Executive Summary

Feb 2019
PROSPECTS
Stick vacuum cleaners grows from niche conquering vacuum cleaners

The popularity of stick vacuum cleaners continued into 2018, with retail volume sales growing by double digits, despite the high unit prices. The convenience and multifunctionality of this vacuum cleaner makes it ideal, especially for high-income consumers who are looking for comfort and ease of use.

Robotic vacuum cleaners slows down as maturity starts to set in

After recording impressive retail volume growth earlier in the review period, sales of robotic vacuum cleaners slowed down in 2018. Similarly to stick vacuum cleaners, robotic vacuum cleaners fetch high unit prices and yet consumers still need a standard vacuum cleaner to thoroughly clean the house.

Connected robotic vacuum cleaners interesting for consumers

Connected robotic vacuum cleaners enjoyed strong growth in 2018 due to the offer by new players of more affordable models. Asimotion BV, manufacturer of the brand iRobot Roomba, offered mostly connected robotic vacuum cleaners but in 2017 there was an influx of other brands such as Neato and Ecovacs amongst others offering connected models, driving volume growth in 2018.

COMPETITIVE LANDSCAPE
Koninklijke Philips Electronics retains leadership of vacuum cleaners

Leading manufacturer Koninklijke Philips Electronics retained its position in a largely competitive vacuum cleaners landscape in 2018. The company offers a wide range of models of vacuum cleaners and is basically present across the category, including robotic vacuum cleaners.

Intense competition between second and third rank

BSH Huishoudapparaten BV gained second position in vacuum cleaners, in a tight race with rival company Electrolux Home Products, trailing behind closely. The latter is present with AEG-Electrolux but the withdrawal of the Electrolux brand in the Netherlands had negative repercussions on the company’s overall performance in 2018.

Asimotion BV suffers competition from smaller new players

Asimotion BV, manufacturer of the popular iRobot Roomba, continued to lead robotic vacuum cleaners in the Netherlands but its volume share was threatened by upcoming new players such as Neato Robotics Inc and Ecovacs Europe GmbH. These companies were the fastest growing in vacuum cleaners in 2018, with Neato directly competing with iRobot Roomba within the premium models.

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Vacuum Cleaners in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Vacuum Cleaners industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vacuum Cleaners industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vacuum Cleaners in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Vacuum Cleaners in Netherlands?
  • What are the major brands in Netherlands?
  • How have stick vacuum cleaners performance over the past 5 years?
  • Are robotic vacuum cleaners the future for the vacuum industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Vacuum Cleaners in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Stick vacuum cleaners grows from niche conquering vacuum cleaners
Robotic vacuum cleaners slows down as maturity starts to set in
Connected robotic vacuum cleaners interesting for consumers

COMPETITIVE LANDSCAPE

Koninklijke Philips Electronics retains leadership of vacuum cleaners
Intense competition between second and third rank
Asimotion BV suffers competition from smaller new players

CATEGORY DATA

Table 1 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 2 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 3 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 4 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 5 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 6 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 7 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 8 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 9 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 10 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 11 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

Consumer Appliances in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Another positive year for consumer appliances in 2018
Premiumisation of consumer appliances boosts value sales in 2018
Small specialist companies record fastest growth while established players focus on specific value
Internet retailing to continue growing in consumer appliances
Outlook positive for consumer appliances but volume growth expected to slow down

MARKET INDICATORS

Table 13 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 14 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 15 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 16 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 17 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 18 Sales of Consumer Appliances by Category: Value 2013-2018
Table 19 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 25 Sales of Small Appliances by Category: Volume 2013-2018
Table 26 Sales of Small Appliances by Category: Value 2013-2018
Table 27 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 28 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 29 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 30 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 31 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 33 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 34 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 35 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 36 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 43 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources