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World Major Household Appliances

Industry Study with Forecasts for 2013 & 2018

Study #2588 | December 2009 | $6100 | 424 pages

The Freedonia Group 767 Beta Drive www.freedoniagroup.com Cleveland, OH • 44143-2326 • USA Toll Free US Tel: 800.927.5900 or +1 440.684.9600 Fax: +1 440.646.0484 E-mail: [email protected] Study #2588 December 2009 World Major Household Appliances $6100 424 Pages Industry Study with Forecasts for 2013 & 2018 Table of Contents List of Tables/Charts

Executive Summary OTHER REGIONS Executive Summary Latin America...... 217 1 Summary Table...... 3 Market EnvironmenT Argentina...... 224 Brazil...... 231 General...... 4 Other Latin America...... 238 Market EnvironmenT World Economic Environment...... 5 Eastern Europe...... 245 Personal Income & Expenditure Trends...... 12 1 Gross Domestic Product by Region...... 11 Czech Republic...... 252 2 Per Capita GDP by Region...... 13 World Demographic Outlook...... 16 Poland...... 259 Cht Relationship Between Major Household Urbanization Patterns...... 17 Russia...... 266 Appliance Demand Per Capita & Household Formation Patterns...... 19 Ukraine...... 273 Gross Domestic Product Per Capita, 2008...... 15 Residential Building Construction Expenditures...... 21 Other Eastern Europe...... 280 3 World Population by Region...... 17 Household Appliance Pricing Patterns...... 22 Africa/Mideast...... 287 4 World Urban Population by Region...... 19 Legal & Regulatory Issues...... 23 South Africa...... 295 5 World Households by Region...... 20 6 Residential Building Construction Technology & Product Innovations...... 25 Turkey...... 302 Expenditures by Region...... 22 Performance...... 25 Other Africa/Mideast...... 309 Energy & Water Efficiency...... 27 Aesthetic Appeal & Noise Reduction...... 28 OVERVIEW INDUSTRY STRUCTURE 1 World Major Household Appliance OVERVIEW General...... 317 Demand by Region...... 34 Industry Composition...... 318 Cht World Major Household Appliance General...... 29 Market Share...... 321 Demand by Region, 2008...... 35 World Major Household Appliance Demand Dynamics. 30 Mergers, Acquisitions & Industry Restructuring...... 324 2 World Major Household Appliance Appliance Ownership Trends...... 30 Product Development & Manufacturing...... 326 Demand by Product...... 36 3 World Cooking Appliance Demand by Region..... Regional Sales Trends...... 32 Marketing & Distribution...... 328 37 Products...... 35 4 World & Freezer Demand by Region 39 Cooperative Agreements...... 329 5 World Clothes Washer & Dryer Cooking Appliances...... 36 Financial Requirements...... 336 Demand by Region...... 40 & Freezers...... 38 6 World Dishwasher Demand by Region...... 41 Clothes Washers & Dryers...... 39 7 World Major Household Appliance Dishwashers...... 40 Company Profiles Shipments by Region...... 43 World Major Household Appliance Supply Dynamics... 42 Cht World Major Household Appliance International Trade Flows...... 44 Wronki...... 339 Shipments by Region, 2008...... 44 BSH Bosch und Hausgeraete...... 340 8 World Major Household Appliance Hoover Group...... 344 Net Exports by Region...... 45 NORTH AMERICA Controladora ...... 346 Electronics...... 348 General...... 46 De’Longhi SpA...... 350 NORTH AMERICA United States...... 53 AB...... 352 1 North America: Major Household Appliance Canada...... 61 Esmaltec S/A...... 356 Supply & Demand...... 49 Mexico...... 69 Fisher & Paykel Appliances...... 357 2 Cooking Appliance Supply & Demand...... 50 GD Midea Holding...... 361 3 Refrigerator & Freezer Supply & Demand...... 51 ...... 365 4 Clothes Washer & Dryer Supply & Demand...... 52 WESTERN EUROPE gospodinjski aparati...... 368 5 Dishwasher Supply & Demand...... 53 Group...... 371 6 United States: Major Household Appliance General...... 78 Supply & Demand...... ...... 375 56 France...... 86 7 Cooking Appliance Supply & Demand...... 58 Germany...... 94 Koc Holding...... 378 8 Refrigerator & Freezer Supply & Demand...... 59 Italy...... 102 Konka Group...... 380 9 Clothes Washer & Dryer Supply & Demand...... 60 Netherlands...... 110 LG Electronics...... 381 10 Dishwasher Supply & Demand...... 61 Spain...... 118 -International AG...... 385 11 Canada: Major Household Appliance United Kingdom...... 125 Merloni (Antonio) SpA...... 386 Supply & Demand...... 64 Other Western Europe...... 133 & Cie...... 388 12 Cooking Appliance Supply & Demand...... 66 ...... 391 13 Refrigerator & Freezer Supply & Demand...... 67 Mondragon Corporacion...... 394 14 Clothes Washer & Dryer Supply & Demand...... 68 15 Dishwasher Supply & Demand...... 69 ASIA/PACIFIC Corporation...... 396 16 Mexico: Major Household Appliance Electronics...... 399 General...... 141 Supply & Demand...... 72 Electric...... 402 Australia...... 149 17 Cooking Appliance Supply & Demand...... 74 ...... 405 18 Refrigerator & Freezer Supply & Demand...... China...... 156 75 Sub-Zero Freezer...... 408 19 Clothes Washer & Dryer Supply & Demand...... 76 India...... 165 Tatung Company...... 410 20 Dishwasher Supply & Demand...... 77 Indonesia...... 172 Toshiba Corporation...... 411 Japan...... 180 Videocon Industries...... 414 (continued on following page) South ...... 188 Viking Range...... 415 Taiwan...... 195 ...... 417 Thailand...... 202 Wood (WC) Company...... 423 Other Asia/Pacific...... 209

