The vacuum cleaners category is growing significantly in 2021, having managed to post volume sales growth in 2020 despite the lockdowns. With non-essential stores now reopen, purchasing has become easier for consumers, allowing almost all formats of vacuum cleaners to make gains in 2021.
Robotic vacuum cleaners is generating the strongest volume sales growth rate in 2021. Therefore, producers of robotic models continue to gain ground at the expense of players that are more dependent of sales of standard vacuum cleaners.
While its much higher-than-average unit price has traditionally kept it out of reach of mainstream or price-sensitive consumers in Spain, the robotic vacuum cleaners category 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 rising number of promotions and greater availability of more affordable references in the category.
After its decline in 2020, the largest category of standard vacuum cleaners in 2020 is expected to begin to have fully recovered in volume sales terms by the end of 2022. The return to 2019 figures is unlikely to be sooner due to lingering price-sensitivity as a result of the pandemic, which is forcing some consumers to delay the renewal of these appliances until their financial situation improves.
The pandemic is expected to reshape the relationship that consumers have with their homes, as they increasingly view them as a refuge. As Spaniards continue to spend greater amounts of time at home heading into the forecast period, particularly with ongoing work-from-home policies with the virus still in circulation, demand for small appliances in general, and vacuum cleaners in particular, will rise, a factor that could contribute to speeding up the recovery of the category over the forecast period.
Further development in innovation in 2020 within the robotic vacuum cleaners category included the second generation of robotic vacuum cleaners from Dyson, three years since it launched its first generation model in Spain, the 360 Eye. The Dyson 360 Heurist includes a stronger suction system by up to 20% and intelligent vision with 20% greater memory capacity, which allows the appliance to build and define a map of the home.
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Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vacuum Cleaners research and analysis database.
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