DIY And Gardening in 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