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15 Dishwasher Supply & Demand...... 165 21 Eastern Europe: Major Household Appliance (continued from previous page) 16 India: Major Household Appliance Supply & Demand...... 248 Supply & Demand...... 168 22 Cooking Appliance Supply & Demand...... 249 WESTERN EUROPE 17 Cooking Appliance Supply & Demand...... 169 23 Refrigerator & Freezer Supply & Demand...... 250 1 Western Europe: Major Household Appliance 18 Refrigerator & Freezer Supply & Demand...... 170 24 Clothes Washer & Dryer Supply & Demand...... 251 Supply & Demand...... 81 19 Clothes Washer & Dryer Supply & Demand...... 171 25 Dishwasher Supply & Demand...... 252 2 Cooking Appliance Supply & Demand...... 83 20 Dishwasher Supply & Demand...... 172 26 Czech Republic: Major Household Appliance 3 Refrigerator & Freezer Supply & Demand...... 84 21 Indonesia: Major Household Appliance Supply & Demand...... 255 4 Clothes Washer & Dryer Supply & Demand...... 85 Supply & Demand...... 175 27 Cooking Appliance Supply & Demand...... 256 5 Dishwasher Supply & Demand...... 86 22 Cooking Appliance Supply & Demand...... 177 28 Refrigerator & Freezer Supply & Demand...... 257 6 France: Major Household Appliance 23 Refrigerator & Freezer Supply & Demand...... 178 29 Clothes Washer & Dryer Supply & Demand...... 258 Supply & Demand...... 89 24 Clothes Washer & Dryer Supply & Demand...... 179 30 Dishwasher Supply & Demand...... 259 7 Cooking Appliance Supply & Demand...... 90 25 Dishwasher Supply & Demand...... 180 31 Poland: Major Household Appliance 8 Refrigerator & Freezer Supply & Demand...... 91 26 Japan: Major Household Appliance Supply & Demand...... 262 9 Clothes Washer & Dryer Supply & Demand...... 93 Supply & Demand...... 183 32 Cooking Appliance Supply & Demand...... 263 10 Dishwasher Supply & Demand...... 94 27 Cooking Appliance Supply & Demand...... 185 33 Refrigerator & Freezer Supply & Demand...... 264 11 Germany: Major Household Appliance 28 Refrigerator & Freezer Supply & Demand...... 186 34 Clothes Washer & Dryer Supply & Demand...... 265 Supply & Demand...... 97 29 Clothes Washer & Dryer Supply & Demand...... 187 35 Dishwasher Supply & Demand...... 266 12 Cooking Appliance Supply & Demand...... 99 30 Dishwasher Supply & Demand...... 188 36 Russia: Major Household Appliance 13 Refrigerator & Freezer Supply & Demand...... 100 31 : Major Household Appliance Supply & Demand...... 269 14 Clothes Washer & Dryer Supply & Demand...... 101 Supply & Demand...... 191 37 Cooking Appliance Supply & Demand...... 270 15 Dishwasher Supply & Demand...... 102 32 Cooking Appliance Supply & Demand...... 192 38 Refrigerator & Freezer Supply & Demand...... 271 16 Italy: Major Household Appliance 33 Refrigerator & Freezer Supply & Demand...... 193 39 Clothes Washer & Dryer Supply & Demand...... 272 Supply & Demand...... 