Growth markets
Africa, Middle East and Eastern Europe
The level of development varies substantially between countries. The geographic spread also plays its part in hindering manufacturers and retailers from capturing substantial market shares. Penetration is low in Africa, but growth is high in line with increasing household purchasing power. Eastern Europe is dominated by Western manufacturers and a large market for replacement products is emerging.
Market demand for core appliances
Market value
Product penetration
Electrolux competitors
Bosch-Siemens • Indesit • Whirlpool • Samsung • LG Electronics • Dyson • Ali Group • Rational
| Africa, Middle East |
|
|---|---|
| Population: | 1,336 million |
| Average number of persons per household: | 5.9 |
| Urban population: | 50% |
| GDP per capita 2012: | USD 8,400 |
| Estimated real GDP growth 2012: | 0.1% |
Latin America
Growth is driven by a fast-growing middle class, which primarily demand basic cookers, refrigerators and washing machines. Brazil accounted for about half of total sales in the market and the three largest manufacturers (Electrolux, Whirlpool and Mabe) accounted for about 70% of the appliances market. Considerable growth potential exists for appliances, such as washing machines, in pace with increasing purchasing power and higher demands for energy and water efficiency.
Market demand for core appliances
Market value
Product penetration
Electrolux competitors
Whirlpool • Mabe • LG Electronics • Samsung • Daewoo • SEB Group • Black & Decker • Philips • ITW • Fagor
| Latin America |
|
|---|---|
| Population: | 608 million |
| Average number of persons per household: | 3.7 |
| Urban population: | 79% |
| GDP per capita 2012: | USD 9,600 |
| Estimated real GDP growth 2012: | 2.5% |
Southeast Asia and China
The market is characterized by robust economic growth, rapid urbanization, small living spaces and a rapidly expanding middle class. China is the world’s largest market for household appliances, in terms of volume. The domestic manufacturers Haier Group and Midea dominate in China. Similar to other growth markets, consumers prioritize refrigerators, washing machines and air-conditioners as prosperity rises. Energy-efficient products are growing in popularity.
Market demand for core appliances
Market value
Product penetration
Electrolux competitors
LG Electronics • Panasonic • Haier Group • Sanyo • Midea • Samsung • Dyson • Manitowoc • ITW • Sailstar • Image
| Southeast Asia and China |
|
|---|---|
| Population: | 3,750 million |
| Average number of persons per household: | 3.8 |
| Urban population: | 42% |
| GDP per capita 2012: | USD 5,900 |
| Estimated real GDP growth 2012: | 7.2% |
CEO Statement
In 2013 we continued to deliver above our growth target and delivered 4.5% in organic sales growth.
CEO Statement
I'm convinced that raising product efficiency for the growing middle class is where long-term shareholder value creation lies.
Our products
Electrolux is the only appliance manufacturer in the industry to offer complete solutions for both consumers and professionals. The focus is on innovative and energy-efficient products in the premium segments.
Sustainability
Achieving the Group's vision of sustainability leadership is crucial to realizing the business strategy. The objective is to develop smarter, more accessible, resource-efficient solutions that meet people's needs and improve their lives. Read the comprehensive sustainability performance review.
Awards & recognition
Financial Reporting
Net sales for the Electrolux Group in 2013 amounted to SEK 109,151m, as against SEK 109,994m in the previous year. The organic sales growth was 4.5%, while currencies had an impact of -5.3%.
