Markets - North America

Markets – North America

North America is a market with high penetration in most product categories. The average living space of households is above that of other regions, which means space is available for both many and large household appliances.

The North American market is more uniform than most markets, which has led to a relatively high level of consolidation among producers and retailers. The market is comprised of several domestic and global manufacturers.Around 70 % of appliances are sold via the four major retailers: Best Buy, Home Depot, Lowe’s and Sears.

The degree of consolidation is high among manufacturers and retailers of professional food-service and laundry equipment.

Electrolux commands a strong position in appliances in the US and Canada. The Group’s appliances are predominantly sold in the mass-market segment under the Frigidaire brand. The Electrolux brand is positioned in the premium segment for appliances and vacuum cleaners.

The Group’s professional kitchen business is small but growing, both in traditional segments and large restaurant chains, with a focus on global food chains. Professional laundry equipment is sold via a distributor, mainly under the Wascomat brand.

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Western Europe is the Group’s largest market for consumer durables and professional products.

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Electrolux is focusing on launching products adapted to the differing conditions of households in the region.

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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.

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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.

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In this region, Electrolux sales focus on appliances and vacuum cleaners in the premium segment under the Electrolux brand.

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