Domestic Electrical Appliances in Chile
Euromonitor International's Domestic Electrical Appliances in Chile 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: 183 | Publication date: Feb 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
Large kitchen appliances; Small electrical appliances
Executive summary
All socioeconomic segments go for premium DEA
As Chileans’ per capita income continued growing in 2008, families are spending more than ever on luxury products, and the DEA market is no exception. This has allowed an increasing number of retailers to sell premium DEA products. Whilst they are focused principally on rich families, medium and low-income families are also interested in spending more money on products with premium features, such as refrigerators with ice dispensers in the door, cookers with six burners and wet and dry vacuum cleaners. Some lower income Chileans cannot afford to buy these appliances in cash, but they had the increasing support of credit from department stores in 2008.
Life preserver for small players
New measures launched by the government to promote the construction industry could be an opportunity for global companies with low shares in the DEA market. As some companies, such General Electric de Chile decided to retire from the DEA industry in Chile in 2008, smaller players could seize upon the opportunity to develop exclusive relationships with construction companies in order to equip the new builds with their products. This also presents a great opportunity for built-in products, since the trend in new houses is going in that direction.
Products from Asia grows fast in DEA
Chile is one of the most open economies in the world, having economic agreements with principal Asian countries, such as Korea and China. This is having a significant effect on the DEA industry in Chile. Korean companies, such LG, have seen great growth in their sales in Chile. On the other hand, local players, such Somela and Sindelen are outsourcing their production to Asian countries, taking advantage of cheap labour, which has made it possible for them to compete with the influx of Korean brands. Private label products also gained outstanding results and they are starting to enter large kitchen appliances, where they traditionally were present in microwaves only. Now they are attempting to penetrate other categories, such as dishwashers, offering standard products priced 40% less than traditional brands.
Big retailers continue increasing in importance as distributors
The retailing industry in Chile is one of the most developed in Latin America, and local players have developed successful strategies for competing not only in Chile, but also in Peru, Brazil, Argentina and Colombia. With the strong penetration of credit cards issued by retailers helping finance DEA purchases, retailers are approaching 80% of total distribution share of sales in the DEA market, and nothing on the horizon suggests that their importance will diminish over the forecast period, even with Wal-Mart having announced in December of 2008 its entrance to the Chilean market by the buying of the majority of D&S stock. It is expected that the US chain will introduce many private label products at cheaper prices, which is expected to increase the importance of discounters and hypermarkets in DEA distribution.
Local players will continue to lead in DEA
Across all industries, the global economic crisis for many companies is a disaster and a big opportunity for others. It presents an opportunity for local player CTI Compañía Tecno Industrial and its subsidiaries and brands Somela, Fensa and Mademsa, which saw during the review period how its important shares were eaten by Asian companies and private label products. The local Chilean company reacted during the review period, offering more fashionable designs and reaching out more to consumers. However, if during the forecast period, the dollar remains high, the position of the company will strengthen, because the competitive advantage of foreign brands and CTI’s extensive export experience will be used to earn more money that will be invested in becoming a more competitive company. The company will do this by developing better designs and building better relations with distributors, which would give the firm a competitive advantage over the forecast period.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
All socioeconomic segments go for premium DEA
Life preserver for small players
Products from Asia grows fast in DEA
Big retailers continue increasing in importance as distributors
Local players will continue to lead in DEA
KEY TRENDS AND DEVELOPMENTS
Rising dollar and bigger interests rates to reduce DEA imports
Private label threatens to continue expansion
Premium housing trend to develop premium DEA
Single housing trend and government to help DEA market during economic crisis
Personal care premiumisation after urban tribes decline
MARKET INDICATORS
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 1 Research Sources
LOCAL COMPANY PROFILES - CHILE
CTI CíA TECNO INDUSTRIAL SA - DOMESTIC ELECTRICAL APPLIANCES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 CTI Compañía Tecno Industria SA:Key Facts
Summary 3 CTI Compañía Tecno Industria SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 CTI Cía Tecno Industria SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 CTI Cía Tecno Industrial SA: Competitive Position 2008
EMASA SA - DOMESTIC ELECTRICAL APPLIANCES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Emasa SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Emasa.SA: Competitive Position 2008
GENERAL ELECTRIC DE CHILE SA - DOMESTIC ELECTRICAL APPLIANCES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 General Electric de Chile SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Summary General Electric de Chile SA: Competitive Position 2008
LG ELECTRONICS CHILE - DOMESTIC ELECTRICAL APPLIANCES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 LG Electronics Chile: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 LG Electronics Chile: Competitive Position 2008
WHIRLPOOL CHILE LTDA - DOMESTIC ELECTRICAL APPLIANCES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Whirlpool Chile Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Whirlpool Chile Ltda: Competitive Position 2008
REFRIGERATION APPLIANCES IN CHILE
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 Freestanding Fridge Freezers 2004-2008
Table 37 Company Shares of Freestanding Fridges 2004-2008
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 46 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 47 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 48 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 49 Company Shares of Home Laundry Appliances 2004-2008
Table 50 Brand Shares of Home Laundry Appliances 2005-2008
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 56 Sales of Dishwashers by Subsector: Value 2003-2008
Table 57 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 58 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 59 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 60 Company Shares of Dishwashers 2004-2008
Table 61 Brand Shares of Dishwashers 2005-2008
Table 62 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 63 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 64 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 65 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 67 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 68 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 69 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 70 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 71 Sales of Range Cookers by Format: % 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 Range Cookers 2004-2008
Table 79 Company Shares of Ovens 2004-2008
Table 80 Company Shares of Hobs 2004-2008
Table 81 Company Shares of Built-in Hobs 2004-2008
Table 82 Company Shares of Freestanding Hobs 2004-2008
Table 83 Company Shares of Cooker Hoods 2004-2008
Table 84 Company Shares of Built-in Cooker Hoods 2004-2008
Table 85 Company Shares of Freestanding Cooker Hoods 2004-2008
Table 86 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 88 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 90 Sales of Microwaves by Subsector: Volume 2003-2008
Table 91 Sales of Microwaves by Subsector: Value 2003-2008
Table 92 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 93 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 94 Company Shares of Microwaves 2004-2008
Table 95 Brand Shares of Microwaves 2005-2008
Table 96 Microwaves by Distribution Format: % Analysis 2003-2008
Table 97 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 98 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 99 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 100 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 101 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 102 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 103 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 104 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 105 Company Shares of Food Preparation Appliances 2004-2008
Table 106 Brand Shares of Food Preparation Appliances 2005-2008
Table 107 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 109 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 111 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 112 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 113 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 114 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 115 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 116 Company Shares of Small Cooking Appliances 2004-2008
Table 117 Brand Shares of Small Cooking Appliances 2005-2008
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 119 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 120 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 126 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 127 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 132 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 133 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 134 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 135 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 136 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 137 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 138 Company Shares of Vacuum Cleaners 2004-2008
Table 139 Brand Shares of Vacuum Cleaners 2005-2008
Table 140 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 141 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 142 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 144 Sales of Irons: 2003-2008
Table 145 Sales of Irons: % Growth 2003-2008
Table 146 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 147 Company Shares of Irons 2004-2008
Table 148 Brand Shares of Irons 2005-2008
Table 149 Forecast Sales of Irons: 2008-2013
Table 150 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 151 Sales of Personal Care Appliances: 2003-2008
Table 152 Sales of Personal Care Appliances: % Growth 2003-2008
Table 153 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 154 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 155 Company Shares of Personal Care Appliances 2004-2008
Table 156 Brand Shares of Personal Care Appliances 2005-2008
Table 157 Forecast Sales of Personal Care Appliances: 2008-2013
Table 158 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Sales of Air Treatment Products: 2003-2008
Table 160 Sales of Air Treatment Products: % Growth 2003-2008
Table 161 Company Shares of Air Treatment Products 2004-2008
Table 162 Brand Shares of Air Treatment Products 2005-2008
Table 163 Forecast Sales of Air Treatment Products: 2008-2013
Table 164 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 165 Retail Sales of Heating Appliances: 2003-2008
Table 166 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 167 Company Shares of Heating Appliances 2004-2008
Table 168 Brand Shares of Heating Appliances 2005-2008
Table 169 Forecast Sales of Heating Appliances: 2008-2013
Table 170 Forecast Sales of Heating Appliances: % Growth 2008-2013