105 34 Clothes Washer & Dryer Supply & Demand...... 194 40 Dishwasher Supply & Demand...... 273 17 Cooking Appliance Supply & Demand...... 107 35 Dishwasher Supply & Demand...... 195 41 Ukraine: Major Household Appliance 18 Refrigerator & Freezer Supply & Demand...... 108 36 Taiwan: Major Household Appliance Supply & Demand...... 276 19 Clothes Washer & Dryer Supply & Demand...... 109 Supply & Demand...... 198 42 Cooking Appliance Supply & Demand...... 277 20 Dishwasher Supply & Demand...... 110 37 Cooking Appliance Supply & Demand...... 199 43 Refrigerator & Freezer Supply & Demand...... 278 21 Netherlands: Major Household Appliance 38 Refrigerator & Freezer Supply & Demand...... 200 44 Clothes Washer & Dryer Supply & Demand...... 279 Supply & Demand...... 113 39 Clothes Washer & Dryer Supply & Demand...... 201 45 Dishwasher Supply & Demand...... 280 22 Cooking Appliance Supply & Demand...... 114 40 Dishwasher Supply & Demand...... 202 46 Other Eastern Europe: Major Household 23 Refrigerator & Freezer Supply & Demand...... 115 41 Thailand: Major Household Appliance Appliance Supply & Demand...... 283 24 Clothes Washer & Dryer Supply & Demand...... 116 Supply & Demand...... 205 47 Cooking Appliance Supply & Demand...... 284 25 Dishwasher Supply & Demand...... 117 42 Cooking Appliance Supply & Demand...... 206 48 Refrigerator & Freezer Supply & Demand...... 285 26 Spain: Major Household Appliance 43 Refrigerator & Freezer Supply & Demand...... 207 49 Clothes Washer & Dryer Supply & Demand...... 286 Supply & Demand...... 120 44 Clothes Washer & Dryer Supply & Demand...... 208 50 Dishwasher Supply & Demand...... 287 27 Cooking Appliance Supply & Demand...... 122 45 Dishwasher Supply & Demand...... 209 51 Africa/Mideast: Major Household 28 Refrigerator & Freezer Supply & Demand...... 123 46 Other Asia/Pacific: Major Household Appliance Supply & Demand...... 290 29 Clothes Washer & Dryer Supply & Demand...... 124 Appliance Supply & Demand...... 212 52 Cooking Appliance Supply & Demand...... 291 30 Dishwasher Supply & Demand...... 125 47 Cooking Appliance Supply & Demand...... 213 53 Refrigerator & Freezer Supply & Demand...... 292 31 United Kingdom: Major Household Appliance 48 Refrigerator & Freezer Supply & Demand...... 214 54 Clothes Washer & Dryer Supply & Demand...... 294 Supply & Demand...... 128 49 Clothes Washer & Dryer Supply & Demand...... 215 55 Dishwasher Supply & Demand...... 295 32 Cooking Appliance Supply & Demand...... 129 50 Dishwasher Supply & Demand...... 216 56 South Africa: Major Household Appliance 33 Refrigerator & Freezer Supply & Demand...... 130 Supply & Demand...... 298 34 Clothes Washer & Dryer Supply & Demand...... 132 57 Cooking Appliance Supply & Demand...... 299 35 Dishwasher Supply & Demand...... 133 OTHER REGIONS 58 Refrigerator & Freezer Supply & Demand...... 300 59 Clothes Washer & Dryer Supply & Demand...... 