Electrolux 2015 Annual Report Download - page 27

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Strong global positions
Despite increasingly intense competition, Electrolux
strengthened its positions in several key product segments in
. Electrolux kitchen products 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, enabling, for
example, know-how from Electrolux cooking solutions for
the world’s best chefs and restaurants to be utilized when
developing consumer appliances. In recent years, the Group
has strengthened its leading position in built-in appliances
through extensive product launches and partnerships with
kitchen manufacturers. The Group also holds strong posi-
tions in front-load washing machines and dishwashers,
which are segments with low penetration in most markets.
Electrolux offers restaurants and industrial kitchens com-
plete solutions for cookers, ovens, refrigerators, freezers and
dishwashers. The Group’s strongest position is in Europe,
where about half of all Michelin-starred restaurants use
kitchen appliances from Electrolux.
Strong global positions
• Kitchen appliances
• Cooking solutions for the
world's best chefs
• Front-load washing machines
• Vacuum cleaners
• Efficient appliances for both
professionals and consumers
Electrolux also commands a strong global position in vac-
uum cleaners and is expanding in the area of small domestic
appliances. The global market for small domestic appli-
ances is significantly larger than the vacuum-cleaner market
and has significantly faster growth.
Among adjacent product categories, Electrolux has iden-
tified major global potential for air-conditioning equipment
and water heaters.
To build increased consumer awareness of the value
of efficient products, Electrolux focuses on efficiency and
other environmental benefits in its global marketing. Market
surveys in Australia, Brazil, France, China, Germany and
the US have shown that two-thirds of consumers ranked
environmental impact as one of the three key factors when
purchasing household appliances.
UX AL T 