DIY
DIY and Gardening

DIY And Gardening in Brazil

Brazil

Euromonitor International's DIY And Gardening in Brazil 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: 36  |  Publication date: Oct 2009
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Executive summary

Sales of DIY and gardening products see rising demand in review period

The years of 2007 and 2008 proved to be very favourable for sales of DIY and gardening products, seeing an accelerated sales growth in relation to 2006. Improving macroeconomic conditions in 2007 lead to higher sales growth in that year, with 2008 showing a marginal decrease in annual growth. Both DIY and gardening products saw rising sales growth in the review period, with the later seeing a slightly higher annual growth than DIY products.

Housing boom and rising income levels stimulate sales

The accelerated growth of DIY and gardening products in the review period was driven by key factors that fuelled demand of these products. Firstly, falling interest rates and government incentives helped fuel the construction and sales of new houses, which caused sales of construction material to rise and indirectly stimulated the DIY and gardening sectors. Also, rising income levels in Brazil have lead to the growth of the middle class, adding new demand from millions of new consumers. With a large housing deficit and many houses needing repairs, Brazilians gave priority to making increased purchases for their homes.

Gardening products continue growing at a faster pace than DIY products

Having a much smaller total value sale than DIY products, gardening products continued seeing higher growth over the review period, as Brazilians saw a growing interest in decorating their homes with ornamental plants and growing their own vegetables. With a range of fairs and websites providing information on new products, gardening equipment and gardening care products saw the highest growth among the gardening sector. In the DIY sector, the highest growth was seen in power tools and accessories, and kitchen and bath products, as consumers focused on improving the quality of their homes.

Leading construction retailers become more competitive and gain market share

Seeing the positive development in the DIY and gardening sectors, leading construction retail chains have successfully made investments to become more competitive. Besides increasing its number of retail stores and number of products sold, leading retailers such as C&C Casa e Construção, Leroy Merlin and Castorama, have also improved the quality of their stores. The stores are now designed to represent the different rooms of a home, making it easier for customers to find what they are looking for. Leading retailers have also offered free DIY courses and invested in points-of-sale marketing to gain shares over traditional sales channels.

Sales growth expected to slow down in the forecast period

The years of 2007 and 2008 proved to be very good for the DIY and gardening sectors but the slowdown in the Brazilian economy in 2009 is expected to slow down sales growth over the forecast period. Impacted by the global financial crisis, employment levels and consumer credit are expected to decrease in 2009, slowing down consumption of DIY and gardening products. The government is, however, expected to stimulate the market through measures such as reducing interest rates and the investments in the growth acceleration programme (PAC). Sales of DIY and gardening products are still expected to see positive growth in 2009 and see higher sales growth in 2010.

Table of contents

DIY AND GARDENING IN BRAZIL : MARKET INSIGHT

EXECUTIVE SUMMARY

Sales of DIY and gardening products see rising demand in review period

Housing boom and rising income levels stimulate sales

Gardening products continue growing at a faster pace than DIY products

Leading construction retailers become more competitive and gain market share

Sales growth expected to slow down in the forecast period

KEY TRENDS AND DEVELOPMENTS

Brazilian households investing more on their homes

Growing housing deficit remains a problem to be solved

Housing stimulus package expected but still needs to be defined

Retailers investing on points of sale to gain market shares

Brazilians seeing a growing interest for flowers and gardening

MARKET DATA

Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008

Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008

Table 3 DIY and Gardening Company Shares 2004-2008

Table 4 DIY and Gardening Brand Shares 2005-2008

Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008

Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013

Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013

DEFINITIONS

DIY and gardening

DIY

Building materials

Hardware

Electrical supplies

Hand tools and accessories

Power tools and accessories

Paint/home decorating

Wall/floor/window coverings

Plumbing/heating/cooling

Millwork/doors/windows

Kitchen and bath products

Other DIY

Gardening

Horticultural goods

Garden structures

Gardening equipment

Garden care

Other gardening

Barbecues

Summary 1 Research Sources

LOCAL COMPANY PROFILES - BRAZIL

C&C CASA E CONSTRUçãO LTDA - DIY AND GARDENING - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 2 C&C Casa e Construção Ltda.: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

ETERNIT SA - DIY AND GARDENING - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Eternit SA: Key Facts

Summary 4 Eternit SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 5 Eternit SA: Production Statistics 2008

COMPETITIVE POSITIONING

Summary 6 Eternit SA: Competitive Position 2008

ISLA SEMENTES LTDA - DIY AND GARDENING - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 7 ISLA Sementes Ltda: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 8 ISLA Sementes Ltda: Production Statistics 2008

COMPETITIVE POSITIONING

Summary 9 ISLA Sementes Ltda: Competitive Position 2008

PEG E FAçA SA - DIY AND GARDENING - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Peg e Faça SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

VOTORANTIM CIMENTOS LTDA - DIY AND GARDENING - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Votorantim Cimentos Ltda.: Key Facts

Summary 12 Votorantim Cimentos Ltda.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Votorantim Cimentos Ltda.: Competitive Position 2008

DIY IN BRAZIL

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 14 New Product Launches 2007- 2008

SECTOR DATA

Table 8 Sales of DIY by Subsector: Value 2003-2008

Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008

Table 10 DIY Company Shares 2004-2008

Table 11 DIY Brand Shares 2005-2008

Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008

Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013

Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013

GARDENING IN BRAZIL

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 15 New Product Launches 2007- 2008

SECTOR DATA

Table 15 Sales of Gardening by Subsector: Value 2003-2008

Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008

Table 17 Gardening Company Shares 2004-2008

Table 18 Gardening Brand Shares 2005-2008

Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008

Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013

Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013

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