The ban on sales of non-essential products imposed to curb the spread of COVID-19, will lead to decreased sales of vacuum cleaners in 2020. However, the damage was mitigated by the ban on domestic cleaning services during lockdown with all consumers having to remain at home.
Demand for vacuum cleaners remains limited to a certain proportion of the population, as lower-income households often perceive them to be non-essential. Most households continue to use traditional means to ensure living spaces are kept clean and those who do use vacuum cleaners often use them in conjunction with traditional cleaning methods.
The e-commerce channel was boosted by the lockdown in 2020, as consumers turned to online shopping when they could not visit in-store retailing venues and to amuse themselves when confined to their homes. Takealot (South Africa’s largest online retailer) reported that vacuum cleaners were one of the top ten best-selling products when e-commerce sales resumed.
There were no notable new product launches in 2020 as manufacturers of vacuum cleaners were unwilling to release new products at a time when consumers were less able and less willing to buy. The closure of in-store retailing venues also made the roll out of new products difficult.
Sales of vacuum cleaners over the forecast are expected to show strong growth, as the demand for domestic work is anticipated to be weaker than in the review period. Consumers who are fearful of the virus, may consider replacing domestic work with doing the cleaning themselves, thereby boosting demand for vacuum cleaners.
Cylinder vacuums were the most popular category in the review period, and this is expected to persist in the forecast period. Robotic vacuum cleaners and stick vacuum cleaners are set to grow the fastest, albeit from low base and low penetration, due to the convenience of these products.
It is expected that the demand for vacuum cleaners will be driven by two key features – design and functionality, (design refers to both the physical appearance of the vacuum cleaner as well as the durability). Often, vacuum cleaners are expected to endure heavy use as well as regular transportation, particularly for those who earn their living through domestic work.
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This report originates from Passport, our Vacuum Cleaners research and analysis database.
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