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Vacuum Cleaners in
Portugal

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Energy efficiency and convenience support growth

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.

Stick vacuum cleaners the hot products in 2018

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 continues to grow

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.

COMPETITIVE LANDSCAPE
Reputation and innovation continue to support the performance of BSHP Eletrodomésticos

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.

Bissel arrives in Portugal

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 pressured by competition

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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Vacuum Cleaners in Portugal

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Overview

Discover the latest market trends and uncover sources of future market growth for the Vacuum Cleaners industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vacuum Cleaners industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vacuum Cleaners in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Vacuum Cleaners in Portugal?
  • What are the major brands in Portugal?
  • How have stick vacuum cleaners performance over the past 5 years?
  • Are robotic vacuum cleaners the future for the vacuum industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Vacuum Cleaners in Portugal - Category analysis

HEADLINES

PROSPECTS

Energy efficiency and convenience support growth
Stick vacuum cleaners the hot products in 2018
Robotic vacuum cleaners continues to grow

COMPETITIVE LANDSCAPE

Reputation and innovation continue to support the performance of BSHP Eletrodomésticos
Bissel arrives in Portugal
iRobot Roomba pressured by competition

CATEGORY DATA

Table 1 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 2 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 3 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 4 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 5 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 6 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 7 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 8 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 9 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 10 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 11 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

Consumer Appliances in Portugal - Industry Overview

EXECUTIVE SUMMARY

Innovation and new construction drive growth
Saving time is the key message for both major and small appliances
Major international players maintain their lead
Internet retailing remains small, although the expected entry of Amazon could change this
Constant retail value growth to outperform retail volume

MARKET INDICATORS

Table 13 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 14 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 15 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 16 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 17 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 18 Sales of Consumer Appliances by Category: Value 2013-2018
Table 19 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 25 Sales of Small Appliances by Category: Volume 2013-2018
Table 26 Sales of Small Appliances by Category: Value 2013-2018
Table 27 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 28 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 29 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 30 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 31 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 33 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 34 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 35 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 36 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 43 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources