Style beats substance in instant vac market

By Patrick Avenell

SYDNEY, NSW: Style and ergonomics are more important than battery life in the handstick vacuuming market, according to Electrolux Floor Care managing director John Mahar. These comments were made at the same time that Electrolux released figures from GfK that show significant growth in what it calls the instant vacuum cleaner market.

According to these figures, there has been 40 per cent growth in volume and 25 per cent growth in value in this category (MAT August 2010). Mahar reported strong sales for EFC’s Ergorapido brand of handstick units, which he claimed was due to their visual and functional appeal, rather than any technology superiority.

He singled out four key stimulators to success in the instant vacuuming category. These are ability to work well in short, sharp bursts; ergonomic design; operational functionality straight off the charging base, with no need for attachments; and a modern, attractive design.

“These facts are key to what attracts consumers and drives them to buy instant vacuums in ever increasing numbers,” said Mahar. “Ergorapido has won several International design awards and a recent very high performance rating from Australia’s leading consumer product testing organisation.”

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