Domestic Electrical Appliances in Brazil
Euromonitor International's Domestic Electrical Appliances 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.
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Tables: 169 | Publication date: Aug 2007
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- 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
Large kitchen appliances; Small electrical appliances
Executive summary
Imports from China rise and provide tough competition for local industries
The strong value of the Brazilian real paved the way for a boom of imported domestic electronic appliances entering the Brazilian market in 2006, coming mostly from China. As a result of the globalization process, a growing number of American and European manufacturers of domestic electronic appliances produced products in China and exported them to the Brazilian market. Brazilian manufacturers also joined this trend by creating partnerships with Chinese manufacturers to produce their products in China and import them to Brazil.
Declining interest rates fuelling consumer credit in 2006
Stable macroeconomic conditions allowed the Brazilian government to lower interest rates starting in 2005. Despite this, consumers remained cautious about financing appliance purchases with debt. In 2006, the government tried to stimulate the economy by cutting interest rates further in order to increase consumption despite slow growth GDP growth, and interest rates reached a 20 year low. As a result of this and increasing consumer confidence and employment, consumer credit grew in the second half of 2006, resulting in more consumption of domestic electronic appliances, especially larger appliances.
Manufacturers focusing on the growing high-end segment
Given the favourable economic conditions present in the Brazilian economy in 2006, more Brazilians became wealthy and chose to buy luxury items. There was a cultural change in Brazil, where luxury items turned into a symbol for status. Because of this, the rich sought high-end products in different areas, such as domestic electrical appliances. This affected the growth of the luxury segment in Brazil, which grew at an exponential pace. At the end of the review period, Brazil was one of the ten largest luxury markets in the world. The growth of the Brazilian high-end segment also caught the attention of the major manufacturers of domestic electronic appliances, which took advantage of the strong Brazilian real to import luxury items from Europe and the US.
Brazilian government approves tax reduction on basket of basic domestic electronic appliances
In 2006, the Brazilian government approved a proposal for the creation of a basket of basic domestic electronic appliances. According to this proposal, a basic basket of popular domestic appliances will be created for lower-income families with a total monthly salary of up to five minimum salaries (which in 2006 amounted to R$1,750). Items in this basket will have their taxes reduced by 50%, as well as government subsidised financing solutions for their purchase.
Sales of brown line still restraining growth of white line
Throughout the review period there was a reduction in the price of electronics such as TVs, home theatres, computers and DVD players. This boosted the sales of these products. These price reductions took place as a result of an increase in imports and increases in mass production. 2006 was also the year of the FIFA World Cup, which led to much higher sales of TVs. The strong sales growth that brown line products saw made white line manufacturers consider brown line manufacturers as their competitors, and some white line manufacturers even started producing some brown line items. This is expected to continue throughout the forecast period.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Imports from China rise and provide tough competition for local industries
Declining interest rates fuelling consumer credit in 2006
Manufacturers focusing on the growing high-end segment
Brazilian government approves tax reduction on basket of basic domestic electronic appliances
Sales of brown line still restraining growth of white line
KEY TRENDS AND DEVELOPMENTS
Imports from China rise
Declining interest rates fuelling consumer credit in 2006
Brazilian government approves tax reduction on basket of basic domestic electronic appliances
Increasing income levels of the low-income consumers fuel sales of economy brands
Manufacturers focusing on the growing high-end segment
Sales of brown line products still restraining growth of white line items
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
ATLAS INDúSTRIA DE ELETRODOMêSTICOS LTDA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Atlas Indústria de Eletrodomêsticos Ltda: Key Facts
Summary 3 Atlas Indústria de Eletrodomêsticos Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Atlas Indústria de Eletrodomêsticos Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
BRITâNIA ELETRODOMéSTICOS SA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Britânia Eletrodomésticos SA: Key Facts
Summary 6 Britânia Eletrodomésticos SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Britânia Eletrodomésticos SA: Production Statistics 2006
COMPETITIVE POSITIONING
MABE ELETRODOMéSTICOS SA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mabe Eletrodomésticos SA: Key Facts
Summary 9 Mabe Eletrodomésticos SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Mabe Eletrodomésticos SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Summary Mabe Eletrodomésticos SA: Competitive Position 2006
MALLORY LTDA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Mallory Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Mallory Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
REFRIGERATION APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 32 Company Shares of Refrigeration Appliances 2002-2006
Table 33 Brand Shares of Refrigeration Appliances 2003-2006
Table 34 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 35 Company Shares of Freestanding Fridges 2002-2006
Table 36 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 37 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 41 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 42 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 44 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 45 Company Shares of Home Laundry Appliances 2002-2006
Table 46 Brand Shares of Home Laundry Appliances 2003-2006
Table 47 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 48 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 52 Sales of Dishwashers by Subsector: Value 2001-2006
Table 53 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 54 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 55 Company Shares of Dishwashers 2002-2006
Table 56 Brand Shares of Dishwashers 2003-2006
Table 57 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 58 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 59 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 62 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 63 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 65 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 66 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 67 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 68 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 69 Company Shares of Large Cooking Appliances 2002-2006
Table 70 Brand Shares of Large Cooking Appliances 2003-2006
Table 71 Company Shares of Cookers 2002-2006
Table 72 Company Shares of Ovens 2002-2006
Table 73 Company Shares of Hobs 2002-2006
Table 74 Company Shares of Built-in Hobs 2002-2006
Table 75 Company Shares of Freestanding Hobs 2002-2006
Table 76 Company Shares of Cooker Hoods 2002-2006
Table 77 Company Shares of Built-in Cooker Hoods 2002-2006
Table 78 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 79 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 80 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Sales of Microwaves by Subsector: Volume 2001-2006
Table 84 Sales of Microwaves by Subsector: Value 2001-2006
Table 85 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 86 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 87 Company Shares of Microwaves 2002-2006
Table 88 Brand Shares of Microwaves 2003-2006
Table 89 Microwaves by Distribution Format: % Analysis 2001-2006
Table 90 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 91 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 92 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 93 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 95 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 96 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 97 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 98 Company Shares of Food Preparation Appliances 2002-2006
Table 99 Brand Shares of Food Preparation Appliances 2003-2006
Table 100 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 101 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 105 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 106 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 107 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 108 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 109 Company Shares of Small Cooking Appliances 2002-2006
Table 110 Brand Shares of Small Cooking Appliances 2003-2006
Table 111 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 119 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 120 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 121 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 126 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 127 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 128 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 129 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 130 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 131 Company Shares of Vacuum Cleaners 2002-2006
Table 132 Brand Shares of Vacuum Cleaners 2003-2006
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 134 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 137 Sales of Irons: 2001-2006
Table 138 Sales of Irons: % Growth 2001-2006
Table 139 Company Shares of Irons 2002-2006
Table 140 Brand Shares of Irons 2003-2006
Table 141 Forecast Sales of Irons: 2006-2011
Table 142 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 143 Sales of Personal Care Appliances: 2001-2006
Table 144 Sales of Personal Care Appliances: % Growth 2001-2006
Table 145 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 146 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 147 Company Shares of Personal Care Appliances 2002-2006
Table 148 Brand Shares of Personal Care Appliances 2003-2006
Table 149 Forecast Sales of Personal Care Appliances: 2006-2011
Table 150 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 151 Sales of Air Treatment Products: 2001-2006
Table 152 Sales of Air Treatment Products: % Growth 2001-2006
Table 153 Company Shares of Air Treatment Products 2002-2006
Table 154 Brand Shares of Air Treatment Products 2003-2006
Table 155 Forecast Sales of Air Treatment Products: 2006-2011
Table 156 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS