Due to high penetration rates and a slowdown in the housing market (when many consumers tend to replace their vacuum cleaners when they move home), the category had been experiencing declining demand prior to the pandemic. While declines for a number of vacuum cleaners continued into 2020, a greater focus on following rigorous cleaning and hygiene routines due to the pandemic, and additional time spent at home during lockdown enabled consumers to dedicate time on household chores, resulting in improving performances across much of the category compared to 2019.
Whilst offering the highest average unit price within the overall category, thereby limiting a wider consumer reach, robotic vacuum cleaners is the second most popular format in volume terms after cylinder vacuum cleaners, in addition to recording further demand in 2020. This performance was mainly driven by connected models which continued to gain volume share within the category, whilst also recording further double-digit volume growth.
The competitive landscape of vacuum cleaners remained fairly consolidated with leader Koninklijke Philips Electronics gaining marginal volume share due to its strength in standard vacuum cleaners. It was followed by BSH Huishoudapparaten, Electrolux Home Products and Miele all competing closely.
Demand for overall vacuum cleaners is predicted to remain stagnant over the forecast period due to the high penetration rate of the dominant cylinder format. Further declines are predicted for upright and handheld options as they are increasingly perceived to be outdated.
Overall declining demand for vacuum cleaners is likely to focus new product development in terms of innovation and adding value to the category. Greater suction power for enhanced cleaning or lighter or smaller models are likely to attract consumers; Miele for instance, now offers its Blizzard CX1 bagless Total Solution PowerLine, with its Vortex technology which enables the appliance to collect coarser particles and fine dust separately.
Electronics and appliance specialist retailers is likely to remain the dominant distribution channel for vacuum cleaners in the Netherlands, as consumers like to handle and inspect these appliances before making a purchasing decision. While e-commerce was able to benefit from reduced footfall through these physical specialist retailers during the pandemic due to the convenience of home delivery, the channel is likely to continue to attract consumers through its competitive prices, and ability to offer quick product comparisons between different sites.
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Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vacuum Cleaners research and analysis database.
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