1© GfK 2015 | EU Energy Label on Vacuum Cleaners | EEDAL Conference | Lucerne August 28 th 2015 EU Energy Label on Vacuum Cleaners: Evaluation and market

1© GfK 2015 | EU Energy Label on Vacuum Cleaners | EEDAL Conference | Lucerne August 28 th 2015

EU Energy Label on Vacuum Cleaners:Evaluation and market changesGfK Consumer Choices

EEDAL Conference, August 28th 2015, LucernePierre Geismar, [email protected]


Agenda

1. Presentation of the Energy Label & Panel methodology

2. The Cylinders market is renewed

3. Focus on the Label’s criteria

4. Evaluation of the Label: energy savings and value creation

5. Revision of the label


Presentation of the Label and Methodology


Launch of the Label on September 1st 2014

EU Energy Label on Vacuum Cleaners

Main Label

• Energy efficiency class, according to the annual electricity consumption in kWh/year

Energy Efficiency Class AE (kWh/year)

A AE ≤ 28,0

B 28,0 < AE ≤ 34,0

C 34,0 < AE ≤ 40,0

D 40,0 < AE ≤ 46,0

E 46,0 < AE ≤ 52,0

F 52,0 < AE ≤ 58,0

G AE > 58,0


Launch of the Label on September 1st 2014

EU Energy Label on Vacuum Cleaners

5 additional indicators:

• Carpet floor cleaning performance class• Hard floor cleaning performance class• Dust re-emission class• Sound level (decibels)• Annual average energy consumption in kWh/year

New maximum power level authorized:

1600 Watts / 62,0 kWh/year


GfK Point of Sales Tracking

InformationTracking Methods

GfK Retail Panel

GfK Household Panel

Retail Data

POS Data

Product Data

Supply Chain (simplified)

Manufacturer

Retail

Consumer

Wholesale

Buyer Data

Purchase Data

Equipment Data

Analysis of Vacuum Cleaners POS data, segment Cylinders, on 25 EU countries


The European Vacuum Cleaners market is largely renewed with greener products


A 17,3 million units market in 2014

Very stable volume trends on cylinders before the introduction of the EU Energy Label

VACUUM CLEANERS EU 25 Countries Panelmarket Jan 12-Dec 12 - Jul 14-Jun 15

CYLINDER Sales Ths. Units,Sales Mio. Value EUR

© GfK 2015 - All rights reserved | 8/2015

Jan 12-Dec 12 Jan 13-Dec 13 Jan 14-Dec 14 Jul 14-Jun 15

17.218 17.200 17.295 16.628Sales Ths. UnitsSales Ths. Units

0

2

4

6

8

10

12

14

16

18

Sa

les

Th s

. Un

i ts (

x 1

.000

)

7.290

9.916

7.577

9.607

7.654

9.618

7.242

9.342

CYLINDER BAGGED

CYLINDERBAGLESS+ COMBI


1.866,3 1.881,0 1.934,4 1.940,2Sales Mio. Value EURSales Mio. Value EUR

0,0

0,2

0,4

0,6

0,8

1,0

1,2

1,4

1,6

1,8

2,0

Sa

les

Mio

. V

alu

e E

UR

( x

1.0

00

)

819,6

1.046,0

851,3

1.029,1

881,1

1.052,5

869,3

1.069,2

CYLINDER BAGGED



Low consuming products are replacing high wattages

Cylinders accounting for more than ¾ of volume sales in 2013 did not fit EU wattage requirements


CYLINDER Sales Units %

© GfK 2015 - All rights reserved | 8/2015PRJ 90812 - RG 4156126 - RP 25587321 - ID 452012338


17.218 17.200 17.295 16.628ThousandThousand

50,2

15,5

9,9

14,7

7,6

53,3

12,9

9,3

13,2

8,1

48,0

10,6

8,5

11,1

10,0

2,2

3,5

5,2

28,4

6,7

6,7

12,1

11,2

4,3

12,1

15,4

3,1

< 600 W

600 < 700 W

700 < 800 W

800 < 1000 W

1000 < 1200 W

1200 < 1400 W

1400 < 1600 W

1600 < 1800 W

1800 < 2000 W

> 2000 W & Ot


The market is now built on more energy-efficient productsDevelopment of a new offer, <800 Watts

