Increased focus on the strongest and most profitable product categories and brands, Electrolux and AEG. Emphasis on innovation, often drawing inspiration from the Group’s professional expertise but also increased focus on connected appliances. Examples of growing segments are built-in kitchen appliances and energy-efficient products. Priority is also given to strengthening the small domestic appliances offering.
Launch of new innovative products within core appliances. The adaption to new energy-efficiency requirements within cold products is now complete. Focus is also on growth in the builder-channel by developing new customers and distribution channels. Broadening the range of professional products and a strong focus on the offering for global food chains.
Further strengthening of positions in Australia and New Zealand through the launch of new, innovative products such as the new Westinghouse cooking range but also products with features such as high energy and water efficiency. Prioritization of compact, user-friendly and quiet household appliances in Japan and South Korea continues.
| Major appliances, 80% | 80 |
| Small appliances, 8% | 8 |
| Professional food-service and laundry equipment, 12% | 12 |
| Major appliances, 94% | 94 |
| Small appliances, 5% | 5 |
| Professional food-service and laundry equipment, 1% | 1 |
| Major appliances, 94% | 94 |
| Small appliances, 5% | 5 |
| Professional food-service and laundry equipment, 1% | 1 |
16% core appliances
12% floor care
Professional: Leadership position with a stronger recognition in the institutional/hotel segments for professional products.
Electrolux market shares
19% core appliances
12% 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.
40% core appliances
12% floor care
Professional: Historically strong position in both laundry equipment and food-service equipment for professional use.
| 11 | 12 | 13 | 14 | 15 | |
| Net sales | 32474 | 31263 | 30936 | 32595 | 35842 |
Market demand in Wester Europe has improved during the last two years, after several years of decline, and Electrolux sales have increased.
| 11 | 12 | 13 | 14 | 15 | |
| Net sales | 30674 | 33814 | 34816 | 36933 | 45958 |
Net sales in North America have been impacted by growth in the market, launches of new products and new distribution channels.
| 11 | 12 | 13 | 14 | 15 | |
| Net sales | 6209 | 6192 | 5757 | 5435 | 5771 |
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 growing business in small, compact vacuum cleaners.