Vacuums that steam and clean at the same time, assist allergy and asthma sufferers, enhanced dust-free disposal systems or are compact to suit apartment living are among a wide range of innovations retailers and consumers can expect in floorcare for 2010.

Nilfisk expands, increases and offers initiatives

Nilfisk will expand its sales team, increase access to staff training and hold more promotions with its retail partners in a series of new initiatives for 2010. Nilfisk national retail sales manager Kim Hiland, (pictured) described 2009 as an "interesting" year for retail with distinct changes in consumer spending patterns.

"Bargain hunters have chased cheaper prices which has ultimately affected unit prices and created price erosion in our category," she said. "The 'more units sold for a lower value' model of selling is what we have spent years moving away from and it seems to have had a resurgence."

She was concerned that the vacuum category was being devalued by this "pay-less attitude" and charged staff with the role of pointing out the value inherent in its products

Nilfisk staff, she claimed, were highly trained in the merits of the firm's vacuum range and conveyed these key selling points to re-sellers who passed this information onto consumers. "By promoting the benefits of our top-end ranges, we are helping consumers understand the value of a vacuum," she said.

Meanwhile, the company is working with BMW Designworks in America to maintain its emphasis on design for its entire range from entry level vacuums to top end models. "The new Nilfisk Coupe Neo vacuum range demonstrates this unique European style," she said. Nilfisk is also using its experience in the commercial sector to apply added features to its range of domestic vacuums. For example, the supplier claims to use the highest grade of HEPA filter in the market in some of its vacuums before reaching the level of commercial filters used in hospitals.

LG to release new steam Kompressor

A new floorcare model that allows consumers to vacuum and steam at the same time is the latest innovation from LG for 2010. "The use of steam produces high heat which kills the vast majority of household germs," LG assistant category manager cooking, cleaning & air conditioning Ricel Lubrin said.

Like its predecessor the Kompressor Plus, the LG Steam Kompressor is a completely bagless vacuum designed to gather and compress dirt and dust. The design is based on LG research that showed dirt and dust removal from vacuuming was a loathed task and one that could seriously irritate asthma and allergy sufferers. This new vacuum, to be released in April, will feature LG's Dust Compression Technology, a motorised compression canister designed to make waste disposal more convenient.

The motorised compression begins to work when the motor starts running compressing waste into a block to minimise the dispersion of dust particles normally created when emptying a conventional dust canister. LG claims this technology is more environmentally friendly with less waste and no need to buy replacement bags. "The new round minimalistic design of the Kompressor Plus also allows consumers to see the dust compression in action, making it easier to see when the canister needs emptying," Lubrin said. The Steam Kompressor also features a Steam Nozzle to further eliminate dust and allergens while cleaning.

" Although current financial environments are causing people to tighten their belts, we are finding that consumers are still investing in quality products and are willing to spend that little bit more to ensure they buy a product they know will work well and last," Lubrin said.

Sustainable technology and smaller motors

According to Dyson SEA managing director Ross Cameron the company has a long history of designing sustainably. "After all we're most well known for taking the bag out of the vacuum cleaner; replacing it with a patented cyclone technology that captures dirt and dust from the home without losing suction," he said.

Whilst the focus of this unique technology has always been the increased performance provided to customers, the environmental impact of this innovation is considerable; less bags going to landfill with each year Dyson has been in business. Cameron believes that in Australia over the last five years, Dyson vacuum cleaners have prevented the potential disposal to landfill of over 20 million vacuum cleaner bags.

"The bagless trend continues to grow exponentially; delivering a clear market dominance for bagless machines against a fading inefficient bagged vacuum cleaner market,

This month Dyson launches its'take back' program through retailers nationally. Through February and March 2010, customers will have the opportunity to purchase and try-out a Dyson vacuum cleaner. If customers aren't completely happy within the 30-day trial period the company will take it back; and if they are, they will take-back their old machine and recycle it for them.

The aim of the program is to provide new Dyson vacuum cleaner consumers an environmentally responsible means to dispose of their old machines at end of life. Rather than leaving it out on council clean up days, or taking it to the local tip to end up in landfill, Dyson owners can contact Dyson for details on how to send in their old vacuum cleaners. These machines are then stripped down with parts sent to reputable 3rd party recycling facilities for refinement and re-use in manufacturing.

"The Dyson recycling program has been in place for some time now to cater for customers who want to dispose of our products responsibly," Cameron added.


'Big' Electrolux innovation year


 

Electrolux has reported that 2009 was a very strong year for the brand. "We experienced volume and value market share percentage growth over FY2008 that was not matched by any other brand in FY 2009 according to GfK data," product marketing manager for Electrolux Floorcare and Small Appliances Australias Julian Huitfeldt said. He claimed these results were shown in findings from GfK MAT figures to the end of 2009. "With our retailers we are determined to grow this again in 2010."

