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.
Tables: 199 | Publication date: Nov 2008
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Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Growing from 2006, domestic electrical appliances sales in Sweden will set a new record for the third consecutive year in 2007. As in 2006, growth was mainly driven by a strong and stable economy, a sustained increase in the number of households and by consumers being prepared to spend a greater proportion of their disposable income on home improvement. The polarisation of sales towards premium and economy products continued, with many manufacturers shifting their brands either up or down in terms of positioning. More players in premium domestic electrical appliances led to the creation of super premium domestic electrical appliances.
A strong and stable Swedish economy
The Swedish economy performed strongly throughout the review period and remains stable and strong. The OECD’s survey of Sweden in early-2007 reported that the country performed better than most other countries in Europe. As a result, consumer confidence is high with unemployment and interest rates low. Recent tax cuts increased disposable income levels and are likely to help sustain development in domestic electrical appliances.
Continued growth in housing fuels sales
The possibility of increased interest rates decreased consumer confidence in the economy slightly, affecting house prices negatively. The housing industry is however still growing strongly, due to large surpluses of money in the Swedish economy. Continued growth in housing continued to increase Sweden’s already high percentage of single-person households. This positively affected domestic electrical appliances. High property prices also led to increased large kitchen appliance sales. However, a considerable drop in property prices would negatively affect domestic electrical appliances.
Sales of large kitchen appliances drives overall value growth
The prices of large kitchen appliances are higher than those of other domestic electrical appliances. Consequently, an increase or decrease in sales for these products has an enormous effect on overall value. Increases in personal wealth and a stable economy gave consumers the confidence to invest in major home renovations, particularly focused on kitchens, giving domestic electrical appliances an enormous increase in value
Cost of raw materials increases focus on research and development
Domestic electrical appliances saw big growth for sales and profits during the review period in spite of growing raw material costs and ecological concerns. Unit prices were kept down, with a growing number of domestic electrical appliances being produced in countries such as Poland, Hungary, Romania and Turkey. In time, production costs for the major producers are expected to level off, due to similarities in scale, purchasing power and manufacturing costs. Consequently, throughout the forecast period manufacturers will focus ever more on product development, marketing and brand-building in order to maintain competitive advantage.
Prospects for the Swedish domestic electrical appliances market are good
Sweden’s gross domestic product is predicted to grow by 3.2% in both 2007 and 2008. Unemployment will meanwhile decrease from 4.4% in 2007 to 4.0% in 2008. Rapidly escalating disposable income levels, growing employment and a generally wealthy society will have a strong positive effect on household consumption, which is projected to grow during the next five years. Inflation will however increase in this period, dampening the country’s economic performance in 2009 and 2010.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
A strong and stable Swedish economy
Continued growth in housing fuels sales
Sales of large kitchen appliances drives overall value growth
Cost of raw materials increases focus on research and development
Prospects for the Swedish domestic electrical appliances market are good
KEY TRENDS AND DEVELOPMENTS
A strong and stable Swedish economy
Manufacturers relocating production to low-cost countries
Polarising prices erode mid-priced sales
New build housing and renovations boost large kitchen appliances
Smart functions and smart marketing
Built-in appliances increasingly popular
Ecological and energy efficiency
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
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 2007
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
Summary 7 BSH Hushållsapparater AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 BSH Hushållsapparater AB: Competitive Position 2007
ELECTROLUX AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Electrolux AB: Key Facts
Summary 10 Electrolux AB: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 11 Electrolux AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Electrolux AB: Competitive Position 2007
SEB NORDIC AS, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 SEB Nordic AS, Groupe: Key Facts
Summary 14 SEB Nordic AS, Groupe: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 SEB Nordic AS, Groupe: Competitive Position 2007
WHIRLPOOL NORDIC AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Whirlpool Nordic AB: Key Facts
Summary 17 Whirlpool Nordic AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Whirlpool Europe Manufacturing Regions: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Whirlpool Nordic AB: Competitive Position 2007
REFRIGERATION APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
SECTOR DATA
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Sales of Fridge Freezers by Format: % Breakdown 2003-2007
Table 33 Sales of Fridges by Format: % Breakdown 2003-2007
Table 34 Sales of Freezers by Format: % Breakdown 2003-2007
Table 35 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007
Table 36 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007
Table 37 Sales of Freezers by Volume Capacity: % Breakdown 2003-2007
Table 38 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007
Table 39 Company Shares of Refrigeration Appliances 2003-2007
Table 40 Brand Shares of Refrigeration Appliances 2004-2007
Table 41 Company Shares of Built-in Fridge Freezers 2003-2007
Table 42 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 43 Company Shares of Built-in Fridges 2003-2007
Table 44 Company Shares of Freestanding Fridges 2003-2007
Table 45 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 46 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 47 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 48 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 50 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 51 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 52 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 53 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007