VACUUM CLEANERS EU 25 Countries Panelmarket Jul 13 - Jun 15

CYLINDER Sales Units %


< 600 W

600 < 700 W

700 < 800 W

800 < 1000 W

1000 < 1200 W

1200 < 1400 W

1400 < 1600 W

1600 < 1800 W

1800 < 2000 W

> 2000 W & Ot

Jul 14 Aug 14 Sep 14 Oct 14 Nov 14 Dec 14 Jan 15 Feb 15 Mar 15 Apr 15 May 15 Jun 15

55,3

11,5

8,3

9,9

10,4

52,9

11,3

8,7

9,7

10,1

3,6

46,1

10,6

9,0

10,7

10,8

3,9

6,3

38,4

9,2

8,5

11,4

10,5

2,1

7,5

10,5

29,1

7,7

7,3

13,2

11,4

3,2

11,3

13,7

3,0

23,7

7,1

6,6

13,9

10,9

4,1

13,4

16,6

3,7

19,1

4,8

5,7

12,1

11,1

5,1

16,9

21,0

3,9

15,3

3,7

5,0

13,8

11,8

5,4

18,3

21,6

5,1

13,2

3,1

5,0

13,2

12,2

6,2

19,2

23,2

4,6

12,1

2,5

4,6

13,2

12,4

7,0

19,6

23,2

5,4

9,8

2,5

4,9

12,3

12,0

7,5

19,7

25,8

5,3

8,8

2,3

5,1

12,8

11,9

7,4

20,3

25,9

5,5

< 600 W

600 < 700 W

700 < 800 W

800 < 1000 W

1000 < 1200 W

1200 < 1400 W

1400 < 1600 W

1600 < 1800 W

1800 < 2000 W

> 2000 W & Ot

Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14 Apr 14 May 14 Jun 14

54,3

12,6

9,0

13,4

7,9

53,6

12,9

9,5

13,2

8,0

52,1

12,9

10,8

13,4

7,8

54,2

12,6

8,7

12,6

8,2

54,0

12,3

9,1

11,8

8,9

53,5

12,4

10,5

11,8

8,0

55,5

11,2

10,1

10,2

8,3

2,2

54,9

12,1

8,7

11,0

8,8

2,2

53,9

12,5

8,2

11,6

9,4

2,1

55,1

11,3

8,6

11,3

9,2

55,7

11,4

8,6

9,8

10,1

54,6

11,5

8,5

10,7

10,6


Energy Label’s criteriaA majority of A models and some potential on silent models


The energy efficiency A class already accounting for 39% of sales

The A class is a high-end offer, with a 154€ average price compared to 124€ on all renewed models

VACUUM CLEANERS EU 25 Countries Panelmarket July 2014 - June 2015

CYLINDER Launch after Jul14 < 1600 W Energy Label EU Sales Units %,Sales Value %


A

B

C

D

E

F

G

Others

Sales Units % Sales Value %

3,1

10,7

4,5

6,4

7,0

28,2

39,0

7,4

6,6

7,7

4,8

22,8

48,5


Improvements may still be made on the carpet floor performance class and on dust re-emission


CYLINDER Launch after Jul14 < 1600 W Hard Floor / Carpet / Re-emission Sales Units %


A

B

C

D

E

F

G

Others

4,5

9,6

2,8

8,1

4,8

19,4

20,8

30,0

A

B

C

D

E

F

G

Others

5,25,8

27,4

34,3

24,3

2,4

A

B

C

D

E

F

G

Others

3,4

4,1

18,1

21,5

16,5

36,4

Hard Floor Class Carpet Floor Class Dust Re-emission Class


On renewed products, silent models (<75 dB) account for 16% of volume sales only

Sales <60 dB have appeared since the introduction of the label


CYLINDER Launch after Jul14 < 1600 W Sales Units %,Sales Value %


< 60 DB

60 < 65 DB

65 < 70 DB

70 < 75 DB

75 < 80 DB

80 < 85 DB

>= 85 DB

Others

Sales Units % Sales Value %

6.804 840.200Ths.

