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

Market information

Growth markets

Africa, Middle East
and Eastern Europe 

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.

Latin America

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. 

Southeast Asia and China

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.

Market* demand for major appliances
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
01
 
03
 
05
 
07
 
09
 
11
 
13
 
15
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
15
 
20
 
25
 
30
 
35
 
40
 
Million units
  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

Market value
 
 
 
 
 
 
 
Major appliances
Small appliances
 
 
0
 
5
 
10
 
15
 
20
 
USD billion
  Major appliances Small appliances
Market value 18.2 12.9
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 48.2 79 70 23.5 11 1.9 10.5
Market demand for major appliances
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
1
 
3
 
5
 
7
 
9
 
11
 
13
 
15
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
20
 
30
 
40
 
50
 
60
 
Million units
  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

 

Market value
 
 
 
 
 
 
 
 
Major appliances
Small appliances
 
 
0
 
5
 
10
 
15
 
20
 
25
 
USD billion
  Major appliances Small appliances
Market value 22.5 13.4
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 71 81 43.8 36.3 3.7 5.2 15.6
Market demand for major appliances
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
1
 
3
 
5
 
7
 
9
 
11
 
13
 
15
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
50
 
100
 
150
 
200
 
Million units
  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

 

Market value
 
 
 
 
 
 
 
Major appliances
Small appliances
 
 
0
 
20
 
40
 
60
 
80
 
USD billion
  Major appliances Small appliances
Market value 70.3 74.4
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 51.4 56 42.3 25 2.8 0.8 37.5

Electrolux competitors

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

Electrolux competitors

Whirlpool • LG Whirlpool • LG Electronics • Samsung • Daewoo • SEB Group • Black & Decker • Philips • ITW

Electrolux competitors

LG Electronics • Panasonic • Haier • B/S/H • Whirlpool • Midea • Samsung • Dyson • Gree • Manitowoc • ITW • Sailstar • Image • BSH

Africa, Middle East 
Population: 1,396 million
Average number of persons per household: 4.8
Urban population: 46%
Estimated real GDP growth 2015:
2.2%
Latin America
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
Population: 3,915 million
Average number of persons per household: 3.8
Urban population: 44%
Estimated real GDP growth 2015:
​6.7%