The increasing pace of change in the global market for household appliances stems from a number of trends such as increased consumer power, digitalization, sustainability, consolidation and a growing middle class. These changes are placing demands on investments and economies of scale, but also open up major opportunities.
For simplification purposes, 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 2016, demand for appliances increased in mature markets such as North America, Europe and Australia as well as in growth markets in Southeast Asia and China. Although demand continued to decrease in Latin America a general increase in global demand for appliances was noted.
Growth markets have increased their global share of demand. In 2016, the demand in growth markets represented about 70% of the total market volume compared with 50% in the year of 2000. Growth markets accounted for about 30% of Electrolux sales for the year, and the objective is to increase this share.
The increasing pace of change in the global market stems from a number of trends that influence volumes and the types of products that are in demand.
- CONSUMER POWER IS GROWING as increasingly well informed customers easily can access information about prices, offers and product characteristics. This means that Electrolux, as well as other brands, need to offer transparent information about how the products and offers are differentiated to meet customer needs.
- DIGITALIZATION plays an important role in increasing consumer power. Mobile solutions and access to the Internet place demands on Electrolux and increase opportunities to interact with consumers in new ways. Digitalization also provides substantial opportunities to develop increasingly advanced products, such as connected products, as well as making the Group’s operations more efficient.
- SUSTAINABILITY is becoming more important for customers and consumers as well as authorities, who demand that manufacturers develop and offer sustainable products. This trend has been apparent for a number of years but development is now accelerating at varying paces in the different regions.
- A GLOBAL MIDDLE CLASS IS EXPANDING as a result of strong economic growth in emerging economies. This trend has been visible for many years and will continue.
- CONSOLIDATION IN THE SECTOR IS, to a large extent, driven by the above trends as they result in challenges that require major investments and economies of scale. Manufacturers and retailers of household appliances are becoming fewer, larger and more international.
Million
13%
Population in
Electrolux core markets
Western Europe, North America,
Australia, New Zealand, Japan
87%
Population in
Electrolux growth markets
Africa, Middle East, Eastern Europe,
Latin America,Southeast Asia, China
Worldwide Digital Indicators
+23%
SOCIAL MEDIA USERS
+38%
SMARTPHONE USERS
+126%
B2C SALES WORLD WIDE, USD
+700 million
+500 million
+800 million
+ 2.4 trillion
Source: Emarketer and Electrolux estimates.
The largest manufacturers of appliances in the world — Bosch-Siemens, Electrolux, Haier Group, LG Electronics, Midea, Samsung and Whirlpool, — accounted for more than half of global sales in 2016. In recent years, manufacturers from Asia have increased their market shares.
Electrolux has a number of key competitive advantages in the face of such intense competition.
A STRONG GLOBAL POSITION AND AN EXTENSIVE PRODUCT RANGE make Electrolux a leading manufacturer of refrigerators, dishwashers, washing machines, cookers, air conditioners, vacuum cleaners and small domestic appliances, and the only player that offers complete solutions for both consumers and professional users. Strong global brands also contribute to the profitable growth of the Group.
A GLOBAL PRESENCE generates economies of scale and contributes to an effective cost structure at Electrolux. Furthermore, global projects across all units contribute to a faster and more efficient product development process. An extensive global modularization program is ongoing concerning manufacturing, improved efficiency, procurement of raw materials and components.
STRONG BRANDS, including: AEG, Electrolux, Frigidaire, Westinghouse and Zanussi. Consumer driven innovation and a strong focus on design and quality have ensured AEG a strong position in appliances in Germany, Austria and the Benelux countries. Electrolux is a leading brand in large parts of Europe and Latin America. In North America, Frigidaire is the Group’s brand for appliances in the mass-market segment. In addition to these strategic brands, there are a large number of smaller, regional and local brands.
PROFESSIONAL EXPERTISE in cooking and laundry contributes to creating innovative solutions for consumer products. Electrolux has for a long period provided cooking solutions for the best chefs and restaurants in the world. About half of all Michelin-starred restaurants in Europe use kitchen appliances from Electrolux, which also contributes to strengthening the Electrolux brand. This occurs through the on-going transfer of know-how and experience from the professional business to the development of consumer products.
ELECTROLUX KITCHEN APPLIANCES account for almost two-thirds of the Group’s sales and the company holds strong positions in all major categories of kitchen appliances and commands significant global market shares. The strongest global position currently held is for cookers. In recent years, the Group has strengthened its leading position in built-in appliances through extensive product launches and partnerships with kitchen manufacturers. Electrolux offers restaurants and industrial kitchens complete solutions for cookers, ovens, refrigerators, freezers and dishwashers.
The Group also holds strong positions for front-load washing machines and dishwashers, which are segments with low penetration in many markets. Here, the transfer of know-how and experience from the professional business is also used. Electrolux has many years’ experience of creating effective and customer-adapted products for hospital, hotel, launderettes and apartment building laundries.
Electrolux also commands a strong global position in vacuum cleaners and has expanded its offering in small domestic appliances. Through its global presence, Electrolux identifies major potential to grow in adjacent product categories such as air-conditioning equipment and water heaters.
CONSUMER INSIGHT has for many years been the focus of all product development within the Group. By performing an extensive number of interviews and home visits as well as the Group’s usability labs, Electrolux gains knowledge of consumer behavior in the use of various household appliances and the needs that exist. Based on this extensive knowledge, Electrolux can develop solutions to deliver best-in-class consumer experiences.
THE SCANDINAVIAN DESIGN HERITAGE plays a key role in shaping the Group’s design activities and in the development of new and sustainable appliances. Close collaboration between design, R&D and marketing enables new products to reach the market at a faster pace and ensures that they are preferred by more consumers.
A LEADING POSITION IN SUSTAINABILITY makes it possible for Electrolux to develop and manufacture smarter, more accessible and resource-efficient solutions that meet the increasing requirements of consumers, customers and other stakeholders in the market. Developing these products creates a great potential for growth and opportunities to help improve the living standards for an expanding middle class in growth markets.
Electrolux offers an extensive range of the most efficient products to meet the increasing demand for energy and cost-efficient appliances, which accounts for a significant part of the Group’s gross profit.
EMPLOYEES AND CULTURE play a crucial role in Electrolux achieving its targets and vision. Electrolux has a strong corporate culture that originates from the founder of the company, Axel Wenner-Gren. A passion for innovation, customer obsession and drive for results are at the core of all work at Electrolux. Dedicated employees, with diverse backgrounds working on a global basis, create the innovative culture necessary for Electrolux to be successful.
| Kitchen 60% | 60 |
| Professional kitchen 4% | 4 |
| Laundry 16% | 16 |
| Professional laundry 2% | 2 |
| Small appliances 7% | 7 |
| Home Care and Services 11% | 11 |
| Cold (refrigerators, freezers) 47% | 47 |
| Hot (cookers. hobs, ovens) 38% | 38 |
| Dish 10% | 10 |
| Professional food-service equipment 5% | 5 |
