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.
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.
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.
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.
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.
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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