Vacuum Cleaners in Ukraine

PROSPECTS

Stick vacuum cleaners benefiting from improved features and greater functionality

With improving purchasing power, new models of vacuum cleaners appealed to consumers in 2019. Stick vacuum cleaners posted the most dynamic retail volume growth, with upright vacuum cleaners no longer available after heavy losses during the review period.

Robots cleaning up as consumers look for convenience

Robotic vacuum cleaners also posted healthy volume growth in 2019 with consumers attracted by the convenience these appliances provide. As incomes have risen mid- to high-income consumers have shown a growing interest in consumer appliances which can help reduce the time spent doing household chores.

With space at a premium consumers look for best performing options

In absolute volume terms, cylinder vacuum cleaners continued to dominate sales of vacuum cleaners in Ukraine. Although other formats such as stick and robotic vacuum cleaners saw strong growth in 2019 these products are still typically seen as companion appliances rather than as a replacement or alternative to cylinder vacuum cleaners.

COMPETITIVE LANDSCAPE

BSH, Samsung and Philips compete for category leadership

BSH Pobutova Technika and Samsung Electronics remained the top two players in vacuum cleaners in 2019. Nevertheless, leading player BSH saw a further decline its volume share with it no longer selling its Zelmer brand in the Ukrainian market, with the brand’s sales in 2019 coming from remaining stock.

Electrolux benefits from new launch while Rowenta continues to draw interest

Electrolux witnessed the largest increase in retail volume share in 2019 with it benefiting from the launch of a new line of stick vacuum cleaners. In terms of the review period as a whole, Groupe SEB witnessed the most significant development, with its Rowenta brand rapidly gaining a foothold in the market following its introduction in 2016.

Robotic vacuum cleaners sees mounting competition

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. Samsung significantly grew its volume share towards the end of the review period thanks to the launch of a new model.

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