2020 saw vacuum cleaners emerge as one of the best performing categories of consumer appliances in Indonesia as the COVID-19 pandemic had a relatively moderate impact on category sales. The main reason for this is the increasing awareness of the importance of maintaining higher levels of hygiene in the home due to the perceived threat of contagion at the peak of the COVID-19 pandemic.
During 2020, the COVID-19 pandemic presented the leading manufacturers of vacuum cleaners with a golden opportunity to promote the use of their appliances to ensure a clean, sanitary and dust-free home as fears of contagion motivated many Indonesians to use vacuum cleaners to make their home cleaning efforts more effective. Leading manufacturers such as Philips and Kärcher have used social media, primarily Instagram, to post information about their products and their functions, with Kärcher offering consumers discounts in excess of 20% hon its products via numerous promotional campaigns during the first half of the year.
One of the most notable trends in sales of vacuum cleaners during 2020 was the substantial shift seen in sales away from store-based channels and towards e-commerce. While e-commerce was already gaining relevance generally in Indonesia prior to the onset of the COVID-19 pandemic, the quarantine lockdown that was imposed for several weeks at the peak of the pandemic made some of the leading store-based retail channels for vacuum cleaners unavailable, presaging a massive shift towards e-commerce.
The forecast period is set to see vacuum cleaners mount a strong and swift recovery, with sales set to return to pre-COVID-19 levels before the end of 2021. One of the few positives to emerge for the category from the COVID-19 situation during 2020 was the greater focus that many Indonesian households now have on the importance of maintaining a clean and dust-free home to minimise the risk of microbes causing illness, as well as the higher awareness of the role that vacuum cleaners have to play in this.
One category of vacuum cleaners that is expected to register a very strong performance over the forecast period as sales rise from a low base is stick vacuum cleaners. Stick vacuum cleaners offer unprecedented convenience to consumers in terms of their compact size, which makes them very easy to store, and their light weight and cordless functionality, which make them very easy to use.
Cylinder vacuum cleaners is set to remain the dominant category of vacuum cleaners in Indonesia during the forecast period. It is important to note that the household penetration rate of cylinder vacuum cleaners is very low and this means that there is substantial potential for further growth in sales over the forecast period.
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Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Indonesia 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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