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Strategy Briefing
A Tale of Two Regions: Opportunities for Growth in Latin and North America
May 2013
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About This Report
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North and Latin America together accounted for nearly one third of the world’s volume sales of consumer appliances in 2012, and one quarter of value. Their fates have differed, however, with Latin America strongly growing while North America has struggled to post any growth at all. Both regions, nevertheless, are expected to see growth over 2012-2017: Latin America on the back of a wealthier consumer base and North America based on an improvement in the economic climate.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Rising disposable incomes and consumer lending are the key drivers in Latin America
Disposable income grew strongly in Latin America over 2007-2012. This, coupled with greater access to consumer credit acted, will continue to act as a key driver of growth in consumer appliances in the region.
Latin American consumers want more sophisticated and premium products
The growing success of added-value products in Latin America is not simply a passing trend but a real evolution of the market, where consumers from low- and middle-income groups with rising disposable incomes and better access to lending have the same expectations as higher earning consumers. Thus, an increase in per capita expenditure on consumer appliances is expected.
Brazil the key growth driver
Brazil is, and will continue to be the key driver of growth in consumer appliances in Latin America. Tax incentives on major appliances helped to boost consumption in the review period, and while growth is expected to slow down after the aid is removed in the forecast period, Brazil will remain among the world's five most dynamic markets.
North America's recovery remains elusive
North America is still trying to battle out the "double dip" in major appliances. While growth is expected in the forecast period in all categories, this will not be enough to return to pre-crisis volumes in most appliance types.
Latin America will overtake North America in major appliances by 2014
Latin America is not only anticipated to grow healthily in major appliances in the medium term, but come 2014, it is expected to overtake North America in volume sales, and become the third largest region after Asia Pacific and Western Europe.
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Introduction
Scope
Key findings
North America and Latin America in the world context
North America pushes for recovery, Latin America booms
Strong expenditure per capita in both regions
Understanding Latin and North American Consumers
Growing income and access to credit, key drivers in Latin America
More higher income households expected in the medium term
Good scope for growth for value-added products in Latin America
Families matter in Latin America but are getting smaller
Single and double person households dominate in North America
Strong link between appliances and housing market
Millennials will shape the path for appliances in North America
Purchasing patterns of millennials defined
Latin Americans are spending more
The kitchen is important for Latin Americans...
....Convenience is more important for North Americans
Air treatment is considered a must in both regions
Expenditure on small appliances varies by region
How Latin Americans shop for consumer appliances
Latin Americans still highly attached to traditional channels
Internet retailing still stagnant in major appliances in North America
Distribution is fragmented in North America
Internet access
Regional Overview
Latin America thrives, North America fights to stay afloat
Major Appliances grow beyond recovery in Latin America
Most Latin American markets thrive in 2012
Economic policies affect Argentina and Venezuela
Economic recovery remains elusive in Canada and the US
Brazil, clear driver of growth in most categories of major appliances
Hair care, key to success in small appliances in Latin America
Large cooking and refrigeration barely stay afloat in North America
Coffee machines drive sales of small appliances
Latin American markets offer good scope for growth
Small appliances weather the storm better in North America
Large cooking appliances the winner in both regions
Innovative products are the winners in small appliances
Case Studies
Case study: Brazil is the driver of growth in Latin America
What is driving growth in Brazil?
IPI cuts help but disappoint...
Is Brazil's growth sustainable?
Case study: Pod machines buoy small appliances in both regions
What is the story in North America?
GMCR clearly dominant in North America
Buoyant growth in Latin America…
… but still a very niche product
Regional Prospects
Latin America will become third largest market for major appliances
Cocooning will continue to be key for small appliances
High expectations for Brazil in major appliances
Brazil will lead growth in volume and value
Markets to watch
Categories to watch in major appliances in Latin America
Categories to watch in major appliances in North America
Categories to watch in small appliances in Latin America
Categories to watch in small appliances in North America
What lies ahead
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
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Complete Catalogue
Strategy Reports
- The World Beyond the Pandemic | Jun 2021
- Global Recovery Tracker: Q1 2021 | Mar 2021
- Global Recovery Tracker: Q3 2020 | Nov 2020
- Corporate Strategy Key Insights in an Increasingly Competitive Global Consumer Appliances Market | May 2018
- Internet of Things in the Home | May 2018
- Households and Appliances in 2030 | Apr 2018
- Home Cooking and Eating Habits: Global Survey Strategic Analysis | Apr 2012
- The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor | Nov 2011
- Global Discretionary Goods & Services Markets in 2009 and 2010: Legacy of the Downturn (Part 2) | Oct 2010
- Private Label - Potential in a Weakening Economy | Nov 2008
- Single Living: How Atomisation - The Rise of Singles and One-person Households - Is Affecting Consumer Purchasing Habits | Jul 2008
- 25 Global Consumer Trends 2008: Back to Basics – it’s Still the Old Economy in a Cool Climate | Jun 2008
- Shopping for Pleasure: The Development of Shopping as a Leisure Pursuit | May 2008
- The Green (and Variegated) Consumer | Mar 2008