Purchasing decisions for vacuum cleaners are based on two notable factors, namely design and functionality. Design aspects that influence consumers include but are not limited to aesthetics, especially in robotic vacuum cleaners; durability, as these products often take abuse when being used and transported; compactness and simplicity.
The most popular format remains cylinder vacuum cleaners, which accounts for half of all volume sales, followed by steam and upright vacuum cleaners, respectively. The popularity of cylinder vacuum cleaners is based on consumer familiarity with these appliances.
Demand for vacuum cleaners remains limited to a certain segment of the population as lower-income consumers perceive these appliances to be non-essential. Most consumers continue to use traditional methods and tools for household cleaning.
Bennet Read has proved itself to be the most popular vacuum cleaning brand in South Africa. Its leading position can be attributed to the relaunch of the brand by local player Tevo (Pty) Ltd in 2015.
Verimark, which has a business model based on the power of direct marketing with wide retail distribution, delivered one of its best performances to date. The trust and credibility of the group’s Genesis brand in vacuum cleaners saw it hold second position, despite losing the lead to Tevo.
Innovation that enables brands to add value to reasonably priced vacuum cleaners aimed predominantly at the middle- to lower-income segment is expected to increase over the forecast period. Models that cater for a range of needs, such as vacuuming carpets or sucking up animal fur, could be upgraded with added functionality such as the ability to maximise air hygiene.
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This industry report originates from Passport, our Consumer Appliances market research database.