Vacuum Cleaners in Indonesia

2020 IMPACT

Sales of vacuum cleaners relatively unaffected by the COVID-19 situation

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.

Brands focus on the importance of a clean, dust-free home to boost demand

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.

Unavailability of store-based retail channels pushes sales towards e-commerce

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.

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