Market information

Core markets

Western Europe

The market is characterized by widely varying consumer patterns between countries and the large number of manufacturers, brands and retailers has led to overcapacity and price pressure. The expected macroeconomic recovery has been muted and is limiting growth but signs of consolidation are taking place with positive implications for the industry. Current demand enables growth in areas such as compact, energy-efficient and user-friendly products with good design.

North America

A mature, homogenous market with high penetration that is dominated by replacement products. Large homes allow space for many household appliances, including large appliances. The market is comprised of three manufacturers: Electrolux, Whirlpool and General Electric. Four major retailers sell 70% of appliances. The recovery in the housing sector generates opportunities for healthy growth in the coming years. Demand growth for appliances is expected to continue in 2015.

Australia, New Zealand and Japan

Japan is the world’s third-largest single market and is dominated by major domestic manufacturers and retailers. Small living spaces have led to consumers demanding compact products, such as hand-held vacuum cleaners. Penetration is high in Australia and New Zealand and demand is primarily driven by design and innovations as well as water and energy efficiency. Competition between manufacturers from Asia and Europe is intense.