Boston, MA -- (ReleaseWire) -- 06/18/2014 -- In 2013 the volume decline for some conventional types of vacuum cleaners (cylinder, handheld and wet and dry), coupled with the volume decline for the more recent steam vacuum cleaners, was much higher than the volume growth for the dynamic stick, upright and robotic vacuum cleaners. Consequently, the total volume growth for vacuum cleaners continued to decline in 2013. The main explanation for this demand imbalance was the high level of deferment amongst French households, who preferred to wait for the most appropriate time or budget to acquire a modern vacuum cleaner. In a nutshell, despite being very keen on having the most advanced equipment, consumers maintained a high level of anticipation for lower prices and better deals; therefore deferring their purchases.
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With a 17% share of volume sales in 2013, Groupe SEB led vacuum cleaners. However, Dyson successfully took over the brand leadership in France in 2012, and accounted for a 15% share of volume sales in 2013. Groupe SEB's range of handheld vacuum cleaners branded Moulinex continued to suffer from the structural decline of this category. Rowenta, its flagship brand in standard vacuum cleaners, was able to maintain its position, but met with double-edged competition both from branded substitutes such as Philips, Samsung and Bosch, as well as from the promotional offensive of private label. By contrast, Dyson, which enjoys a premium yet affordable image in the marketplace, was in a better position to resist the competition. In 2013 Dyson confirmed its newly acquired position as the most popular vacuum cleaner brand in France.
Over the next five years vacuum cleaners is expected to increase by a volume CAGR of 1%. On the other hand, value sales are likely to decline, with a negative constant value CAGR of 1%, due to decreasing average unit prices even in the most recent categories. The volume growth rate in the forecast period is expected to be slower than the review period growth rate, as the penetration rate of vacuum cleaners is already high in France. The price competition is set to intensify over the forecast period, as companies such as Samsung Electronics France and Panasonic France, which currently have low shares in the category, use price-geared strategies to gain ground; as such, value sales are likely to fall, with a negative constant value CAGR of 1%.
Discover the latest market trends and uncover sources of future market growth for the Vacuum Cleaners industry in France with research from Euromonitor's team of in-country analysts.
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