By Shivaun Hales

Floorcare suppliers are turning to innovation to drive sales in the category as the challenging economic outlook causes consumers to spend with caution. Rather than simply upgrading to a new model, consumers need to be convinced to invest in a vacuum that offers new innovative features and value-added options. At the shop front, increased levels of in-store service is delivering consumers with the advice they need when purchasing a vacuum, something that is not currently available online.

While the most recent GfK figures reveal the floorcare category managed to avoid any significant losses during the current economic downturn, suppliers have adopted promotional activity and increased consumer engagement via social media to help keep sales steady.

The latest statistics from GfK indicate the overall floorcare market experienced moderate growth for the year ending December 2011, however the average selling price was lowered to help accommodate the growth.

Average floorcare selling prices slip

According to GfK, the overall floorcare market (including canister, upright, robot, handstick, wet and dry, handheld, electric sweepers) recorded an 8.6% increase in units for the year ending December 2011, compared to the same period a year earlier. Vacuum units jumped from 1,386,223 to 1,386,223.

The results also reveal an overall 6.2% rise in value, reaching around $317.9 million in December 2011, up from around $299.3 million a year earlier.

In order to accommodate the rise in units and value, average selling prices for the floorcare category declined 2.2%, reflecting a trend of falling prices across the electrical appliance industry. The average price of vacuums fell from $216 to $211.

Handsticks rise to number one in value

In terms of performance from individual floorcare categories, GfK indicated handsticks outshone the rest in the year ended December 2011, recording the largest rise in value, overtaking robotic vacuums. Handsticks also experienced solid growth in units in the year.

Although upright vacuums capture a fairly small sector of the Australian market, the category experienced the largest fall in value for the year ended December 2011.

Upright vacuums fall behind

While canisters powered ahead with a rise in units, value suffered a decline. GfK also noted handheld vacuums saw unit growth, however value took a fall.

The largest loss for the year ended December 2011 came from upgright vacuums, with the category suffering double digit losses in both units and value.

GfK attributed the largest price rise to handstick vacuums, while canisters and handhelds saw the largest fall in average prices.