Market information

Growth markets

Africa, Middle East and Eastern Europe

The level of development varies substantially between countries. The geographic spread plays its part in hindering manufacturers and retailers from capturing substantial market shares. Penetration is low in Africa, but growth is high in line with increasing household purchasing power. Eastern Europe is dominated by Western manufacturers and a large market for replacement products is emerging. The Middle East offers a base for regional manufacturing but is impacted by the political uncertainty.

Latin America

Growth is driven by a growing middle class, which primarily demands basic cookers, refrigerators and washing machines. Brazil accounts for about half of total sales in the region and the two largest manufacturers (Electrolux and Whirlpool) accounted for about 70% of the appliances market. Despite the economic slowdown in the region, there exists considerable growth potential for appliances, especially in low-penetrated categories and growing interest for energy and water efficiency.

Southeast Asia and China

The market is characterized by economic growth, rapid urbanization, small living spaces and a rapidly expanding middle class. China is the world’s largest market for household appliances, in terms of volume. The domestic manufacturers Haier Group and Midea dominate in China. Similar to other growth markets, consumers prioritize refrigerators, washing machines and air-conditioners as prosperity rises. Energy-efficient products are growing in popularity.

* Eastern Europe