Consumer Electronics in Brazil
Euromonitor International's Consumer Electronics in Brazil report offers a comprehensive guide to the size and shape of the audio and video products 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, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 159 | Publication date: May 2009
Why buy this report
- 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
Computers; In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
Sales in 2008 maintain growth scenario of 2007
Sales of consumer electronics in Brazil continued seeing moderate growth in 2008, slightly higher than in 2007. Sales were driven by aggressive strategies among key manufacturers, who launched new products and reduced unit prices. Consumers happily replaced their old consumer electronics with new models with superior technology. However, as a result of the global financial crisis, sales growth slowed down by the end of the year.
Rising middle class stimulates sales growth
With Brazil seeing improving macroeconomic stability since 2005, the class structure has seen significant changes. According to Observer Brazil 2008, a research by the IPSOS Public Affairs, the Brazilian middle class saw a substantial rise in the review period, growing by more than 20 million Brazilians. With higher income levels and favourable financing solutions, these Brazilians have stimulated consumption growth in the country. Besides purchasing houses and vehicles, many C class households have also purchased durable goods including consumer electronics.
Digital TV transmission driving sales of TVs
The adoption of digital TV transmission in December 2007 has driven sales of digital TVs in 2008, positioning the TV sector as seeing highest growth in 2008. Fuelled by increased competition among manufacturers increasing domestic production, unit prices of digital TVs continued falling in 2008, stimulating sales. Other sectors also benefitted by the availability of new technologies at falling prices, including laptops, digital cameras, and navigation systems.
Multinationals strengthening leadership in sales
Following the profitable year of 2007, leading multinational manufacturers in Brazil have maintained their positive outlook for 2008 and invested heavily in increasing market shares. Besides increasing production capacity, manufacturers such as Philips, Samsung, LG, Sony, and Nokia have all expanded their product portfolios by entering new sectors, especially those seeing high growth. Given the superiority of their brands and products, leading manufacturers have strengthened their dominance over domestic manufacturers. Whereas some sectors still remain very fragmented, other sectors have become concentrated, with a few manufacturers accounting for the majority of sales.
International turbulence expected to reduce sales growth in the forecast
The global credit crisis began impacting the Brazilian consumer electronics sector in October 2008. The rising US dollar caused manufacturers to review prices, as many components used in these consumer electronics are imported and became more expensive. The impact on consumption of consumer electronics was still marginal in 2008, with the impact expected to be more clearly seen in 2009 as a result of higher unemployment and more expensive financing solutions. Overall volume sales growth of consumer electronics in Brazil are expected to see a significant slowdown in 2009, but growth will still be superior to other leading markets.
Table of contents
CONSUMER ELECTRONICS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales in 2008 maintain growth scenario of 2007
Rising middle class stimulates sales growth
Digital TV transmission driving sales of TVs
Multinationals strengthening leadership in sales
International turbulence expected to reduce sales growth in the forecast
KEY TRENDS AND DEVELOPMENTS
Availability of consumer credits begins to fall
Middle income class driving sales growth
New technologies seeing falling prices
Leading manufacturers increasing domestic production capacity
Branding grows in importance as manufacturers fight for market shares
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2003-2008
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2003-2008
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 4 Sales of Consumer Electronics by Sector: Value 2003-2008
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2003-2008
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2003-2008
Table 7 Consumer Electronics Company Shares 2003-2007
Table 8 Consumer Electronics Brand Shares 2004-2007
Table 9 Sales of Consumer Electronics by Distribution Format 2003-2008
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2008-2013
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2008-2013
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2008-2013
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2008-2013
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
GRADIENTE ELETRôNICA SA - CONSUMER ELECTRONICS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Gradiente Eletrônica S.A.: Key Facts
