Vacuum Cleaners in Spain

PROSPECTS

Less time spent cleaning

Vacuum cleaners continued to see healthy growth in both retail volume and current value terms in 2018. Spaniards looked for devices that helped them to reduce the amount of time spent cleaning and looked for handy models.

More compact devices

Within standard vacuum cleaners, the fastest growing categories were upright and, in particular, stick vacuum cleaners, seeing double-digit retail volume growth in 2018. Consumers searching for compact and handy devices that are easy to store and easy for daily usage drove the demand for these products.

Robots invade Spanish households

Robotic vacuum cleaners continued to conquer Spanish households, registering double-digit retail volume growth in 2018, driven by the entry of more affordable brands and devices. Connected robotic vacuum cleaners still represents a niche segment in Spain.

COMPETITIVE LANDSCAPE

Rowenta is the brand preferred by Spaniards

The first four players within the competitive landscape in vacuum cleaners covered half of the volume demand in 2018. Groupe SEB Ibérica was the leading manufacturer, thanks to the popularity of its brand Rowenta.

New players are emerging

Indeed, in 2018, the fastest growth volume growth was registered by players in robotic vacuum cleaners, and new players entered the category, such as Xiaomi Technology Spain, Vorwerk España (Neato), Cecotec Innovaciones and Ecovacs Robotics Spain. Xiaomi made its first appearance in small appliances after gaining popularity within consumer electronics.

Manufacturers offer a large range of products

Wireless and compact vacuum cleaners shaped demand in 2018. As consumers live in small apartments, they are looking for devices that are easy to store and at the same handy to use.

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