Vacuum Cleaners in Malaysia

2020 IMPACT

Home seclusion trend during lockdown allows consumers to dedicate greater time to household chores, supporting stronger demand for vacuum cleaners

Increasing demand for vacuum cleaners in Malaysia in 2020 was supported by the increasing number of consumers forced to stay at home during the MCO, lending greater time to household chores combined with heightened awareness of the need to maintain strict cleaning and hygiene routines during the pandemic. The category continues to be dominated by cylinder vacuum cleaners, with the latter recording higher current value and volume growth in 2020 compared to the previous year.

Heightened awareness of virus drives demand for more complex models which claim to efficiently eliminate bacteria and allergens in the home

The pandemic brought about greater attention to cleanliness in the home and concerns about the spread of the virus when consumers returned from trips to grocery retailers. This scenario encouraged more thorough cleaning, especially by families with young children, with some investing in models such as wet and dry (multifunctionality) and steam vacuum cleaners, which claim to be more affective in removing dirt, bacteria and allergens in the home.

Consolidated competitive landscape with multinational brands dominating due to strong consumer trust and loyalty

Vacuum cleaners remained a fairly consolidated competitive landscape, with leaders Panasonic, Electrolux and Philips dominating volume share between them. Panasonic retained its overall lead of vacuum cleaner in Malaysia in 2020, with the company’s success being attributable to its offering of affordable pricing and widespread availability of models via both major retailers and local neighbourhoods stores.

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