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.
Tables: 189 | Publication date: Feb 2009
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- Get insight into trends in market performance
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- Identify market and brand leaders and understand the competitive environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Volume and value growth slow down but remain strong
Volume and value growth of domestic electrical appliances in Brazil slowed down in 2008, but remained strong. Consumption was fuelled by the rising middle class, as well as by the continued replacement of large kitchen appliances with more efficient ones. The housing boom also caused many households to purchase new domestic electrical appliances. At the same time, fears of inflation caused the Central Bank to raise interest rates, which had a negative impact on consumer confidence and the ability of Brazilian households to finance the purchase of domestic electrical appliances. Rising steel prices also made large kitchen appliances more expensive.
Kitchen becomes increasingly important in the Brazilian home
Whereas the physical appearance of large kitchen appliances has traditionally not been given much priority by the majority of Brazilians households, this changed considerably during the review period. Favourable economic conditions resulted in rising disposable income levels, and allowed a growing number of Brazilians to spend more money on their homes. Consequently, the kitchen became increasingly important. Brazilians are starting to demand large kitchen appliances that are sophisticated and fit well into the kitchen area. Manufacturers are launching new appliances with superior design and functionality to meet this demand.
Distribution expands beyond the traditional channels
Manufacturers of domestic electrical appliances in Brazil continued investing in increasing their distribution channels during the review period, in order to provide more consumption options for consumers. Leading multinationals Electrolux, Philips and Whirlpool invested in creating advanced websites, where the customer can buy any appliances in the company’s product portfolio. By contrast, manufacturers of small electrical appliances expanded distribution into the physical retail channels, to more closely reach customers.
Whirlpool and Arno lead in an increasingly competitive environment
The positive development of Brazilian domestic electrical appliances during 2007-2008 attracted the attention of leading international manufacturers. These multinationals are taking advantage of the favourable currency to import new appliances. Despite the intensifying competition, leading manufacturers Whirlpool (previously Multibrás SA Eletrodomésticos) in large kitchen appliances and Arno in small electrical appliances continued to invest in launching new products. In 2007, Whirlpool launched more than 100 new appliances, while in 2008 it introduced its international brand KitchenAid to provide a more complete line of appliances. Besides introducing a range of new products in 2008, Arno launched a line of small cooking appliances targeting children.
Slower growth forecast, although opportunities will remain
Given the high household penetration that many domestic electrical appliances reached in 2008, and the high volume sales in these categories, lower volume and value growth are expected over the forecast period. Nevertheless, as the Brazilian economy continues to strengthen and disposable income levels continue to rise, Brazilians will consume more domestic electrical appliances. The categories that will benefit the most will be those with household penetration lower than major appliances like cookers and refrigeration appliances, such as vacuum cleaners, automatic washing machines and body shavers. In categories with higher household penetration, volume and value growth will be driven by continuous innovations among manufacturers, which will launch more efficient and advanced appliances, causing replacement cycles to diminish.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Volume and value growth slow down but remain strong
Kitchen becomes increasingly important in the Brazilian home
Distribution expands beyond the traditional channels
Whirlpool and Arno lead in an increasingly competitive environment
Slower growth forecast, although opportunities will remain
KEY TRENDS AND DEVELOPMENTS
Rising inflation causes Central Bank to raise interest rates
Housing market opens to lower-income consumers
Rising middle-income class continues to drive consumption
Energy-efficient products grow in popularity among consumers
Manufacturers expand distribution beyond traditional channels
MARKET INDICATORS
Summary 1 Household Ownership of Durable Goods by Type of Household 2007
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
MARKET DATA
Table 2 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
Table 3 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
Table 4 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
Table 5 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
Table 6 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
Table 10 Company Shares of Large Kitchen Appliances 2004-2008
Table 11 Brand Shares of Large Kitchen Appliances 2005-2008
Table 12 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 13 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 14 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
Table 15 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
Table 19 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
ATLAS INDúSTRIA DE ELETRODOMêSTICOS LTDA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Atlas Indústria de Eletrodomêsticos Ltda: Key Facts
Summary 4 Atlas Indústria de Eletrodomêsticos Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Atlas Indústria de Eletrodomêsticos Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Atlas Indústria de Eletrodomêsticos Ltda: Competitive Position 2008
BRITâNIA ELETRODOMéSTICOS SA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Britânia Eletrodomésticos SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Britânia Eletrodomésticos SA: Competitive Position 2008
ESMALTEC SA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Esmaltec SA: Key Facts
Summary 10 Esmaltec SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Esmaltec SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Esmaltec SA: Competitive Position 2008
IRMãOS FISCHER S/A IND E COM - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Irmãos Fischer SA Indústria e Comércio: Key Facts
Summary 14 Irmãos Fischer SA Indústria e Comércio: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Irmãos Fischer SA Indústria e Comércio: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Irmãos Fischer SA Indústria e Comércio: Competitive Position 2008
MALLORY LTDA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Mallory Ltda: Key Facts
Summary 18 Mallory Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Mallory Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 20 Mallory Ltda: Competitive Position 2008
REFRIGERATION APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 23 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
Table 24 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
Table 25 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
Table 26 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
Table 27 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
Table 28 Sales of Fridges by Format: % Breakdown 2004-2008
Table 29 Sales of Freezers by Format: % Breakdown 2004-2008
Table 30 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
Table 31 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
Table 32 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
Table 33 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
Table 34 Company Shares of Refrigeration Appliances 2004-2008
Table 35 Brand Shares of Refrigeration Appliances 2005-2008
Table 36 Company Shares of Built-in Fridge Freezers 2004-2008
Table 37 Company Shares of Freestanding Fridge Freezers 2004-2008
Table 38 Company Shares of Freestanding Fridges 2004-2008
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 44 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 45 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 46 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 47 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 48 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 49 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 50 Company Shares of Home Laundry Appliances 2004-2008
Table 51 Brand Shares of Home Laundry Appliances 2005-2008
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 57 Sales of Dishwashers by Subsector: Value 2003-2008
Table 58 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 59 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 60 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 61 Company Shares of Dishwashers 2004-2008
Table 62 Brand Shares of Dishwashers 2005-2008
Table 63 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 64 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 65 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 66 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 68 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 69 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 70 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 71 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 72 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
Table 73 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
Table 74 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008
Table 75 Company Shares of Large Cooking Appliances 2004-2008
Table 76 Brand Shares of Large Cooking Appliances 2005-2008
Table 77 Company Shares of Cookers 2004-2008
Table 78 Company Shares of Ovens 2004-2008
Table 79 Company Shares of Hobs 2004-2008
Table 80 Company Shares of Built-in Hobs 2004-2008
Table 81 Company Shares of Freestanding Hobs 2004-2008
Table 82 Company Shares of Cooker Hoods 2004-2008
Table 83 Company Shares of Built-in Cooker Hoods 2004-2008
Table 84 Company Shares of Freestanding Cooker Hoods 2004-2008
Table 85 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 86 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 88 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Sales of Microwaves by Subsector: Volume 2003-2008
Table 90 Sales of Microwaves by Subsector: Value 2003-2008
Table 91 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 92 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 93 Company Shares of Microwaves 2004-2008
Table 94 Brand Shares of Microwaves 2005-2008
Table 95 Microwaves by Distribution Format: % Analysis 2003-2008
Table 96 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 97 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 98 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 99 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 101 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 102 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 103 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 104 Company Shares of Food Preparation Appliances 2004-2008
Table 105 Brand Shares of Food Preparation Appliances 2005-2008
Table 106 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 107 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 109 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 110 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 111 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 112 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 113 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 114 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 115 Company Shares of Small Cooking Appliances 2004-2008
Table 116 Brand Shares of Small Cooking Appliances 2005-2008
Table 117 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 119 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 120 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 125 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 126 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 131 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 132 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 133 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 134 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 135 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 136 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 137 Company Shares of Vacuum Cleaners 2004-2008
Table 138 Brand Shares of Vacuum Cleaners 2005-2008
Table 139 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 140 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 141 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 142 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 143 Sales of Irons: 2003-2008
Table 144 Sales of Irons: % Growth 2003-2008
Table 145 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 146 Company Shares of Irons 2004-2008
Table 147 Brand Shares of Irons 2005-2008
Table 148 Forecast Sales of Irons: 2008-2013
Table 149 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 150 Sales of Personal Care Appliances: 2003-2008
Table 151 Sales of Personal Care Appliances: % Growth 2003-2008
Table 152 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 153 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 154 Company Shares of Personal Care Appliances 2004-2008
Table 155 Brand Shares of Personal Care Appliances 2005-2008
Table 156 Forecast Sales of Personal Care Appliances: 2008-2013
Table 157 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 158 Sales of Air Treatment Products: 2003-2008
Table 159 Sales of Air Treatment Products: % Growth 2003-2008
Table 160 Company Shares of Air Treatment Products 2004-2008
Table 161 Brand Shares of Air Treatment Products 2005-2008
Table 162 Forecast Sales of Air Treatment Products: 2008-2013
Table 163 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 164 Retail Sales of Heating Appliances: 2003-2008
Table 165 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 166 Company Shares of Heating Appliances 2004-2008
Table 167 Brand Shares of Heating Appliances 2005-2008
Table 168 Forecast Sales of Heating Appliances: 2008-2013
Table 169 Forecast Sales of Heating Appliances: % Growth 2008-2013