ANALYSIS: FLOORCARE Home Appliances


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Getting down and dirty


So what do people do when they’re stuck at home with nothing to do? … Clean, apparently! During the pandemic consumers’ homes have never been more spotless – unsurprising, giving the plethora of gadgets available. The floorcare market is booming. Jack Cheeseman takes a look.


‘little and often’ cleaning rather than dedicated longer sessions recently. Nevertheless, due to the pandemic consumers have become more invested in the look and quality of their home environment, so this trend could continue for a long time yet. With this in mind, buyers will want a product


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that provides an efficient and effective performance to make cleaning easier to fit around work and family. In addition, other drivers for trends in floorcare


include price – consumers are choosing to spend their money more wisely these days – and health and wellness – floor cleaners that offer more than simply vacuuming are a more attractive proposition. Steam mops, for example, have seen sales increase recently.


he floorcare market continues to be buoyant, fired up by people spending a lot more time at home, of course, making the house dirty and then having to clean up afterwards.


There appeared to be a definite lean towards According to Rebecca Allen, Marketing Manager


at Morphy Richards: “Steam appliances were previously marketed on the time-savings benefits, and whilst that remains true, manufacturers are also highlighting steam’s ability to deep clean floors and to eliminate 99.9 per cent of germs and bacteria. “In the middle of a global pandemic, that kind


of message is extremely attractive and reassuring to consumers,” she points out. “We expect many of the trends from 2020 to


continue through 2021,” explains Max McCormick, Category Manager at Miele GB. “Robot vacuum cleaners have fared well, which we put down to their ability to add an element of companionship during lockdown – a helpful friend around the house!” Whereas Witt UK and Ireland Sales Director,


Geoff Johnson, believes that cordless isn’t just a fad – but the future of the floorcare market, which he says is a sector that continues to polarise. “At one end, you have budget models that sell


on their (limited) ‘cordless’ benefits, and the other you have premium products. These offer


mains-power suction and cleaning efficiency, extended run times and features such as the anti- viral exhaust air purification on our ROIDMI RS60 model.” Dave Matthews, Hoover’s Business Director for


SDA, agrees, adding: “Vacuums that provide multifunctional features, such as removable handhelds and adjustable floorheads, will be a benefit to consumers who want to spend as little time as possible cleaning.


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