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Annual Report 2016 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 2016

5%
  5%
Share of Group sales 2016 5
Other 95

SHARE OF SALES IN THE REGION 2016

Major appliances, 69%
Small appliances, 22%
Professional food-service and laundry equipment, 9%
   
Major appliances, 69% 69
Small appliances, 22% 22
Professional food-service and laundry equipment, 9% 9

SHARE OF GROUP SALES 2016

11%
  11%
Share of Group sales 2016 11%
Other 89

SHARE OF SALES IN THE REGION 2016

Major appliances, 84%
Small appliances,9%
Professional food-service and laundry equipment, 7%
   
Major appliances, 84% 84
Small appliances,9% 9
Professional food-service and laundry equipment, 7% 7

SHARE OF GROUP SALES 2016

13%
  13%
Share of Group sales 2016 13
Other 87

SHARE OF SALES IN THE REGION 2016

Major appliances, 94%
Small appliances, 6%
   
Major appliances, 94% 94
Small appliances, 6% 6

Consumer brands


Consumer brands


Consumer brands


Electrolux market shares in Eastern Europe

15%  core appliances, Eastern Europe 
3% core appliances, Middle East and Africa
10% floor care, Eastern Europe

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.
38% floor care

Professional: Growing presence of ­Professional Products in the region.

Electrolux market shares in Southeast Asia

5% core appliances
24% floor care

Professional: Reference player with stronger recognition in the hotel segments.

NET SALES

 
 
 
 
 
 
 
 
 
 
 
12
13
14
15
16
 
 
 
 
 
0
 
3,000
 
6,000
 
9,000
 
12,000
 
15,000
 
SEKm
  12 13 14 15 16
Net Sales 10673 10280 9939 9980 10379

Electrolux has a potential for growth in parallell with growing markets in Eastern Europe, the Middle East and Africa.

NET SALES

 
 
 
 
 
 
 
 
 
 
 
12
13
14
15
16
 
 
 
 
 
0
 
5,000
 
10,000
 
15,000
 
20,000
 
25,000
 
SEKm
  12 13 14 15 16
Net Sales 23521 22092 21274 19656 16342

Weak market conditions primarily in Brazil impacted sales negatively in 2015 and 2016. Net sales in Latin America have previously increased organically over the years due to a strong product offering, market growth and acquisitions.

NET SALES

 
 
 
 
 
 
 
 
 
 
 
12
13
14
15
16
 
 
 
 
 
0
 
1,500
 
3,000
 
4,500
 
6,000
 
7,500
 
SEKm
  12 13 14 15 16
Net Sales 4530 5270 5968 6323 6343

Electrolux sales in Southeast Asia is growing. The Group’s strong position in front-load washing machines has been leveraged to also expand the business to kitchen appliances.