Port Washington, NY, May 29, 2019 — 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.”
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 percent overall during the 12 months ending January 2018. While direct-to-consumer sites account for just 8 percent of total online electric floor care dollars, this channel’s sales grew nearly 40 percent compared to a year ago.
The future is bright.
NPD’s Electric Floor Care Home Trends Report indicates steady single-digit growth through 2021. Robotic and Stick vacuums are forecasted to lead this growth as consumers look for more convenient ways to clean their homes.
“The more a task is viewed as a chore, the more we want convenience,” added Derochowski. “Whether convenience is defined as cordless, lightweight, or hands-off, floor care is leading the way in changing the way consumers behave as it relates to the tasks we wish we didn’t have to do, today and in the future.”
*The NPD Group Retail Tracking Service values reflect 52 week adjusted sales, accounting for 53rd week in 2018 retail calendar.
Checkout delivers the most comprehensive view of consumer purchase behavior for general merchandise categories, across all retailers over time, to help you understand how to adjust your marketing to fuel growth. Checkout E-commerce offers the most complete and accurate view of the online channel – 600+ e-commerce retailers including Amazon, Walmart, top industry specific retailers, direct-to-consumer and emerging players. Information is collected from more than 3 million consumers, through data provided by our partner Slice Intelligence and NPD’s own proprietary receipt-harvesting mobile phone app.