Vacuum Cleaners in Argentina

2020 IMPACT

Vacuum cleaners somewhat supported by elevated levels of hygiene and cleaning standards as a result of COVID-19

Vacuum cleaners is somewhat supported by the elevated levels of hygiene and cleaning standards seen in 2020 as a result of COVID-19. Medical professionals and the governments around the world have been promoting higher standards of personal hygiene (frequent washing of hands) along with a higher standard of cleaning within the home, using agents such as soap, detergent and even alcohol.

Robotic vacuum cleaners sees least steep decline, but faces new challenges caused by COVID-19

Robotic vacuum cleaners sees the least steep decline across all declining categories in 2020, thanks to the sub-category seeing growing popularity over the review period. However, this trend has been interrupted by the combination of currency depreciation and economic crisis in the country, due to robotic vacuum cleaners being reliant on a favourable import scenario.

Atma brand maintains overall lead, but loses shares to Gadnic which takes the top spot in robotic vacuum cleaners

New San SA maintains its lead in vacuum cleaners in 2020, thanks to its top Atma brand. The brand’s wide presence and longstanding reputation in Argentina, across many categories of consumer appliances, gives the player a strong competitive advantage overall.

RECOVERY AND OPPORTUNITIES

Declining use of carpets in homes set to pose a challenge to growth overall

Vacuum cleaners will continue to face challenges from the switch away from carpets in homes in Argentina. Despite consumers having higher standards of cleaning due to COVID-19, the fact remains that new houses in the country no longer feature carpet and, therefore, the need for consumers to own vacuum cleaners is in a decline.

Prevalence of pet owners and new cleaning standards will help support category over forecast period

A factor working to the benefit of vacuum cleaners is the higher prevalence of dogs being kept as pets in homes in the country. It becomes more essential for pet owners to have vacuum cleaners, thus to more efficiently and effectively clean up pet fur, not just from floors but also from upholstery and from more difficult to reach areas (for example, behind heavy furniture).

Robotic vacuum cleaners will continue to appeal to higher-income consumers and the new generation

Despite the challenges faced, robotic vacuum cleaners will continue to hold an appeal to a niche audience of higher-income consumers. The sub-category has been steadily growing in popularity and, despite the setbacks seen in 2020, it is expected that robotic vacuum cleaners will show recovery over the forecast period.