Vacuum Cleaners in Taiwan

2020 IMPACT

COVID-19 drives acceleration in retail volume sales of vacuum cleaners by boosting consumer interest in cleanliness

The rate of growth in retail volume sales of vacuum cleaners almost doubled between 2019 and 2020. COVID-19 played a significant role in this, as it made local consumers more concerned with cleanliness in the home as they sought to minimise the risk of contagion.

Steam vacuum cleaners struggle to attract mainstream consumer interest

The pandemic helped to support demand for steam vacuum cleaners, largely due to their antibacterial and anti-viral properties. However, these appliances still account for only a very small share of retail volume sales of vacuum cleaners, as most consumers do not regard them as essential and lack storage space for them.

Slick design and helps Dyson overtake Electrolux

Competition in vacuum cleaners grew more intense during the review period, with Heng Leong Hang Co Ltd, which distributes the premium Dyson brand locally, overtaking Electrolux SEA Pte Ltd in 2019 and consolidating its leadership position during 2020. The slick design of Dyson vacuum cleaners makes them particularly attractive to affluent consumers.

RECOVERY AND OPPORTUNITIES

Rebound in consumer confidence will support demand growth in 2021

Demand for vacuum cleaners will remain strong in 2021, as consumer confidence begins to recover from the shock of the pandemic. The rate of growth in retail volume sales of vacuum cleaners will remain relatively robust throughout the forecast period, as a growing number of local consumers replace cylinder models with stick ones.

Regarded as both powerful and convenient, stick models will dominate

Stick models will increasingly dominate vacuum cleaners in Taiwan: By the end of the forecast period, they will account for more than three quarters of retail volume sales. Local consumers perceive them as being just as powerful as cylinder models but easier to use and more convenient to store.

Manufacturers, distributors and retailers will all pay more attention to e-commerce

The share of retail volume sales of vacuum cleaners accounted for by e-commerce had been increasing rapidly even before the onset of COVID-19. With consumers spending more time at home and many of them reluctant to shop in person, the pandemic added impetus to this trend.