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Vacuum Cleaners and Carpet-clean

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Vacuum Cleaners and Carpet-cleaning Products in the United States

Description:    The U.S. retail vacuum cleaner market totaled $4.1 billion in 2006, a 7.1% increase since 2001 in
                current pricing. The market is comprised of upright vacuum cleaners; canister vacuum cleaners;
                stick and handheld vacuum cleaners (cordless and non-cordless); and extractors (such as wet/dry
                vacs and steam cleaners).

                This report gives industry marketers, manufacturers, retailers, and investment professionals what
                they need to know to help them navigate important issues relevant to maximizing the potential for
                growth in the vacuum cleaner market, as well as related information and analysis about carpet
                cleaning products. Such issues include:

                - understanding the relationship between vacuum cleaner ownership and home and pet ownership
                - understanding how consumer convenience and time savings trends are helping to shape and
                redefine the industry
                - understanding why consumers are buying vacuum cleaners, such as replacement, upgrading, and
                the relative importance of value-add features
                - knowing which segments of the vacuum cleaner market are growing sales and which are not—and
                why
                - understanding the effect of vacuum cleaner imports on overall sales and prices
                - getting a handle on the “Dyson effect” on premium-priced upright sales
                - retail distribution migration
                - the extent to which consumers are willing to pay for various vacuum cleaner features
                - the importance of community outreach and education
                - how much specific consumer groups spend on their last vacuum cleaner
                - how brand loyalty factors into the vacuum purchasing experience
                - which consumers are under-penetrated and how they can provide market opportunities

                We provide actionable insight on these, and many other important facets of the vacuum cleaner
                market, by using its own proprietary consumer research, comprehensive sales data, statistical
                analysis and thorough primary and secondary research.



Contents:       Scope and Themes
                What you need to know
                Definition
                Abbreviations and terms
                Abbreviations
                Terms

                Executive Summary
                Slow-growth, mature $4.1 billion market—though uprights are a bright spot
                Increase in households, health, time constraints propel market
                Upright vacuum cleaners form bulk of the market
                Low end imports, high end uprights
                Advertising and promotion
                Mass merchants dominate retail landscape
                Focus on innovation to promote sales to men
                Impact of age and lifestage on target consumers
                Key consumer demographics
                Vacuum cleaner household ownership at 87%; ownership of vacuum cleaner types increases with
                income
                Use of carpet cleaning products stable over time; use of room-sized or area rugs, wood flooring
                increases
                44% of respondents purchased their vacuum in past two years; dog/cat owners more likely to have
                done so
                Respondents most willing to pay extra for air filtration and bagless technology
While two of five respondents made purchase at Wal-Mart, high-income purchasers shop elsewhere
More than half of respondents spent more than $100 on their most recent vacuum cleaner purchase
Top reasons for buying a new vacuum cleaner: the old one broke and the desire for upgrades
Consumers look at all brands within their price range before they buy
Blacks and Hispanics under-penetrated, provide market opportunity

Market Drivers
Increase in number of households and homeowners
Figure 1: Number of U.S. households, households that are homeowners, and home ownership rate,
2001-05
Figure 2: Household vacuum cleaner ownership, rent versus own, 2002-06
Housing sales
Figure 3: Existing and new home sales (single-unit, privately owned homes), 1999-2006
Asthma and allergies
Age of home
Figure 4: Age of home, 2001
Fear of germs
Presence of pets
Figure 5: Dog and cat ownership, 2001-06
Less time spent cleaning
Increase in women working & cleaning services
Figure 6: Who cleans the household, by household income, February 2006

Market Size and Trends
Market size
Figure 7: Total U.S. retail sales of vacuum cleaners and associated products, at current and
constant prices, 2001-06
Market trends

Market Segmentation
Overview
Figure 8: Sales of vacuum cleaners and consumer carpet cleaning products, segmented by type,
2004 and 2006
Upright vacuum cleaners
Figure 9: Sales of upright vacuum cleaners, at current and constant prices, 2001-06
Extractors
Figure 10: Sales of extractors, at current and constant prices, 2001-06
Stick and handheld vacuum cleaners
Figure 11: Sales of stick and handheld vacuum cleaners, at current and constant prices, 2001-06
Rug and upholstery cleaners and deodorizers
Figure 12: FDM sales of rug and upholstery cleaners and deodorizers, at current and constant
prices, 2001-06
Canister vacuum cleaners
Figure 13: Sales of canister vacuum cleaners, at current and constant prices, 2001-06

