Domestic
Domestic Electrical Appliances

Domestic Electrical Appliances in Colombia

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: 195  |  Publication date: Jul 2008
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Product coverage

Large kitchen appliances; Small electrical appliances

Executive summary

Colombian potential attracts new players

Due to Colombia’s relatively low DEA penetration rates and strong economic performance, the country is attracting strong interest from major international players. In 2007, both Haier Group and Bosch-Siemens Hausgeräte GmbH announced their intention to enter the Colombian market. This is expected to lead to a sharp increase in competition, as these companies further exploit both the large low-income population in the case of Haier, and the increasingly wealthy and demanding upper class in the case of Bosch.

Increasingly modern homes prompt growth

Appliances associated with more modern homes saw excellent performance in 2007, particularly in cases where penetration had previously remained low or where newer products replaced older and cheaper ones. In large kitchen appliances, fridge freezers saw strong growth as this category has started to cannibalise fridge sales due to evolving consumer preferences and demand for higher-quality products. Dishwashers, a very small category in Colombia, also saw strong growth, along with the stable growth of housing construction for middle- and upper-class consumers. In small appliances, air conditioners performed well as more Colombians are able to afford such products and no longer need to limit air treatment products to fans alone.

Consumer lifestyles and incomes limit growth

In some categories, sales continued to be hampered by Colombian lifestyles and preferences. Colombia remained behind the curve in terms of adopting the fast-paced convenience-based lifestyles seen in more developed countries, and as a result products such as small kitchen appliances and microwaves have on the whole not become well established in the country, as many consumers prefer to carry out kitchen tasks by hand rather than to invest in time-saving devices. Although this has meant low overall sales during the review period, this also provides opportunities in the coming years for companies that are able to synchronise their products and marketing to meet future demand for convenience.

Manufacturers feel the squeeze in major retail channels

Retail channels such as supermarkets/hypermarkets, including Alkosto and Almacenes Exito SA, continued to account for a relatively large percentage of appliance sales in 2007, as strong distribution networks and convenience for consumers gave these outlets an edge. Nevertheless, the economies of scale, lack of manufacturer input in product placement, and low margins in these channels have provided difficulties for manufacturers of domestic electrical appliances in terms of their bottom line. As a result, it is expected that major players will look for new ways in which to make their products available without compromising so heavily on placement and price, such as opening their own branded retail outlets.

Forecast positive, but growth could slow

2006 and 2007 were years of excellent economic performance in Colombia, as real GDP growth exceeded expectations at 7% and high consumption growth followed. Strong volume growth resulted for the DEA industry as a whole, as high confidence and the expansion of consumer credit encouraged Colombians to renew old appliances and, in the case of low-income consumers, purchase some appliances for the first time. Although positive growth trends are expected to continue into the forecast period due to low penetration and stability, the economy is not expected to maintain its current breakneck speed and the boom in sales may limit further growth as many consumers wait out the replacement cycle before purchasing new appliances.

Table of contents

DOMESTIC ELECTRICAL APPLIANCES IN COLOMBIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Colombian potential attracts new players

Increasingly modern homes prompt growth

Consumer lifestyles and incomes limit growth

Manufacturers feel the squeeze in major retail channels

Forecast positive, but growth could slow

KEY TRENDS AND DEVELOPMENTS

Design features grow in importance among consumers

Credit remains key driver for DEA consumption

Supermarkets and hypermarkets consolidate as main distribution channels

Construction growth slows down but maintains its positive effect on DEA

High growth and low penetration attract new players

MARKET INDICATORS

Table 1 Household Ownership of Durable Goods by Type 2007

Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007

Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007

MARKET DATA

Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007

Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007

Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007

Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007

Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007

Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007

Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007

Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007

Table 12 Company Shares of Large Kitchen Appliances 2003-2007

Table 13 Brand Shares of Large Kitchen Appliances 2004-2007

Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007

Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007

Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007

Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012

Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012

Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012

Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012

Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012

Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012

Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012

Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012

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

Summary 4 Challenger: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 5 Challenger SA: Competitive Position 2007

INDUSTRIAS HACEB SA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Industrias HACEB SA: Key Facts

