Vacuum cleaners maintained retail volume growth in 2020, although the rate of increase was much slower than seen in any other year of the review period. Growth continued, as more time spent at home during the COVID-19 lockdowns and concern about hygiene led people to clean their homes more frequently than usual.
Riding the wave of consumer concern about hygiene due to COVID-19, players in robotic vacuum cleaners ran advertising communicating the bacteria-killing function of such products to attract consumers. However, consumers still doubt the efficacy of such products, and were hesitant to spend on a more expensive vacuum cleaner when they were concerned about their finances.
Vacuum cleaners is led by Japanese companies, with Hitachi Asia (Vietnam) remaining the leading player in retail volume terms in 2020, followed by Panasonic Vietnam. This is thanks to their long-standing presence in the country and consumer trust in their brands.
In the forecast period, vacuum cleaners is expected to see a slower pace of growth than in the review period. The rate of growth is set to slow over the course of the forecast period, with growth even turning to decline in 2025.
Wireless stick vacuum cleaners and robotic vacuum cleaners are expected to continue to be developed, and will be highlighted by players in the category. Sales of robotic models in particular are likely to be boosted by advertising through online platform videos, as this has proven to be an effective way of reach young tech-savvy consumers.
As deep promotional programmes are currently lacking for vacuum cleaners in stores, consumers are expected to continue to move their focus towards e-commerce, and more creative activities are likely to be seen from brands in this regard in the forecast period. This will continue to increase the share of sales through e-commerce in the forecast period, despite the already dynamic rise in the share of this distribution channel in 2020.
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Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vacuum Cleaners research and analysis database.
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