Table 55 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007
Table 56 Company Shares of Home Laundry Appliances 2003-2007
Table 57 Brand Shares of Home Laundry Appliances 2004-2007
Table 58 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 60 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 63 Sales of Dishwashers by Subsector: Value 2002-2007
Table 64 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 65 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 66 Sales of Dishwashers by Format: % Breakdown 2003-2007
Table 67 Company Shares of Dishwashers 2003-2007
Table 68 Brand Shares of Dishwashers 2004-2007
Table 69 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 70 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 71 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 72 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 74 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 75 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 76 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 77 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007
Table 78 Sales of Range Cookers by Format: % Breakdown 2002-2007
Table 79 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007
Table 80 Sales of Built-in Hobs by Format: % Breakdown 2002-2007
Table 81 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007
Table 82 Company Shares of Large Cooking Appliances 2003-2007
Table 83 Brand Shares of Large Cooking Appliances 2004-2007
Table 84 Company Shares of Cookers 2003-2007
Table 85 Company Shares of Range Cookers 2003-2007
Table 86 Company Shares of Ovens 2003-2007
Table 87 Company Shares of Hobs 2003-2007
Table 88 Company Shares of Built-in Hobs 2003-2007
Table 89 Company Shares of Freestanding Hobs 2003-2007
Table 90 Company Shares of Cooker Hoods 2003-2007
Table 91 Company Shares of Built-in Cooker Hoods 2003-2007
Table 92 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 93 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 94 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 95 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 97 Retail Sales of Ready Made Meals 2002-2012
SECTOR DATA
Table 98 Sales of Microwaves by Subsector: Volume 2002-2007
Table 99 Sales of Microwaves by Subsector: Value 2002-2007
Table 100 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 101 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 102 Company Shares of Microwaves 2003-2007
Table 103 Brand Shares of Microwaves 2004-2007
Table 104 Microwaves by Distribution Format: % Analysis 2002-2007
Table 105 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 106 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 107 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 108 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 109 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 110 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 111 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 112 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 113 Company Shares of Food Preparation Appliances 2003-2007
Table 114 Brand Shares of Food Preparation Appliances 2004-2007
Table 115 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 116 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 117 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 118 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 119 Retail Sales of Coffee 2002-2012
Table 120 Share of Coffee Pods % Breakdown 2004-2007
SECTOR DATA
Table 121 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 122 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 123 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 124 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 125 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007
Table 126 Company Shares of Small Cooking Appliances 2003-2007
Table 127 Brand Shares of Small Cooking Appliances 2004-2007
Table 128 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 129 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 130 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 131 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 132 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 133 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 134 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 135 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 136 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 137 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 138 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 139 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 140 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 141 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 142 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 143 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 144 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 145 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 146 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007
Table 147 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007
Table 148 Company Shares of Vacuum Cleaners 2003-2007
Table 149 Brand Shares of Vacuum Cleaners 2004-2007
Table 150 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 151 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 152 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 153 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Sales of Irons: 2002-2007
Table 155 Sales of Irons: % Growth 2002-2007
Table 156 Unit Sales of Irons by Format: % Breakdown 2003-2007
Table 157 Company Shares of Irons 2003-2007
Table 158 Brand Shares of Irons 2004-2007
Table 159 Forecast Sales of Irons: 2007-2012
Table 160 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 161 Sales of Personal Care Appliances: 2002-2007
Table 162 Sales of Personal Care Appliances: % Growth 2002-2007
Table 163 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007
Table 164 Sales of Body Shavers by Type: % Breakdown 2002-2007
Table 165 Company Shares of Personal Care Appliances 2003-2007
Table 166 Brand Shares of Personal Care Appliances 2004-2007
Table 167 Forecast Sales of Personal Care Appliances: 2007-2012
Table 168 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 169 Sales of Air Treatment Products: 2002-2007
Table 170 Sales of Air Treatment Products: % Growth 2002-2007
Table 171 Company Shares of Air Treatment Products 2003-2007
Table 172 Brand Shares of Air Treatment Products 2004-2007
Table 173 Forecast Sales of Air Treatment Products: 2007-2012
Table 174 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 175 Retail Sales of Heating Appliances: 2002-2007
Table 176 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 177 Company Shares of Heating Appliances 2003-2007
Table 178 Brand Shares of Heating Appliances 2004-2007
Table 179 Forecast Sales of Heating Appliances: 2007-2012
Table 180 Forecast Sales of Heating Appliances: % Growth 2007-2012