By Dawn Adams

Suppliers are introducing innovative features to add value to floorcare options in a competitive market. Advances are being made across the total category to generate greater consumer and retail interest in more affordable as well as premium models.

Nilfisk points to strong GfK results

Nilfisk has claimed recent GfK data demonstrates the firm's strength in the floorcare market. "GfK results have indicated that Nilfisk performed extremely well in the $100 to $200 bagged canister area and again, in the $300 to $400 bagged canister area, through electrical retailers and department stores," said Kim Hiland, Nilfisk-Advance national retail sales manager. "In both these categories, we have out-performed our big competitors on percentage points this year. In fact, we have come up on top in the $100 to $200 bagged canister price points and are number one both in volume and value within electrical retailers and department stores."

Hiland claimed the firm's positioning in the GfK statistics was due to a positive consumer response to the release in the last 12 months of the new Coupe Neo range and the updated Action Plus selection. These two models have become the firm's best performers attributed to the Coupe Series' compact size and the value-for-money offering from the low-priced Action Plus series which has a blow function and other features.

Also winning over consumers was the firm's five-year warranty offered on the Extreme and Power Series. "Our five-year warranty, even on $399 vacuum cleaners, has always been a very enticing offer to consumers," she said. Retaining interest is the slimline Nilfisk Handy 2-in-1 vacuum designed for smaller jobs and available in a new crisp pearl white.

However, Hiland acknowledged the second half of 2010 would remain a challenge. "We expect sales to be flat for the remainder of the year, although federal election outcomes may have a part to play in consumer confidence and spending," she said.

Updated compact range from Dyson

Dyson's market share has remained steady and the company is expecting strong sales for the second half, according to Mark Anderson, Dyson SEA sales director. While he commented on recent difficult trading conditions for retailers, Anderson also observed retailers were selling up through the Dyson range. "Our DC23 Turbine and DC23 Motorhead HEPA models are proving quite popular," he said. "However, all Dyson models have been performing well and maintaining their position in the floorcare mix. Since we introduced the new handheld range last October, featuring Dyson's powerful V2 Digital Motor, our handheld category has continued to significantly grow market share. In the lead up to Christmas we expect this trend to continue."

Anderson attributed the firm's significant growth during the global financial to a trend for consumers to turn to brands they trust in challenging times. Dyson was voted a Top Performer in Home Appliances and Australia's Most Trusted vacuum cleaner brand of top five vacuum cleaner brands surveyed in a Readers Digest Trusted Brands report from December 2009.

Meanwhile, the firm will release its updated compact range in September with the new 'small' DC26 and 'medium' DC22 Turbine. Anderson said these models would offer a growing young urban market, and an older generation, new technology that can deliver the powerful performance of a full size Dyson in a more compact lightweight product to better suit their needs and environment. He said the DC26 was designed for small spaces or as a smaller and lightweight second cleaner for larger or share homes.

"All 275 parts of the DC26 were re-engineered by Dyson specialists to miniaturise the technology while keeping the performance of a full sized vacuum," he said. "Dyson's patented Radix CycloneTM technology, condensed to fit into the machine, spins dust and dirt out of the air using centrifugal force so there's no loss of suction." He also pointed to 13 small inner cyclones featured to deliver superior efficiency in as little space as possible keeping air velocity high and energy consumption low. The entire machine fits onto just one A4 piece of paper.

A power-steering like capability from Miele

Hygiene, related to general health, is among the most important factors influencing the purchase of a floorcare product, according to Kris Ronsmans, Miele Australia floorcare and extended warranty category manager. "Miele is confident that there is no more hygienic alternative than its HyClean dust bags," he said. "It is a groundbreaking floorcare innovation that delivers a superior hygiene system to place Miele at the forefront of dust filtration technology."

The nine-ply random-spun fibre technology incorporated in HyClean is designed to provide better dust filtration, retention and storage than previous Miele filtration systems to ensure dust is not re-released into living areas. "Miele believes that quick, easy and hygienic disposal of dust will continue to be top of mind when consumers are buying a new vacuum cleaner," Ronsmans said. HyClean dust bags close automatically when the dust compartment lid is opened. The automatic self-closing collar, named HyClose, acts as an automatic seal to prevent dust leakage.

Meanwhile, Miele claims new S7 Upright Floorcare has been engineered to be the most maneuverable upright vacuum cleaner range on the Australian market. Developed after six years of research, testing and engineering perseverance, Ronsmans claims this range merges the boundaries between canister and upright vacuums to establish an ultra-maneuverable design.

This selection has already been recognised with an international 'red dot' design award, Bronze Excellence in Design Award and a 2010 iF Design Award. The range includes the S 7210 jet black and the S 7580 AutoCare HEPA garnet red metallic models which feature new SwivelNeck technology to achieve a power-steering like capability for effortless use. The vacuum can be moved in any direction from fully upright to completely flat and every angle in between. Ronsmans described this inclusion as a 'feat of engineering magic' that provided unprecedented motion without exertion.

