Electrolux 2011 Annual Report Download - page 12

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Kitchen products
Electrolux is the only manufacturer in the world to offer households, restaurants and industrial kitchens
complete solutions for kitchen appliances. The strongest and most protable position is in cookers, ovens
and hobs.
Hot
(cookers,
hobs, ovens)
Dish
Cold
(refrigerators,
freezers)
Professional food-service
equipment
59%
4%
Consumer durables
Professional food-service equipment
Share of Group sales 2011 Product categories of kitchen products
Products for the kitchen accounted for a full
63% of the Group’s sales in 2011. Electrolux
is the only manufacturer in the world to offer
households, restaurants and industrial
kitchens complete solutions including cook-
ers, ovens, hoods, dishwashers, refrigera-
tors and freezers. For consumer durables,
Electrolux commands significant market
shares in all major categories of kitchen
appliances. A substantial portion of sales
relates to refrigerators and freezers. The
strongest and most profitable position is
in cookers, ovens and hobs. Electrolux is
a leading supplier of professional food-
service equipment, with Europe represent-
ing the Group’s strongest position.
A major part of the Group’s kitchen prod-
ucts are sold under the Electrolux brand.
Other important consumer brands include
AEG and Zanussi in Europe and Frigidaire in
North America. Professional food-service
equipment is sold mainly under the
Electrolux brand. Products are also sold
under the Zanussi brand in addition to
Molteni, which is an exclusive cooker brand.
Electrolux products simplify cooking
Although consumers in mature markets are
devoting less and less time to preparing
food on weekdays, interest is increasing in
more advanced leisure and gourmet cook-
ing, while interest in health and well-being is
growing rapidly. Ovens, cookers and hobs
are technically advanced products, making
it easier to adapt them to various needs,
depending on the customer group or mar-
ket. Electrolux is a renowned leader in this
product category and has developed
annual report 2011 products
numerous new functions that simplify cook-
ing for households and professionals.
About 100 million restaurant meals are pre-
pared each day in kitchens fitted with
Electrolux professional products.
Steam retains the flavor
Steam ovens have long been used in the
restaurant world for the simple reason that
the food cooked in them tastes much bet-
ter. Cooking with steam retains the natural
flavors and colors as well as most of the
vitamins and minerals in the raw ingredi-
ents. Electrolux has launched steam ovens
for home use in Europe with great success
and the products have also been launched
in Australia and New Zealand.
Effective induction
6
15
4
12
<1
% of households
Western Europe
Spain
Germany
France
Eastern Europe
Penetration for induction hobsInduction hobs comprise a segment that is growing rapidly, due
primarily to their speed and energy efficiency. As one of the first
companies in this category, Electrolux commands a strong
position. Induction hobs have been sold in Europe for more
than ten years. In the US, Electrolux launched the first induction
hobs in the market in 2008. In professional kitchens, induction
hobs are a standard feature. Induction hobs are more energy-
efficient than other electrical hobs. They also help to improve
the work environment since chefs are not affected by any heat
from the hobs.
8