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 rising 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 a few large manufacturers account for a large share of the market. Following the economic showdown of recent years, demand in the region is recovering and there is 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 domestic manufacturers dominate in the country. 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.
| 01 | 03 | 05 | 07 | 09 | 11 | 13 | 15 | 17 | |||||||||
| Market demand for major appliances | 30.70 | 39.30 | 44.20 | 48.70 | 53.70 | 59.30 | 63.80 | 65.70 | 55.10 | 59.40 | 63.50 | 65.10 | 66.40 | 67.40 | 62.40 | 63.90 | 67.90 |
| Major appliances | Small appliances | |
| Market value | 20.10 | 13.90 |
| Cookers | Refrigerators | Washing machines | Microwave ovens | Dishwashers | Dryers | Air-conditioners | |
| Product penetration | 48.2 | 79 | 70 | 23.5 | 11 | 1.9 | 10.5 |
| 01 | 03 | 05 | 07 | 09 | 11 | 13 | 15 | 17 | |||||||||
| 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 | 52.70 |
| Major appliances | Small appliances | |
| Market value | 18.60 | 12.20 |
| 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 | 17 | |||||||||
| 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 | 220.1 |
| Major appliances | Small appliances | |
| Market value | 74.10 | 79.90 |
| 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: |
1,529 million |
|
Average number of |
4.8 |
|
Urban population: |
47% |
|
Estimated GDP |
2.9% |
Latin America |
|
|---|---|
|
Population: |
646 million |
|
Average number of persons per household: |
2.8 |
|
Urban population: |
80% |
|
Estimated GDP |
1.2% |
Southeast Asia and China |
|
|---|---|
| Population: |
4,113 million |
| Average number of persons per household: |
3.8 |
| Urban population: |
44% |
| Estimated GDP growth 2017: |
6.3% |
Sources: World Bank, OECD and Electrolux estimates.