The global market for household appliances is changing, including the rapid emergence of an affluent middle class in densely populated growth markets. Electrolux aims at increasing the growth markets’ share of sales, while continuing...Read more
Markets – Australia, New Zealand and Japan
Electrolux is focusing on launching products adapted to the differing conditions of households in the region.
The majority of Australians live on the east coast and both the population and the number of households are on the rise. The degree of penetration is high in most product categories and demand is primarily driven by interest in design, innovation and the environment.
Japan is the world’s third largest single market for household appliances. Growth is driven by factors including innovations developed for small living spaces. Large, domestic manufacturers such as Hitachi and Panasonic dominate the Japanese appliances market.
In Australia, competition between manufacturers of appliances from Asia and Europe is intense. Electrolux remains the largest company, followed by Fischer & Paykel/Haier and South Korean companies LG Electronics and Samsung. The retailer market is dominated by five major chains representing 90% of the market.
In Australia, the Electrolux brand holds a strong position in the premium price segment for appliances with a focus on innovation, water and energy efficiency as well as design. In addition, the Group’s Westinghouse and Simpson brands hold significant market share in the mass-market segment. The Kelvinator brand holds a strong position in air-conditioners and water heaters, which is a new, rapidly growing product category in the Group.
In New Zealand, Electrolux has captured market share in vacuum cleaners in recent years, for example, with its green range.
In Japan and South Korea, Electrolux is a relatively small player, but over the past number of years, it has started to establish a rapidly growing business in premium vacuum cleaners. Japan is a large and growing market for the Group’s professional products, particularly within laundry.
Topics and categories
Read more about Electrolux Markets
Western Europe is the Group’s largest market for consumer durables and professional products.Read more
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The acquisition of the Egyptian Olympic Group in 2011 has given Electrolux a leading position in the appliance markets of North Africa and the Middle East.Read more
Brazil represents around 50% of the total Latin American market for appliances. Other major markets include Mexico and Argentina. Latin America is a highly urbanized region for an emerging market.Read more
In this region, Electrolux sales focus on appliances and vacuum cleaners in the premium segment under the Electrolux brand.Read more