Market development

Electrolux is a global leader in household appliances and appliances for professional use. The Group’s products are sold on more than 150 markets.

The global market for household appliances can be split into two parts, mature markets and emerging markets. In the mature markets as Western Europe, North America, Japan and Australia/New Zealand, population growth is low and sales are dominated by replacement products. Emerging markets as Africa, Middle East, Latin America, Southeast Asia and China are instead characterized by rapidly rising living standards and a large number of new households being able to invest in appliances and other household products. In 2014, growth markets accounted for about 35% of Electrolux sales and the objective is to increase this share.

Between 2009 and 2014, global demand for appliances increased significantly, particularly due to strong growth in Asia. In parallel, demand in the Group’s mature core markets declined. In 2014, the demand in growth markets represented about 70% of the total market volume for appliances compared with 65% in 2009.

For more information about market characteristics, see Markets in Electrolux Annual Report 2014.

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

Industry unit shipments growth in Europe excluding Turkey

Industry unit shipments growth in USA (AHAM6)

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Electrolux is a global leader in home appliances, with solutions that are based on deep consumer insight and developed in close collaboration with professional users.

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Electrolux publishes financial data quarterly and yearly. You can view the data for a number of years, as well as download it in Excel format.

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The Group’s products are sold in more than 150 markets. The largest of these are in Europe and North America.

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