Housewares And Home Furnishings in Chile
Euromonitor International's Housewares And Home Furnishings 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: 41 | Publication date: Feb 2010
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
Home furnishings; Housewares
Executive summary
Credit Crunch Hits Sales of Housewares and Home Furnishings
The recession and the uncertainty it brought to consumers helped slow value sales growth in the housewares and home furnishings market in Chile in 2009. With the unemployment rate reaching 9%, many newly frugal consumers postponed purchases of all products deemed nonessential. As well, banks began to tighten access to consumer credit, forcing even those willing to borrow to postpone their purchases until they could come up with alternative financing. Regardless, the economy in Chile is beginning to turn around, and banks and retailers are expected to begin to offer more credit to consumers over the forecast period. This is expected to help drive demand in the housewares and home furnishings sector, where value sales are projected get back on track and grow at a steady CAGR of nearly 2% between 2009 and 2013.
Consumers Adapting to New Lifestyle Trends
During the review period, many Chilean consumers experienced dramatic changes in their lifestyles. In particular, there are more single-person households in Chile, and this has had an impact on nearly all consumer sectors, including housewares and home furnishings. Not only are Chile’s younger consumers increasingly remaining single for longer and marrying later in life, but divorce rates have increased and there are many more divorcees willing to live alone. As well, a growing number of widows and widowers are moving to apartments and spending their remaining years living alone. The increase in the number of smaller households has changed demand patterns in the housewares and home furnishings sector in Chile, spurring sales of single pieces of furniture as well as smaller, one-person items for kitchens and other living spaces.
TV Chefs Help Boost Culinary Interests
There is a growing interest in food and cooking among many Chileans, driven in part by the increasing number of popular TV food networks and channels that allow famous international chefs to come into consumers’ homes and show them how to cook like professionals. This has led to a resurgence in sales of cookware and other kitchen tools and utensils, many of which come with the name of famous chefs embossed on the product. It is anticipated that this trend grow, and that a wide range of celebrity chef-endorsed cookware and kitchenware will be introduced over the forecast period.
Imported Furniture Dominates the Market
There are few local furniture manufacturers in Chile, and most furniture retailers import products from low-cost Asian countries. Imports from Bali, Thailand and other countries increased considerably during the review period, taking advantage of the Free Trade Agreement which allows low tariffs. Home decorators typically include Asian furniture and accessories in their projects.
Lingering Unemployment Expected to Affect Sales
During the forecast period, the unemployment rate in Chile is expected to reach more than 10%. This will result in a decline in consumer demand, particularly for durable goods. Considering that purchases housewares and home furnishings can be considered unnecessary and their purchase easily postponed, it’s expected that value sales will grow over the forecast period at a sluggish 1.8%. In contrast, during the review period value sales grew at a robust 12.5%, a considerable difference.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
Credit Crunch Hits Sales of Housewares and Home Furnishings
Consumers Adapting to New Lifestyle Trends
TV Chefs Help Boost Culinary Interests
Imported Furniture Dominates the Market
Lingering Unemployment Expected to Affect Sales
KEY TRENDS AND DEVELOPMENTS
Global Recession Affects the Sector in Chile
Growing Interest in Natural Materials
Construction Boom Spurred Sales During the Review Period
Cocooning Consumers Drive Sales
Concentrated Market With Leading Retailers
Domestic Designs on Display at New Retail Venue
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 - CHILE
CIAS CIC - HOUSEWARES AND HOME FURNISHINGS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cias CICS.A.: Key Facts
Summary 3 Cias CICS.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Cias CICS.A.: Competitive Position [2008]
DH EMPRESAS SA - HOUSEWARES AND HOME FURNISHINGS - CHILE
STRATEGIC DIRECTION
Summary 5 DH Empresas S.A. (Casa & Ideas) : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 DH Empresas (Casa & Ideas): Competitive Position 2008
FABRICS SA - HOUSEWARES AND HOME FURNISHINGS - CHILE
KEY FACTS
Summary 7 Fabrics S.A.: Key Facts
Summary 8 Fabrics S.A.: Number of employees
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Fabrics S.A.: Competitive Position 2008
TARRAGO AGUADE Y CIA LTDA - HOUSEWARES AND HOME FURNISHINGS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Tarrago Aguade y Cia. Ltda.-Muebles Sur : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Tarrago Aguade y Cia. Ltda. (Muebles Sur): Competitive Position 2008
VIRUTEX ILKO SA - HOUSEWARES AND HOME FURNISHINGS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Virutex Ilko S.A. : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Virutex Ilko S.A.: Competitive Position 2008
HOUSEWARES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 14 New Product Launches 2008
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 CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 15 New Product Launches 2008
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