He described as integral to this success the support of the firm's trade partners. "We are providing our trade retail partners with a full menu of best-in-class cleaning solution products and cleaning need specialisation and presentation in this category to help attract real value growth to retailers' businesses," he said.

Huitfeldt described 2010 as a "big year" for innovation for Electrolux with a "new fleet" of products soon to be released. "The new Electrolux products will include all new levels of cyclonic bagless performance, low noise levels that break world records and colours and innovative award winning designs," he said, suggesting they represented outstanding opportunities for retail.

Consumers favour bag vacuums at Miele

Miele has claimed a shift in mindset among Australian consumers in 2010 to a quality bag vacuum cleaner. "Part of the reason lies in the fact that bagless cyclonic cleaners are fast becoming a generic cleaning solution," Miele Australia product manager - floorcare products, Kris Ronsmans said.

"The commoditisation of the once differentiating cyclonic dust spinning technologies have resulted in an abundance of 'me-too' products being released onto the Australian market resulting in downward spiraling retail prices and confusion in the consumers' mind."

He claimed consumers were looking for a reliable and effective vacuum cleaner and were willing to spend on a reputable brand and durable product. In demand were consistent performance and outstanding features such as reliable filtration and dust retention or disposal system such as Miele's Active HEPA filtration and HyClean dust bag technology.

He was convinced that quick, easy and hygienic disposal of dust would continue to be top-of-mind when consumers made floorcare purchase decisions. "Miele vacuum cleaners, with their optimised airflow and powerful suction will not only ensure superior dust pick-up performance but also collect and store dust even better in their latest bag design, the HyClean dust bags," he said. These bags automatically close when the dust compartment lid is opened. "The automatic self-closing collar, aptly named HyClose, acts as an automatic seal to prevent any dust leakage so that the customer can dispose of it without the risk of coming into contact with the dust again.

The company claims to have a 'healthy' retail mix of large retail groups and smaller independent retailers. "Changes in retail channels will continue to take place but strong brands such as Miele provide the required return of investment, consistent sell-through of floor stock and continuous demand from consumers making us a 'wanted' brand amongst retailers regardless what channel or geographic location," he said.

Trend towards bagless at Sanyo

Sanyo has named the bagless category as the fastest growing segment of floorcare in 2009. product manager - retail, Ranjit Sohoni pointed to data that revealed an 1% growth in bagless units sold compared to 2008 claiming close to a 70% share of the total floorcare market.

"A large percentage of the bagless segment comprised bagless cyclonic models and this trend is expected to continue in 2010," he said. Sohoni claimed cyclonic technology presented a 2-fold advantage over conventional machines. This technology offered an improved dirt removing capability as there was no loss of suction while the dust collected was compacted and easily disposed of with a click of a button. "More and more consumers are expected to invest in this technology in the future," he added.

As a result, Sanyo intends introducing more cyclonic vacuums to the market in 2010.

 

New technology from Hoover

Hoover's latest technology, the AirvolutionTM platform is designed to harness 'air force' power to achieve a faster and deeper clean. "We achieve this with a unique 12 v-cell patented separation technology which delivers up to 97% efficiency," Hoover Floorcare Asia Pacific director Damian Court said.

This technology is designed to ensure almost all dirt and dust is captured in a bagless canister. "We're excited to be delivering new products that challenge the market and soon, we'll be launching the Rush platform which will be the ultimate in dust disposal at a competitive price," he said.

Meanwhile, Court was convinced the majority of changes in the retail mix had now occurred in the floorcare sector. "We don't anticipate any significant changes, but acknowledge there are competitive offerings in the market by the specialists as well as the entry level mass merchants," he said.

He suggested the floorcare category had been insulated and continued to grow despite the global financial crisis. "The key challenge is to regain some additional growth but in a steady strategic fashion rather than erratic monthly sales," he said.

Hoover claims to have reinvigorated the floorcare market with the release of the Freemotion and Freespace models which it claims are selling well through retailers.

Hoover Floorcare Asia Pacific director, Damian Court pointed to the Freespace range as its strongest performer due to the number of models available, their compact Italian design and efficient features. The Freespace features a unique Nanopack system and has been designed to be incredibly compact. "It may be concealed in a small cupboard requiring only 45cm of height, 38cm of width and just 27cm depth," Court said. It is also promoted as offering suction power and sealed HEPA filtration.

Also designed in Italy, the Freemotion is described by Hoover as the first vacuum range to incorporate a full 180 degree swivel head. This feature is designed to allow it to maneuver a full 90 degrees to either side to clean down narrow and difficult-to-reach areas like beside the fridge or in between furniture. Court said this floor tool was reviewed by an industry testing body in July '09 and rated at 92% for 'Cleaning Corners and Edges', the highest out of the field tested.