Retail volume sales of vacuum cleaners declined for the first time since 2014 during 2020. Although COVID-19 made many local consumers more conscientious of the need to keep their home clean in order to minimise the risk of contagion, relatively few of them purchased a new vacuum cleaner.
Despite the fact that their retail volume sales continued to increase during 2020, robotic vacuum cleaners remain very much a niche in Egypt. As a result, their distribution is largely limited to e-commerce, with very few brands on display in local bricks-and-mortar stores.
El Araby Group continues to lead in vacuum cleaners in terms of retail volume share, well ahead of LG Electronics Egypt SAE. El Araby Group’s Toshiba brand is widely recognised by local consumers, who generally consider its products to offer powerful and effective cleaning.
Retail volume sales of vacuum cleaners will begin to grow again in 2021, as the economic shock of the pandemic begins to fade, but they will not return to pre-pandemic levels until the middle part of the forecast period, as consumer confidence is likely to remain fragile for some time. As a result, many will opt to repair their existing vacuum cleaner or to purchase a used model, rather than buying a new one.
Conversely, demand for robotic vacuum cleaners is set to remain very weak. Moreover, stick vacuum cleaners are unlikely to grow in popularity during the forecast period.
The retail volume share of e-commerce in vacuum cleaners almost doubled during 2020, albeit from a relatively low base, as lockdown measures forced bricks-and-mortar stores to close for an extended period and the risk of contagion made some wary of visiting them even after they re-opened. While electronics and appliance specialist retailers will remain the most important channel for the distribution of vacuum cleaners during the forecast period, e-commerce will continue to grow in importance: Egyptians are becoming more comfortable with online shopping, smartphone ownership continues to widen, high-speed internet access is become more affordable, and retailers – ranging from online pure plays like Jumia to grocery retail chain Carrefour – are increasing their investment in this channel.
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Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Egypt 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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