Vacuum Cleaners – Opportunity Knocks Online

Vaccum Cleaner July 2010
Small Domestic Appliances, UK

The Vacuum Cleaners market continues to enjoy value led growth as consumers, in their quest for innovative features and ergonomic design, have demonstrated a willingness to spend more on these essential household appliances when comparing to last year. Value Sales stood at £505.6M in the latest year (July 09 – June 10), up by 6.5 % whilst a fall in volume sales of 0.3% pointed to an increase in average price of 6.8%.

Vaccum Cleaner

Sda Chart 1 July 2010
Sda Chart 1 July 2010

Nowhere is this ‘trade up’ purchasing more evident than on the internet, where like for like prices are often lower than in store and as a result consumers are arguably enticed into buying products of a higher specification due to the incremental savings that can be made. Indeed, within the Upright Bagless market, the £180+ sector accounted for 47% of all volume sales online in the last 12 months compared to just 24 % in the non internet segment. Such a trend has helped to catalyse staggering growth in the online sector, with the latest year posting a 31.7% increase in value sales versus a figure of 4% for all non-internet sales.

Sda Chart 2 July 2010
Sda Chart 2 July 2010

Is such growth likely to continue in the years ahead? Factors such as the increasing affordability of broadband, the ease of comprehensive product comparisons online and an ever widening demographic profile of internet consumers should all help to bolster growth and in doing so highlights a burgeoning value opportunity for both manufacturers and retailers.

Written by Sumit Burgul

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