Summary 7 Industrias HACEB SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 8 Industrias HACEB SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 9 Industrias HACEB SA: Competitive Position 2007

LANDERS & CIA SA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Landers & Cia SA: Key Facts

Summary 11 Landers & Cia SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 12 Landers & Cia SA: Competitive Position 2007

MABE DE COLOMBIA SA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Mabe de Colombia SA: Key Facts

Summary 14 Mabe de Colombia SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 15 Mabe de Colombia SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 16 Mabe de Colombia SA: Competitive Position 2007

SEB COLOMBIA SA, GROUPE - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Groupe SEB Colombia SA: Key Facts

Summary 18 Groupe SEB Colombia SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 19 Groupe SEB Colombia SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 20 Groupe SEB Colombia SA: Competitive Position 2007

WHIRLPOOL COLOMBIA - DOMESTIC ELECTRICAL APPLIANCES - COLOMBIA

STRATEGIC DIRECTION

KEY FACTS

Summary 21 Whirlpool Colombia SA: Key Facts

Summary 22 Whirlpool: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 23 Whirlpool: Competitive Position 2007

REFRIGERATION APPLIANCES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 25 Retail Sales of Wine 2002-2012

Table 26 Sales of Chilled Food v Frozen Food 2002-2012

Table 27 Sales of Fresh Food 2002-2012

SECTOR DATA

Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007

Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007

Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007

Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007

Table 32 Sales of Fridge Freezers by Format: % Breakdown 2003-2007

Table 33 Sales of Fridges by Format: % Breakdown 2003-2007

Table 34 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007

Table 35 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007

Table 36 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007

Table 37 Company Shares of Refrigeration Appliances 2003-2007

Table 38 Brand Shares of Refrigeration Appliances 2004-2007

Table 39 Company Shares of Freestanding Fridge Freezers 2003-2007

Table 40 Company Shares of Freestanding Fridges 2003-2007

Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012

Table 42 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012

Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012

Table 44 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012

HOME LAUNDRY APPLIANCES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 45 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007

Table 46 Sales of Home Laundry Appliances by Subsector: Value 2002-2007

Table 47 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007

Table 48 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007

Table 49 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007

Table 50 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007

Table 51 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007

Table 52 Company Shares of Home Laundry Appliances 2003-2007

Table 53 Brand Shares of Home Laundry Appliances 2004-2007

Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012

Table 55 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012

Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012

Table 57 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012

DISHWASHERS IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Sales of Dishwashers by Subsector: Volume 2002-2007

Table 59 Sales of Dishwashers by Subsector: Value 2002-2007

Table 60 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007

Table 61 Sales of Dishwashers by Subsector: % Value Growth 2002-2007

Table 62 Sales of Dishwashers by Format: % Breakdown 2003-2007

Table 63 Company Shares of Dishwashers 2003-2007

Table 64 Brand Shares of Dishwashers 2004-2007

Table 65 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012

Table 66 Forecast Sales of Dishwashers by Subsector: Value 2007-2012

Table 67 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012

Table 68 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012

LARGE COOKING APPLIANCES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 69 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007

Table 70 Sales of Large Cooking Appliances by Subsector: Value 2002-2007

Table 71 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007

Table 72 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007

Table 73 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007

Table 74 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007

Table 75 Sales of Built-in Hobs by Format: % Breakdown 2002-2007

Table 76 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007

Table 77 Company Shares of Large Cooking Appliances 2003-2007

Table 78 Brand Shares of Large Cooking Appliances 2004-2007

Table 79 Company Shares of Cookers 2003-2007

Table 80 Company Shares of Ovens 2003-2007

Table 81 Company Shares of Hobs 2003-2007

Table 82 Company Shares of Built-in Hobs 2003-2007

Table 83 Company Shares of Cooker Hoods 2003-2007

Table 84 Company Shares of Built-in Cooker Hoods 2003-2007

Table 85 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012

Table 86 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012

Table 87 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012

Table 88 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012

MICROWAVES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 89 Retail Sales of Ready Made Meals 2002-2012