2,7

11,7

40,1

29,6

7,8

5,9

10,8

31,4

29,7

12,0

10,6

3,0


Evaluation of the label’s impact:Energy savings and value creation


Average maximum wattage power level

Reduction in the power level of vacuum cleaners

1990 2005 2020 Jul14-Jun150

500

1000

1500

2000

2500

1275

1500

2300

916

Average power level of a vacuum cleaner in Watts

Source EC POS data, Cylinders EU 25 countries

Forecast EC, in case the Label would not have been introduced

Introduction of the Energy Label


Average annual electricity consumption in kWh/year

Reduction in the electricity consumption of vacuum cleaners

1990 2020 Jul14-Jun150

20

40

60

80

100

120

140

60

120

35 Average annual electricity consum-tion in kWh/year

Forecast EC, in case the Label would not have been introduced

POS data, Cylinders EU 25 countriesLabel basis: 50 cleaning actions per year on 87 m², with 4 strokes over each point

Introduction of the Energy Label

Source EC(1 h use per week)


Cylinders Euro Average price

The label is creating added-value on the market

Jan-Dec12 Jan-Dec13 Jan-Dec14 Jul14-Jun15

100

102

104

106

108

110

112

114

116

118

120

108109

112

117

Sales volume are declining

Þ No Label impact on sales

Significant rise in average price

Þ The Label is adding value to the market

Þ Consumers better informed, and thus less reluctant to invest more?POS data, Cylinders, EU 25 countries


Revision of the Energy Label:Significant advances on labeled devices, but a declining perimeter of application


Label updated in September 2017

Revision of the Energy Label on vacuum cleaners

Main Label

• Energy efficiency class, according to the annual electricity consumption in kWh/year

Energy Efficiency Class AE (kWh/year)

A+++ AE ≤ 10,0

A++ 10,0 < AE ≤ 16,0

A+ 16,0 < AE ≤ 22,0

A 22,0 < AE ≤ 28,0

B 28,0 < AE ≤ 34,0

C 34,0 < AE ≤ 40,0

D AE > 40,0

Technical requirements

• Maximum power level of 900 Watts, instead of 1600 Watts / 43,0 kWh/year

• Maximum sound level of 80 dB


The perimeter of application of the EU Energy Label is reduced

The development of Rechargeable Handsticks is reducing the perimeter of application of the Label on vacuum cleaners


Sales Units %,Sales Value %



25.991 26.508 27.259 27.316Sales Ths. UnitsSales Ths. Units

3,9

3,2

4,2

10,5

3,1

7,0

28,0

38,2

4,1

3,4

5,3

10,2

3,1

7,2

28,6

36,2

4,1

3,3

6,6

10,2

2,9

7,3

28,1

35,3

4,4

3,4

8,3

10,8

2,8

7,3

26,5

34,2

CYLINDER BAGGED


BEAT&BRUSH(DRY ONLY)

HANDSTICK MAINS

HANDHELD MAINS

HANDHELD RECH.

HANDSTICK RECH.

ROBOT

WET&DRY

EL.SWEEPERS

Others


2.916,7 3.057,6 3.281,6 3.493,7Sales Mio. Value EURSales Mio. Value EUR

4,2

7,9

5,7

4,6

2,5

10,5

28,1

35,9

4,3

7,9

8,4

4,4

2,3

10,5

27,8

33,7

4,2

7,9

11,1

4,4

10,8

26,9

32,1

4,3

8,3

13,9

4,5

10,9

24,9

30,6

CYLINDER BAGGED


BEAT&BRUSH(DRY ONLY)

HANDSTICK MAINS

HANDHELD MAINS

HANDHELD RECH.

HANDSTICK RECH.

ROBOT

WET&DRY

EL.SWEEPERS

Others


Conclusion


Conclusion

EU Energy Label on Vacuum Cleaners: evaluation and market changes

Energy Label introduced on Vacuum Cleaners in September 2014

On renewed products, the A general class accounts for 39% of volume sales

The introduction of the Label is enabling energy savings

916 Watts max power level; average annual electricity consumption of 34,5 Kwh/year

Consumers seem ready to invest more

Rising average price on cylinders

The perimeter of application of the Label is reduced

Cylinders are losing shares in front of battery-operated devices


Thank you for your attention!

Pierre [email protected] : +33 1 74 18 60 91 | M : +33 6 45 48 17 14

mailto:[email protected]

Documents

1© GfK 2015 | EU Energy Label on Vacuum Cleaners | EEDAL Conference | Lucerne August 28 th 2015 EU Energy Label on Vacuum Cleaners: Evaluation and market