Vacuum Cleaners in Japan

PROSPECTS

Stick vacuum cleaners exceeds cylinder vacuum cleaners in 2018

Stick vacuum cleaners saw year-on-year volume growth throughout the review period, including a double-digit increase in 2018, while cylinder vacuum cleaners saw significant declines. As a result, cylinder vacuum cleaners, “the” vacuum cleaner type in Japan for a long time, saw its volumes exceeded by stick vacuum cleaners for the first time in 2018.

Design boost for stick vacuum cleaners

Cleaning floors has been a time-consuming chore for many Japanese people, with the fact that people take off their shoes at the entrance of their houses and walk directly on floors increasing concern that floors, whether made of wood, plastic or tatami, should be clean. Many housewives use vacuum cleaners every day to keep floors clean.

Robotic vacuum cleaners increase consumer awareness

One of the major reasons that robotic vacuum cleaners has been struggling to increase share is the high price commanded by products in the category. It is not rare to see a robotic vacuum cleaner retailing at more than JPY100,000.

COMPETITIVE LANDSCAPE

Dyson increases share as a premium brand

Dyson is increasing its share of standard vacuum cleaners volumes with its flagship cordless stick vacuum cleaner products. Dyson is succeeding in positioning itself as a premium brand in vacuum cleaners like Apple in smartphones and computers.

Potential challenge to Dyson

Dyson may face a challenge from SharkNinja, known as Dyson killer in the US, which released its Shark branded vacuum cleaners in Japan in 2018. However, a typical Japanese reaction to a Shark stick vacuum cleaner is that it is too big and clumsy for Japanese people and homes.

iRobot remains the top runner of robotic vacuum cleaners

In the robotic vacuum cleaners category, iRobot remains far ahead of rivals in terms of volume share. For some people, its Roomba brand is synonymous with robotic vacuum cleaners, as Dyson is for cordless stick vacuum cleaners.

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