Housewares And Home Furnishings in Brazil
Euromonitor International's Housewares And Home Furnishings 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: 44 | Publication date: Nov 2009
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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
Home furnishings; Housewares
Executive summary
Sales of Housewares and Home Furnishings Slow Down in 2008
The year of 2007 was very favourable for the housewares and home furnishings sectors, as both saw sales growth accelerate in relation to the previous year. The strong consumer confidence caused consumers to increase purchases of durable goods, which caused sales of home furnishing to see higher growth than housewares. However, financial turmoil caused this consumer confidence to decline in 2008, which slowed down sales growth in both sectors.
Favourable Economic Conditions Drive Sales
The positive sales growth in housewares and home furnishings in the review period was driven by the favourable macroeconomic environment in Brazil. Rising income levels in 2007 and 2008 strengthened the middle class population, which together with high credit availability and consumer confidence drove sales of housewares and furnishing products. In the second half of 2008 the economy became affected by the global financial crisis, reducing consumption at retail outlets. Manufacturers witnessing the effects of the changing environment began reducing production and employees by the end of 2008.
Cookware, Household Textiles, Soft Furnishings See Highest Growth in 2008
Despite having relatively similar types of products within both sectors, particular product categories managed to show higher sales growth than others in the review period. Sales of home furnishing saw higher sales than housewares in 2008, and the highest growth was seen within household textiles and soft furnishings. The preference of consumers in purchasing cheaper and more flexible furniture solutions positively impacted sales within this product category. In housewares, highest growth was seen within cookware, with sales driven by the growing interest among the middle and higher income classes in having advanced and professional cookware utilities at their homes.
Home Furnishing Remains Fragmented, in Contrast to Housewares
In the competitive landscape, the Brazilian home furnishing sector remained fragmented in 2008. This sector is still characterised by homogeneous products and low barriers to entry, resulting in intense price competition among manufacturers. The majority of manufacturers consist of small family companies, many of which have informal activities. Despite also being characterised by homogeneous products, the competitive landscape within housewares was much more concentrated as a result of higher barriers to entry. Leading manufacturers included Tramontina, Nadir Figueiredo, and Porcelana Schmidt, each having strong positions in specific product categories.
Sales Growth to Remain Limited in the Forecast Period
The slowdown of in economic growth in 2009 is expected to limit sales of housewares and home furnishings over the forecast period, with both sectors expected to see low sales growth. Sales of housewares are expected to see higher sales growth than home furnishing with sales driven by higher growth in the lower and middle income classes. The low replacement cycle is expected to remain within the home furnishing sector in the forecast period, limiting sales growth.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales of Housewares and Home Furnishings Slow Down in 2008
Favourable Economic Conditions Drive Sales
Cookware, Household Textiles, Soft Furnishings See Highest Growth in 2008
Home Furnishing Remains Fragmented, in Contrast to Housewares
Sales Growth to Remain Limited in the Forecast Period
KEY TRENDS AND DEVELOPMENTS
Exports Fall Causing Trade Balance to Deteriorate
Lower GDP Growth Slowing Sales of Housewares and Home Furnishing
Retailers and Manufacturers Adapting to Changing Preferences of Middle Class
Home Furnishing Fragmented but Driving Towards the Formation of Larger Conglomerates
Manufacturers Investing in Design and Colour to Stimulate Sales
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2003-2008
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2003-2008
Table 3 Housewares and Home Furnishings Company Shares 2004-2008
Table 4 Housewares and Home Furnishings Brand Shares 2005-2008
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2008-2013
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
ESTOK COMéRCIO E REPRESENTAçõES LTDA - HOUSEWARES AND HOME FURNISHINGS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Estok Comércio e Representações Ltda: Key Facts
Summary 3 Estok Comércio e Representações Ltda: Operational Indicators 2008
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
GLOBEX UTILIDADES SA - HOUSEWARES AND HOME FURNISHINGS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Globex Utilidades SA: Key Facts
Summary 5 Globex Utilidades SA: Operational Indicators 2006-2008
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SAINT-GOBAIN VIDROS SA - HOUSEWARES AND HOME FURNISHINGS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Saint-Gobain Vidros SA: Key Facts
Summary 7 Saint-Gobain Vidros SA: Operational Indicators 2006-2007
COMPANY BACKGROUND
PRODUCTION
Summary 8 Saint-Gobain Vidros SA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 9 Saint-Gobain Vidros SA: Competitive Position 2008
TODESCHINI SA - HOUSEWARES AND HOME FURNISHINGS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Todeschini SA: Key Facts
Summary 11 Todeschini SA: Operational Indicators 2006-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Todeschini SA: Competitive Position 2008
TRAMONTINA SA - HOUSEWARES AND HOME FURNISHINGS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Tramontina SA: Key Facts
Summary 14 Tramontina SA: Operational Indicators 2006-2008
COMPANY BACKGROUND
PRODUCTION
Summary 15 Tramontina SA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 16 Tramontina SA: Competitive Position 2008
HOUSEWARES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 17 New Product Launches 2007-2009
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2003-2008
Table 9 Sales of Housewares by Subsector: % Value Growth 2003-2008
Table 10 Sales of Housewares by Type: % Value Breakdown 2003-2008
Table 11 Sales of Cookware by Type: % Value Breakdown 2003-2008
Table 12 Sales of Kitchenware by Type: % Value Breakdown 2003-2008
Table 13 Sales of Tableware and Crockery by Type: % Value Breakdown 2003-2008
Table 14 Sales of Cutlery by Type: % Value Breakdown 2003-2008
Table 15 Housewares Company Shares 2004-2008
Table 16 Housewares Brand Shares 2005-2008
Table 17 Sales of Housewares by Distribution Format: % Analysis 2003-2008
Table 18 Forecast Sales of Housewares by Subsector: Value 2008-2013
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2008-2013
HOME FURNISHINGS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 18 New Product Launches 2008-2009
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2003-2008
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2003-2008
Table 22 Home Furnishings Company Shares 2004-2008
Table 23 Home Furnishings Brand Shares 2005-2008
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2003-2008
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2008-2013
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2008-2013