Vacuum Cleaners in Portugal

PROSPECTS

Longer replacement cycles expected to slow growth

Vacuum cleaners continued to grow in 2019, although the rate of volume sales is slowing down and expected to continue to slow over the forecast period. Manufacturers have expanded their ranges of products, most notably with more energy-efficient products, and they continue to heavily invest in marketing strategies highlighting innovative features and functions based on new technology.

Consumers still stuck on sticks

Handheld, robotic and stick vacuum cleaners remain the most dynamic categories, with stick vacuum cleaners standing out with the most substantial growth that puts it considerably ahead. Vacuum cleaners is subject to the same trends and drivers as other small appliances, in that the popularity of products is boosted by their promised levels of efficiency and convenience, and ease of use.

Robotic vacuum cleaners gaining strength, with connectivity set to surge

Robotic vacuum cleaners continued its strong growth in 2019. Marketing strategies highlight the convenience aspect of robotic vacuum cleaners for people who are often out of their homes and have only limited time for household chores, as well as their efficiency at cleaning up pet hair in particular.

COMPETITIVE LANDSCAPE

Candy Hoover takes top spot and continues to innovate

Candy Hoover is the leading company in vacuum cleaners in Portugal in 2019, with its Hoover brand outperforming all other brands in terms of retail volume sales. For the last four years, the Hoover brand has won “Most Trusted Brand” award in vacuum cleaners.

iRobot Roomba pressured by competition

irobot Roomba continues to be the leading brand in robotic vacuum cleaners in 2019. The brand is extremely well-known and recognised by consumers as being of high quality, with the name “Roomba” now being almost a proprietary eponym for “robotic vacuum cleaner”.

Bissel does it all

The strong momentum of vacuum cleaners is not only reflected by the established brands reinforcing their investment in innovation, but also by new entries to the landscape. Relative new player Bissel continues to do well in competition with more established brands in vacuum cleaners.

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