301 36 Other Western Europe: Major Household 1 Latin America: Major Household Appliance Appliance Supply & Demand...... 136 60 Dishwasher Supply & Demand...... 302 Supply & Demand...... 220 61 Turkey: Major Household Appliance 37 Cooking Appliance Supply & Demand...... 137 2 Cooking Appliance Supply & Demand...... 221 38 Refrigerator & Freezer Supply & Demand...... 138 Supply & Demand...... 305 3 Refrigerator & Freezer Supply & Demand...... 222 62 Cooking Appliance Supply & Demand...... 306 39 Clothes Washer & Dryer Supply & Demand...... 139 4 Clothes Washer & Dryer Supply & Demand...... 223 40 Dishwasher Supply & Demand...... 140 63 Refrigerator & Freezer Supply & Demand...... 307 5 Dishwasher Supply & Demand...... 224 64 Clothes Washer & Dryer Supply & Demand...... 308 6 Argentina: Major Household Appliance 65 Dishwasher Supply & Demand...... 309 ASIA/PACIFIC Supply & Demand...... 227 66 Other Africa/Mideast: Major Household 7 Cooking Appliance Supply & Demand...... 228 Appliance Supply & Demand...... 312 1 Asia/Pacific: Major Household Appliance 8 Refrigerator & Freezer Supply & Demand...... 229 67 Cooking Appliance Supply & Demand...... 313 Supply & Demand...... 145 9 Clothes Washer & Dryer Supply & Demand...... 230 68 Refrigerator & Freezer Supply & Demand...... 314 2 Cooking Appliance Supply & Demand...... 146 10 Dishwasher Supply & Demand...... 231 69 Clothes Washer & Dryer Supply & Demand...... 315 3 Refrigerator & Freezer Supply & Demand...... 147 11 Brazil: Major Household Appliance 70 Dishwasher Supply & Demand...... 316 4 Clothes Washer & Dryer Supply & Demand...... 148 Supply & Demand...... 234 5 Dishwasher Supply & Demand...... 149 12 Cooking Appliance Supply & Demand...... 235 6 Australia: Major Household Appliance 13 Refrigerator & Freezer Supply & Demand...... 236 INDUSTRY STRUCTURE Supply & Demand...... 152 14 Clothes Washer & Dryer Supply & Demand...... 237 7 Cooking Appliance Supply & Demand...... 153 15 Dishwasher Supply & Demand...... 238 1 World Major Household Appliance 8 Refrigerator & Freezer Supply & Demand...... 154 16 Other Latin America: Major Household Sales by Company, 2008...... 320 9 Clothes Washer & Dryer Supply & Demand...... 155 Appliance Supply & Demand...... 241 Cht World Major Household Appliance 10 Dishwasher Supply & Demand...... 156 17 Cooking Appliance Supply & Demand...... 242 Market Share by Company, 2008...... 321 11 China: Major Household Appliance 18 Refrigerator & Freezer Supply & Demand...... 243 2 Selected Acquisitions & Divestitures...... 326 Supply & Demand...... 160 19 Clothes Washer & Dryer Supply & Demand...... 244 3 Selected Cooperative Agreements...... 332 12 Cooking Appliance Supply & Demand...... 161 20 Dishwasher Supply & Demand...... 245 13 Refrigerator & Freezer Supply & Demand...... 162 14 Clothes Washer & Dryer Supply & Demand...... 164

