Increased focus on the strongest brands and product categories in Eastern Europe. The aim is to grow profitably in focus categories in pace with economic recovery and growing prosperity in the region, particularly in Africa. The 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.
Although some parts of the region have recently experienced challenging market conditions, there are signs of a recovery in markets such as Brazil, Argentina and Chile, with considerable growth opportunities in the longer term. By focusing on cost control and efficiency, the Group can capitalize on opportunities as the purchasing power of households stabilizes and consumer demand rebounds.
By targeting new markets, channels and segments, and marketing a broad range of appliances, the Group aims to increase its presence in Asia. 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.
| Major appliances, 85% | 85 |
| Small appliances, 8% | 8 |
| Professional food-service and laundry equipment, 7% | 7 |
| Major appliances, 94% | 94 |
| Small appliances, 5% | 5 |
| Professional food-service and laundry equipment, 1% | 1 |
| Major appliances, 70% | 70 |
| Small appliances, 20% | 20 |
| Professional food-service and laundry equipment, 10% | 10 |
15% core appliances, Eastern Europe
9% core appliances, Egypt
11% floor care, Eastern Europe
Professional: Leadership position with stronger recognition in the institutional/hotel segments.
18% core appliances, Latin America
38% floor care
Professional: Growing presence of Professional Products in the region.
5% core appliances
21% floor care
Professional: Reference player with stronger recognition in the hotel segments.
| 13 | 14 | 15 | 16 | 17 | |
| Net Sales | 10280 | 9939 | 9980 | 10379 | 11014 |
Electrolux is positioned for future growth and increased sales in pace with growing markets in Eastern Europe, the Middle East and Africa. Recently, a strong recovery in demand has been noted in Eastern European markets with increased sales for Electrolux.
| 13 | 14 | 15 | 16 | 17 | |
| Net Sales | 22092 | 21274 | 19656 | 16342 | 18344 |
The weak market conditions of recent years have negatively impacted Electrolux sales. In 2017, however, the markets showed a recovery and sales in Latin America are expected to increase organically as the markets continue to recover. Electrolux is positioned for growth with a strong product offering combined with the acquisition of the Continental brand.
| 13 | 14 | 15 | 16 | 17 | |
| Net Sales | 5270 | 5968 | 6323 | 6343 | 6916 |
Electrolux sales in Southeast Asia have shown positive growth. The Group’s strong position in front-load washing machines has been leveraged to also expand the business to kitchen appliances.