Vacuum Cleaners in Ukraine

PROSPECTS

Technological advances drive growth in vacuum cleaners

With improving purchasing power, new vacuum cleaner models appealed to consumers in 2018. Stick vacuum cleaners posted the strongest retail volume growth, taking sales away from upright vacuum cleaners, which suffered a heavy decline.

Good quality models appeal to consumers

Although low-end models were available, in 2018 consumers were more likely to buy a good quality vacuum cleaner. The share of mid-priced products increased, resulting in a notable rise in average unit price.

Vacuum cleaners being used for more than cleaning carpets and rugs

Although Ukrainians have started to have fewer carpets and rugs in their homes, sales of vacuum cleaners are not falling. This is because consumers are happy to use them on all kinds of floor surfaces.

COMPETITIVE LANDSCAPE

BSH, Samsung and Philips compete for category leadership

In 2018, BSH Pobutova Technika, Samsung Electronics and Philips remained the three leading players in vacuum cleaners. First-ranked BSH saw its volume share decline as the company announced in 2017 that it would no longer be selling its Zelmer brand in the Ukrainian market.

Stanley Black & Decker Deutschland gains ground

Stanley Black & Decker Deutschland entered handheld vacuum cleaners in 2017. The company’s rise in volume share in 2018 can be attributed to wider product availability.

Competitive landscape changes in robotic vacuum cleaners

Increasing demand for robotic vacuum cleaners has made the category more interesting not only to next-generation tech companies but also well-established vacuum cleaner manufacturers. In 2018, Samsung significantly grew its share thanks to the launch of a new model, subsequently rising up the rankings from sixth to second place.

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