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Major appliance demand will be driven primarily by market penetration in developing coun- tries, and by steady replacement demand and new home building In developed regions.

Global demand to rise Asia/Pacific World Major Household Appliances 2.8% yearly through 2013 44% World demand for major household Demand, 2013 appliances (white goods) is forecast to (497.3 million units) rise 2.8 percent annually through 2013, approaching 500 million units. Demand will be driven primarily by market pen- etration in developing countries. In developed regions, sales will depend Western Europe primarily on steady replacement de- 18% mand, new home building and the development of new features that North America prompt upgrading. 16%

Other Regions Microwave ovens to be 22% fastest growing product Microwave ovens are expected to exhibit the best gains due to their short replace- ment cycle and their significant untapped market potential in numerous countries, country will still provide 30 percent of The bedrock US market is expected to especially in developing regions. Refrig- new appliance demand through 2013 show recovery from recent declines, erators and freezers will experience solid due to continued growth in residential benefiting from improved macroeconom- increases, benefiting from rising industri- construction. China is also the world’s ic factors. Housing starts are expected to alization and personal income levels in largest supplier of white goods, nearly recover by 2013, boosting demand as a developing nations. Dishwashers and tripling production from 1998 to 2008. matter of course. In addition, consumer clothes washers will exhibit respectable The nation has taken advantage not only confidence is expected to rebound, growth as well, although price, size and of its inexpensive labor pool, but also of encouraging consumers to trade up to cultural considerations will prevent these favorable exchange rates, which have newer and improved equipment. Gains items from becoming commonplace in made pricing of Chinese goods espe- are expected to be more modest in other most areas where they are not already cially competitive. China is a leading developed nations. Aside from a high established. producer in the refrigerator, washing degree of market maturity (and even machine and segments, saturation in some product segments), Key Chinese market exporting such products to the US, replacement demand in most industrial- Western Europe and throughout Asia. ized countries has been respectable in to slow significantly Although overall appliance production is recent years. As a result, there is Growth in China, the world’s largest expected to increasingly shift toward relatively less potential for incremental market, will slow significantly due to Asia, Western Europe and the US will gains from this source going forward. rising rates of ownership. However, the remain major producers due to their technical proficiency. Copyright 2009 The Freedonia Group, Inc.

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Sample Text, TABLE VI-16 Table & Chart INDIA: MAJOR HOUSEHOLD APPLIANCE SUPPLY & DEMAND (thousand units)

Item 1998 2003 2008 2013 2018

Gross Domestic Product (bil 2007$) 1655 2170 3293 4500 6255 $ GDP/capita 1670 2020 2850 3640 4760

asia/pacific Population (million persons) 990 1075 1157 1237 1315

India is the third largest white goods market in the region, with urban % of total population 27.3 28.3 29.5 31.2 33.3 2008 product demand of 12.6 million units. Growth in white goods persons/householdde- 5.4 5.2 5.0 4.9 4.7 mand in the nation exceeded regional and global averages from 1998 to 2008, averaging over five percent annually. Strong increases in industriUrban -Population (million persons) 269.8 304.3 341.7 385.5 438.5 alization have boosted sales, as standards of living have risen. However, sample overall intensity of product use remains extremely low, especiallyHouseholds in per (million) 184.6 205.8 230.0 254.4 279.1 capita terms. Most households remain too poor to afford even such basicunits/000 households 41.0 47.3ta b54.8le 63.6 71.2 appliances as refrigerators and washing machines. Moreover, although home to several large cities (e.g., New Delhi, Mumbai), over 70 percentMajor Appliance Demand 7575 9730 12615 16190 19885 of the population continued to live in rural areas in 2008, a further dragCooking Appliances 3700 4470 5540 7090 8700 on potential development of white goods markets in the country. Refrigerators & Freezers 2800 3650 4920 6390 7900 Clothes Washers & Dryers 1050 1570 2100 2635 3190 Shipments of major household appliances from India reached 13.9Dishwashers 25 40 55 75 95 million units in 2008, making India the second largest producer in the region. The Indian white goods industry has grown over the past severalnet exports -490 -665 1330 1110 1005 years as a result of healthy domestic demand. In addition, by 2008Major the Appliance Shipments 7085 9065 13945 17300 20890 country had become a net exporter of white goods. Markets for exports include the country’s regional neighbors. However, the nation still im- ports product from areas such as Japan, China, South Korea and Western Europe.

