Vacuum cleaners maintained its positive performance in 2018, as manufacturers expanded their offer with more energy efficiency products, together with heavy investment in communication and innovation. More powerful and convenient models and increased segmentation of the different types of vacuum cleaners resulted in consumer willingness to invest in replacing their old models with more advanced options which make their cleaning tasks easier and quicker.
Despite the importance of cylinder vacuum cleaners in Portugal, stick vacuum cleaners continued to record the strongest retail volume growth in 2018. More powerful versions are available which are easy to store and require less space, offering the independence of battery operation, whilst their ease of use makes these products highly attractive.
Robotic vacuum cleaners are usually purchased not as the main vacuum cleaner, but rather as an additional help in daily maintenance. The increasing number of pets in Portuguese households, mainly cats and dogs, and growing urbanisation are expected to continue to drive sales over the forecast period.
BSHP Eletrodomésticos maintained its lead in vacuum cleaners in 2018, benefiting from the strong performances of its Ufesa, Bosch and Siemens brands. A wide portfolio and strong presence in a variety of channels, availability, price differentiation and brand awareness give the company strong competitive advantages over its main competitors.
The strong momentum of the category is not only reflected by the established brands reinforcing their offers, but also by the entry of new players. Bissel has a strong offer in upright multifunctional vacuum cleaners.
iRobot Roomba remained the leading brand by a large margin in robotic vacuum cleaners in 2018, benefiting from high levels of awareness and strong association with robotic vacuum cleaners. Its offer of different models and price options, wi-fi connection and autonomy, contributed to its outstanding share in comparison to other players.
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This industry report originates from Passport, our Consumer Appliances market research database.