COMPETITIVE LANDSCAPE
Top players retain dominance as challengers disrupt with smart innovations
The competitive landscape of vacuum cleaners in the market remained moderately concentrated in 2025, with the top four players, Dyson Appliances (Aust) Pty Ltd (40%), by Godfreys Pty Ltd (8%), Electrolux Home Products Pty Ltd (5%), and Miele Australia Pty Ltd (5%), commanding significant retail volume share. While incumbents leveraged brand strength and product innovation, emerging players capitalised on category trends such as smart connectivity and cordless convenience.
Dyson maintains leadership due to brand equity
Dyson retained its prominent position in the competitive landscape in 2025. Its continued success stemmed from strong brand equity, consistent innovation in cordless technology, and premium retail visibility across major outlets like JB Hi-Fi and The Good Guys.
Roborock accelerates competition in robotic vacuum cleaners through innovation
Robotic vacuum cleaners witnessed intensified competition in 2025, with Roborock emerging as the category leader. Its F25 wet-dry series, featuring AI navigation, resonated with consumers seeking smart, multifunctional solutions.
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Overview:
Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vacuum Cleaners industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Vacuum Cleaners in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Vacuum Cleaners in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Vacuum Cleaners in Australia - Category analysis
KEY DATA FINDINGS
Rising demand for cordless and robotic vacuum cleaners
Demand for advanced vacuum formats sustains higher value growth
Need for convenience drives demand for robotic vacuum cleaners
Technological innovation drives premiumisation in vacuum cleaners
Consumers prioritise automation to enhance home cleaning efficiency
Customisation emerges as a key factor in product selection
Robotic vacuum cleaners set to outperform category driven by desire for smart features
Top players retain dominance as challengers disrupt with smart innovations
Dyson maintains leadership due to brand equity
Roborock accelerates competition in robotic vacuum cleaners through innovation
Specialist retailers retain channel leadership
E-commerce gains momentum in a hybrid landscape
Cordless power and AI integration redefine everyday cleaning
Segmented innovation targets pet owners and urban lifestyles
Smart automation and self-maintenance lead the next wave
Consumer Appliances in Australia - Industry Overview
How innovation and energy efficiency shape Australian consumer appliance choices
Australians seek value, innovation and energy-efficient appliances
Air treatment products continues to make gains, driven by health and wellness concerns
Refrigeration appliances drives growth through innovation
Australians will continue to prioritise innovative appliances offering long-term value
Refrigeration appliances and air treatment products to see further growth
Australians to become increasingly discerning in their purchasing decisions
Leading brands sustain share through innovation
Strong performance by Dyson as it continues to focus on new launches
Appliances and electronics specialists leads distribution through expertise
E-commerce gains influence in product discovery and price comparison
Miele and Panasonic drive innovation with eco-friendly designs
Roborock revolutionises cleaning with automation and convenience
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Vacuum Cleaners
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
Vacuum Cleaners
A vacuum cleaner is a mechanical device using air suction to remove dust, loose dirt, pet hair etc from household floors and surfaces. Vacuum cleaners include upright, cylinder, wet and dry, handheld, stick and other vacuums.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Vacuum Cleaners research and analysis database.
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