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.
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.
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.
After a decline in demand for the largest category of standard vacuum cleaners in 2020, the category is expected to begin its recovery from 2021 onwards. While the recovery is expected to be gradual 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, heightened awareness of the need maintain clean and hygienic living environments will support overall positive demand.
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.
Innovation will remain a key part of new product development for players, particularly in terms of addressing demand for products that support greater hygiene levels. This will help support the strongest volume growth performance of robotic vacuum cleaners, driven by increasing demand for convenience.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Vacuum Cleaners research and analysis database.
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