Vacuum Cleaners in Austria

PROSPECTS

New launches of vacuum cleaners focus on faster, easier, more efficient use

Innovation and new product launches continued to drive demand for vacuum cleaners in Austria in 2019 despite a high level of saturation. With vacuum cleaners being equipped with new features and functions catering to the demand for easier, faster cleaning, to minimise the time spent on household chores, and the offer of multifunctionality or more flexibility, there is a trend towards owning a second or even third vacuum cleaner, which continues to drive growth and offer potential.

Flexible, lightweight vacuum cleaners suitable for an ageing population expected to drive growth

An ageing population in Austria brings specific demands in terms of the desired features of vacuum cleaners, such as being lightweight, easy to manoeuvre and store, and, increasingly more important, offering the possibility of vacuuming without having to bend over. After bagless vacuum cleaners, the next big innovations within standard vacuum cleaners are stick and upright vacuum cleaners with detachable hand vacuum units as well as cordless vacuum cleaners.

Improved technology and lower prices expected to lessen the scepticism surrounding robotic vacuum cleaners

Despite a dynamic value and volume sales performance in the first half of the review period, the novelty factor lessened and robotic vacuum cleaners continued to witness much slower growth in 2019. The sales growth of robotic vacuum cleaners in Austria remains much slower compared to other European countries, even Germany, as consumers are generally sceptical about the products’ claims and deterred by their high unit prices and limitations.

COMPETITIVE LANDSCAPE

Dyson extends its lead in vacuum cleaners by focusing on innovation

Dyson Austria GmbH continued to achieve strong retail volume growth in 2019 and extended its lead in vacuum cleaners in Austria. Dyson offers a wide range of highly innovative and high-quality products, which contributes to its strong leading position within vacuum cleaners.

Siemens and Bosch grow fastest due to their vacuum cleaners’ mass appeal

Siemens and Bosch from BSH Hausgeräte GmbH recorded the fastest retail volume growth in vacuum cleaners in Austria in 2019 with their large selection of different vacuum cleaner types at various prices. Being able to purchase a quality brand vacuum cleaner with good energy ratings and modern features such as a bagless design for a price similar to that of a private label product is rather attractive to many consumers in Austria, especially those with middle or lower income levels.

Competition set to intensify further in robotic vacuum cleaners as products become more comparable in terms of technology and price

Within robotic vacuum cleaners, competition continues to intensify as more players enter and launch their own products in Austria. Although iRobot Corp remains the dominant player offering the largest portfolio and is the pioneer in terms of technology, with the most variations of app-controlled robotic vacuum cleaners, the company is gradually losing retail volume share to emerging brands such as Severin, AEG and Ecovacs which are often available at lower prices.

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