Supply Structure
Foreign trade
Imports
Figure 14: Imports of vacuum cleaners in the U.S., 2003 and 2005
Figure 15: Total U.S. imports of vacuum cleaners, at current and constant prices, 2001-06
Exports
Figure 16: Total U.S. exports of vacuum cleaners, at current and constant prices, 2001-06
Manufacturer sales
Figure 17: Manufacturer sales of vacuum cleaners in the U.S., 2004 and 2006
Company and brand profiles
Maytag Corporation
AB Electrolux
Royal Appliance Mfg. Co.
Whirlpool
Panasonic
Bissell Inc.
Dyson
iRobot
Procter & Gamble
Other manufacturers
Kirby Company
Oreck Corporation
Aerus LLC
Bosch
Metropolitan
The Black & Decker Corporation
Emer USA
Earlex
Euro-Pro Corporation
Sanyo Fisher
Matsushita Electric Industrial Co., Ltd
Carpet treatment suppliers
Procter & Gamble
Rug Doctor
Church & Dwight
WD-40
3M

Advertising and Promotion
Introduction
Dyson
Figure 18: Dyson—Bagless, 2006
AB Electrolux (Eureka)
Figure 19: Eureka Altima—feature diversity, 2006
Figure 20: Eureka Optima—“Say Hello,” 2006
Bissell
Figure 21: Bissell—“Flip It,” 2006
Figure 22: Bissell—“The bagless vacumm that thinks like I do,” 2006
Figure 23: Bissell—The travails of doggy daycare, 2006
Figure 24: Bissell—SpotBot and “mystery stains,“ 2006
Whirlpool (Hoover)
Figure 25: Hoover FloorMate—Dirty Kangaroo causes mud melee, 2006
Figure 26: Hoover Sports Utility—design trends, 2006
Panasonic
iRobot
Figure 27: Roomba—The joy of doing things other than cleaning, 2006
Royal (Dirt Devil)
Figure 28: Dirt Devil—hitting an upscale apartment dweller demographic, 2006
Figure 29: Dirt Devil Reaction—A pragmatic approach, 2006
Oreck
Figure 30: Oreck—Founder as pitchman, dressed like cowboy, 2006
Figure 31: Oreck—Founder as pitchman, risk-free guarantee, 2006
Miele
Figure 32: Miele—Consumer vacuums pet by mistake, 2006

Retail Distribution
Introduction
Figure 33: U.S. retail sales of vacuum cleaners, by channel, 2004 and 2006
Top vacuum cleaner retailers
Figure 34: Top vacuum cleaner retailers, by sales, 2004 and 2006

