,” says

Miele floorcare category manager Victoria Wojciak. However, that top line figure belies shiſting sub categories within the market. Victoria continues: “With the rise in allergies

sufferers, smaller families and smaller living spaces, consumers are 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 or allergies look for the best filtration available and energy conscious consumers want the best performance with the lowest wattage possible.” Ease of use has also been a factor for many consumers, and the need to clean ‘little and often’ is perhaps behind the significant growth in handsticks and cordless vacuums. Aiming to take a slice of that burgeoning

market is a new entrant to the floorcare category, Tefal. The brand, better known for its small domestic appliances and cookware,

has launched its first-ever range of vacuums cleaners: the Air Force cordless handstick vacuums and Clean & Steam, a 2-in-1 appliance boasting forwards and backwards cleaning. Tefal's new vacuum line features

‘Advanced Cyclonic Technology’, the brand says – suction technology that captures 99.98% of dust particles. The brand determined that maintaining powerful suction was a key development objective for the new range, noting that in the event that a vacuum’s filters become clogged, suction power will be reduced. To address this problem, Tefal developed

its Advanced Cyclonic Technology. Positioned as a ‘true air/dust separator’, the suction technology allows air inside the vacuum to spin at very high speeds. Tefal says that the centrifugal force causes dust particles to swirl to the edge and fall downward, where they are captured in the dust container. The air then passes through a filtration system to remove much finer dust particles; clean air blows back into the room, while 99.98% of dust particles are contained inside the vacuum. Groupe SEB floorcare marketing manager

Miele’s Blizzard is the company’s first bagless vacuum cleaner, and boasts a seal of approval from the British Allergy Foundation

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Caroline Ross comments: “With our patented air/dust separation technology, as little as 0.02% of dust particles are allowed back into the air. At the end of the process, the air is clean, odourless and allergen-free – in fact, it's cleaner than the room's standard air! Thanks to its outstanding suction power our new floor care range cuts down on the amount allowed to settle in your home, for a healthier living environment.” Taking the effort out of the job entirely has been the major benefit behind the growth in robotic floorcare appliances, with brands such as the Witt-distributed iRobot making gains in the UK market. Witt UK and Ireland market manager Bo Simonsen comments: “The market continues to move toward products that are more convenient, and also fit into the smart home. Robot floorcare fits perfectly with the key trends in the market, and with iRobot we have a range that has proven its quality and innovation for 20 years, so we are well- positioned to meet consumer expectations. “Robotic vacuums have really come of age in the last 12 months or so in the UK market. Other countries embraced robotics more quickly, but the UK made the jump from seeing robot vacuums as just funky gadgets to mainstream must-haves in 2016. We think

there will be a big move towards robots in the home in 2017, and with robot vacuums already established there is a big opportunity this year to grow the robotic floorcare sector.” He continues: “Sales of the iRobot floorcare range are going really well, and we are seeing good year on year growth in the UK market. “We have a great line up of cutting edge

products which is always a good start. But on top of that we have invested a lot in engaging with the independent sector, building partnerships and offering support with point- of-sale and training. We want to continue to offer an all-round service to support retailers, whatever their size, because they are an extension of what we do and we know they will only be more successful with the right back-up. We have also increased our sales team, so can offer even more hands-on support in 2017.”

Cleaning is not something

that just happens – either you do it, or you pay someone to do it. Why not get a robot that’ll clean for you every day?

‘Be honest, no one likes vacuuming’ The market demands consistently improved performance, even against challenges in eco- friendly energy usage and reduced wattage. “The keys trends remain the same with consumers looking for the best performance and filtration as well as low wattage,” says Victoria. “We have just introduced our first bagless vacuum cleaner, Blizzard, which uses an efficient floorhead, powerful streamlined suction and mono-cyclone, Vortex Technology for a quieter and superior clean that is endorsed by IBR Laboratories and has received the seal of approval from the British Allergy Foundation. “It is currently the only bagless vacuum cleaner to have integrated cleaning accessories and also benefits from an emptying container with a Click2open mechanism, which opens the flap at a full 180° meaning the coarse dust and dirt falls directly into the bin, without producing a fine dust cloud, as the finer particles are safely stored inside the vacuum.” More sanitary cleaning is also a benefit of

newer models. Caroline explains: “The Tefal Clean & Steam 2-in-1 appliance allows users to vacuum, steam,

February 2017

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