SECTOR DATA

Table 90 Sales of Microwaves by Subsector: Volume 2002-2007

Table 91 Sales of Microwaves by Subsector: Value 2002-2007

Table 92 Sales of Microwaves by Subsector: % Volume Growth 2002-2007

Table 93 Sales of Microwaves by Subsector: % Value Growth 2002-2007

Table 94 Company Shares of Microwaves 2003-2007

Table 95 Brand Shares of Microwaves 2004-2007

Table 96 Microwaves by Distribution Format: % Analysis 2002-2007

Table 97 Forecast Sales of Microwaves by Subsector: Volume 2007-2012

Table 98 Forecast Sales of Microwaves by Subsector: Value 2007-2012

Table 99 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012

Table 100 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012

FOOD PREPARATION APPLIANCES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 101 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007

Table 102 Sales of Food Preparation Appliances by Subsector: Value 2002-2007

Table 103 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007

Table 104 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007

Table 105 Company Shares of Food Preparation Appliances 2003-2007

Table 106 Brand Shares of Food Preparation Appliances 2004-2007

Table 107 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012

Table 108 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012

Table 109 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012

Table 110 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012

SMALL COOKING APPLIANCES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 111 Retail Sales of Coffee 2002-2012

Table 112 Share of Coffee Pods % Breakdown 2004-2007

SECTOR DATA

Table 113 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007

Table 114 Sales of Small Cooking Appliances by Subsector: Value 2002-2007

Table 115 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007

Table 116 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007

Table 117 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007

Table 118 Company Shares of Small Cooking Appliances 2003-2007

Table 119 Brand Shares of Small Cooking Appliances 2004-2007

Table 120 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012

Table 121 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012

Table 122 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012

Table 123 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012

SMALL KITCHEN APPLIANCES (NON-COOKING) IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007

Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007

Table 126 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007

Table 127 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007

Table 128 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007

Table 129 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007

Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012

Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012

Table 132 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012

Table 133 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012

VACUUM CLEANERS IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 134 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007

Table 135 Sales of Vacuum Cleaners by Subsector: Value 2002-2007

Table 136 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007

Table 137 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007

Table 138 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007

Table 139 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007

Table 140 Company Shares of Vacuum Cleaners 2003-2007

Table 141 Brand Shares of Vacuum Cleaners 2004-2007

Table 142 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012

Table 143 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012

Table 144 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012

Table 145 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012

IRONS IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 146 Sales of Irons: 2002-2007

Table 147 Sales of Irons: % Growth 2002-2007

Table 148 Unit Sales of Irons by Format: % Breakdown 2003-2007

Table 149 Company Shares of Irons 2003-2007

Table 150 Brand Shares of Irons 2004-2007

Table 151 Forecast Sales of Irons: 2007-2012

Table 152 Forecast Sales of Irons: % Growth 2007-2012

PERSONAL CARE APPLIANCES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 153 Sales of Personal Care Appliances: 2002-2007

Table 154 Sales of Personal Care Appliances: % Growth 2002-2007

Table 155 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007

Table 156 Sales of Body Shavers by Type: % Breakdown 2002-2007

Table 157 Company Shares of Personal Care Appliances 2003-2007

Table 158 Brand Shares of Personal Care Appliances 2004-2007

Table 159 Forecast Sales of Personal Care Appliances: 2007-2012

Table 160 Forecast Sales of Personal Care Appliances: % Growth 2007-2012

AIR TREATMENT PRODUCTS IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 161 Sales of Air Treatment Products: 2002-2007

Table 162 Sales of Air Treatment Products: % Growth 2002-2007

Table 163 Company Shares of Air Treatment Products 2003-2007

Table 164 Brand Shares of Air Treatment Products 2004-2007

Table 165 Forecast Sales of Air Treatment Products: 2007-2012

Table 166 Forecast Sales of Air Treatment Products: % Growth 2007-2012

HEATING APPLIANCES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 167 Retail Sales of Heating Appliances: 2002-2007

Table 168 Retail Sales of Heating Appliances: % Growth 2002-2007

Table 169 Company Shares of Heating Appliances 2003-2007

Table 170 Brand Shares of Heating Appliances 2004-2007

Table 171 Forecast Sales of Heating Appliances: 2007-2012

Table 172 Forecast Sales of Heating Appliances: % Growth 2007-2012

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