Vacuum Cleaners in Japan

2020 IMPACT

Decline as consumers save rather than spend in an uncertain environment

In the review period, vacuum cleaners saw some years of slow retail volume growth and some of slow decline. However, in 2020 the category saw its strongest fall in sales for many years.

Robotic vacuum cleaners are valued for a quick clean

The share growth of robotic vacuum cleaners throughout the review period was fuelled by demand for convenience amongst busy consumers, particularly as more women, who previously carried out most household tasks, entered paid employment. Consequently, there was considerable potential for appliances that reduced the time spent on household chores such as cleaning.

Hitachi closes in on Panasonic

Panasonic Corp remained the leading player in vacuum cleaners in retail volume terms in 2020, supported by the company’s high levels of brand recognition and trust amongst Japanese consumers. However, it experienced share decline for yet another year in 2020, as despite its share growth within robotic vacuum cleaners, its core cylinder vacuum cleaners lost out to the rapid expansion of stick vacuum cleaners.

Dyson targets small Japanese homes with a lighter model

The lightest ever stick vacuum cleaner from Dyson was released in October 2020, the Dyson Micro 1.5kg.

RECOVERY AND OPPORTUNITIES

Long-term decline expected due to maturity

As the COVID-19 crisis is brought under better control and vaccines are rolled out, consumers are likely to be more willing to spend once again. This is expected to lead to a return to slight growth in 2021.

No obvious path for product development in stick vacuum cleaners

Stick vacuum cleaners is expected to be one of the only two categories to see retail volume growth in the forecast period overall, continuing to take share from cylinder vacuum cleaners. However, It is questionable whether any more evolution can be expected in stick vacuum cleaners, as these products may have developed as far as they are able.

Expanding the consumer base for robotic vacuum cleaners

Robotic vacuum cleaners is the only other category set to see growth over the forecast period, with solid retail volume increases expected every year, leading to strong growth in the penetration rate. iRobot Japan, which pioneered robotic vacuum cleaners in the Japanese market, is expected to maintain its lead.