Vacuum Cleaners in Ukraine

2020 IMPACT

Increased home seclusion fuels interest in vacuum cleaners

Vacuum cleaners volume sales continued to increase during 2020, despite the COVID-19 crisis, as consumers spent more time in their homes during the quarantine and thus cleaned their apartments more frequently. Moreover, consumers also tried to keep their apartments clean in order to maintain hygiene standards in light of fears of virus contamination.

Stick vacuum cleaners benefit from improved features and greater functionality

Over the review period, rising consumer purchasing power helped to fuel demand for new vacuum cleaner models. Stick vacuum cleaners continue to grow in popularity, with upright vacuum cleaners no longer being available following heavy losses during the review period.

Intensifying competition fuelling innovation among leading brands

SEB Groupe continues to lead vacuum cleaners volume sales in Ukraine, followed by Samsung Electronics and BSH Pobutova Technika. However, BSH is gradually losing value share as it no longer offers its Zelmer brand in Ukraine, with all recent sales coming from remaining stock.

RECOVERY AND OPPORTUNITIES

Widespread economic uncertainty to limit pace of recovery

After the impact of the COVID-19 pandemic, vacuum cleaners is expected to grow as the overall economy in Ukraine recovers over the coming years. However, growth is likely to be gradual due to lingering price sensitivity as a result of the pandemic, which is forcing some consumers to delay renewal of these appliances until their financial situation improves.

Shrinking household sizes fuelling demand for smaller appliances

Cylinder vacuum cleaners continue to dominate sales of vacuum cleaners in Ukraine. Although other formats such as stick and robotic vacuum cleaners saw strong growth, these products are still typically seen as companion appliances rather than as a replacement or alternative to cylinder vacuum cleaners.

Rising demand for convenience among consumers fuelling innovation

The pandemic is expected to reshape the relationship that consumers have with their homes, as they increasingly view them as a refuge. As Ukrainians are spending greater amounts of time at home, particularly with ongoing work from home policies as the virus still in circulation, demand for small appliances in general, and vacuum cleaners in particular, will rise, thus speeding up the recovery of the category over the forecast period.