Vacuum Cleaners in Sweden

PROSPECTS

Stick vacuum cleaners continue taking share from other types

There is a growing preference for high-quality stick vacuum cleaners in Sweden. The popularity of these models has a lot to do with product improvements – they offer convenience in that they are quick, easy to use and, sometimes, wireless, as well as attractive shapes and designs as they become more stylish and less bulky.

Minimal user effort, efficacy and noise reduction are key features of new models

Removing the chore aspect from cleaning is a consistent theme in product innovation, with players looking to develop new vacuum cleaners that minimise user effort or input. However, greater efficacy is also important, as is the development of quieter models.

Households are quite likely to own more than one type of vacuum cleaner

While stick vacuum cleaners are without doubt the stand-out performers in the overall category, success for one type of vacuum cleaner does not automatically mean cannibalisation of sales of another type. Sales of these products can be complementary rather than always competing with one another, with households often likely to own more than one vacuum cleaner format.

COMPETITIVE LANDSCAPE

OBH Nordica makes strong gains, but Electrolux remains the clear leader

The OBH Nordica brand recorded dynamic growth in 2019. With a strong emphasis on growth in vacuum cleaners, 16 models were launched during the course of 2019.

Wilfa/Dyson continues to make strong share gains

The Dyson brand, distributed by Wilfa Sverige in Sweden, enjoyed another very successful year in 2019. This is on the back of improving availability and distribution, in addition to growing consumer recognition of the Dyson brand as innovative, technologically advanced and offering very high levels of efficacy.

Xiaomi making strong gains after its recent entry

Xiaomi continued recording strong growth in 2019 after its recent entry into vacuum cleaners in Sweden. Xiaomi is quickly establishing a leading position in robotic vacuum cleaners, moving up to third position in 2019.

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