Market development

The global market for household appliances is changing, and includes the rapid emergence of an affluent middle class in densely populated growth markets.

Electrolux aims to increase the share of sales of growth markets, while continuing to strengthen its position in core markets. For simplification purposes, the global market for household appliances can be split into two parts. In mature markets (Western Europe, North America, Japan and Australia/New Zealand), population growth is low and sales are dominated by replacement products. However, emerging markets (Africa, the Middle East, Eastern Europe, Latin America, Southeast Asia and China) are characterized by rapidly rising standards of living and a large number of new households being able to invest in appliances and other household products.

In 2015, the demand in growth markets represented about 70% of the total market volume for appliances compared with 65% in 2010. Since year 2000, emerging markets have increased their global share of demand from 50% to 70%. During 2015, demand improved in mature markets such as North America and Europe, while demand decreased in emerging markets such as Brazil and China.

Growth markets accounted for about 30% of Electrolux sales for the year and the objective is to increase this share moving forward.
For more information about market characteristics, see Markets in Electrolux Annual Report 2015.

The graphs below show the market development for appliances in Europe and North America.

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