Vacuum Cleaners in Sweden

PROSPECTS

Rising health awareness drives innovation

Growing health awareness, particularly in relation to asthma and pollen allergies, is a growing source of differentiation for manufacturers. Households are increasingly aware of the importance of clean air quality, to the extent they actively seek out vacuum cleaners with certified HEPA (high efficiency particulate air) filters.

Compact vacuum cleaners for compact living spaces

A growing share of Swedish households are single- and two-person households. These households have specific needs, as they generally reside in compact and confined living spaces.

Noise reduction

Another trend in product development which is tied to the growth of smaller household sizes and the predominant preference for open-plan living spaces is noise reduction. The fact that addressing this aspect is important to manufacturers and households alike is reflected in the names of models currently available in the market, such as Electrolux Classic Silence, Electrolux SilentPerformer, Electrolux UltraSilencer and Bosch ProSilence.

COMPETITIVE LANDSCAPE

Electrolux leads

Electrolux continued to lead vacuum cleaners in retail volume terms in 2018. In addition to its strength in branding, distribution and scale, the company’s lead is attributed to its focus on innovations which ease and simplify the cleaning process, aligning this with an ability to quickly adapt and address the evolving spectrum of consumer demands.

Wilfa increases its share

Wilfa Sverige is an emerging player in vacuum cleaners, posting year-on-year double-digit increases in its retail volume sales. Wilfa is the national brand owner of Dyson, which is quickly becoming a recognised brand amongst Swedish consumers.

Potential problems for premium vacuum cleaners

Future growth for premium brands, including Dyson, will depend on continued increases in disposable incomes, which would make such brands more accessible to a greater number of households. However, there is emerging uncertainty in Sweden’s future economic prospects, as unease rises regarding the outcome of the Brexit negotiations and possible trade wars at a global level.

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