Koninklijke Philips NV in Consumer Appliances

Company Profile

About This Report

Apr 2018

Philips continued to rank first in small appliances in 2017 but lost its lead in consumer appliances to Midea Group in 2016. This report examines Philips’ strategic advantages and challenges in the face of increasing global competition. As a forerunning innovator, Philips is well-situated to tap into growing consumer interest in healthy living and connected living. Stretching margins in developed markets and expanding emerging market presence will be key areas of focus for Philips.

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Koninklijke Philips NV in Consumer Appliances

Euromonitor International's report on Koninklijke Philips NV delivers a detailed strategic analysis of the company's business, examining its performance in the Small Appliances market and the global economy.

Company and market share data provide a detailed look at the financial position of Koninklijke Philips NV, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Koninklijke Philips NV.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Koninklijke Philips NV provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Small Appliances research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key facts
Financial assessment (a)
Financial assessment (b)
Philips aims to be an innovative leader in “health technology”

Competitive Positioning

Philips maintains global leadership in small appliances in 2017…
,…but loses first place in consumer appliances to Midea in 2016
Philips’ closest competitors are Groupe SEB and Procter & Gamble
Philips continues to generate positive volume growth

Market Assessment

S trong global presence in irons and personal care appliances
Asia Pacific; the Middle East and Africa are most promising regions

Geographic and Category Opportunities

China remains Philips’ largest market by far
Emerging markets set to drive growth in small appliances
Leadership in category innovation continues apace
Connected appliances continue to gain traction in 2017
Rising respiratory health awareness heralds prospects for air purifiers
Low penetration rates signal opportunities for oral care appliances
Philips has a strong presence in the most dynamic market – India

Brand Strategy

Single brand strategy key to generating brand equity
Digital marketing deployed for brand promotion and margin expansion


Koninklijke Philips NV: Highlights of operations
Philips’ top 10 markets by volume sales and performance


Drive innovation and strengthen emerging market presence