ANALYSIS: FLOORCARE Home Appliances


Miele Triflex HX3 Aqua


Within cordless, consumers


Beldray’s All-in-One Hard Floor Cleaner are


also paying closer attention to weight, battery life and runtime, alongside features such as anti- tangle floorheads and intelligent suction. Tower’s VL Series


reflects this shift, with the VL120 Optimum EVO featuring Auto Suction, which detects dust


and 36 Automation is another growing area. The


RV1AUTO Robot Vacuum combines vacuuming and mopping with 5,000Pa suction, LiDAR navigation and smart mapping, alongside automatic recharging and self-emptying. Elsewhere, the HYDROH1 Cordless Hard Floor Cleaner tackles wet and dry messes simultaneously and features separate clean and dirty water tanks, while its docking station runs a self-cleaning cycle after use. Later


this year, Ewbank will introduce the


AIRSTORM AUTO 2-in-1 Cordless Vacuum, offering automatic emptying, intelligent suction adjustment and up to 85 minutes of runtime. For retailers, Ewbank is supporting in-store demonstration through its Ewbank Centre concept, with modular displays allowing shoppers to pick up and handle products. This gives physical stores an important advantage in floorcare: helping customers see, compare and experience different cleaning solutions before they buy.


Stain alive Floorcare may be becoming smarter and more specialised, but cleaning performance remains the starting point for consumers. Valentino Ricioppo, Category Director -


Floorcare at RKW, says shoppers ultimately want confidence that a product will do its job well, while convenience and more specialist cleaning solutions are becoming increasingly important. “Spot cleaning is becoming particularly


relevant as consumers look for convenient ways to deal with spills, upholstery, stairs and car interiors,” he explains.


adjusts power automatically,


alongside an anti-tangle floorhead and HEPA 13 filtration. The range will expand later this year with the VL35PRO and VL45PRO. Targeted cleaning is another area of growth.


Swan’s Dirtmaster 3-in-1 Spot Cleaner tackles spills and stains, while the Tower Aquajet Pro adds hot water and steam functionality for tougher jobs. For retailers, demonstration remains key. “Suction power, anti-tangle technology and spot cleaning are much more compelling when consumers can actually see the difference they make rather than simply reading a specification on a box,” Mr Ricioppo concludes.


License to clean Cleaning


habits are changing, with


consumers increasingly moving away from the traditional full-house clean towards more frequent ‘quick resets’. According to Nicola Whittaker, Senior Product Developer at Beldray, this shift is driving demand for floorcare products that remove effort from everyday routines and can tackle multiple jobs. “People are not just looking for more advanced technology, but solutions which solve common household frustrations such as tangled hair and pet mess, or improve mundane, repeated cleaning routines,” she explains.


Multifunctionality is consequently becoming an important innovation driver, although performance, ease of use and value remain essential. Compact storage is also increasingly relevant for smaller homes, while repairability and replaceable parts can help provide longer- term value.


reflects the move towards multifunctionality, combining vacuuming, mopping and drying within one appliance. Separate clean and dirty water tanks and a self-cleaning function are designed to further reduce the work involved, while the product received a Which? Best Buy for hard floor cleaners in September 2025. The brand’s steam cleaning range takes a similar multipurpose approach, allowing consumers to tackle floors as well as tiles, grout, windows and upholstery without the use of harsh cleaning chemicals. Price, however, continues to influence


purchasing decisions. “This doesn’t mean consumers are choosing the cheapest appliance,” Mr Whittaker says. “Shoppers are looking for the best overall value that combines dependability and convenience.” With consumers now able to quickly


access comparisons, reviews and AI-powered recommendations, Beldray is also seeing greater expectations around suction, battery life, anti- tangle technology and product longevity. New launches this year will continue the focus on making everyday cleaning easier. Beldray is expanding its steam range with the Spot Buster, featuring a steam function for tackling spills and stains on carpets and rugs, while the new Velo cordless hand vacuum is aimed at quick clean- ups and hard-to-reach areas. For retailers faced with increasingly crowded


floorcare displays, Mr Whittaker believes simplifying the purchasing decision is key. Rather than overwhelming shoppers with specifications, she suggests selling products around the jobs consumers actually need to complete – from removing pet hair and everyday crumbs to tackling muddy pawprints, sofa spills or washing hard floors. Clear comparisons, point-of-sale material and QR codes linking shoppers to demonstrations, additional product information and reviews can then support that conversation. “It’s important as a brand and retailers reduce decision fatigue and make it easier for shoppers to navigate,” Mr Whittaker concludes.


Above: Anker eufy Omni E35 Robot Vacuum and Mop


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