Vacuum Cleaners in Indonesia

PROSPECTS

Demand for vacuum cleaners for household use grows in Indonesia

Vacuum cleaners is seeing rapid penetration in Asia, including Indonesia. Vacuum cleaners are home cleaning appliances for middle- to high-income consumers and commonly used by people in urban areas.

Modern channels cover the main distribution of vacuum cleaners, while TV homeshopping increases brand awareness

People 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 of the distribution, since demand for vacuum cleaners is relatively high in urban areas.

Robotic vacuum cleaners are expensive for most people

Sales of robotic vacuum cleaners are in a niche in Indonesia due to their high price and consumers’ lack of product knowledge. This product type targets high-end consumers who are aware of technological advances.

COMPETITIVE LANDSCAPE

Electrolux is a leading brand, especially in stick vacuum cleaners

Electrolux is known as a premium European brand for consumer appliances. Indonesians perceive European brands very positively, believing them to be more durable and of better quality.

Premium vacuum cleaners enter the competition

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

Robotic vacuum cleaners made in China receive a positive response, with Samsung leading the premium segment

In robotic vacuum cleaners, products made in China dominate sales. Several 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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