uk.superbrands.com Superbrands UK Vol. 23 A market leader in future-thinking smart connected technology, Hoover is a trusted brand with consumer wellbeing at its core. It continues to integrate the latest practical advancements and style into an expansive portfolio of freestanding, built-in and floorcare appliances Market Hoover has been part of Haier, the number one worldwide group in Major Domestic Appliances (MDA), for the past 13 consecutive years (Source: Independent research agency Euromonitor 2021). Globally, Haier has achieved a year-on-year growth rate of 15.6%. Growth rate for 2021 in Europe was 22% and over the past five years growth has been over 20%. Haier commands a double-digit share of the global market for household appliances. During the last five years, the group has been the biggest manufacturer of home appliances. One in every four washing machines worldwide is a Haier appliance. Furthermore, one in every four refrigerators worldwide is a Haier product. Globally, Haier’s market share is 22.3% for Washing, 23% for Refrigeration, 17.9% for Wine Coolers, and 22.6% for Freezers. Product Hoover UK offers a full range of small and major domestic appliances, from floorcare products to large multi-door fridge freezers, both built-in and freestanding. The product portfolio spans small domestic appliances including vacuum cleaners (cordless and corded), cleaning (steam cleaners), air purifiers, freestanding and built-in laundry (washing machines, tumble dryers and washer dryers), cooking (ovens, sous vide systems, microwaves, hobs and hoods), and cooling appliances (fridge freezers, fridges and freezers as well as wine coolers). A leader in smart technology, Hoover was the first domestic appliance manufacturer in the UK to launch a complete range of fully connected wifi appliances in 2015. Achievements With a commitment to energy efficiency, Hoover registered several noteworthy achievements in 2021. When the new energy labelling system launched, the brand demonstrated its energy efficiency credentials – with 93 washing machine models across all three brands achieving the highest possible ‘A’ rating. In 2022, Hoover will launch the best-in-class A+++ rated heat pump tumble dryers. In just over 15 months, the brand has almost tripled its market share in the built-in appliance category. Recent Developments Hoover is proud to have extended its continuing partnership with British cook and restaurateur, Simon Rimmer, as Hoover brand ambassador. This relationship is ongoing and has seen Simon feature in advertising activity and digital marketing campaigns. Hoover has also maintained its position as principal club sponsor of Rugby League powerhouse, Warrington Wolves, for both the men’s and women’s teams. The sponsorship is still underway and includes branding rights throughout The Halliwell Jones Stadium, on kit and across the teams’ digital platforms. Earlier this year, Hoover revealed its major domestic appliance collection, curated specially for the contracts market, for housebuilders and commercial developers. Comprising built-in and freestanding appliances, the collection includes more than 131 models across cooking, cooling, dishwashing as well as laundry categories. Hoover’s most recent success is the HF9, Hoover’s Cordless Stick vacuum cleaner which offers the most powerful suction and advanced anti-twist technology. This technology was introduced by the brand after extensive UK user research and solves the common problem of hair becoming wrapped around a vacuum cleaner’s roller. Promotion In April 2022, Hoover ran a Spring multi-channel marketing campaign to launch the award-winning Hoover Upright 300 vacuum cleaner. This included a DRTV advertising campaign which was broadcast across Sky, ITV and Channel 4’s portfolio of programmes. Autumn 2022 sees Hoover back on air with two separate TV advertising campaigns. The commercials will feature the brand’s latest innovative vacuum cleaners, the HF9 Cordless The term ‘hoover’ is a verb in the Oxford English Dictionary DID YOU KNOW?
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