As Australians have continued to spend prolonged periods of time indoors during 2021 due to social distancing measures as a result of the pandemic, they have increasingly focused on their living environment to ensure optimum comfort and hygiene. This has encouraged them to search for more convenient and quick solutions to maintain a clean and tidy home, supporting further demand for vacuum cleaners.
Strong innovation within robotic vacuum cleaners continues to drive demand for the category, as consumers increasingly embrace new technology that offers greater convenience when it comes to cleaning their homes. As connected homes are becoming more popular than ever, vacuum manufacturers are adding smart elements to their models to engage in creating a better-connected home.
Dyson is set to retain its convincing leadership of vacuum cleaners in Australia in 2021 despite its high-end positioning, as the brand continuously invests in research and development and has launched some of the best-selling models throughout the years. Dyson continues to launch new technologies and release highly competitive models, including one of its more recent launches, the Dyson V15 Detect cordless stick vacuum cleaner with laser technology, which claims to reveal microscopic dust, allergens and pollen, in addition to being one of its most powerful vacuum cleaners.
Vacuum cleaners is predicted to record further strong retail volume growth over the forecast period. While more dynamic growth rates will continue to be recorded by stick and robotic models, due to the wide range of products available Australians are likely to purchase multiple formats of vacuum cleaners in order to simplify their household cleaning process.
Educating consumers is necessary from the manufacturer’s side to support volume sales of new models that offer innovative features. Major brands have been investing in areas such as ergonomics, bin capacity and runtime to further support demand.
While consumers have been spending prolonged periods of time at home, the declining category of wet and dry vacuum cleaners witnessed improved demand in 2021, as Australians looked to deep clean their carpets as they had more free time while focusing more on deep cleaning and sanitising. While local consumers are becoming increasingly aware of these products and their benefits, supporting further demand for brands such as Bissell, which invests in online marketing activity, the category is likely to remain a niche.
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Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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