New Market Research Report: Vacuum Cleaners in France

2014 was specifically marked by a second consecutive year of volume decline for cylinder and robot vacuum cleaners. The high penetration rate for the former (at 88% in 2014) and a low efficiency perception for the latter were strong factors hampering sales. Handheld and upright vacuum cleaners suffered from the dual (hand and upright) and/or 3-in-1 applications of most stick vacuum cleaners, and the latter’s efficiency enhancements. Stick and steam vacuum cleaners – preferred for their practical traits and following improved affordability – were the two most dynamic categories, with volume growth of 17% and 8% respectively in 2014.

Competitive Landscape

With a 17% share of volume sales, Groupe SEB maintained its leading position in vacuum cleaners in 2014. The bulk of the company’s sales came from cylinder and stick vacuum cleaners under its flagship brands Rowenta and Moulinex, which cover all different consumer budgets. The company also has extensive distribution coverage in the French market. On a stand-alone basis, however, Dyson was the leading brand in vacuum cleaners in 2014, with a 14% volume share.

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Industry Prospects

Due to the relatively high penetration rate of 88% in 2014, and given a normal replacement rate, the core cylinder vacuum cleaners category is set to remain on a downtrends trend, with a negative volume CAGR of 2% in the forecast period. Improvements with regard to the efficiency of robotic vacuum cleaners over the forecast period are likely to help to revive this category. Added practicality (less bending, versatile 2-in-1 hand and upright, compactness and cordless) and higher efficiency are likely to continue to generate consumer interest in stick and steam vacuum cleaners, which are expected to see the highest retail volume CAGRs of 9% and 4% respectively in the forecast period.

Report Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vacuum Cleaners industry in France, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vacuum Cleaners in France market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country



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