Vacuum Cleaners in the Netherlands
May 2020

List OF CONTENTS AND TABLES

HEADLINES
PROSPECTS
Slow movement in housing market contributes to slight decline in volume sales
Robotic vacuum cleaners continues to see strong growth, although high unit prices will likely result in its remaining a niche category
Consumers trade up and down when choosing vacuum cleaners in 2019, but downtrading is far more common during the year
COMPETITIVE LANDSCAPE
Philips maintains its lead in standard vacuum cleaners, but remains at fourth position in robotic vacuum cleaners despite growing volume sales
Electrolux Home Products remains in the third position, after volume sales of its eponymous brand decline for the third consecutive year
Facing higher competition, Asimotion maintains its lead in robotic vacuum cleaners by introducing new product innovations in 2019
CATEGORY DATA
Table 1 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 2 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 3 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 4 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 5 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 6 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 7 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 8 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 9 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 10 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 11 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024
EXECUTIVE SUMMARY
Depressed housing market and high inflation offset the benefit of higher disposable income, resulting in negative volume growth for large and small appliances
Value growth increases despite lower demand as consumers choose higher-value products, especially when purchasing major appliances
Leading players maintain their volume shares and positions as the competitive landscape sees little significant change despite lower volume growth
Internet retailing continues to post fast growth, while electronics and appliance specialists maintain strength by offering better in-store service and experience
Consumer appliances set to see continuing volume declines in most categories, but value growth is expected to be steady
MARKET INDICATORS
Table 13 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 14 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 15 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 16 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024
MARKET DATA
Table 17 Sales of Consumer Appliances by Category: Volume 2014-2019
Table 18 Sales of Consumer Appliances by Category: Value 2014-2019
Table 19 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 20 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 25 Sales of Small Appliances by Category: Volume 2014-2019
Table 26 Sales of Small Appliances by Category: Value 2014-2019
Table 27 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 28 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 30 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 31 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 32 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 33 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 34 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 35 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 36 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 37 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 38 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 43 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 44 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 45 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 46 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources