Whirlpool Corp in Consumer Appliances

October 2023

Whirlpool Corp is a top 10 manufacturer of consumer appliances globally, and its strength lies in major appliances in the North American market. The firm lost market share due to challenges meeting the COVID-19-induced surge in demand and has restructured its operations to focus on regions best positioned for growth moving forward. The firm faces stiff competition from private label brands and players in the premium space which have differentiated with design-forward and smart appliances.

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Overview:

Euromonitor International's report on Whirlpool Corp delivers a detailed strategic analysis of the company's business, examining its performance in the Consumer Appliances market and the global economy. Company and market share data provide a detailed look at the financial position of Whirlpool Corp, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Whirlpool Corp.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Whirlpool Corp 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 Consumer Appliances research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

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Scope
Executive Summary
Following a correction in sales in 2022, moderate growth is projected in the forecast period
Manufacturers target the premium consumer to drive growth over the forecast period
Top companies at a glance
Whirlpool Corp’s global footprint
Whirlpool’s primary presence remains in the major appliances space in North America
Declines in volume sales offset by increased prices, driving positive sales growth
Opportunities for growth are primarily concentrated in the US
Whirlpool Corp’s share experiences headwinds from pandemic-induced supply chain issues
In the highly mature major appliances space, a few players fight to retain market position
While Whirlpool has experienced share declines, the firm retains leads in key markets
North America is key for total sales, but the brand has higher positioning in Latin America
Whirlpool Corp homes in on the Americas after challenges in the EMEA region
While the top category varies by country, home laundry has strong presence in every region
The greatest opportunity for growth is in fridge freezers in several markets
Whirlpool Corp folds business in EMEA after struggling to find footing in the region
Whirlpool small appliances sales are highly concentrated in North America region
Food preparation is the top category overall and air treatment dominates in warmer climates
Changing climate conditions drive air treatment products demand in less mature markets
Whirlpool Corp highlights KitchenAid mixer’s multifunctionality to expand consumer appeal
Key Findings
Projected company sales: FAQs
Projected company sales: FAQs

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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