Vacuum cleaners had already experienced a slowdown in demand in late 2019 due to the impact of social outbreak in the country which disrupted supply chains and distribution. The emergence of the pandemic in early 2020 and subsequent lockdown in March, negatively impacted many consumers’ disposable incomes due to rising unemployment, resulting in a reduction of non-essential purchases, particularly in terms of upgrading.
One area which has continued to record a more dynamic performance including in 2020 (despite experiencing a slowdown in comparison to previous years), is robotic vacuum cleaners. This is in line with a slow transition towards products with connectivity, although as these products carry a much higher than average price, they are mainly limited in their reach to more affluent consumers, who appreciate the specific value, functionality and time-saving attributes that these appliances offer.
Comercial Los Robles LTDA maintained its overall leadership of vacuum cleaners in 2020, despite losing some ground to competitively-priced private label and dynamic brands within robotic vacuum cleaners. The company is present with its ever-popular Thomas brand, which leads the dominant standard vacuum cleaners.
The combined impact of lockdowns, “stay-at-home” policies and the post-effect of long periods of home seclusion are likely to impact consumers’ perception of their living environment. This could encourage Chileans to increase their cleaning routines, a trend also linked to heightened awareness of the need for greater hygiene relating to the virus.
As predicted for a number of other consumer appliances, an increasing number of Chileans are likely to be increasingly open to innovation and greater technology over the forecast period. With economic recovery of the country expected from 2021, it presents an opportunity for appliances with connectivity and smart technology to enter the country with greater force.
With economic recovery and the increase of new builds with less space (including for storage), innovative products such as robotic vacuum cleaners will continue to have room to grow with the category predicted to record the highest volume and value growth (at constant 2020 prices) over the forecast period. However, the higher than average unit price of these appliances may restrict a wider reach unless the category expands, allowing for greater price competition.
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Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vacuum Cleaners research and analysis database.
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