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 – 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 three largest appliance manufacturers in the US account for a major part of the market and around 70% of appliances are sold via the four major retailers: Best Buy, Home Depot, Lowe’s and Sears.
The four largest manufacturers of vacuum cleaners represent more than 50% of the market. Vacuum cleaners are sold mainly through supermarkets, discount stores and department stores, such as Walmart, Target and Sears.
The degree of consolidation is also 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, with vacuum cleaners under the Eureka brand. The Electrolux brand is positioned in the premium segment for appliances and vacuum cleaners.
The Group’s professional kitchen business is still small but growing, both in traditional segments and large restaurant chains. Professional laundry equipment is sold via a distributor, mainly under the Wascomat brand.
Read more about Electrolux Markets
Western Europe is the Group’s largest market for consumer durables and professional products.Read more
Electrolux is focusing on launching products adapted to the differing conditions of households in the region.Read more
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