The level of market development varies substantially between countries. The geographic spread plays its part in hindering manufacturers and retailers from capturing substantial market shares. Eastern Europe is dominated by Western manufacturers and a large market for replacement products is emerging. Penetration is low in Africa, but growth is high and in line with increasing household purchasing power. The Middle East offers a base for regional manufacturing but is impacted by the political uncertainty.
Brazil is the largest market in the region and the two largest manufacturers accounts for about 80% of the appliances market. Despite the economic slowdown in the region, there exists considerable growth potential for appliances in the longer term, especially in low-penetrated categories. The growing middle class is expected to drive demand for basic cookers, refrigerators and washing machines. Growing interest for energy and water efficiency may also drive demand.
The region is characterized by emerging economies, rapid urbanization, small living spaces and an expanding middle class. China is the world’s largest market for household appliances, in terms of volume. The domestic manufacturers dominate in China. Similar to other emerging markets, consumers prioritize refrigerators, washing machines and air-conditioners as prosperity rises. Energy-efficient products and premium brands are growing in popularity.
01 | 03 | 05 | 07 | 09 | 11 | 13 | 15 | ||||||||
Market demand for major appliances | 18 | 20.7 | 23.9 | 26.5 | 29.7 | 32.9 | 36.4 | 38.1 | 28.5 | 31.1 | 33 | 34 | 33.9 | 34.2 | 28.8 |
*Eastern Europe
Major appliances | Small appliances | |
Market value | 18.2 | 12.9 |
Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
Product penetration | 48.2 | 79 | 70 | 23.5 | 11 | 1.9 | 10.5 |
1 | 3 | 5 | 7 | 9 | 11 | 13 | 15 | ||||||||
Market demand for major appliances | 28.25 | 27.03 | 27.8 | 31.75 | 34.1663 | 38.3512 | 44.1588 | 46.1025 | 47.486 | 50.8908 | 54.3482 | 59.2053 | 59.6533 | 59.0659 | 57.7737 |
Major appliances | Small appliances | |
Market value | 22.5 | 13.4 |
Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
Product penetration | 71 | 81 | 43.8 | 36.3 | 3.7 | 5.2 | 15.6 |
1 | 3 | 5 | 7 | 9 | 11 | 13 | 15 | ||||||||
Market demand for major appliances | 61.95 | 68.23 | 79.5 | 87.75 | 96.65 | 107.16 | 118.7 | 127.86 | 137.23 | 158.66 | 171.353 | 175.7 | 186.7 | 191.4 | 196.67 |
Major appliances | Small appliances | |
Market value | 70.3 | 74.4 |
Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
Product penetration | 51.4 | 56 | 42.3 | 25 | 2.8 | 0.8 | 37.5 |
B/S/H • Whirlpool • Samsung • LG Electronics • Arcelik • Dyson •
Ali Group • Rational
Whirlpool • LG Whirlpool • LG Electronics • Samsung • Daewoo • SEB Group • Black & Decker • Philips • ITW
LG Electronics • Panasonic • Haier • B/S/H • Whirlpool • Midea • Samsung • Dyson • Gree • Manitowoc • ITW • Sailstar • Image • BSH
Africa, Middle East | |
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Population: | 1,396 million |
Average number of persons per household: | 4.8 |
Urban population: | 46% |
Estimated real GDP growth 2015: | 2.2% |
Latin America | |
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Population: | 630 million |
Average number of persons per household: | 2.8 |
Urban population: | 79% |
Estimated real GDP growth 2015: | 0.4% |
Southeast Asia and China | |
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Population: | 3,915 million |
Average number of persons per household: | 3.8 |
Urban population: | 44% |
Estimated real GDP growth 2015: | 6.7% |