Vacuum Cleaners in Romania

2020 IMPACT

Vacuum cleaners see a slowdown in sales yet continue recording growth due to rising hygiene concerns surrounding the virus

Vacuum cleaners will witness slowed volume growth in 2020 overall in response to the COVID-19 pandemic. The main reason for this slowdown is due to the failing economy which has led to reduced purchasing powers and disposable incomes to plummet.

Robotic vacuum cleaners show the most dynamic growth despite the pandemic due to its novelty and rising consumer awareness

Robotic vacuum cleaners will record the most dynamic growth in 2020 overall, although at a much slower rate than 2019 due to the pandemic. The product area’s good performance is due to its low base and rising consumer awareness.

Xiaomi releases two new successful products in 2020 despite the outbreak of COVID-19

Product innovation has continued throughout 2020 despite the ongoing COVID-19 pandemic. One of the most notable launches in 2020 has been the Mi Handheld Vacuum from Xiaomi.

RECOVERY AND OPPORTUNITIES

Vacuum cleaners recovery solely relies on the revival of the economy

After underperforming in response to the pandemic in 2020 in volume terms, vacuum cleaners is predicted to start slowly recovering from 2021. This will be in line with the recovery of disposable incomes and purchasing powers as the economy too slowly begins to recover.

Premiumisation trend shapes innovation as consumers seek highly efficient products

Premium products are expected to be in high demand as consumer return to their hectic lifestyles post pandemic. They will demand high-performing, time-saving solutions and versatile products with multiple functions to facilitate cleaning thus leading to the ongoing premiumisation trend that is expected to shape innovation over the forecast period.

E-commerce will continue to capture consumers during Black Friday sales

E-commerce is set to attract more attention over the forecast period as Romanians become more confident with online payments and gain trust in e-commerce shops. Due to the closure of unessential retailers during lockdown, many consumers turned to e-commerce to purchase their vacuums and will likely not return to in-store retailers in the future.