Almost one million steam cleaners were sold in the last 12 months, according to the latest research from GfK, with an extra £12m worth of steam mops sold in the first quarter of 2013 alone.
The combined vacuum and steam cleaner market reached £630m in 2012, the highest value seen since records began. A wet start to the season has meant that consumers are re-focusing their attentions on indoor activities, says GfK, with the total home appliance category showing strong value growth of more than 22% from January to April this year.

Steam cleaners have proven the "hero product" for many retailers in the floorcare category, echoing the triple digit growth rate seen by media tablets in the technology sector. Vacuum cleaners have also benefitted from an early start to spring cleaning, with specialist carpet washers and deep cleaners (wet and wash) growing by 5% in volume. Easy to store and lightweight hand sticks have also recorded significant growth of more than 300%.

GfK account director Anthony Williams said: "The past 12 months have seen both consumers and retailers fall in love with the steam mop making the UK the fastest growth market in Europe. A few years ago it was seen as a 'nice to have' innovation for the home with limited routes to market. With prices falling, product visibility rising and a wide range of brands emerging, it is fast approaching 10% in value of the combined vacuum and steam cleaners category."