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Vacuum Cleaners in
Austria

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Austrian demographics drive flexible, easy-to-handle vacuum cleaners

As in many Western European countries, Austria faces the challenges of a continuously ageing society. In addition, younger and middle-aged consumers have increasingly busy and hectic lives.

Automated vacuuming not for everyone

While robotic vacuum cleaners recorded highly dynamic volume and value performances over the review period, their growth slowed down strongly in 2017 and 2018. The positive effects of the novelty factor of these products slowed, thereby resulting in lower volume growth.

External factors and legislation impact performance over the review period

With the new EU Ecodesign requirements for vacuum cleaners from November 2017, various new products with higher energy-efficiency levels were launched prior to the new regulations. Many Austrian consumers took this as a chance to update their existing equipment, thereby increasing volume sales in 2017 and 2018.

COMPETITIVE LANDSCAPE
Dyson is the innovative leader

With its highly innovative cordless stick vacuum cleaners that are specifically suited for smaller homes with even floors, Dyson managed to record strong volume growth in 2018, thereby securing its leading position in vacuum cleaners in Austria. Widespread advertising campaigns and product presentations will aim to drive sales even higher by showing Austrian consumers the benefits of stick vacuum cleaners and increasing their awareness.

Growing selection equals growing competition

Former pioneer within robotic vacuum cleaners iRobot faced a volume sales decline in 2018, as a result of continuously growing competition. New product launches by other players such as Vorwerk Austria, Samsung Electronics Austria and even Candy Hoover Austria intensified pressure and led to a more challenging competitive environment within robotic vacuum cleaners.

Intelligent vacuum cleaners

As convenience and efficacy remained important purchasing factors, many new product launches revolved around features to facilitate these. Innovative introductions included products such as the new AEG VX9 X Precision cylinder vacuum cleaner that offered added value through its automated floor-recognition system.

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Vacuum Cleaners in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Vacuum Cleaners industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vacuum Cleaners industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vacuum Cleaners in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Vacuum Cleaners in Austria?
  • What are the major brands in Austria?
  • How have stick vacuum cleaners performance over the past 5 years?
  • Are robotic vacuum cleaners the future for the vacuum industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Vacuum Cleaners in Austria - Category analysis

HEADLINES

PROSPECTS

Austrian demographics drive flexible, easy-to-handle vacuum cleaners
Automated vacuuming not for everyone
External factors and legislation impact performance over the review period

COMPETITIVE LANDSCAPE

Dyson is the innovative leader
Growing selection equals growing competition
Intelligent vacuum cleaners

CATEGORY DATA

Table 1 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 2 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 3 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 4 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 5 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 6 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 7 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 8 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 9 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 10 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 11 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

Consumer Appliances in Austria - Industry Overview

EXECUTIVE SUMMARY

Austria offers a lot of potential for growth in 2018
Health and wellness continues to support sales
BSH Hausgeräte continues to lead
Electronics and appliance specialist retailers remains the preferred channel
Outlook for sales of consumer appliances in Austria remains positive

MARKET INDICATORS

Table 13 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 14 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 15 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 16 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 17 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 18 Sales of Consumer Appliances by Category: Value 2013-2018
Table 19 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 25 Sales of Small Appliances by Category: Volume 2013-2018
Table 26 Sales of Small Appliances by Category: Value 2013-2018
Table 27 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 28 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 29 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 30 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 31 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 33 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 34 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 35 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 36 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 43 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources