Electrolux Group innovates and develops products in the three product lines, Taste, Care and Wellbeing, that are brought to market at scale by the regional areas; Europe, Asia-Pacific, Middle East and Africa, business region North America and business region Latin America. From January 1, 2026, Asia-Pacific is a new commercial region with the aim of responding faster and be more agile in serving customers and consumers.
Below you will find a market overview including market characteristics, statistics and Electrolux Group’s strategic priorities.
For financial data per region, read more here.
Market overview
Market characteristics
Europe is a fragmented market characterized by widely varying consumer needs between countries, and with many manufacturers, brands, and retailers. The penetration rate in Eastern Europe is still significantly lower than in Western Europe. Structural over- capacity and price pressure have led to an ongoing industry consolidation aiming to achieve economies of scale. An increasingly important industry trend is the shift in power towards consumers, having greater awareness and access to information online. There is also significant growth in direct-to-consumer sales. Major competitors in the region include Beko Group, B/S/H, Samsung, Hisense Group, Haier Group, Miele and LG. Small domestic appliances competitors in the region includes Dreame, Dyson Limited, B/S/H, Robot, Miele and Roborock.
Graph source: Euromonitor International | Market overview includes major markets | Market shares are Electrolux Group estimates
Electrolux Group priorities and market position
Electrolux Group focuses on strengthening its offering through consumer centric innovation, investing in brand building (Electrolux and AEG) while ensuring continued cost efficiency. A strategic focus area is further growth in built-in kitchen and premium home appliance ranges. A priority is also to strengthen our ecosystem, with a focus on digital experience, to drive aftermarket sales and brand loyalty. Electrolux Group is the second largest player with a value market share in core appliances of around 16% and leading position in the Nordics and Switzerland. The Group also has strong positions in the targeted segments built-in kitchen and laundry.
Market characteristics
Southeast Asia is characterized by strong growth with emerging economies, rapid urbanization, small living spaces and an expanding middle class. Energy efficient products and premium brands are growing in popularity. In Egypt, product penetration is low but growing with increased household purchasing power. Major competitors in the region include Haier Group, Midea, Beko Group, LG and Samsung. Small domestic appliances competitors in the region includes Dreame, Xiaomi Core, Roborock, Dyson Limited and Hitachi.
1) Middle East and Africa include Egypt, Israel, Morocco, Saudi Arabia and UAE. SEA include Indonesia, Malaysia, Philippines,
Singapore, Thailand and Vietnam
Graph source: Euromonitor International | Market overview includes major markets | Market shares are Electrolux Group estimates
Electrolux Group priorities and market position
In Southeast Asia, Electrolux Group focuses on increased presence by further developing new channels and segments and by marketing a broad range of appliances, including frontload washers, dryers, compact vacuum cleaners, small domestic appliances, and premium products for the growing middle class. In Africa, Electrolux targets profitable growth in focus areas in pace with growing prosperity and the development of retail channels. The Group has strong market positions in targeted segments in Southeast Asia, especially front-load washers.
Market characteristics
In Australia and New Zealand, market penetration is high, and demand is primarily driven by design and innovations as well as water and energy efficiency. Major competitors in the region include Haier Group, LG, and Samsung. Small domestic appliances competitors in the region includes LG, Panasonic and Beko Group.
2) Excl. New Zealand.
Graph source: Euromonitor International | Market overview includes major markets | Market shares are Electrolux Group estimates
Electrolux Group priorities and market position
Electrolux Group focuses on further strengthening its position in Australia and New Zealand through launches of innovative products under the Electrolux, AEG and Westinghouse brands and products with high energy and water efficiency. The Group has a leading market position in Australia and New Zealand, especially in cooking.
Market characteristics
North America is a mature appliance market with high product penetration. The market is dominated by replacement purchases, while some consumers are using discretionary investments to remodel their existing homes. Typical homes allow space for many large household appliances in the kitchen, laundry rooms, garages and basements. The trend in new construction is smaller multi-housing units, hence incremental appliance purchases beyond the traditional kitchen suites and laundry pairs are less frequent. The market is highly competitive and made up of several large global manufacturers.
Major competitors in the region includes Whirlpool Corporation, LG, Samsung, GE Appliances (Haier Smart Home Company) and B/S/H. Small domestic appliances competitors in the region includes SharkNinja, Conair, Panasonic, Sunbeam and Dyson Limited.
Graph source: Based on the AHAM Factory Shipment Core appliances include AHAM 6 (Washers, Dryers, Dishwashers, Refrigerators, Freezers, Ranges and Ovens) and Cooktops. AHAM data is subject to restatement. | Market overview includes major markets | Market shares are Electrolux Group estimate.
Electrolux Group priorities and market position
Electrolux Group is committed to shaping living for the better through delivering outstanding consumer experiences in the home, leadership in sustainability and strong partner and consumer relationships. With a consumer-driven approach, to be the home appliance industry leader in consumer satisfaction – delivering outstanding lifetime experiences with solutions that always get better. The Group will continue to drive brand mix towards premium offerings, reinforcing its consumer online star ratings, and improving go-to-market performance across all channels. Value market share is around 10% in core appliances, predominantly under the Frigidaire brand.
Market characteristics
Brazil is the largest appliance market in the region, dominated by a few major manufacturers. Market penetration for built-in products and air-conditioners remains low but increases. Consumers in the region show an increasing interest for energy and water efficiency and other sustainability related topics.
Major competitors in the region include Whirlpool Corporation, Samsung, Mabe, LG and Midea. Small domestic appliances competitors in the region includes WAP, Philco-Britanica and Mondial.
Graph source: Euromonitor International | Market overview includes major markets | Market shares are Electrolux Group estimates
Electrolux Group priorities and market position
Electrolux Group focuses on strong product portfolio and channel management, driving cost efficiency and product mix. Deployment of relevant innovations delivers outstanding consumer experience which, together with focus on direct-to-consumer, drives growth. The premium brands Electrolux and Fensa (Chile) are strategically supported by brands in lower price points to cover a larger spectrum of consumer preferences.
Value market share of the Electrolux Group is around 31% in Brazil, with Electrolux brand leadership in the refrigeration and freezer segment.
