Vacuum Cleaners in Indonesia

PROSPECTS

Penetration remains low, but rises as hygiene awareness increases

Vacuum cleaners continued to see moderate retail volume growth in Indonesia in 2019. The penetration rate for vacuum cleaners remains very low in the country.

Cheaper products see higher growth; negligible sales of high-end products

Consumers in Indonesia are very price-sensitive, and manufacturers would need to produce affordable models and communicate the benefits of using vacuum cleaners in order to stimulate the stronger growth of the category. Indeed, stick vacuum cleaners registered the strongest retail volume growth in 2019, because of the cheaper prices of these products and their ease of use, whilst sales of robotic vacuum cleaners are negligible in the market due to their high prices and consumers’ lack of product knowledge.

Modern channels dominate distribution, TV home shopping increases awareness

Consumers in urban areas usually shop for vacuum cleaners at home and garden specialist retailers such as Mitra 10, Ace Hardware and Courts, or modern electronics and appliance specialist retailers such as Best Denki and Electronic City. Modern channels are responsible for most distribution, since demand for vacuum cleaners is highest in urban areas.

COMPETITIVE LANDSCAPE

Electrolux leads due to quality and durability

Electrolux Indonesia continued to lead vacuum cleaners in retail volume terms in 2019. Electrolux is known as a premium European brand within consumer appliances.

Dyson premium vacuum cleaners target high-income consumers

If Tesla is a “future” brand for cars, Dyson is the “Tesla” of vacuum cleaners. The company makes premium vacuum cleaners in the UK.

Chinese robotic vacuum cleaners are most popular due to low prices

Despite the negligible sales of robotic vacuum cleaners in the market there are several brands available, with products made in China dominant. Brands such as Xiaomi, Chuwi, Ecovacs and Seebest have been received positively in Indonesia due to their more acceptable price tag.

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