Dyson Ltd continued to lead the United Kingdom vacuum cleaners market, 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. Dyson Ltd's Dyson DC19DB bagless cylinder vacuum cleaner launched in late 2011 witnessed great success and popular ratings from consumers. The vacuum cleaner uses patented Root Cyclone technology to benefit from no loss of suction, making it perfect for removing pet hair and embedded dirt. The DC19DB also expels cleaner air, making it both hygienic and efficient.
Typically vacuum cleaners is 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.
Vacuum cleaners is set to record a retail volume CAGR of 1% during the forecast period, which will be an improvement on the -3% volume CAGR of the review period. The main reason for this expected revival is 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. Cylinder vacuum cleaners will continue to grow and will take a larger share from the upright format during the forecast period. This will be linked to a number of factors, including an ongoing shift from carpets to hardwood/laminate flooring and the greater ease of storage offered by cylinder formats. In addition, with economic concerns likely to persist for most consumers for the majority of the forecast period, there is not expected to be any return to the trend towards households keeping both cylinder and upright vacuum cleaners.
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