Wireless stick vacuum cleaners have risen dramatically, especially the Dyson stick vacuum cleaner, and are increasing their share of sales. The success of this product is driven by several factors: first, its obvious convenience and space efficiency, as well as the ease of use on a daily basis.
Social media has been an important success driver of stick vacuum cleaners as consumers share their opinions on their purchases. Moreover, consumers often organise buying groups through social media in order to purchase the products at a lower price.
Robotic vacuum cleaners is on the decline, as during the review period the country was flooded with low-priced brands that produced low functionality and effectiveness. This caused consumers to abandon robotic vacuum cleaners, while those who still seek a robotic product were willing to spend larger sums for higher-priced models that are reliable and with proven results, thereby strengthening the leading, well-established brands.
Dyson Appliances rapidly gained share in 2018 thanks to the rise of stick vacuum cleaners and its dominance in the category. Dyson products are well known for their quality and effectiveness, and combined with their modern, sleek design, have become a desirable appliance for consumers’ homes.
Brimag Digital Age is another strong player in this category, although its share declined in 2018 over the previous year. The company is present with the LG and Graetz brands, both of which lost share at the end of the review period.
As the Xiaomi brand only entered robotic vacuum cleaners in 2018, it is still a relatively new brand in the country. However, it is rapidly gaining recognition thanks to its presence in value-for-money smartphones.
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This industry report originates from Passport, our Consumer Appliances market research database.