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

Market information

Core markets

Western Europe 

The European market is fragmented and characterized by widely varying consumer patterns between countries and a large number of manufacturers, brands and retailers. Structural overcapacity and price pressure has led to ongoing industry consolidation with positive implications for the industry and consumers in the medium to long term. In 2015, market demand was good and enabled growth in areas such as compact, energy-efficient and built-in kitchen products. 

North America

A mature, homogenous market with high product penetration that is dominated by replacement products. Large homes allow space for many household appliances, including large appliances. The market is comprised of several domestic and global manu-facturers. Four major retailers sell 70% of the appliances on the market. The recovery in the housing sector generates opportunities for growth in the coming years. In 2015, market demand remained healthy.  

Australia, New Zealand and Japan

Japan is the world’s third-largest single market and is dominated by major domestic manufacturers and retailers. Small living spaces have led to consumers demanding compact products, such as hand-held vacuum cleaners. Pene-tration is high in Australia and New Zealand and demand is primarily driven by design and innovations as well as water and energy efficiency. Competition between manufacturers from Asia and Europe is intense. 

Market demand for major appliances
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
91
 
93
 
95
 
97
 
99
 
01
 
03
 
05
 
07
 
09
 
11
 
13
 
15
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
50
 
60
 
70
 
80
 
90
 
100
 
Million units
    91   93   95   97   99   01   03   05   07   09   11   13   15
Market demand for major appliances 50 52.6 53 53.7 56.6 57.6 57.2 59.6 62.3 65 67.1 67.8 67.2 69.1 71.6 72.6 75 74.2 70 65.6 66.2 64.9 63.4 62.7 64.8 68
Market value
 
 
 
 
 
 
 
 
Major appliances
Small appliances
 
 
0
 
10
 
20
 
30
 
40
 
50
 
USD billion
  Major appliances Small appliances
Market value 45.1 24.5
Product penetration
 
 
 
 
 
 
 
 
 
 
 
 
 
Cookers
Refrigerators
Washing machines
Microwave ovens
Dishwashers
Dryers
Air-conditioners
 
 
 
 
 
 
 
0
 
20
 
40
 
60
 
80
 
100
 
% of households
  Cookers Refrigerators Washing machines Microwave ovens Dishwashers Dryers Air-conditioners
Product penetration 99 98 93.8 72.6 49.2 34.5 10.6
Market demand for major appliances
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
01
 
03
 
05
 
07
 
09
 
11
 
13
 
15
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
50
 
60
 
70
 
80
 
90
 
100
 
Million units
  01   03   05   07   09   11   13   15
Market demand for major appliances 61.857 65.9 70.23 76.01 76.44 76.6 72.29 66.84 60.63 62.28 60.467 59.59 62.74 65.07 72.51
Market value
 
 
 
 
 
 
 
 
Major appliances
Small appliances
 
 
0
 
10
 
20
 
30
 
40
 
50
 
USD billion
  Major appliances Small appliances
Market value 42.3 29.6
Product penetration
 
 
 
 
 
 
 
 
 
 
 
 
 
Cookers
Refrigerators
Washing machines
Microwave ovens
Dishwashers
Dryers
Air-conditioners
 
 
 
 
 
 
 
0
 
20
 
40
 
60
 
80
 
100
 
% of households
  Cookers Refrigerators Washing machines Microwave ovens Dishwashers Dryers Air-conditioners
Product penetration 89 97 93 92 73 81 25
Market demand for major appliances
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
01
 
03
 
05
 
07
 
09
 
11
 
13
 
15
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
20
 
21
 
22
 
23
 
24
 
25
 
Million units
  01   03   05   07   09   11   13   15
Market demand for major appliances 21 20.15 20.62 21.53 22.26 23 23.51 23 22 23.23 24 23.61 24 24 24
Market value
 
 
 
 
 
 
 
Major appliances
Small appliances
 
 
0
 
5
 
10
 
15
 
20
 
USD billion
  Major appliances Small appliances
Market value 13.6 15.6
Product penetration
 
 
 
 
 
 
 
 
 
 
 
 
 
Cookers
Refrigerators
Washing machines
Microwave ovens
Dishwashers
Dryers
Air-conditioners
 
 
 
 
 
 
 
0
 
20
 
40
 
60
 
80
 
100
 
% of households
  Cookers Refrigerators Washing machines Microwave ovens Dishwashers Dryers Air-conditioners
Product penetration 33.4 98.5 84.6 92.6 38.8 38.2 34.4

Electrolux competitors

Miele • B/S/H • Whirlpool • Samsung • LG Electronics • Arcelik • Dyson • Ali Group • Rational • Primus 

Electrolux competitors

Whirlpool • General Electric • ITW • LG Electronics • Samsung • Dyson • TTI Group (Dirt Devil, Vax and Hoover) • Bissel

Electrolux competitors

Fisher & Paykel • Samsung • LG Electronics • Panasonic • Dyson • ITW • Hoshizaki • Alliance 

Western Europe
Population: 418 million
Average number of persons per ­household: 2.3
Urban population: 78%
Estimated real GDP growth 2015:
1.5%
North America
Population: 358 million
Average number of persons per household: 2.6
Urban population: 83%
Estimated real GDP growth 2015:
2.3%
Australia, New Zealand and Japan
Population: 155 million
Average number of persons per ­household: 2.5
Urban population: 93%
Estimated real GDP growth 2015:
​0.9%