The Consumer
Introduction
The consumer: a summary
Vacuum cleaner and vacuum cleaner type usage
Carpet cleaning and flooring products
Vacuum cleaner purchases in last two years
Willingness to pay for step-up features
Source of last vacuum purchased, by store type
Spend on last vacuum cleaner purchased
Reason for most recent vacuum cleaner purchase
Brand attitudes
Household ownership of selected home cleaning appliances
Figure 35: Cleaning appliance ownership, by age, January-September 2005
Figure 36: Cleaning appliance ownership, by household income, January-September 2005
Figure 37: Cleaning appliance ownership, by presence of children, January-September 2005
Figure 38: Cleaning appliance ownership, by marital status, January-September 2005
Household rug cleaner and deodorizer/freshener use
Figure 39: Rug deodorizers/fresheners use, by age, January-September 2005
Figure 40: Rug deodorizers/fresheners use, by household income, January-September 2005
Figure 41: Rug deodorizers/fresheners use, by presence of children, January-September 2005
Figure 42: Rug deodorizers/fresheners use, by marital status, January-September 2005
Changes in use of floorcare products
Figure 43: Cleaning product use annually, 2001-05
Purchase of home flooring, 2001-05
Figure 44: Home flooring purchases in the past 12 months, 2001-05
Vacuum cleaner, personal ownership
Figure 45: Vacuum cleaner ownership, by key demographic groups, September 2006
Recent purchase of a vacuum cleaner
Figure 46: Vacuum cleaner purchase in the past two years, by key demographic groups, September
2006
Figure 47: Vacuum cleaner purchase in the past two years, by type of dwelling, September 2006
Figure 48: Vacuum cleaner purchase in the past two years, by pet ownership, September 2006
Willingness to pay for step-up features
Figure 49: Willingness to pay more for vacuum features, by gender, September 2006
Figure 50: Willingness to pay more for vacuum features, by age, September 2006
Figure 51: Willingness to pay more for vacuum features, by household income, September 2006
Figure 52: Willingness to pay more for vacuum features, by presence of children, September 2006
Source of last vacuum purchased, by store type
Figure 53: Source of last vacuum purchased—store type, by gender, September 2006
Figure 54: Source of last vacuum purchased—store type, by age, September 2006
Figure 55: Source of last vacuum purchased, by household income, September 2006
Spend on last vacuum cleaner purchased
Figure 56: Amount spent on last vacuum purchased, by gender, September 2006
Figure 57: Amount spent on last vacuum purchased, by age, September 2006
Figure 58: Amount spent on last vacuum purchased, by household income, September 2006
Figure 59: Amount spent on last vacuum purchased, by region, September 2006
Reason for most recent vacuum cleaner purchase
Figure 60: Reasons for buying last vacuum cleaner purchased, by gender, September 2006
Figure 61: Reasons for buying last vacuum cleaner purchased, by age, September 2006
Figure 62: Reasons for buying last vacuum cleaner purchased, by household income, September
2006
Figure 63: Reasons for buying last vacuum cleaner purchased, by region, September 2006
Brand attitudes
Figure 64: Vacuum cleaner brand attitudes, by gender, September 2006
Figure 65: Vacuum cleaner brand attitudes, by age, September 2006
Figure 66: Vacuum cleaner brand attitudes, by household income, September 2006
Figure 67: Vacuum cleaner brand attitudes, by marital status, September 2006
Consumer research findings by race/ethnicity Conclusions
Household ownership of selected home cleaning appliances
Figure 68: Cleaning appliance ownership, by race/ethnicity, January-September 2005
Household ownership of selected home cleaning appliances among Hispanics
Household ownership of selected home cleaning appliances among blacks
Household rug cleaner and deodorizer/freshener use
Figure 69: Rug deodorizers/fresheners use, by race/ethnicity, January-September 2005
Household rug cleaner and deodorizer use among Hispanics
Household rug cleaner and deodorizer use among blacks
Willingness to pay for step-up features
Figure 70: Willingness to pay more for vacuum features, by race/ethnicity, September 2006
Source of last vacuum purchased, by store type
Figure 71: Source of last vacuum purchased—store type, by race/ethnicity, September 2006
Spend on last vacuum cleaner purchased
Figure 72: Amount spent on last vacuum purchased, by race/ethnicity, September 2006
Reason for most recent vacuum cleaner purchase
            Figure 73: Reasons for buying last vacuum cleaner purchased, by race/ethnicity, September 2006

            Future and Forecast
            Future trends
            Possible market developments
            Robotic cleaners solve convenience and time saving issues
            Figure 74: Amount spent on last vacuum purchased, by gender, September 2006
            Portable products may prove popular for smaller households
            Fear of germs/indoor pollution
            Blacks and Hispanics under-penetrated, provide market opportunity
            Market forecast
            Vacuum cleaners and associated products
            Figure 75: Forecast of total U.S. sales of vacuum cleaners and associated products, at current and
            constant prices, 2006-11
            Upright vacuum cleaners
            Figure 76: Forecast of U.S. sales of upright vacuum cleaners, at current and constant prices, 2006-
            11
            Other vacuum cleaners and associated products
            Figure 77: Forecast of U.S. sales of other vacuum cleaners and associated products, at current and
            constant prices, 2006-11
            Forecast Factors

            Appendix: Trade Associations



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