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 in Africa is low, 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 political uncertainty.
Brazil is the largest appliance market in the region where the two largest manufacturers accounts for a large share of the 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 and 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 foreign premium brands are growing in popularity.
| 02 | 04 | 06 | 08 | 10 | 12 | 14 | 16 | |||||||||
| Market demand for major appliances | 17.5 | 21 | 24.3 | 26.8 | 30 | 33.4 | 36.9 | 38.6 | 28.9 | 31.4 | 33.4 | 34.4 | 34.3 | 34.7 | 28.2 | 27.9 |
*Eastern Europe
| Major appliances | Small appliances | |
| Market value | 17.5 | 12.8 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 48.2 | 79 | 70 | 23.5 | 11 | 1.9 | 10.5 |
| 02 | 04 | 06 | 08 | 10 | 12 | 14 | 16 | |||||||||
| Market demand for major appliances | 28.3 | 27.6 | 28.3 | 32 | 34.3 | 38.4 | 44 | 46.4 | 47.7 | 50.8 | 54.4 | 59.8 | 60.1 | 59 | 54.1 | 51.8 |
| Major appliances | Small appliances | |
| Market value | 16.7 | 11 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 71 | 81 | 43.8 | 36.3 | 3.7 | 5.2 | 15.6 |
| 02 | 04 | 06 | 08 | 10 | 12 | 14 | 16 | |||||||||
| Market demand for major appliances | 62 | 68.9 | 80.2 | 88.7 | 97.7 | 108.4 | 120.1 | 129.4 | 138.9 | 160.5 | 173.2 | 177.5 | 188.6 | 193.4 | 199.2 | 206.3 |
| Major appliances | Small appliances | |
| Market value | 68.6 | 71 |
| 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
Whirlpool • LG Electronics • Samsung • Daewoo
LG Electronics • Panasonic • Haier • B/S/H • Whirlpool • Midea • Samsung • Gree
| Africa and Middle East | |
|---|---|
| Population: | 1,480 million |
| Average number of persons per household: | 4.8 |
| Urban population: | 46% |
| Estimated GDP growth 2017: |
3.1% |
| Latin America | |
|---|---|
| Population: | 640 million |
| Average number of persons per household: | 2.8 |
| Urban population: | 79% |
| Estimated GDP growth 2017: |
1.2% |
| Southeast Asia and China | |
|---|---|
| Population: | 4,050 million |
| Average number of persons per household: | 3.8 |
| Urban population: | 44% |
| Estimated GDP growth 2017: |
6.7% |
Sources: World Bank, OECD and Electrolux estimates.