COMPETITIVE LANDSCAPE
Dyson and Miele lead with innovation and trust, predominately in standard vacuum cleaners
Vacuum cleaners in Germany saw the top two players together account for 27% of sales in 2025, with Dyson GmbH maintaining its leading position with an 18% share in retail volume terms, followed by Miele & Cie KG with 9%. These are the leaders in standard vacuum cleaners, and although they do hold shares in robotic vacuum cleaners, they are only low.
Innovation drives growth for players in robotic vacuum cleaners
In robotic vacuum cleaners, Dreame Technology Co Ltd and Xiaomi Corp (Roborock) continued to occupy the top positions in retail volume terms in 2025. As these players are continuously launching new products, such as Dreame's X50 Ultra and Roborock's Saros Z70 robotic vacuum cleaners, offering innovations such as advanced features like obstacle avoidance and object manipulation, they were also the fastest growing in overall vacuum cleaners in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Robotic and stick vacuum cleaners see volume growth, although the overall increase is minimal
Despite a high possession rate, growth driven by upgrading and rising incomes
Standard vacuum cleaners remains dominant despite declining sales
Convenience and customisation trend drives growth
Dust protection and hygiene features drive premium sales
Compact and multifunctional designs boost sales
Value growth as consumers expected to upgrade, despite volume decline
Continued dynamism for robotic vacuum cleaners as consumers seek to save time
Sustainability to be driven by regulation and changing consumer behaviour
Dyson and Miele lead with innovation and trust, predominately in standard vacuum cleaners
Innovation drives growth for players in robotic vacuum cleaners
Appliances and electronics specialists drives offline sales
Retail e-commerce gains traction due to changing habits, with a move to omnichannel
Consumer Appliances in Germany - Industry Overview
Low volume increase, while premiumisation and technology drive higher value growth
Premium features drive value growth despite muted volume increase
Smart and AI-powered consumer appliances increasingly favoured
Consumers seek multifunctional, compact products to save space and offer convenience
Premiumisation expected to drive growth
Dynamism for heat pumps due to energy efficiency and cost savings
Smart technologies and multifunctionality to shape the future
Leading manufacturers maintain strength through innovation and distribution
SharkNinja raises the competition, and opportunities remain
Appliances and electronics specialists leads offline sales with premium offerings
The rise of retail e-commerce and further prospects for omnichannel retailing
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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