Summary 3 Gradiente Eletrônica S.A: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Gradiente Eletrônica S.A.: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Gradiente Eletrônica S.A.: Competitive Position 2007
LG ELECTRONICS DE SãO PAULO LTDA - CONSUMER ELECTRONICS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 LG Electronics de São Paulo Ltda: Key Facts
Summary 7 LG Electronics de São Paulo Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 LG Electronics de São Paulo Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 LG Electronics de São Paulo Ltda: Competitive Position 2007
POSITIVO INFORMATICA LTDA - CONSUMER ELECTRONICS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Positivo Informática Ltda: Key Facts
Summary 11 Positivo Informática Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Positivo Informática Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Positivo Informática Ltda: Competitive Position 2007
SAMSUNG ELETRôNICA AMAZôNIA LTDA - CONSUMER ELECTRONICS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Samsung Eletrônica da Amazônia Ltda: Key Facts
Summary 15 Samsung Eletrônica da Amazônia Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Samsung Eletrônica da Amazônia Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Samsung Eletrônica da Amazônia Ltda: Competitive Position 2007
SEMP-TOSHIBA SA - CONSUMER ELECTRONICS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Semp Toshiba S.A.: Key Facts
Summary 19 Semp Toshiba S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Semp Toshiba S.A.: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Semp Toshiba S.A.: Competitive Position 2007
TELEVISIONS AND PROJECTORS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 22 Televisions and Projectors: New Product Launches 2007- 2008
SECTOR DATA
Table 16 Sales of Televisions and Projectors by Sector: Volume 2003-2008
Table 17 Sales of Televisions and Projectors by Sector: % Volume Growth 2003-2008
Table 18 Sales of Televisions and Projectors by Sector: Value 2003-2008
Table 19 Sales of Televisions and Projectors by Sector: % Value Growth 2003-2008
Table 20 Sales of Digital Televisions by Type 2003-2008
Table 21 Televisions and Projectors Company Shares 2003-2007
Table 22 Televisions and Projectors Brand Shares 2004-2007
Table 23 Sales of Televisions and Projectors by Distribution Format 2003-2008
Table 24 Forecast Sales of Televisions and Projectors by Sector: Volume 2008-2013
Table 25 Forecast Sales of Televisions and Projectors by Sector: % Volume Growth 2008-2013
Table 26 Forecast Sales of Televisions and Projectors by Sector: Value 2008-2013
Table 27 Forecast Sales of Televisions and Projectors by Sector: % Value Growth 2008-2013
VCRS AND DVD PLAYERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 23 VCRs and DVD Players: New Product Launches 2007- 2008
SECTOR DATA
Table 28 Sales of VCRS and DVD Players by Sector: Volume 2003-2008
Table 29 Sales of VCRS and DVD Players by Sector: % Volume Growth 2003-2008
Table 30 Sales of VCRS and DVD Players by Sector: Value 2003-2008
Table 31 Sales of VCRS and DVD Players by Sector: % Value Growth 2003-2008
Table 32 VCRS and DVD Players Company Shares 2003-2007
Table 33 VCRS and DVD Players Brand Shares 2004-2007
Table 34 Sales of VCRS and DVD Players by Distribution Format 2003-2008
Table 35 Forecast Sales of VCRS and DVD Players by Sector: Volume 2008-2013
Table 36 Forecast Sales of VCRS and DVD Players by Sector: % Volume Growth 2008-2013
Table 37 Forecast Sales of VCRS and DVD Players by Sector: Value 2008-2013
Table 38 Forecast Sales of VCRS and DVD Players by Sector: % Value Growth 2008-2013
TV AND VCR/DVD COMBINATIONS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 24 TV and VCR/DVD Combinations: New Product Launches 2007- 2008
SECTOR DATA
Table 39 Sales of TV and VCR/ DVD Combinations: Volume 2003-2008
Table 40 Sales of TV and VCR/ DVD Combinations: % Volume Growth 2003-2008
Table 41 Sales of TV and VCR/ DVD Combinations: Value 2003-2008
Table 42 Sales of TV and VCR/ DVD Combinations: % Value Growth 2003-2008
Table 43 TV and VCR/ DVD Combinations Company Shares 2003-2007
Table 44 TV and VCR/ DVD Combinations Brand Shares 2004-2007
Table 45 Sales of TV and VCR/ DVD Combinations by Distribution Format 2003-2008
Table 46 Forecast Sales of TV and VCR/ DVD Combinations: Volume 2008-2013
Table 47 Forecast Sales of TV and VCR/ DVD Combinations: % Volume Growth 2008-2013
Table 48 Forecast Sales of TV and VCR/ DVD Combinations: Value 2008-2013
Table 49 Forecast Sales of TV and VCR/ DVD Combinations: % Value Growth 2008-2013
HOME AUDIO AND CINEMA IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 25 Home Audio and Cinema Products: New Product Launches 2007- 2008
SECTOR DATA
Table 50 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008
Table 51 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008
Table 52 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008
Table 53 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008
Table 54 Home Audio and Cinema Products Company Shares 2003-2007
Table 55 Home Audio and Cinema Products Brand Shares 2004-2007
Table 56 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008
