Vacuum Cleaners in Norway

PROSPECTS

Willingness to pay a premium for convenience

The hectic pace of modern life means that most Norwegians have little time to relax and recharge their batteries. Indeed, having enough time to see one’s family and friends is increasingly seen as a luxury.

Demand shifts towards for hygienic vacuum cleaning

One aspect of the health and wellness movement involves the growing awareness of the importance of good air quality. This is tied to the high incidence of asthma and allergies, with the Norwegian Institute for Public Health having recently stated that the number of asthma sufferers in the country is continuously rising.

Compact cleaners for compact living

The increases being seen in the numbers of single and two-person household mean that a growing proportion of the Norwegian population live in confined spaces, especially given that these types of households are typically found in urban areas, with apartments and condominiums the most common of them. This is pushing demand for compact vacuum cleaners that can be easily stored when not in use and/or stylish vacuum cleaners that can be displayed as part of the interior of the home when storage space is not available.

COMPETITIVE LANDSCAPE

Robotic grows Witt’s volume share

The strong volume growth registered in robotic vacuum cleaners in 2018 helped to boost the volume share held by Witt AS, the national brand owner of the iRobot Roomba brand. The iRobot Roomba brand continues to benefit from first-mover advantages as it is the brand most associated with the robotic vacuum cleaners format.

Dyson is an emerging brand

As the distribution and recognition of Dyson improve, the brand is gaining volume share in vacuum cleaners in Norway. Dyson vacuum cleaners are increasingly perceived as futuristic and despite commanding premium prices, solid volume growth for the brand indicates that consumers are prepared to pay premium prices for greater effectiveness, efficiency and perceived quality.

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