Vacuum Cleaners in Norway

PROSPECTS

Stick vacuum cleaners prove a hit, thanks to ease-of-use and small storage capacity

There is a growing preference for wireless vacuum cleaners in Norwegian households. This is particularly prevalent with stick vacuum cleaners, which is showing the strongest volume growth in 2019 (followed by robotic vacuum cleaners), whereas other sub-categories in vacuum cleaners are seeing a decline.

Robotic vacuum cleaners on the rise, as consumers are happy to pay premium prices

Volume growth is also being seen within robotic vacuum cleaners. This can be attributed to busy lifestyles in Norway meaning consumers are seeking appliances which offer the greatest convenience, with the least effort or time required.

Players focus on convenience and manoeuvrability to meet consumer demand

As can be seen from the growth of robotic vacuum cleaners, convenience is a paramount factor with Norwegian consumers when choosing their appliances. As such, ways to remove the chore from cleaning underpins developments within the category.

COMPETITIVE LANDSCAPE

Innovations win top spots for Electrolux and Philips in 2019

Electrolux Home Products Norway AS leads vacuum cleaners in Norway in 2019, having taken the top place from BSH Husholdningsapparater AS in company terms and Miele in brand terms. This can be attributed to the innovations seen and noted with the Electrolux brand, where developments have centred around meeting consumer demand for convenience, ease-of-use and specialist models (such as the anti-allergy model).

Relative newcomer Dyson continues to enjoy growth, thanks to premium positioning

Dyson Norway AS also sees growth in both company and brand volume share terms in 2019. Dyson is relatively new to Norway, and the brand has seen good volume growth each year since it appeared in 2017.

OBH Nordic brand reputed to be the one to watch, with 16 new models in 2019

Whilst not showing in the data, it is reported that the OBH Nordic brand from OBH Nordica Norway AS is focusing on growing its brand and status within standard vacuum cleaners, with the launch of 16 models during 2019. These models are branded Rowenta in Europe, with proven and tested sales volumes already seen in European territories.

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