Vacuum Cleaners in France

2020 IMPACT

Key store closures deflate demand, but some vacuum cleaners keep growing

In 2020, retail volume sales of vacuum cleaners are estimated to have experienced a decline similar to that of many other of the main consumer appliances due to store closures. Being unable to access store-based electronics and appliance specialist retailers in particular has been significantly detrimental to sales, as the French government has striven to curb the rise in COVID-19 infection rates.

SEB’s lead is contracting in vacuum cleaners

SEB Groupe was able to maintain its sales leadership in vacuum cleaners in 2020, with itself and some other leading competitors improving their shares slightly at the expense of smaller companies, as was generally the case throughout the review period. SEB’s strength originates from its long-standing presence in its home territory.

Stick vacuum cleaners increasingly preferred by busy consumers

Except for cylinder and handheld vacuum cleaners, all other categories saw healthy growth in 2019. With busy lifestyles, consumers look to reduce the time spent on chores as well as making such housework easier.

RECOVERY AND OPPORTUNITIES

Market maturity and economic downturn predicted to deepen decrease for cylinder models

Given that market penetration of cylinder vacuum cleaners is already very high in France, the focus of manufacturers will increasingly shift to alternative formats in the forecast period. According to trade press, Dyson France is planning to leave the cylinder vacuum cleaner category as further strong declines in volume sales are predicted for the format, bringing into question its long-term potential.

Rise of the robots to continue as more consumers look to spend less time cleaning

Robotic vacuum cleaners already boasts the highest share of connected products within consumer appliances overall, but was also still recording very fast growth in connectivity rates at the end of the review period. This is due to the fact that robotic vacuum cleaners are built with advanced technology in order to be as independent as possible.

Innovation that catches the eye but not the ear will be key to encouraging upgrades

With advanced technology that offers a better performance and more convenience, manufacturers will continue to unveil regular new launches, especially players such as Dyson France, the second-ranked player in vacuum cleaners. In 2019, Dyson launched the V11, a successor to the V10 launched in 2018, which offers a colour screen and an “intelligent” brush capable of recognising the surface it is cleaning.