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: 192 | Publication date: Jul 2009
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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
The DEA environment
The Swedish economy remained strong and stable in 2008 with large surpluses of money for consumer spending in 2008. Compared to the 2007 performance, the Swedish domestic electrical appliances (DEA) market achieved record growth in the first quarter of 2008, although this then levelled out. Unlike the previous three years, growth had mainly been driven by growth in the building industry and renovations. Amid the global slowdown, Sweden proved itself once again to have a strong and stable economy that is very resilient.
Nonetheless, GDP growth slowed to 2.6% during 2007 the lowest level since 2003. The main influences for the slowdown were a boil down from the global economic conditions which resulted in increased raw material and energy costs that pushed inflation and interest rates up.
Increasing polarisation of sales towards the premium and low-end segments remained a strong trend with many manufacturers moving their brands either upwards or downwards. More players present in premium brands also led to the creation of the super premium sector.
Like 2007, there were no dramatic changes in 2008 although growth was slower in 2008 than in the previous year. Volume sales will continue to increase during the forecast period but at a slower rate.
Increased costs of raw materials
Like other markets, the DEA industry is moving through a period of large gains and profits in spite of rising raw material costs and ecological concerns. Average prices were kept down as a growing number of appliances for the Western European market are produced in countries such as Poland, Hungary, Romania and Turkey.
A slower world economy
Growth in the global economy has slowed due to the turbulence in financial markets and high prices of energy and food. However, the slowing growth in exports had the most significant effect in dampening growth in the Swedish economy although the severity of the impact will be softened by rising employment and higher wages. Real household income will increase during 2008 and 2009 despite high inflation rates. Thus although a slowdown in DEA sales growth is expected, it will be minimal.
New role of the kitchen
The kitchen is becoming increasingly important as the entertainment centre of the house. More consumers today are staying in instead of going out. An Electrolux survey indicates that more then half of the survey sample use their kitchen for purposes other than cooking and making food. This survey further indicates that Europeans spend a third of their time in the kitchen.
Large players lead the way
AB Electrolux is the top manufacturer on the overall large appliances market, with a leading market position in each of the largest sectors. Top performing manufacturers in 2008 were BSH, Electrolux and Asko Cylinda.
Energy concerns migrate to small appliances
2008 became the year of energy awareness as consumers came to consider energy usage much more seriously. Energy concerns are now moving beyond large kitchen to small kitchen appliances and brown goods. Increased energy prices and environmental problems will drive the demands for energy efficient products across all sectors.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
The DEA environment
Increased costs of raw materials
A slower world economy
New role of the kitchen
Large players lead the way
Energy concerns migrate to small appliances
KEY TRENDS AND DEVELOPMENTS
The impact of a slower global economy
Cost reductions begin to plateau
Bell tolls for the mid priced sector as the market polarises further
The kitchen becomes the centre of home life
Increased number of households fuel DEA sales
Trend towards ownership instead of renting
Downsizing goes mainstream
Ergonomics – functionality as design
White makes a comeback
Energy awareness
Built-in remains the preferred choice
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2008
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
Table 11 Company Shares of Large Kitchen Appliances 2004-2008
Table 12 Brand Shares of Large Kitchen Appliances 2005-2008
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
BSH HUSHåLLSAPPARATER AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 BSH Hushållsapparater AB: Key Facts
Summary 3 BSH Hushållsapparater AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 BSH Hushållsapparater AB: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 BSH Hushållsapparater AB: Competitive Position 2008
ELECTROLUX AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Electrolux AB: Key Facts
Summary 7 Electrolux AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 AB Electrolux: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Electrolux AB: Competitive Position 2007
MIELE AB - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Miele AB: Key Facts
Summary 11 Miele AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Miele AB: Competitive Position 2008
SEB NORDIC AS, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Group SEB Sverige AB: Key Facts
Summary 14 Group SEB Sverige AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Group SEB Sverige AB: Competitive Position 2008
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 2008
COMPETITIVE POSITIONING
Summary 19 Whirlpool Nordic AB: Competitive Position 2008
REFRIGERATION APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
Table 29 Sales of Fridges by Format: % Breakdown 2004-2008
Table 30 Sales of Freezers by Format: % Breakdown 2004-2008
Table 31 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
Table 32 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
Table 33 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
Table 34 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
Table 35 Company Shares of Refrigeration Appliances 2004-2008
Table 36 Brand Shares of Refrigeration Appliances 2005-2008
Table 37 Company Shares of Built-in Fridge Freezers 2004-2008
Table 38 Company Shares of Freestanding Fridge Freezers 2004-2008
Table 39 Company Shares of Built-in Fridges 2004-2008
Table 40 Company Shares of Freestanding Fridges 2004-2008
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 44 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 46 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 47 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 48 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 49 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 50 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 51 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 52 Company Shares of Home Laundry Appliances 2004-2008
Table 53 Brand Shares of Home Laundry Appliances 2005-2008
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 59 Sales of Dishwashers by Subsector: Value 2003-2008
Table 60 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 61 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 62 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 63 Company Shares of Dishwashers 2004-2008
Table 64 Brand Shares of Dishwashers 2005-2008
Table 65 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 66 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 67 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 68 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 70 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 71 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 72 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 73 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 74 Sales of Range Cookers by Format: % Breakdown 2003-2008
Table 75 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
Table 76 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
Table 77 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008
Table 78 Company Shares of Large Cooking Appliances 2004-2008
Table 79 Brand Shares of Large Cooking Appliances 2005-2008
Table 80 Company Shares of Cookers 2004-2008
Table 81 Company Shares of Range Cookers 2004-2008
Table 82 Company Shares of Ovens 2004-2008
Table 83 Company Shares of Hobs 2004-2008
Table 84 Company Shares of Built-in Hobs 2004-2008
Table 85 Company Shares of Freestanding Hobs 2004-2008
Table 86 Company Shares of Cooker Hoods 2004-2008
Table 87 Company Shares of Built-in Cooker Hoods 2004-2008
Table 88 Company Shares of Freestanding Cooker Hoods 2004-2008
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 90 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 91 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 92 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Microwaves by Subsector: Volume 2003-2008
Table 94 Sales of Microwaves by Subsector: Value 2003-2008
Table 95 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 96 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 97 Company Shares of Microwaves 2004-2008
Table 98 Brand Shares of Microwaves 2005-2008
Table 99 Microwaves by Distribution Format: % Analysis 2003-2008
Table 100 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 101 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 102 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 103 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 105 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 106 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 107 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 108 Company Shares of Food Preparation Appliances 2004-2008
Table 109 Brand Shares of Food Preparation Appliances 2005-2008
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 111 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 112 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 113 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 114 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 115 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 116 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 117 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 118 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 119 Company Shares of Small Cooking Appliances 2004-2008
Table 120 Brand Shares of Small Cooking Appliances 2005-2008
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 122 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 123 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 124 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 126 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 127 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 128 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 129 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 130 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 132 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 133 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 134 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 136 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 137 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 138 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 139 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 140 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 141 Company Shares of Vacuum Cleaners 2004-2008
Table 142 Brand Shares of Vacuum Cleaners 2005-2008
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 144 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 145 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 146 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 147 Sales of Irons: 2003-2008
Table 148 Sales of Irons: % Growth 2003-2008
Table 149 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 150 Company Shares of Irons 2004-2008
Table 151 Brand Shares of Irons 2005-2008
Table 152 Forecast Sales of Irons: 2008-2013
Table 153 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Sales of Personal Care Appliances: 2003-2008
Table 155 Sales of Personal Care Appliances: % Growth 2003-2008
Table 156 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 157 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 158 Company Shares of Personal Care Appliances 2004-2008
Table 159 Brand Shares of Personal Care Appliances 2005-2008
Table 160 Forecast Sales of Personal Care Appliances: 2008-2013
Table 161 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 162 Sales of Air Treatment Products: 2003-2008
Table 163 Sales of Air Treatment Products: % Growth 2003-2008
Table 164 Company Shares of Air Treatment Products 2004-2008
Table 165 Brand Shares of Air Treatment Products 2005-2008
Table 166 Forecast Sales of Air Treatment Products: 2008-2013
Table 167 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 168 Retail Sales of Heating Appliances: 2003-2008
Table 169 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 170 Company Shares of Heating Appliances 2004-2008
Table 171 Brand Shares of Heating Appliances 2005-2008
Table 172 Forecast Sales of Heating Appliances: 2008-2013
Table 173 Forecast Sales of Heating Appliances: % Growth 2008-2013