New portable models from Kambrook

Kambrook has committed to releasing the new Captiv12V Portable Vacuum in time for Christmas. A cordless option with wet and dry pickup, this model features Ni-MH rechargeable batteries to achieve a superior run time. It also includes a large capacity dust/liquid canister. Wall mountable, it comes with a built-in crevice tool to access hard-to-reach areas as well as an easy release canister and washable filter. Before its introduction to the market, this model underwent more than 200 hours of continuous testing which, Kambrook claims, is enough time to pick up more than 300 litres of water.

Also available is the CaptivG3 range of vacuums which feature continuous suction power and cyclonic bagless convenience for easy removal of dirt. Each model includes two washable HEPA filters and comes with a 12-month replacement warranty.

In the CaptivG3 range is the 1500 watt CaptivG3Lift, the CaptivG3Lift Cyclonic Bagless and the top of the range 2000 watt CaptivG3Pet Cyclonic Bagless model which comes with an additional turbo floor brush to pick up pet hair from carpets. All models include a multi-terrain floor tool and accessories such as crevice, upholstery and brush attachments.

Strong growth year-on-year at Hoover

Hoover has claimed it is in an 'enviable' position of having experienced strong year-on-year growth in the total Australian retail floorcare market over the past two years. "The strongest drivers of this change were widening distribution and an aggressive new product development program involving launching in excess of 15 new floorcare products in the space of 12 months," said Damian Court, Hoover Floorcare director.

But he expressed alarm when he claimed GfK statistics for June reported the floorcare segment in decline for the first time in more than five years for MAT. "The category declined by 0.68% in value in MAT June 2010, with the past quarter having declined 8.01%, and June month 15.71% meaning the MAT figure will show greater decline in the coming months," he said. "This difficult retail environment translates into greater pressure and will see customers demanding greater value for money by way of feature set and RRPs. It also puts pressure on the retailer with greater competitive influences giving consumers more to think about."

Court suggested increased competition on the sales floor would equate to gift-with-purchase offers and strong consumer promotions to stimulate market share. "However, trusted brands fare best in a tough sales environment and the Hoover name, along with the brand's European styling and superior design, will ensure it withstands market pressures." he said.

Court pointed out the firm was still in its relaunch phase as a national floorcare brand noting that 80% of its range had been refreshed with new models over the past year. "This has been strengthening up the overall bagless offerings, particularly in the multil-cyclonic, high separation efficiency end of the market, as well as the entry level offerings," he said. "The major segment of expansion over the coming six months is a complete new range of handheld rechargeable vacuums ranging from 7.2V to 14.4V Wet & Dry models, all below $100 in recommended retail price."

The Hoover RUSH cyclonic bagless, launched in May 2010, has been named the firm's strongest performing model. Claiming this model is the firm's most efficient design, the RUSH bagless option is promoted as enabling the canister to be effortlessly emptied. "All the user need do is simply pressure release the bagless canister, and with the same hand, in one motion pull the trigger to dispose of the dust," he said. "It can be emptied with one hand behind your back." It is also suitable for multi-surface applications using three floor tools and is designed to be small and compact for easy storage.

Electrolux to make vacuums from plastic from the world's oceans.

Electrolux will gather plastic from the world's oceans to produce a limited number of vacuum cleaners in a new 'Vac from the Sea' project. These vacuum cleaners will be made from marine plastic debris to raise awareness of the issue of plastic pollution and, at the same time, combat the scarcity of recycled plastics needed to make sustainable home appliances.

"The Pacific Ocean is polluted with the largest floating garbage islands in the world, some 2kms long," said Julian Huitfeldt, Electrolux product marketing manager floorcare and small appliances. He is also a Green Ambassador for the APMEA region including the Asian Pacific, Middle East and Africa. "There are other plastic islands, some several times the size of the state of Texas, floating in our oceans. Yet on land, we struggle to get hold of enough recycled plastics to meet the demand for sustainable vacuum cleaners."

The company's green vacuum cleaners are currently made from 70% recycled plastic. "Our ultimate vision is, of course, 100%, and for all ranges," he said.

And he pointed to the main barrier to increasing recycled plastic use for home appliances was its uncertain supply. He suggested overall consumer perception must change and barriers to recycling become lower to redress the imbalance between supply and demand.

Progress for this project will be documented and communicated through the firm's website, Facebook and Twitter pages. Also available will be online video on YouTube as well as a blog and special site for images. There will also be links to 'hero' individuals and organisations needing support for environmental purposes. The vacuum cleaners produced from this recycled plastic will be put on display for viewing by decision makers and consumers.

Sanyo among top 10 brands

Sanyo's commitment to quality and building strong relationships with selected major retailers is being credited with helping the company perform well during the second half of 2010. "By offering good vacuum cleaners that are affordable and reliable, we will remain within the top 10 vacuum cleaner brands in Australia," said Jason Oh, consumer product manager.

He noted retail changes had not affected the firm's sales significantly pointing to the company's floorcare selection as in high demand by Australian consumers.

"By continuing to educate retailers and consumers on the benefits of bagless vacuum cleaners and HEPA filters, which are a more hygienic way of cleaning, the impact on sales should be favourable," he said.

The company's 2010 product range includes bagless models and models with turbo heads. The Sanyo SCX2017, retailing for $199, has been named the strongest performing model due to its quality and the value it offers. This 2000W vacuum cleaner features a HEPA filter and a telescopic wand.