Increased focus on the strongest brands and product categories in Eastern Europe. The aim is to grow profitably in all product categories in parallel with economic recovery but also growing prosperity, especially in Africa. Electrolux production setup in Egypt will enable growth in the Middle East and North African markets. Product launches in the air-conditioner segment and small appliances will also yield further growth opportunities in the region.
Although parts of the region has experienced tough market conditions recently, there are considerable growth opportunities in the longer term. By monitoring the market closely and focusing on cost control and efficiency, the Group can capitalize on opportunities when the purchasing power of households recovers again.
By targeting new markets, channels and segments and marketing a broad range of premium appliances, the Group aims to increase its presence in these markets. A growing middle class means higher demand for -premium products. Focus on products for professional users in the laundry and food-service segments is also prioritized as well as launches of compact vacuum cleaners and small domestic appliances.
| Major appliances, 83% | 83 |
| Small appliances, 8% | 8 |
| Professional food-service and laundry equipment, 9% | 9 |
| Major appliances, 94% | 94 |
| Small appliances, 6% | 6 |
| Major appliances, 69% | 69 |
| Small appliances, 23% | 23 |
| Professional food-service and laundry equipment, 8% | 8 |
13% core appliances
13% floor care
Professional: Leadership position with a stronger recognition in the institutional/hotel segments.
Electrolux market shares
Leading positions in major appliances in
Brazil, Chile and Argentina.
45% floor care
Professional: Growing presence of Professional Products in the region.
Electrolux market shares in Southeast Asia
5% core appliances
23% floor care
Professional: Reference player with
stronger recognition in the hotel segments.
| 11 | 12 | 13 | 14 | 15 | |
| Net sales | 9602 | 10673 | 10280 | 9939 | 9980 |
Electrolux has a potential for growth
in parallell with growing markets in Eastern Europe, the Middle East and Africa.
| 11 | 12 | 13 | 14 | 15 | |
| Net sales | 19017 | 23521 | 22092 | 21274 | 19656 |
Net sales in Latin America have increased organically over the years due to a strong product -offering, market growth and the acquisition of CTI in Chile in 2011. Weak market conditions primarily in Brazil impacted sales negatively in 2015.
| 11 | 12 | 13 | 14 | 15 | |
| Net sales | 3622 | 4530 | 5270 | 5968 | 6323 |
Electrolux sales in Southeast Asia is growing. The Group’s strong -position in front-load washing machines has been -leveraged to expand the business to kitchen appliances.