COMPETITIVE LANDSCAPE
Incumbents maintain their lead, while Shark emerges as a challenger
Vacuum cleaners in Italy remains fairly concentrated, with the top three players holding a combined 35% share. In 2025, Seb Italia SpA, Groupe led with a 15% share, followed by Candy Hoover Group Srl with 13% and Vorwerk Management Srl with 7%, followed closely by Dyson Srl and De’Longhi SpA.
Roomba’s possible acquisition and product innovation impact the competitive landscape
Following the aborted acquisition of iRobot's Roomba by Amazon and considering the increasing competition by lower-priced Chinese brands, Roomba is facing uncertain future, with global shipments declining rapidly compared to previous years. Roomba is distributed in Italy by Nital SpA, and the brand’s acquisition by another company may influence this relationship in the future.
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Overview:
Understand the latest market trends and future growth opportunities for the Vacuum Cleaners industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Economic uncertainty slows vacuum cleaners sales
Multi-functional stick vacuum cleaners replace cylinder and upright models
Roborock drives robotic vacuum cleaners with innovative features
Italian consumers prioritise convenience and technology
Chinese brands and geopolitical tension set to drive competition
Ageing Italian population is anticipated to drive demand for ergonomic products
Brands are expected to localise their supply chains
Incumbents maintain their lead, while Shark emerges as a challenger
Roomba’s possible acquisition and product innovation impact the competitive landscape
Retail e-commerce leads vacuum cleaner sales with competitive pricing
Black month drives sales with aspirational brands and deals
Consumer Appliances in Italy - Industry Overview
Innovation in multi-functionality and energy efficiency drive consumer appliances sales
Geopolitical uncertainty drives brands to rethink their supply chains
Multi-functionality drives sales in personal care accessories and air fryers
Introduction of the EU Green Directive boosts sales in heat pumps
Sales consumer appliances set to remain at low levels, due to the lack of government bonus
Presence of Asian brands set to drive consumer appliances’ competitive landscape
Beko and Oral-B drive market share shifts through innovation
Fnac-Darty’s acquisition and Roborock’s innovation reshape competitive dynamics
Appliances and electronics continue to hold leading channel sales
E-commerce gains regional traction and capitalises on special events
Midea embodies multi-functionality with the launch of its new air fryer
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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