Except for cylinder vacuum cleaners, the large majority of categories within vacuum cleaners posted volume growth in 2018. Strong sales performances from stick, steam, upright and wet/dry vacuum cleaners supported the overall category as the best performing within small consumer appliances in 2018.
Buoyed by innovation, robot vacuum cleaners performed well towards the end of the review period after disappointing sales earlier in the period. Consumers looking for a less-hectic lifestyle have little desire to spend time cleaning, especially as these robotic cleaners are becoming more efficient.
Since September 2017, technical requirements imposed by the new energy labels have become more restrictive. Brands have responded well to this hardening of constraints and took on the challenge to innovate and renew themselves.
Groupe SEB was able to maintain its leadership over Dyson France and Electrolux Home Products France in 2018, in a fragmented category where the top four players account for half of all volume sales. Groupe SEB’s strength originates from its long-standing presence on its home territory.
While remaining a niche category, manufacturers with a long history within robotic vacuum cleaners want to ensure a strong presence in the field. Faced with robotics specialists, they intend to gain share of this increasingly competitive category.
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This industry report originates from Passport, our Consumer Appliances market research database.