Vacuum Cleaners in the US

PROSPECTS

Consumers focus on versatility, price and performance

Versatility remains an important success driver for vacuum cleaners. Consumers demand models that can perform well on both carpeted and bare floors, and those living in smaller housing units are fuelling growth of easily manoeuvrable units, such as stick and cordless models.

Tariffs cast a shadow on the category

Vacuum cleaners and parts were directly targeted in President Trump’s September 2018 tariffs on Chinese goods, with a 10% tariff on imports through the end of the year and an increase to 25% in 2019. Considering China’s dominance in vacuum cleaner production, manufacturers have little ability to shift production and may be forced to pass the increased costs to consumers.

Manufacturers target a growing population of pet owners

As the numbers of dog and cat owners grow, manufacturers increasingly tout features focused on pet hair collection. A number of leading brands include accessories specifically for pet-hair collection with different types of vacuum cleaners.

COMPETITIVE LANDSCAPE

Robotic models facing more competition

The players iRobot and Neato Robotics have played leading roles in building up the category of robotic vacuum cleaners in the US, but 2018 presented the domestic companies with strong challenges from cheaper competitors and tariff threats. While robotic vacuum cleaner sales are expected to grow steadily throughout the forecast period, the biggest share of gains will likely go to manufacturers selling low-end models, as they allow more consumers to benefit from the time-savings and convenience provided by automating this home chore.

Bricks-and-mortar retailers continue to lead

Electronics and appliance specialist retailers continued to be the leading retail channel for vacuum cleaners in 2018. Internet retailing has struggled to grow its share of the category, as consumers appreciate seeing the models in person.

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