Electrolux 2010 Annual Report Download - page 11

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PROFESSIONAL PRODUCTS
PROFESSIONAL PRODUCTS
• Majority of production is domestic due
to high import tariffs and logistic costs.
• Relatively high level of consolidation
among producers.
• No clear market leader in the region.
• Southeast Asian consumers find European
brands appealing, but their market shares are
still small.
• Food service Half of all equipment is sold in
North America. The European market is domi-
nated by many small independent restaurants.
• Laundry Five largest producers represent
approximately 55% of the global market.
Australia,
42% core appliances
Globally,
4% food service
Australia,
21% floor-care products
Globally,
11% laundry
(own estimate)
2nd largest producer of
appliances in Brazil, and largest
in vacuum cleaners.
• Improved household purchasing power.
• Growing middle class.
• Asia Improved household purchasing power.
Growing middle class.
• Australia Replacement, new housing and
renovations. Design. Water-efficient products.
• Food service Energy- and water-efficient
products. US restaurant chains expanding.
• Laundry Replacement. Energy- and water-
efficient products. Growing population.
• Appliances Whirlpool, Mabe.
• Vacuum cleaners SEB Group, Whirlpool,
Black&Decker, Philips.
• Appliances Fischer & Paykel, Samsung,
LG, Haier.
• Vacuum cleaners Samsung, LG, Dyson.
• Food service Rational Manitowoc/
Enodis, Middleby, Ali Group.
• Laundry Alliance, Primus, Girbau, Miele.
• Grow in markets outside Brazil, such
as Argentina and Mexico.
• Strengthen the position in the
premium segment in Brazil.
• Expand product offering.
• Grow in the premium segment.
• Promote water- and energy-efficient products.
• Grow in Southeast Asia.
• Expand product offering.
• Food service Promote energy- and water-
efficient products. Tailor products for fast-food
chains.
• Laundry Promote energy- and water-efficient
products.
ASIA/PACIFICLATIN AMERICA
• Strong growth in demand. • Market demand for appliances in Australia
declined. Market demand in Southeast Asia and
China showed a considerable increase.
• Demand is estimated to have increased
somewhat.
• Relatively high level of consolidation
among retailers.
• The three largest producers in Brazil
accounted for approximately 75% of
household appliances sales.
• Asia Majority of sales through small, local
stores. In urban areas, a large proportion of
appliances is sold through department stores,
superstores and retail chains.
• Australia Five large retail chains account for
approximately 90% of the market.
• Food service High consolidation of dealers in
North America. Fragmented market in Europe.
• Laundry Great proportion of direct sales
although the trend is towards a growing share of
sales through dealers.
93 375 136
16% 8% 6%32%
7