Retail volume growth within the UK vacuum cleaners market increase by 1% in 2012, a marginal decrease compared to 2011. The deceleration in growth was largely due to an increase in unit price and slower replacement cycles among consumers. Due to decreased levels of household expenditure and restricted budgets, consumers were very cautious about replacing or purchasing a new vacuum cleaner.
According to a trade interview with an electrical retailer in-store manager, it was revealed that many consumers talk about how unnecessary it is to replace a vacuum cleaner although there are some on offer in the £50-£60 range. The consumers who upgraded or made new purchases were those with big families with many children where cleaning is a must on a regular basis.
Typically vacuum cleaners are dependent on the property market and carpets, both of which performed badly in 2011 and 2012. The property market has entered the modern apartments and flats construction mode which imbibes a rather simpler mat or wooden flooring which is cheaper and takes less effort to clean.
In addition, the rental agencies and individuals made sure that the properties for rent have at least a second- hand vacuum cleaner which can be used. These new trends further affected the growth of vacuum cleaners as consumers do not feel it necessary to own a perfect cleaning device.
Dyson Ltd continued to lead vacuum cleaners in the UK holding 20% retail volume share in 2012. The only other companies which hold large retail volume share in addition to Dyson are Vax Ltd and Hoover Candy Group with 10% and 8% in 2012. Dyson benefits from a number of factors, including its strong reputation for quality, design and functionality. The brand also benefits from its UK heritage and from wide distribution and strong marketing support.
The UK vacuum cleaners market is expected to show some form revival over the coming years due to a stronger awareness of newer products entering the category. The newer products will have enhanced functionality and convenience features which will attract consumers to upgrade and replace their current vacuum cleaners.
For more information on the UK vacuum cleaners market, see the latest research: UK Vacuum Cleaners Market
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