Domestic Electrical Appliances in Sweden
Euromonitor International's Domestic Electrical Appliances in Sweden market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 180 | Publication date: Dec 2007
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
By the end of 2006 the market for domestic electrical appliances in Sweden experienced another year of significant growth both in value and volume terms. Growth is being driven by a strong and stable economy, a sustained increase in the number of households, and consumers being prepared to spend a greater proportion of their disposable income on home improvement.
Strong and stable economy provides a platform for growth
The Swedish economy having performed strongly for several years remains stable. As a result, consumer confidence is high, and unemployment (5%) and interest rates are low. The new conservative government came to power in October 2006 and had already delivered cuts in taxation by 1 January 2007. Further cuts over the next two years have been promised. This will increase disposable income levels and is likely to help sustain the development of the domestic electrical appliances market.
Continued growth in housing market fuels growth
New build apartment projects were up 39%in value in 2006 in comparison to the previous year. This has further strengthened Sweden’s position as the country with the highest number of single households in Europe. The strong economy contributed to a strong housing market, which, in turn, resulted in driving up house prices by an average of 11% over 2005 levels. This apparent increase in personal wealth and the stable economy have provided consumers with the confidence to invest in major home renovation projects, the most popular of which is to renovate the kitchen. This helped to drive unit growth for domestic electrical appliances and to an even greater extent, value growth, with consumers upgrading to more premium appliances with improved design and functionality.
Sales of kitchen appliances drives value growth
The stable economy is also giving consumers the confidence to invest in their homes as an expression of themselves and their lifestyle. The kitchen became the centre of the home and as such, kitchen appliances are playing an ever-more important role. With higher disposable income the pressure to cook at home is less and as such, cooking is often viewed as more of a hobby than a chore. The kitchen therefore needs to have the right tools in order to maximise enjoyment. This is driving the demand for products with higher levels of functionality and attractive designs. The net result is an increase in the average price per unit purchased.
More focus on research and development as manufactures stabilise consumer prices
A growing number of appliances for the Western European market are produced in countries such as Poland, Hungary, Romania and Turkey. This is allowing manufacturers to maintain consumer prices despite rapidly increasing raw material costs. In time, production costs for the major producers will equalise, due to similarities in scale, purchasing power and manufacturing costs. This will mean that throughout the forecast period manufacturers will focus ever-more towards product development, marketing and brand-building in order to maintain competitive advantage.
AB Electrolux continues to be the market leader
AB Electrolux is the top company in the overall large appliances market, with a leading position in the each of the largest categories. Other major players which are active in the major market sectors are BSH Hushållsapparter (Bosch-Siemens), Asko Cylinda and Whirlpool.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong and stable economy provides a platform for growth
Continued growth in housing market fuels growth
Sales of kitchen appliances drives value growth
More focus on research and development as manufactures stabilise consumer prices
AB Electrolux continues to be the market leader
KEY TRENDS AND DEVELOPMENTS
Stable Swedish economy builds consumer confidence
Manufacturers relocating production to low-cost countries
Polarising price segments – the demise of the mid-priced products
New build housing and renovations drive kitchen domestic electrical appliances sales
Merging of technologies, innovation and greater functionality key to growth
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
ANTONIO MERLONI SPA - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Antonio Merloni Group: Key Facts
Summary 3 Antonio Merloni Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Antonio Merloni Group: Competitive Position 2006
BSH HUSHåLLSAPPARATER AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 BSH Hushållsapparater AB: Key Facts
Summary 6 BSH Hushållsapparater AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Bosch
Siemens
Summary 7 BSH Hushållsapparater AB: Competitive Position 2006
ELECTROLUX AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Electrolux AB: Key Facts
Summary 9 Electrolux AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Electrolux AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Electrolux AB: Competitive Position 2006
SEB, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
COMPANY BACKGROUND
KEY FACTS
Summary 12 Groupe SEB Sverige AB: Key Facts
Summary 13 Groupe SEB Sverige AB: Operational Indicators
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Groupe SEB Sverige AB: Competitive Position 2006
WHIRLPOOL NORDIC AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Whirlpool Nordic AB: Key Facts
Summary 16 Whirlpool Nordic AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Whirlpool Nordic AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 18 Whirlpool Nordic AB: Competitive Position 2006
