Vacuum Cleaners in Spain

2020 IMPACT

Consumers prioritise spending during lockdown, replacing older models only if necessary whilst still considering need to follow stricter cleaning routines

Experiencing dynamic growth rates prior to the emergence of the pandemic, with stick, handheld and upright all recording double-digit volume sales growth in 2019 as they are more compact and easy to store, vacuum cleaners witnessed a significant slowdown in demand in 2020, as consumers prioritised their expenditure. The closure of non-essential distribution channels such as electronics and appliance specialist retailers as a result of the national lockdown also contributed to the overall falling sales recorded by the dominant standard vacuum cleaners.

Innovation and greater demand for convenience continues to drive dynamic performance of robotic vacuum cleaners in 2020

While its much higher than average unit price has traditionally kept it out of reach of mainstream or price-sensitive consumers in Spain, demand for robotic vacuum cleaners has continued to gain momentum in the country. This has been driven by an expansion of its offer, technological innovation in terms of a growing share of these appliances now offering connectivity through updated wi-fi capabilities, and the growing number of promotions and availability of more affordable references in the category.

Producers of robotic models continue to gain ground at expense of players within standard vacuum cleaners

In line with the category’s performance in 2020, more dynamic performances were recorded by players present in robotic vacuum cleaners, driving up the overall volume share and position of Cecotec Innovaciones SL and Ecovacs Robotics Spain SL in particular to the detriment of overall category leader Groupe SEB Ibérica SA, with the latter’s strength in the more mature standard vacuum cleaners.

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