In Q1 2020, cleaning products, including vacuum cleaners, saw a spike in sales in reaction to the outbreak of the Coronavirus (COVID-19) crisis. During lockdown consumers made intensive use of vacuum cleaners to sanitise and keep the home clean and improve hygiene standards.
As in other areas of consumer appliances, the interest in energy-efficient models continued to grow in Italy in 2020. Many consumers look out for most energy-efficient appliance, as the vacuum cleaner is often used numerous times a week.
Stick vacuum cleaners, the highest-selling type, continued to eat into sales of cylinder vacuum cleaners in 2020. This was partly due to the ongoing “Dyson Effect” in Italy, which is spiking sales of stick vacuum cleaners as a result of the high interest in the Dyson brand.
Howell’s 2-in-1 steam vacuum cleaner is promoted as a unique steam suction and washing system in one device. In addition to high power and convenience, the product fits with the exigencies of the COVID-19 pandemic, as the company claims that it acts as a disinfectant, and dirt and bad odour remover by cleaning, sanitising and sterilising all types of floors and surfaces.
Vacuum cleaners is projected to see further, if slower, dips in retail volume sales in 2021 and 2022, before returning to slow, but gradually increasing growth through the remainder of the forecast period. Some consumers are predicted to postpone new purchases as Italy suffers an economic recession in the wake of COVID-19.
COVID-19 has increased the attention on manufacturers and their activities in consumer appliances, including vacuum cleaners. While the Chinese player Xiaomi is known by most consumers for electronic devices, the company is expected to continue to invest heavily in developing its business in Italy with products like robotic vacuum cleaners.
Robotic vacuum cleaners is projected to continue to see the fastest retail volume and value (at constant 2020 prices) growth over the forecast period. However, robotic models face two major obstacles: high prices, especially in an economic recession, and limited Wi-Fi connection in some areas of Italy.
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This report originates from Passport, our Vacuum Cleaners research and analysis database.
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