Retailers to Tout Robotic and Stick Vacuum Cleaner Offerings

BY Rachel Cagle
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"The ten fastest growing home environment appliances in 2018 were all robotic and stick vacuums. These two categories, representing a combined $1.5 billion in sales during the 12 months ending March 2019, are driving electric floor care growth and significantly outpacing the upright vacuum category. Robotic and stick vacuums are expected to continue this trend through 2021, according to the new Electric Floor Care Home Trends Report from The NPD Group."

"'The electric floor care market has evolved as a result of product innovation and changes in cleaning behaviors,' said Joe Derochowski, home industry advisor at NPD. 'Robotic and stick vacuums are addressing the core needs of today’s consumer, and finding new ways to address their floor care pain points.'”

"U.S. Sales by Electric Floor Care Subcategory (12 Months Ending March 2019 vs. Prior Year:

  • Upright Vacuums:
    • Unit Sales: $13.3 million
    • Unit % Change: ‑1%
    • Dollar Sales: $1.3 billion
    • Dollar % Change: ‑2%
  • Stick Vacuums:
    • Unit Sales: $6.3 million
    • Unit % Change:+12%
    • Dollar Sales: $840 million
    • Dollar % Change: +22%
  • Robotic Vacuums:
    • Unit Sales: $3.4 million
    • Unit % Change: +56%
    • Dollar Sales: $660 million
    • Dollar % Change: +34%"

"Upright vacuums are still the largest electric floor care subcategory, but robotic and stick vacuums are experiencing double-​digit growth which is driving the overall electric floor care category. E‑commerce is playing a significant role in this growth, with more than half of robotic vacuum dollars coming from online sales. NPD’s Checkout information reveals that online sales of electric floor care appliances were up 28% overall during the 12 months ending January 2018. While direct-​to-​consumer sites account for just 8% of total online electric floor care dollars, this channel’s sales grew nearly 40 percent compared to a year ago."

Within the last six months, 52.5% of Vacuum Shoppers used a mobile device to make an online purchase, according to AudienceSCAN. They also used their mobile devices to view retailers' websites (40.1%) and watch videos of products they're considering (33.8%). Vacuum retailers can target these online shoppers with both online and mobile ads while they search for their next appliance.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on electronics and vacuum retailers. It also offers lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.