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Annual Report 2015 Markets EMEA North America Latin America Asia/Pacific Small Appliances Professional Products

Electrolux market data

Growth markets

Africa, Middle East and 
Eastern Europe 

Latin America

Southeast Asia and China

Electrolux priorities

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. 

Electrolux priorities

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.

Electrolux priorities

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.

Share of Group
sales 2015
8%
  8%
Share of Group sales 2015 8%
Other 92
Share of sales in
the region 2015
Major appliances, 83%
Small appliances, 8%
Professional food-service and laundry equipment, 9%
   
Major appliances, 83% 83
Small appliances, 8% 8
Professional food-service and laundry equipment, 9% 9
Share of Group
sales 2015
16%
  16%
Share of Group sales 2015 16
Other 84
Share of sales in
the region 2015
Major appliances, 94%
Small appliances, 6%
   
Major appliances, 94% 94
Small appliances, 6% 6
Share of Group
sales 2015
5%
  5%
Share of Group sales 2015 5
Other 95
Share of sales in
the region 2015
Major appliances, 69%
Small appliances, 23%
Professional food-service and laundry equipment, 8%
   
Major appliances, 69% 69
Small appliances, 23% 23
Professional food-service and laundry equipment, 8% 8

Consumer brands


Consumer brands


Consumer brands


 

Electrolux market shares in Eastern Europe

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.

Net sales
 
 
 
 
 
 
 
 
 
 
 
11
12
13
14
15
 
 
 
 
 
0
 
3,000
 
6,000
 
9,000
 
12,000
 
15,000
 
SEKm
  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. 

Net sales
 
 
 
 
 
 
 
 
 
 
 
11
12
13
14
15
 
 
 
 
 
0
 
5,000
 
10,000
 
15,000
 
20,000
 
25,000
 
SEKm
  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.

Net sales
 
 
 
 
 
 
 
 
 
 
 
11
12
13
14
15
 
 
 
 
 
0
 
1,500
 
3,000
 
4,500
 
6,000
 
7,500
 
SEKm
  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.