Increased focus on the strongest and most profitable product categories and brands, Electrolux and AEG. Emphasis on innovation, often drawing inspiration from the Group’s professional expertise but also increased focus on smart appliances. Examples of growing segments are built-in kitchen appliances and energy-efficient products. Priority is also given to strengthening the small domestic appliances offering.
Launch of new innovative premium products within own core branded products. Focus is on strenghtening and investing in the Frigidaire brand and growth in channels, such as the builder channel and online. Key focus areas are also broadening the range of professional products as well as strenghtening the offering for global food chains.
Further strengthening of positions in Australia and New Zealand through the launch of new, innovative products under the Electrolux and Westinghouse brands, and products with features including high energy and water efficiency. Prioritization of compact, user-friendly and quiet household appliances in Japan and South Korea is continuing.
| Major appliances, 80% | 80 |
| Small appliances, 8% | 8 |
| Professional food-service and laundry equipment, 12% | 12 |
| Major appliances, 95% | 95 |
| Small appliances, 3% | 3 |
| Professional food-service and laundry equipment, 2% | 2 |
| Major appliances, 85% | 85 |
| Small appliances, 8% | 8 |
| Professional food-service and laundry equipment, 7% | 7 |
16% core appliances
10% floor care
Professional: Leading position with a strong brand recognition in the institutional/hotel segments for professional products.
17% core appliances
5% floor care
Professional: Historically strong presence in laundry equipment and a growing presence in the food service and beverage segments.
31% core appliances
9% floor care
Professional: Historically strong position in both laundry equipment and food-service equipment for professional use.
| 13 | 14 | 15 | 16 | 17 | |
| Net Sales | 30936 | 32595 | 35842 | 36209 | 36336 |
Market demand in Western Europe has improved during several years, and Electrolux sales have increased. The Group has strong market positions with a particularly strong position in kitchen appliances, both for consumers and professional users.
| 13 | 14 | 15 | 16 | 17 | |
| Net Sales | 34816 | 36933 | 45958 | 45731 | 43151 |
Net sales in North America have shown a positive trend in recent years, driven by growth in the market but also supported by launches of new products and new distribution channels. More recently, the Group has been affected by declining sales in private labels, which has partially been offset by growth in products under own brands.
| 13 | 14 | 15 | 16 | 17 | |
| Net Sales | 5757 | 5435 | 5771 | 6089 | 6300 |
Australia is the Group’s main market in the region. In Japan, Electrolux is a relatively small player but has in recent years established a growing business in small, compact vacuum cleaners.
Note: Market shares are Electrolux estimates.