2020 saw volume sales of vacuum cleaners continue to increase as growth rates were much slower than recorded in earlier years of the review period. In simple terms, the COVID-19 pandemic has not had much of an impact on the category.
Recent years have seen major changes in the lifestyles of many Thai consumers, especially young adults. Urbanisation, the shift towards smaller apartments and the prioritization of education and careers, especially among young women, means that there are now many more young urban Thai professionals than ever before living alone or as part of a childless couple.
With the COVID-19 pandemic having only a minimal influence on sales of vacuum cleaners during 2020, a far stronger influence came from the innovation of category players. Various brands, including some of the category’s leading international names and smaller, emerging players, have sought to offer consumers vacuum cleaners that are more effective, more functional and somehow different from what is already on offer.
While one of the major trends in vacuum cleaners towards the end of the review period was the increasing interest of consumers in modern products that are technologically advanced and which offer convenience and time-saving via technology, the forecast period is expected to see more of a focus on less expensive types of vacuum cleaners. The main factor underpinning this shift in dynamics is the adverse and uncertain economic environment that has emerged in Thailand in the wake of the COVID-19 pandemic.
The experiences gained by the Thai population during the COVID-19 pandemic during 2020 are expected to continue influencing sales of vacuum cleaners during the forecast period. In particular, having a clean and dust-free home is expected to become more salient within the context of the shift towards spending more time at home, both in terms of the rise of homeworking among white-collar professionals, service industry personnel and office workers and the increasing amount of leisure time being spent at home.
One of the most important trends in vacuum cleaners towards the end of the review period was the shift towards categories in which sales are dominated by compact models that make use of cordless technology. The big winner from this trend was stick vacuum cleaners, while handheld vacuum cleaners also benefited from the general preference for smaller, more advanced cordless models to some extent.
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