Markets – Latin America

The Latin America business area is investing in innovation and brand building to achieve a sharper product offering and a stronger market position. In addition, ongoing investments in modularization, automation and digitalization accelerate time-to-market, reduce complexity and drive cost efficiencies. Local manufacturing is a competitive advantage as several of the main markets, such as Brazil and Argentina, are protected by customs tariffs. A growing middle class provides good opportunities for long-term growth. Sales are driven through well-established brands including Electrolux and Continental in Brazil, Fensa and Mademsa in Chile, Electrolux and Gafa in Argentina, and Frigidaire in the northern part of the region.

Market and Position

  • Brazil is the largest appliance market in the region, predominantly dominated by a small number of major manufacturers.
  • Market penetration for built-in products and air-conditioners is low but increasing.
  • Consumers are showing increasing interest in energy and water efficiency and other sustainability-related topics.
  • In 2021, Electrolux had an estimated value market share of about 29% in Brazil, Chile and Argentina combined, with Electrolux brand leadership in the refrigeration and freezer category.