India's robot vacuum cleaner shipments grew by 24% YoY in the first half due to growing consumer interest and better product awareness.
India’s robot vacuum cleaner market shipments grew by 24% year-on-year (YoY) in the first half (H1 2022), according to the latest research from Counterpoint Technology Market Research’s Smart Home IoT Service. This is attributed to the growing consumer interest in the robotic vacuum cleaner and better product awareness.
“The market which gained momentum due to the COVID-19 pandemic is also finding itself relevant in current times. People are returning back to offices and realizing that robot vacuum cleaners are among the best options available to help them with their household cleaning. The market remains competitive with brands introducing more customer-centric and India-specific products such as wet and dry robot vacuums. Most brands are trying to offer affordable products as Indian consumers tend to remain price sensitive. The INR 16,000-INR 24,000 ($200-$300) price band remains most popular, closely followed by the INR 10,000-INR 16,000 ($125-$200) price band,” said Research Analyst Varun Gupta.
“The market seems consolidated as the top three brands captured 62% share in H1 2022. Online channels also maintained their dominance. However, offline channels are beginning to gain prominence as many consumers want to experience the product first. Xiaomi has focused on enhancing consumer awareness by offering robot vacuums in its offline retail stores. Eureka Forbes maintained its second spot in H1 2022, owing to its established D2C network and pan-India service network. ECOVACS and Viomi registered highest YoY growth in H1 2022,” he added.
According to Gupta, the first half of the year saw many device launches from several existing brands such as eufy, iRobot and Creative Newtech, and new entrants such as Haier. “We expect the space to become more competitive in the coming months with more launches and new entrants due to the rising consumer interest,” he said.
Regarding market outlook, Senior Research Analyst Anshika Jain said, “The robot vacuum cleaner market is expected to grow over 25% in 2022 due to the entry of more players and rising demand from the residential users in a hybrid work environment. The upcoming smart home era combined with the recent pandemic scenario is creating an urge to go for greater hygiene, comfort and convenience. However, we feel that the price point is still a little high to achieve large-scale adoption. Brands need to create more consumer awareness and come up with a strong value proposition to market these products. The future demand will be driven by the availability of new AI-enabled features, better Wi-Fi connectivity and the ability to connect and communicate with other smart home devices.”
Note: Figures may not add up to 100% due to rounding
Xiaomi shipments grew by 45% YoY in H1 2022, mainly due to an increase in consumer interest, the brand’s positioning in the market and a push towards offline retail channels. The Vacuum Mop-P was the best-selling model for Xiaomi in H1. Xiaomi also introduced Service+ app in early H1 to provide better customer support 24×7.
Meanwhile, Eureka Forbes was one of the first players in the market to introduce vacuum robots and has consistently been at the second spot. With a growth of 40% YoY in H1 2022, the brand is competing in the market by leveraging its door-to-door experience campaigns. The L Vac and Vac n Mop were its most popular models in H1.
Jumping to third place with a 10% market share and 8% growth in H1 2022 is ILIFE. The V-series vacuum robots were its best-selling models in H1. In addition to its online presence, the brand has a large presence across major offline retail stores and brand-owned stores.
eufy grew marginally in H1 2022 to capture an 8% share. The brand focuses on providing affordable vacuum robots through major online retail channels. It launched the G30 Hybrid in H1 for INR 22,999 (~$290).
For its part, iRobot saw its shipments decline by 38% YoY in H1 2022 due to lower brand awareness and higher entry price points. The brand has been consistently introducing premium products with a lot of features such as an auto-emptying dock. It has expanded to major offline retail channels to increase brand awareness.
ECOVACS jumped to the sixth spot by doubling its shipments in H1 2022. The brand entered the Indian market in late H1 2021 and has seen good demand for its lower-priced models. It launched many devices in H1 2022 and also introduced doorstep customer service.
Viomi was one of the fastest growing brands in the market in H1 2022, besides being the top emerging brand. The brand is currently available in online channels only. The SE is its best-selling model.
On the other hand, MILAGROW shipments declined by 28% YoY in H1 2022. The brand currently offers affordable products through its online D2C model and other online retail channel partners.
realme launched its vacuum robot in late H2 2021 and is among the fastest growing brands. It offers only one model as of now. However, we expect it to launch more models in the coming months as it sees an uptick in demand.