Domestic Electrical Appliances in Colombia
Euromonitor International's Domestic Electrical Appliances in Colombia 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: 193 | Publication date: Jul 2009
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- Get insight into trends in market performance
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Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Volumes sales slow down, economic conditions have impact late in year
The global financial crisis and high interest rates imposed by the Central Bank in the second half of 2008 slowed sales of domestic electrical appliances the year. As their confidence declined consumers became more cautious regarding purchases of durable goods, although overall market growth remained positive due to considerable consumer demand at the beginning of the year. Volume sales growth slowed, especially in large kitchen appliances which are more rational purchases, but some products driven mainly by impulse, such as personal care appliances, were higher than in 2007.
Consumers attracted by multifunctional appliances
Purchases of multifunctional appliances strengthened in Colombia in 2008, driven in particular by an increasing number of smaller households and demand for convenience. The initial demand for convenience that boosted sales of domestic electrical appliances over the previous two years of economic prosperity led to a preference for multifunctional and space-saving appliances.
Manufacturers focus on high-end innovations and premium products
Spending by middle- and upper-income consumers with the aid of credit boosted consumption of premium products in the first half of 2008, when the economic outlook was more optimistic for the majority of Colombians according to trade associations. According to trade experts domestic electrical appliances remained aspirational, so economic difficulties were not an obstacle to sales for low- and middle-income consumers, at least in the first half of 2008. Remodelling of older homes and a stabilised new housing market maintained a positive trend in domestic electrical appliance sales, and even national manufacturers such as HACEB launched premium lines to take advantage of this growing segment.
Gourmet cooking appliances bolster sales in hypermarkets
Colombian consumers were increasingly attracted by gourmet cooking and a growing wine culture, as demonstrated by the increasing number of kitchen schools, TV programmes and media coverage of the pleasures of good cooking. As consumers become more aware of the benefits of gourmet cooking, they are becoming more interested in high-end large kitchen and small electrical appliances, especially food preparation appliances, to achieve the desired results. Hypermarkets are benefiting from this trend as they are able to provide a wider product portfolio than more traditional independent retailers, and can work in conjunction with major manufacturers to provide space for a company showroom.
Growth constrained in short-term, but long-term potential is strong
The global economic downturn will inevitably lead to declining growth in the domestic electrical appliances industry in Colombia. As Colombia depends on export-generated revenue from products such as coffee, petroleum and coal, low commodity prices and declining demand from major trading partners the USA and Venezuela will result in declining GDP growth, with an adverse impact on consumer expenditure in the short term. This will lead to tighter credit provision for consumers and decreased investment in large durable goods such as refrigerators, home laundry appliances and large cooking appliances. Still, long-term prospects are largely positive for the Colombian market: household penetration of large kitchen appliances and many small electrical appliances such as microwaves and air conditioners are low compared with other countries in Latin America such as Brazil, Mexico and Argentina. As the Colombian economy returns to higher rates of growth after 2010 and consumer spending begins to accelerate, sales of domestic electrical appliances will return to levels more comparable to those seen over the review period.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Volumes sales slow down, economic conditions have impact late in year
Consumers attracted by multifunctional appliances
Manufacturers focus on high-end innovations and premium products
Gourmet cooking appliances bolster sales in hypermarkets
Growth constrained in short-term, but long-term potential is strong
KEY TRENDS AND DEVELOPMENTS
Market remains positive despite global financial crisis
Utility companies expand credit options for durable goods
Hypermarkets still lead, independent retailers put up a fight
Small electrical appliances distributed through direct sellers and loyalty programmes
Colombian consumers gradually becoming greener
Manufacturers focus on consumer education and customer support
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2008
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
Table 11 Company Shares of Large Kitchen Appliances 2004-2008
Table 12 Brand Shares of Large Kitchen Appliances 2005-2008
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
Table 23 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 - COLOMBIA
CHALLENGER SA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Challenger SA: Key Facts
Summary 3 Challenger SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Challenger SA: Competitive Position 2008
INDUSTRIAS HACEB SA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Industrias HACEB SA: Key Facts
Summary 6 Industrias HACEB SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Industrias HACEB SA: Competitive Position 2008
LANDERS & CIA SA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Landers & CIA SA: Key Facts
Summary 9 Landers & CIA SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Landers & CIA SA: Competitive Position 2008
MABE DE COLOMBIA SA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Mabe de Colombia SA: Key Facts
Summary 12 Mabe de Colombia SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Mabe de Colombia SA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 14 Mabe de Colombia SA: Competitive Position 2008
OSTER DE COLOMBIA LTDA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Oster de Colombia Ltda: Key Facts
Summary 16 Oster de Colombia Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Oster de Colombia Ltda: Competitive Position 2008
SEB COLOMBIA SA, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Groupe SEB Colombia SA: Key Facts
Summary 19 Groupe SEB Colombia SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Groupe SEB Colombia SA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 21 Groupe SEB Colombia SA: Competitive Position 2008
WHIRLPOOL COLOMBIA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Whirlpool Colombia S.A.: Key Facts
Summary 23 Whirlpool Colombia S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Whirlpool Colombia S.A.: Competitive Position 2008
REFRIGERATION APPLIANCES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
Table 29 Sales of Fridges by Format: % Breakdown 2004-2008
Table 30 Sales of Freezers by Format: % Breakdown 2004-2008
Table 31 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
Table 32 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
Table 33 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
Table 34 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
Table 35 Company Shares of Refrigeration Appliances 2004-2008
Table 36 Brand Shares of Refrigeration Appliances 2005-2008
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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 COLOMBIA
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