Vacuum Cleaners in the United Arab Emirates

2020 IMPACT

Despite more time spent at home, financial insecurity reduces sales of vacuum cleaners

In the midst of COVID-19, use of vacuum cleaners increased within households, as families and individuals spent more time within the home. While this encouraged some consumers to buy vacuum cleaners, price-sensitivity within the country meant that many consumers halted purchasing new products, leading to a volume decline in all product areas within vacuum cleaners for 2020.

Robotic vacuum cleaners decline, as financial insecurity reduces spending on product innovations

Robotic vacuum cleaners remain a niche product area in the UAE, with very few brands offering the product locally. Demand and volume sales for the item declined tremendously in 2020, as consumers and residents avoided spending on new categories, especially those with high unit prices.

Sales through electronics and appliance specialist retailers reduce, as e-commerce gains ground

Leading brands such as Dyson, are available across the UAE at leading specialist retailers, as well as hypermarkets. Dyson Ltd offers a premium and innovative vacuum cleaner range, and despite the outbreak of COVID-19, the player improved its share in 2020, ranking second in terms of volume share underneath Hitachi.

RECOVERY AND OPPORTUNITIES

Sales recover from 2021, with volume growth higher than what was recorded pre-COVID-19

Vacuum cleaners will benefit from being a necessary appliance across the forecast period, with volume growth recovering in 2021 and peaking in 2022. Across the full forecast period, volume growth will be higher than what was recorded in 2019, with consumers who halted purchases in 2020, investing in vacuum cleaners.

Growth is driven by consumers replacing vacuum cleaners with lighter, more convenient models

Across the forecast period, sales of vacuum cleaners are expected to be driven by the item being a key appliance for every household, with consumers wishing to update and replace existing models with more convenient, light, powerful and technological advanced offerings. Stick and cordless vacuum cleaners will witness sales growth, albeit slower than figures seen before COVID-19, however, cylinder vacuum cleaners are set to remain the category driver, owing to consumer’s familiarity with the product type and the wide product offering by brands in stores.

Robotic vacuum cleaners struggle as price-sensitivity continues to impact sales

The robotic market is expected to see a considerable slowdown across the full forecast period, recording single-digit growth compared to double-digit volume growth recorded in 2019. This is due to the uncertain economic situation, which will continue to force consumers to postpone their purchase and look for cheaper alternatives.