Increased focus on the strongest product categories and brands, meaning Electrolux, AEG and Zanussi. Continued emphasis on innovation, often drawing inspiration from the Group’s professional expertise and increased focus on connected appliances. Examples of growing segments are built-in appliances and energy-efficient products. Greater priority assigned to small domestic appliances.
Broadened product ranges and launches of new, innovative products. Adapting to new energy efficiency requirements for refrigeration and freezers with a new line of cold products. Growth by developing new customers and distribution channels and continuation of effective marketing campaigns. Increased focus on professional products and a strong offering for global food chains.
Further strengthening of positions in Australia and New Zealand by launching new, innovative products with features such as high energy and water efficiency. Continued prioritization of compact, user-friendly and quiet household appliances in Japan and South Korea.
| 2014 | |
| Major appliances | 80 |
| Small appliances | 8 |
| Professional food-service and laundry equipment | 12 |
| 2014 | |
| Major appliances | 93 |
| Small appliances | 6 |
| Professional food-service and laundry equipment | 1 |
| 2014 | |
| Major appliances | 85 |
| Small appliances | 10 |
| Professional food-service and laundry equipment | 5 |
14% core appliances
11% floor care
Professional: leadership position with a stronger recognition in the institutional/hotel segments for professional products.
20% core appliances
15% floor care
Professional: historically strong presence in laundry equipment and a growing presence in the food service industry and in the chain business for professional products.
37% core appliances
14% floor care
Professional: historically strong position in both laundry equipment and food-service equipment for professional use.
| 10 | 11 | 12 | 13 | 14 | |
| Net sales | 35488 | 32474 | 31263 | 30936 | 32595 |
Net sales in Western Europe have during several years been impacted by the weak market demand particularly in core markets in Southern Europe.
| 10 | 11 | 12 | 13 | 14 | |
| Net sales | 34172 | 30674 | 33814 | 34816 | 36933 |
Net sales in North America have been impacted by growth in the market, launches of new products and new distribution channels.
| 10 | 11 | 12 | 13 | 14 | |
| Net sales | 6363 | 6209 | 6192 | 5757 | 5435 |
Australia is the Group’s main market in the region. In Japan, Electrolux is a relatively small player but has, in recent years, established a rapidly growing business in small, compact vacuum cleaners.