Vacuum Cleaners in Australia

PROSPECTS

Only stick and robotic vacuum cleaners were growing at the end of the review period

The consumer trend towards convenient models with multifunctional capabilities is very much present in vacuum cleaners and is driving a continuous change in consumer preferences between different vacuum cleaner formats. Stick and robotic models were therefore the only types recording positive growth in vacuum cleaners in 2019.

Falling unit prices will make robotic vacuum cleaners more affordable

Average unit prices in robotic vacuum cleaners are expected to decline over the forecast period, while stick vacuum cleaners will see slower unit price growth than in the review period. There is expected to be strong discounting activity in both categories, while robotic vacuum cleaners will also see the entry of more players.

Innovation will remain a key driver of growth over the forecast period

It is expected that further innovation will be seen in robotic vacuum cleaners. This will be in terms of the shape of the product itself, for example, in order to make it more manoeuvrable in different parts of the house.

COMPETITIVE LANDSCAPE

Dyson continues to strengthen its leadership

Dyson Appliances continued to gain retail volume share in vacuum cleaners in Australia in 2019. Its stick and cordless vacuum cleaner range continued to generate strong unit sales, as an increasing number of consumers adopted the cordless vacuum format.

Godfreys continues to experience a declining share in vacuum cleaners

Godfreys, which distributes the Hoover and Pullman brands in Australia, continued to see its retail volume share decline in 2019. It continued to struggle in the face of the increasing competition in the form of new entrants such as online retailers and Dyson’s strengthening presence.

Robotic vacuum cleaners leader Brand Developers boosts its share in the category in 2019

Brand Developers is the leading player in robotic vacuum cleaners with the iRobot Roomba brand. Already the clear leader in this category, it gained further share in 2019 thanks to its high brand awareness in Australia and strong promotional activity, which is driving growth of the iRobot Roomba brand.

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