Table 57 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013
Table 58 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013
Table 59 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013
Table 60 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013
CAMERAS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 26 Cameras: New Product Launches 2007- 2008
SECTOR DATA
Table 61 Sales of Cameras by Sector: Volume 2003-2008
Table 62 Sales of Cameras by Sector: % Volume Growth 2003-2008
Table 63 Sales of Cameras by Sector: Value 2003-2008
Table 64 Sales of Cameras by Sector: % Value Growth 2003-2008
Table 65 Cameras Company Shares 2003-2007
Table 66 Cameras Brand Shares 2004-2007
Table 67 Sales of Cameras by Distribution Format 2003-2008
Table 68 Forecast Sales of Cameras by Sector: Volume 2008-2013
Table 69 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013
Table 70 Forecast Sales of Cameras by Sector: Value 2008-2013
Table 71 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013
CAMCORDERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 27 Camcorders: New Product Launches 2007- 2008
SECTOR DATA
Table 72 Sales of Camcorders by Sector: Volume 2003-2008
Table 73 Sales of Camcorders by Sector: % Volume Growth 2003-2008
Table 74 Sales of Camcorders by Sector: Value 2003-2008
Table 75 Sales of Camcorders by Sector: % Value Growth 2003-2008
Table 76 Camcorders Company Shares 2003-2007
Table 77 Camcorders Brand Shares 2004-2007
Table 78 Sales of Camcorders by Distribution Format 2003-2008
Table 79 Forecast Sales of Camcorders by Sector: Volume 2008-2013
Table 80 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013
Table 81 Forecast Sales of Camcorders by Sector: Value 2008-2013
Table 82 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013
PORTABLE MEDIA PLAYERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 28 Portable Media Players: New Product Launches 2007- 2008
SECTOR DATA
Table 83 Sales of Portable Media Players by Sector: Volume 2003-2008
Table 84 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008
Table 85 Sales of Portable Media Players by Sector: Value 2003-2008
Table 86 Sales of Portable Media Players by Sector: % Value Growth 2003-2008
Table 87 Sales of Portable MP3 Players by Type 2003-2008
Table 88 Portable Media Players Company Shares 2003-2007
Table 89 Portable Media Players Brand Shares 2004-2007
Table 90 Sales of Portable Media Players by Distribution Format 2003-2008
Table 91 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013
Table 92 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013
Table 93 Forecast Sales of Portable Media Players by Sector: Value 2008-2013
Table 94 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013
MOBILE PHONES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 29 Mobile Phones: New Product Launches 2007- 2008
SECTOR DATA
Table 95 Sales of Mobile Phones: Volume 2003-2008
Table 96 Sales of Mobile Phones: % Volume Growth 2003-2008
Table 97 Sales of Mobile Phones: Value 2003-2008
Table 98 Sales of Mobile Phones: % Value Growth 2003-2008
Table 99 Sales of Mobile Phones by Type 2003-2008
Table 100 Mobile Phones Company Shares 2003-2007
Table 101 Mobile Phones Brand Shares 2004-2007
Table 102 Sales of Mobile Phones by Distribution Format 2003-2008
Table 103 Forecast Sales of Mobile Phones: Volume 2008-2013
Table 104 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013
Table 105 Forecast Sales of Mobile Phones: Value 2008-2013
Table 106 Forecast Sales of Mobile Phones: % Value Growth 2008-2013
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 30 In-car Consumer Electronics: New Product Launches 2007- 2008
SECTOR DATA
Table 107 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008
Table 108 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 109 Sales of In-car Consumer Electronics by Sector: Value 2003-2008
Table 110 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008
Table 111 In-car Consumer Electronics Company Shares 2003-2007
Table 112 In-car Consumer Electronics Brand Shares 2004-2007
Table 113 Sales of In-car Consumer Electronics by Distribution Format 2003-2008
Table 114 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013
Table 115 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 116 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013
Table 117 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013
COMPUTERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 31 Computers: New Product Launches 2007- 2008
SECTOR DATA
Table 118 Sales of Computers by Sector: Volume 2003-2008
Table 119 Sales of Computers by Sector: % Volume Growth 2003-2008
Table 120 Sales of Computers by Sector: Value 2003-2008
Table 121 Sales of Computers by Sector: % Value Growth 2003-2008
Table 122 Computers Company Shares 2003-2007
Table 123 Computers Brand Shares 2004-2007
Table 124 Sales of Computers by Distribution Format 2003-2008
Table 125 Forecast Sales of Computers by Sector: Volume 2008-2013
Table 126 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013
Table 127 Forecast Sales of Computers by Sector: Value 2008-2013
Table 128 Forecast Sales of Computers by Sector: % Value Growth 2008-2013