Vacuum Cleaners in the US

PROSPECTS

Consumers looking for ease of use and time savings

Stick and robotic vacuum cleaners have grown quickly as consumers search for ways to save time on household chores. The versatility of stick vacuum cleaners has been especially attractive to Americans living in small spaces with limited storage room, and cordless models are gaining in popularity.

Increasing competition with the entry of new players in robotic vacuum cleaners

Long dominated by iRobot Roomba products, the US robotic vacuum cleaners category has seen the entry of a spate of new players in recent years. Neato Robotics, which was acquired by German appliance manufacturer Vorwerk Group in 2017, is seeing its grip on second place in robotic vacuum cleaners being challenged by SharkNinja and Ecovacs, as well as smaller competitors with low-priced alternatives.

COMPETITIVE LANDSCAPE

Bissell innovates to maintain Its brand leadership

Although Bissell remains the leading brand in vacuum cleaners, total volume sales declined as consumer preferences continued to shift towards more versatile models. In response, the American company has rolled out improvements to its line of stick vacuum cleaners.

Internet retailing grows but bricks-and-mortar retailers continue to dominate

Internet retailing continues to expand in vacuum cleaners, albeit at a slower pace than many expected. While robotic vacuum cleaners are a prime product for the online channel, as consumers can learn about innovations, special offers and packaging in a relatively straightforward manner, consumers seem more hesitant to purchase standard vacuum cleaners over the internet.

iRobot and SharkNinja engage in legal disputes with each other

iRobot, the country’s leading robotic vacuum cleaner manufacturer, earned high praise for the Roomba i7+, which it unveiled in 2018. The connected appliance automates home vacuuming via virtual home mapping and self-emptying dustbin capabilities.

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