Vacuum Cleaners in Colombia

2020 IMPACT

Vacuum cleaners faces challenges from lack of carpeting in Colombian homes, thus players innovate to offer new multifunctional models

Vacuum cleaners typically sees modest growth overall in Colombia, due to many homes in the country having ceramic or polished porcelain tile flooring as opposed to carpet flooring, whereby consumers prefer to use brooms, mops and multi-purpose cleaners with strong fragrances. This method of cleaning floors is considered to be the most affordable and effective, therefore vacuum cleaners are generally not considered to be essential items.

Robotic vacuum cleaners increase in popularity thanks to increase in lower-priced private label models

Robotic vacuum cleaners shows the strongest growth in 2020, which is partly driven by the fact the higher competition in the sub-category is ultimately set to drive down average unit prices over the forecast period. Players entering the category engage in fierce discounting activity, with even private label players such as Kalley offering options such as its two-in-one private label model at an entry-level price point, which offers six modes and anti-drop and anti-shock sensors.

Electrolux maintains top place thanks to reputation for high quality, which iRobot Roomba remains unchallenged in robotic models

Electrolux Home Products France SA maintains its lead in vacuum cleaners in 2020, along with growing its shares. The player’s success is thanks to its strong portfolio and exceptional reputation for quality, along with its constant innovation in new products.

RECOVERY AND OPPORTUNITIES

Robotic vacuum cleaners set to continue strong growth with an ongoing influx of new models

Robotic vacuum cleaners is expected to continue its strong growth over the forecast period, thanks to ongoing penetration, intense promotions, and heightened competition as more players enter the category. Whilst the leading iRobot Roomba brand is not expected to be directly challenged due to the strength of its shares in the category, the increasing number of models being launched will help boost robotic vacuum cleaners further over the forecast period – especially so regarding the influx of more affordable models which are becoming available.

Cylinder vacuum cleaners set to be driven by ongoing innovation in bagless models

Cylinder vacuum cleaners, which is the largest volume category in standard vacuum cleaners, is set to be driven by a continuing shift to bagless models over the forecast period. This is a trend which has been growing in recent years, boosted by new product launches and promotional activities, and such variants are proving to be popular with consumers thanks to their ease of use.

Traditional models face ongoing challenges from new innovations in vacuum cleaners

Upright vacuum cleaners is set to see declining sales over the forecast period, with wet and dry vacuum cleaners also facing some challenges (to a lesser degree). This is due to their full-size plug-in formats, which show no innovation and are less flexible and more cumbersome than other, more modern, variants.