REFRIGERATION APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Company Shares of Refrigeration Appliances 2002-2006
Table 32 Brand Shares of Refrigeration Appliances 2003-2006
Table 33 Company Shares of Built-in Fridge Freezers 2002-2006
Table 34 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 35 Company Shares of Built-in Fridges 2002-2006
Table 36 Company Shares of Freestanding Fridges 2002-2006
Table 37 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 42 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 45 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 46 Company Shares of Home Laundry Appliances 2002-2006
Table 47 Brand Shares of Home Laundry Appliances 2003-2006
Table 48 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 53 Sales of Dishwashers by Subsector: Value 2001-2006
Table 54 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 55 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 56 Company Shares of Dishwashers 2002-2006
Table 57 Brand Shares of Dishwashers 2003-2006
Table 58 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 59 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 61 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 63 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 65 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 66 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 67 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 68 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 69 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 70 Company Shares of Large Cooking Appliances 2002-2006
Table 71 Brand Shares of Large Cooking Appliances 2003-2006
Table 72 Company Shares of Ovens 2002-2006
Table 73 Company Shares of Hobs 2002-2006
Table 74 Company Shares of Built-in Hobs 2002-2006
Table 75 Company Shares of Freestanding Hobs 2002-2006
Table 76 Company Shares of Cooker Hoods 2002-2006
Table 77 Company Shares of Built-in Cooker Hoods 2002-2006
Table 78 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 79 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 80 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Sales of Microwaves by Subsector: Volume 2001-2006
Table 84 Sales of Microwaves by Subsector: Value 2001-2006
Table 85 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 86 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 87 Company Shares of Microwaves 2002-2006
Table 88 Brand Shares of Microwaves 2003-2006
Table 89 Microwaves by Distribution Format: % Analysis 2001-2006
Table 90 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 91 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 92 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 93 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 95 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 96 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 97 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 98 Company Shares of Food Preparation Appliances 2002-2006
Table 99 Brand Shares of Food Preparation Appliances 2003-2006
Table 100 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 101 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 105 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 106 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 107 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 108 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 109 Company Shares of Small Cooking Appliances 2002-2006
Table 110 Brand Shares of Small Cooking Appliances 2003-2006
Table 111 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 119 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 120 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 121 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 126 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 127 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 128 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 129 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 130 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 131 Company Shares of Vacuum Cleaners 2002-2006
Table 132 Brand Shares of Vacuum Cleaners 2003-2006
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 134 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 137 Sales of Irons: 2001-2006
Table 138 Sales of Irons: % Growth 2001-2006
Table 139 Company Shares of Irons 2002-2006
Table 140 Brand Shares of Irons 2003-2006
Table 141 Forecast Sales of Irons: 2006-2011
Table 142 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 143 Sales of Personal Care Appliances: 2001-2006
Table 144 Sales of Personal Care Appliances: % Growth 2001-2006
Table 145 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 146 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 147 Company Shares of Personal Care Appliances 2002-2006
Table 148 Brand Shares of Personal Care Appliances 2003-2006
Table 149 Forecast Sales of Personal Care Appliances: 2006-2011
Table 150 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 151 Sales of Air Treatment Products: 2001-2006
Table 152 Sales of Air Treatment Products: % Growth 2001-2006
Table 153 Company Shares of Air Treatment Products 2002-2006
Table 154 Brand Shares of Air Treatment Products 2003-2006
Table 155 Forecast Sales of Air Treatment Products: 2006-2011
Table 156 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 157 Retail Sales of Heating Appliances: 2001-2006
Table 158 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 159 Company Shares of Heating Appliances 2002-2006
Table 160 Brand Shares of Heating Appliances 2003-2006
Table 161 Forecast Sales of Heating Appliances: 2006-2011
Table 162 Forecast Sales of Heating Appliances: % Growth 2006-2011