Electrolux 2014 Annual Report Download - page 44

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Market information
Core markets
Western Europe North America Australia, New Zealand and Japan
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 recov-
ery 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 com-
pact, energy-efficient and user-friendly prod-
ucts with good design.
A mature, homogenous market with high pen-
etration that is dominated by replacement
products. Large homes allow space for many
household appliances, including large appli-
ances. The market is comprised of three manu-
facturers: Electrolux, Whirlpool and General
Electric. Four major retailers sell % of appli-
ances. The recovery in the housing sector gen-
erates opportunities for healthy growth in the
coming years. Demand growth for appliances
is expected to continue in .
Japan is the world’s third-largest single market
and is dominated by major domestic manufac-
turers and retailers. Small living spaces have
led to consumers demanding compact prod-
ucts, such as hand-held vacuum cleaners.
Pene tration is high in Australia and New Zea-
land and demand is primarily driven by design
and innovations as well as water and energy
efficiency. Competition between manufactur-
ers from Asia and Europe is intense.
Market demand for major appliances Market demand for core appliances Market demand for major appliances
Market value Market value Market value
Product penetration Product penetration Product penetration
Electrolux competitors
Miele • Bosch-Siemens • Indesit • Whirlpool •
Samsung • LG Electronics • Arcelik • Dyson •
Ali Group • Rational • Primus
Electrolux competitors
Whirlpool • General Electric • LG Electronics
Samsung • Dyson • TTI Group (Dirt Devil, Vax
and Hoover) • Bissel • ITW
Electrolux competitors
Fisher & Paykel • Samsung • LG Electronics •
Panasonic • Dyson • ITW • Hoshizaki •
Alliance
Western Europe
Population:  million
Average number of
persons per household: .
Urban population: %
Estimated real GDP
growth : –.%
North America
Population:  million
Average number of
persons per household: .
Urban population: %
Estimated real GDP
growth : .%
Australia, New Zealand and Japan
Population:  million
Average number of
persons per household: .
Urban population: %
Estimated real GDP
growth : .%






14131211100908070605
Million units



141210080604020098
Million units
25
27
29
31
33
35
141312111009
Million units
0
100
200
300
400
SEKbn
Professional
products
Small
appliances
Major
appliances
0
50
100
150
200
250
300
SEKbn
Professional
products
Small
appliances
Major
appliances
0
30
60
90
120
150
SEKbn
Professional
products
Small
appliances
Major
appliances





% of households
Cookers
Refrigerators
Washing machines
Microwave ovens
Dishwasher
Dryers
Air-conditioners





% of households
Cookers
Refrigerators
Washing machines
Microwave ovens
Dishwasher
Dryers
Air-conditioners





% of households
Cookers
Refrigerators
Washing machines
Microwave ovens
Dishwasher
Dryers
Air-conditioners
 ELECTROLUX ANNUAL REPORT 
   