Consumer power

Greater consumer awareness and access to information on prices, offers, product characteristics and consumer reviews online, via social media and through mobile access, increasingly empowers consumers. 93% of consumers say online reviews impact their purchase decisions1) and 63% of consumers are willing to pay up to 15% more for a better experience2). This makes developing products that offer outstanding consumer experiences more important than ever to allow premium pricing and greater competitiveness. Spending more time at home due to the coronavirus pandemic has meant that people place even more value on high-quality appliances with relevant features and benefits.

Consumers are increasingly choosing brands with a purpose that they feel matches their own values. 80% of consumers prefer buying from and into the brands whose actions align with their beliefs and values3).

Strategic focus: Electrolux experience innovation and brand/offering focus are specifically tailored to appeal to targeted consumer segments and needs.

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Driving innovation


Digitalization enhances consumer power, while enabling increasingly advanced products, and greater productivity and flexibility in industrial operations. Consumers have even greater expectations than before on how they interact digitally with brands and products. Since the pandemic, 69% of consumers are  hopping more online3).

Strategic focus: Electrolux has a strong focus on consumer experiences, with connectivity and productivity as key value drivers. R&D investments focus on digitalization and will increasingly shift more to software compared to hardware. To utilize common solutions across all business areas and product lines as well as to get speed to scale, the digitalization is performed in the global function Technology & Sustainability

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Driving innovation – Innovative product portfolio
Increasing efficiency


Sustainability is becoming more important for consumers. Nearly 60% of affluent Americans say they are willing to pay more for products that are environmentally friendly4) and 90% of consumers surveyed in Europe, Asia and the Americas are willing to pay more for a brand that gives back to society3).

Authorities around the world are also putting increasing demands on manufacturers to develop and offer more sustainable products, such as product 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.

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Driving innovation – A sustainability leader

Global scale

The industry is consolidating into a handful of global actors as global scale is necessary due to the increasing pace of innovation and investment requirements as well as to ensure cost competitiveness.

Strategic focus: With sales in 120 countries and investments in global product architectures, Electrolux is able to deploy technologies across the Group, leveraging its global scale and competence to be one of the drivers of this consolidation.

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Global presence and deep local understanding
Solid balance sheet facilitates profitable growth

Growing global middle class

The expanding global middle class drives market growth in Africa, the Middle East, Eastern Europe, Latin America and Southeast Asia. Emerging markets represent a potential universe of over 6 billion consumers.

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.

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Driving innovation
Increasing efficiency – Global presence and deep local understanding

1) Survata for Podium (2017). State of Online Reviews
2) Simon-Kucher & Partners (2019). The Trend Radar.
3) KPMG (2021). Me, my life, my wallet.
4) Ipsos (2022). Who are the affluent environmentalists? An Ipsos point of View.