A clear consumer focus sets us apart

Taste, Care & Wellbeing Innovation

Innovation and product development focuses on three clear areas - great tasting food, care for clothes and healthy wellbeing in the home.

Why is this important?

An attractive and relevant offering drives growth and mix and improves margins. All product development at Electrolux aims to give consumers the best possible experience when using our products. We are more likely to achieve this with a strong focus on clear consumer areas and a focused product portfolio.

Electrolux strengths

  • Innovative product portfolio as a result of 3.3% of sales invested in focused R&D efforts. New product generations under the AEG and Frigidaire brands have been launched in 2017 and 2018. An extensive product pipeline, including kitchen products under the Electrolux brand and cordless vacuum cleaners, was launched in 2019.
  • Clear understanding of consumer relevance. Deep consumer insight has for many years been the focus for product development in the Group through surveys, consumer data, home visits and user experience labs. The new Electrolux kitchen range launched in 2019 is one example of outstanding consumer experience with 4.9 out of 5 star ratings at launch.
  • Focused product portfolio. In recent years the Electrolux portfolio has been streamlined, with less product variants to realize cost benefits, increase success rates and make it easier for the consumer to find the right product. In North America, the number of product variants was reduced by more than 55% by the end of 2019 compared to January 2017.
  • Focused R&D efforts give Electrolux an edge. Emphasis on how a particular product can help the consumer achieve great results is an advantage compared with competitors that focus more on technical features.

Case Stories


Meeting consumer need through consumer-centric innovation

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Keeping leadership in a fast growing, attractive category

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Reducing harmful allergens and pollutants in the home

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