New Report Available: Vacuum Cleaners in Denmark

New Consumer Goods market report from Euromonitor International: "Vacuum Cleaners in Denmark"

[ClickPress, Tue Feb 10 2015] Environmentally friendly brands with energy-efficient technology are in the focus of vacuum cleaners sales in Denmark. More Danish consumers are aware of the environment and of the damage consumer appliances might cause due to energy consumption. Thus, greener brands which take care to emphasise consideration for the environment appeal more to consumers. Examples of that can be seen in popular products such as ErgoRapido and Siemens VS08GP1266 (owned by Electrolux Home Products Denmark A/S and BSH Hvidevarer A/S, respectively) that stress the green benefits they include. Growing interest in brands that consume less energy is stimulated by official authorities as well. For instance, new EU regulations since September 2014 only allow retail sales of vacuum cleaners that use less than 1,600 watts whilst operating.

Competitive Landscape

Electrolux Home Products Denmark A/S is the leader in vacuum cleaners in Denmark with 21% volume share of total vacuum cleaners retail sales expected in 2014. Electrolux Home Products Denmark A/S led this category throughout the review period and this situation remains in 2014. Although Electrolux does not have presence in the growing category of robotic vacuum cleaners, the company clearly leads sales in standard vacuum cleaners with expected volume share of 24%. Electrolux enjoys long presence in the market, strong reputation amongst consumers for quality products and wide distribution over the country. More than this, Electrolux offers consumers brands that meet demand for greener products with quiet and efficient operation.

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Industry Prospects

Standard vacuum cleaners is set to show stagnant growth over the forecast years, since consumers in Denmark have already started to lose interest in these kinds of mature appliances. However, the overall category of vacuum cleaners in Denmark is set to grow by a volume CAGR of 1% over the forecast period. This is mainly due to strong forecast volume growth by a CAGR of 10% in the robotic vacuum cleaners category, to reach 77,000 units by 2019. Important benefits such as convenience and time saving, which are linked to operation of robotic vacuum cleaners, are important factors behind this forecast. The growing consumer reputation of this type of vacuum cleaner and claims by manufacturers for new brands that are providing better cleaning results are another factor behind growth in this category. As robotic vacuum cleaners is an immature category, emergence of new brands is very likely to be seen over the forecast period, taking the competition amongst active players to higher levels. Thus, since most consumers of robotic vacuum cleaners buy these products in physical shops, more in-store marketing activities for robotic vacuum cleaners are expected to be seen during the forecast period.

Report Overview

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