Major household appliance demand in India is expected to advance 5.1 percent annually to 16.2 million units in 2013, the fastest growth rate of any nation in the world. Gains will be driven by ongoing industri- alization efforts, helping to stimulate gains in personal incomes. In CHART VIII-1 particular, the economic reforms implemented in the country, combined with as vigorousample pace of expansion, are attracting significant amounts of WORLD MAJOR HOUSEHOLD APPLIANCE external investment and spurring urbanization. MARKET SHARE BY COMPANY, 2008 text ($130 billion) Shipments of major household appliances from facilities in India are forecast to grow at a 4.4 percent annual pace through 2013 to 17.3 W hirlp o o l 13% 167 Copyright 2009 The Freedonia Group, Inc. E lectro lux 9% Others O46 the%rs 44% Ms aamplerket Haier 9% Lead ers 56cha% rt BS H 8% P anaso nic 7% LG E lectro nics 5% G eneral E lectric 5%

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Sample Profile, TABLE VI-17 Table & Forecast INDIA: COOKING APPLIANCE SUPPLY & DEMAND (thousand units)

Item 1998 2003 2008 2013 2018

Households (million) 184.6 205.8 230.0 254.4 279.1 ranges & ovens/000 households 18.0 18.9 20.8 23.2 25.1 microwaves/000 households 2.1 2.8 3.3 4.7 6.1

Cooking Appliance Demand 3700 4470 5540 7090 8700 Ranges & Conventional Ovens 3320 s3890ample 4780 5890 7000 Microwave Ovens 380 580 760 1200 1700 table net exports -350 -510 -610 -950 -1250

COMPANY PROFILES Cooking Appliance Shipments 3350 3960 4930 6140 7450 Ranges & Conventional Ovens 3260 3800 4680 5780 6950 Indesit Company SpA Microwave Ovens 90 160 250 360 500 Viale Aristide Merloni 47 60044 Fabriano Italy 39-732-6611 http://www.indesitcompany.com

Revenues: $4.6 billion (2008) Geographic Revenues: (2008, as percent of total) Western Europe 59%, Eastern Europe 33% and Other Regions 8% Employment: 17,340 (2008)sample

Key Products: conventionalpr andofile microwave ovens, hobs, refrigerators, “The market for household cooking freezers, washing machines, dryers and dishwashers appliances in India is projected to rise Indesit produces and sells major household appliances. It operates 5.1 percent per year through 2013 to through four segments: Cooking, Cooling, Laundry and Services. 7.1 million units. Advances will result from the continued strong gains in per- The Company participates in the world appliance industry through the Cooking, Cooling and Laundry segments. Through these segments, sonal income levels and urbanization Indesit manufactures and sells conventional and microwave ovens, trends. In addition, low ownership hobs, refrigerators, freezers, washing machines, dryers and dishwashers rates of both ranges and conventional under the INDESIT, , ARISTON and SCHOLTES brand ovens and microwave ovens will provide names. The Cooking segment, which generated revenues of $1 billion in 2008, includes such cooking appliances as conventional and micro- opportunities for market penetration.” wave ovens, and hobs. In 2008, the Cooling segment had revenues of $1.4 billion. The segment encompasses refrigerators and freezers. The --Section VI, pg. 168-9 Laundry segment, which had 2008 revenues of $1.9 billion, includes washing machines, dryers and dishwashers.

Product Lines -- The INDESIT product line, which generated revenues of $2.1 billion in 2008, includes refrigerators, freezers,

166 Copyright 2009 The Freedonia Group, Inc.

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Page 8 The Freedonia Group, Inc. 767 Beta Drive • Cleveland, OH • 44143-2326 • USA • Web site: www.freedoniagroup.com Tel US: 800.927.5900 or +1 440.684.9600 • Fax: +1 440.646.0484 • e-mail: [email protected]