Vacuum Cleaners in Austria

2020 IMPACT

Vacuum cleaners eke out retail volume sales growth in a difficult economic environment, as COVID-19 led some to clean their homes more often

The rate of growth in retail volume sales of vacuum cleaners slowed to its lowest level in 13 years during 2020 but remained positive in spite of the economic shock of COVID-19. Demand was supported by the fact that some consumers cleaned their homes more frequently, as they were spending more time there.

Stick and robotic vacuum cleaners continue to grow in popularity, as their strong appeal to affluent consumers made them less vulnerable to economic instability

Stick and robotic models were the top performers in vacuum cleaners in terms of retail volume sales growth during 2020. However, stick vacuum cleaners saw a significant deceleration in their rate of growth, as many consumers restrained their discretionary spending amid heightened economy uncertainty.

Dyson Austria GmbH

Having expanded rapidly during the review period, leader Dyson Austria GmbH maintained its retail volume share in vacuum cleaners during 2020. This was an impressive performance for a premium brand in a very difficult economic environment – demonstrating its strong appeal to affluent consumers in particular.

RECOVERY AND OPPORTUNITIES

With the price difference between them narrowing, stick and robotic vacuum cleaners will outperform cylinder and handheld models

The rate of growth in retail volume sales of vacuum cleaners will accelerate very modestly during 2021 and remain weak during the forecast period as a whole. Demand for vacuum cleaners is maturing, with replacement purchases growing in importance.

Increased competition will make robotic vacuum cleaners more affordable

Robotic vacuum cleaners will be the top performer in terms of retail volume sales growth during the forecast period. With new models being launched regularly, price competition is intensifying, making robotic vacuum cleaners affordable to a growing number of Austrian consumers.

Ease of use of stick vacuum cleaners a key factor for the ageing Austrian consumer

Stick vacuum cleaners are becoming more powerful, and consumer awareness of them is steadily increasing. Their ease of use makes them particularly popular with older consumers – an important factor in an ageing society like Austria.