Market development

The global market for household appliances is being transformed by five major trends: increased consumer power, digitalization, sustainability, consolidation and a growing middle class.

While these changes are placing demands on investments and economies of scale, they are also presenting major opportunities, read more in Electrolux Annual Review 2017.

The global market for household appliances can be split into two parts. In the mature markets (Western Europe, North America, Japan and Australia/New Zealand), population growth is low and sales are dominated by replacement products. However, growth markets (Africa, the Middle East, Eastern Europe, Latin America, Southeast Asia and China) are characterized by rapidly rising living standards and a large number of new households being able to invest in appliances and other household products.

During 2017, demand for appliances increased in both growth markets and mature markets. Demand for appliances improved across most markets during the year such as in Latin America, Eastern Europe, North America, Australia and Southeast Asia. For more information about the market characteristics, see Electrolux Annual Review 2017.

The graphs below show the market development for appliances in Europe and North America.