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Week-end Edition - Day 2 & 3 - IFA International

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BUYERS' GUIDE STEAM

BUYERS' GUIDE STEAM FLOOR CLEANERS THE MARKET by VALUE SHARE OF TYPES OF STYLE CLEANERS IN EU 6* FOR MAT 2015 58% Steam Mop AVERAGE SELLING PRICE OF STEAM ! CLEANERS IN EU 6* FOR MAT 2015 Handheld 200 150 100 5% 1% 175 Barrel 36% Sledge Average Selling Price - € 139 STATE OF PLAY At the beginning of the 90s, against a backdrop of steam ironing stations, the first steam cleaners came mainly from Italy. A few years later, the machines were massproduced, the consumer market developed and the German brand Kärcher became a key supplier in the segment. Market growth was accompanied by more stringent safety regulations. For example, the provision of a safety lock that cannot be opened under pressure is now compulsory. The machines have been continuously developed and are now more compact and lighter. In addition to standard boiler technology for heating water, a pressure-controlled instantaneous water heater was developed, for example. The range of accessories was also extended. Today, the right accessory part is available for steam irons, flow-optimised floor nozzles as well as diverse brushes for numerous applications and cleaning requirements. KEY INNOVATIONS TO LOOK FOR AT IFA CONTINUOUS REFILLING Thanks to a two-tank system, steam cleaners in the medium and top class range can be continuously refilled. This allows uninterrupted cleaning: water is pumped to the boiler from a separate tank. The pressureless tank can be removed and refilled as required and the steam pressure in the boiler is simultaneously maintained. ENERGY-EFFICIENT AND CONVENIENT MACHINES In addition to the previous standard boiler system, steam cleaners with instantaneous water heaters are now also available. The advantage of this system is that only the steam required for cleaning is generated. The heat-up time is significantly reduced and the energy efficiency increased. The pressure-controlled instantaneous water heater developed by Kärcher generates a steam pressure of 3.5 bar comparable with machines using boilers. AUTOMATIC WATER DESCALING Until now, steam cleaner calcification was prevented by either using distilled water or regularly descaling the machine. With the ion exchanger cartridge used in the Kärcher SC 3, the filled water is automatically decarbonised. The appropriate water hardness can be adjusted on the machine and a reminder is given when the cartridge needs to be replaced. *EU6 = DE, ES, FR, GB, IT, NL 50 CONTACT Udo Jansen Global Director Small Domestic Appliances GfK Retail and Technology udo.jansen@gfk.com 0 THE FUTURE Barrel Handheld Sledge Steam Mop The cleaning market is constantly changing. Steam cleaner development will also adapt to these changes. Customers want to spend as little time as possible cleaning - with maximum efficiency and convenience. Steam cleaners will therefore become more energy-efficient, lighter, more mobile and easier to use in future. Smart home networking and intelligent control with automated cleaning programmes will also play a role in the development of the market in the coming years. 39 78 INNOVATING @ IFA SC 3 PREMIUM BY KÄRCHER The Kärcher SC 3 Premium steam cleaner offers chemical-free cleaning and can be used virtually anywhere. With its 2-level steam control, steam intensity can be adapted to the kind of surface and dirt being tackled. Moreover, with a heat-up time of just 30 seconds, it's ready for use almost immediately. The water tank's ability to be refilled any time allows cleaning without interruption. » HALL 4.1 / STAND 213 PRE650 BY MAC5 The PRE650 multifunction appliance offers a better cleaning solution by combining its powerful vacuum (1200 W) with the improved steam generator (1800 W). The unit is provided with a two stage water filter and with fully electronic controls on the filter as well as in the control handle. It can be refilled any time because it is provided with an auto refill steam generator. » HALL 7.1 C / STAND 102 » HALL 4.1 / STAND 213 www.ifa-international.org IFA International • Saturday 5 th & Sunday 6 th September 2015 43

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