Vacuum Cleaners in Romania

PROSPECTS

Vacuum cleaners on a positive growth trend

With rising disposable incomes and increasing product variety, vacuum cleaners registered another year of retail volume and value sales growth in 2018. Romanians are attached to their homes, and home ownership in Romania is among the highest in Europe.

Handheld and robotic vacuum cleaners post healthy growth rates

Products characterised by ergonomics, functionality and efficiency registered the most robust growth in retail volume terms in 2018. Handheld vacuum cleaners saw the highest increase, followed by robotic vacuum cleaners.

Chained specialist retailers lead distribution

Romanians tend to visit chained electronics and appliance specialist retailers, such as Altex and Flanco, to buy vacuum cleaners. These retailers carry extensive product portfolios and offer competitive prices and discounts.

COMPETITIVE LANDSCAPE

International brands are the preferred choice

Large international brands reign supreme as consumers are attracted to famous, trusted products perceived to offer good quality, effective products. Groupe SEB the leading player in 2018, benefits from Rowenta’s good brand image and an extensive distribution network.

Innovative vacuum cleaners fare well with local consumers

Product innovation is common within vacuum cleaners, with brand owners using new product development to differentiate their offer. For example, Rowenta has launched its Silence Force Cyclonic vacuum cleaner in Romania.

Fierce competition within robotic vacuum cleaners

Robotic vacuum cleaners offers large growth potential and more and more brand owners are trying to tap into the growing appeal of this format. The number of brands offering robotic models has increase to capture Samsung, iRobot Roomba, Hoover, Philips, Dirt Devil and Rowenta, among others.

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