Global trends

The global household appliance market is being transformed by five major trends: increased consumer power, digitalization, sustainability, consolidation and the growing global middle class. While these changes place demands on investments and economies of scale, they also present major opportunities.

Consumer power

Greater consumer awareness and access to information on prices, offers, product characteristics and consumer reviews on-line, via social media and through mobile access, increasingly empowers consumers.

Strategic focus: Electrolux experience innovation and brand/product focus are specifically tailored to appeal to targeted consumer segments and needs. The consumer experience function, established in 2019, combines marketing, design, digital consumer solutions and ownership experience to ensure a consumer experience focus throughout the entire product development and use phase.


Digitalization is a major driver of increasing consumer power. It also provides substantial opportunities to develop increasingly advanced products, and greater productivity and flexibility in industrial operations.

Strategic focus: Electrolux has a strong focus on digital consumer experiences, with connectivity and productivity as key value drivers. R&D investments focus on digitalization.


Sustainability is becoming more important for consumers as well as authorities that place increasing demands on manufacturers to develop and offer more sustainable products. For example, authorities around the world are legislating significant energy efficiency requirements.

Strategic focus: Electrolux is a sustainability leader in the appliance industry, demonstrated by numerous third-party recognitions, and has a clear strategic sustainability agenda. During 2019, Electrolux introduced the Better Living Program, which is a plan to enable better and more sustainable living for consumers around the world through to 2030.

Growing global middle class

The continued growth of the global middle class drives market growth in Africa, the Middle East, Eastern Europe, Latin America and Southeast Asia.

Strategic focus: Electrolux is a global business with a local presence. It has extensive consumer knowledge and brands targeting growing product categories in regions with a rapidly growing middle class. The ‘Asia-Pacific, Middle East and Africa’ and ‘Latin America’ business areas are together developing specific emerging market product offerings. In addition, Electrolux is well positioned to leverage the growing demand for resource efficient products.


Due to the increasing pace of innovation and investment requirements, the industry is consolidating into a handful of global actors.

Strategic focus: Electrolux has the global scale, technology, competence and balance sheet to be one of the drivers of this consolidation.