Air Treatment Products in Venezuela

PROSPECTS

Air treatment products continues to struggle

Air treatment products has seen a further decline in retail volume terms in 2018, continuing the negative performance seen throughout the review period. Shortages of foreign exchange prevented a continuous presence of recognisable brands, while planned power cuts due to an insufficient generation of electric are now a common occurrence in Venezuela.

Cooling fans sees the best performance

Sales of air treatment products increasingly favour cooling fans, with this being driven by the low purchasing power of the population. Within air conditioners, the split unit format dominates over window units.

Technical service and price the main factors in purchasing decisions

The average unit price of air treatment products has witnessed a further strong increase in current value terms in 2018. Price and technical service are the key variables that consumers consider when purchasing air conditioners, as these appliances can be as expensive as an automatic washer dryer.

COMPETITIVE LANDSCAPE

Electrodomésticos INELEC leads the category

In 2017, Electrodomésticos INELEC CA regained its leadership within air treatment products after losing it to Haier in 2015, when economic restrictions forced consumers to buy more affordable products. INELEC is a successful domestic company which was bought by the government in 2012, and its brand Taurus is a strong name in cooling fans in Venezuela.

Multinationals dominate air treatment products

Despite a local company leading the category, globally it is owned by a Spanish player, with all air treatment products being imported into the country. Multinational companies, such as Haier, Oster, LG and many Chinese bands dominate, while domestic companies only hold a low retail volume share.

Companies focus on energy efficient products to comply with the law

All products within refrigeration appliances and air conditioners that are produced or imported have to show a label detailing the product’s energy efficiency rating. Producers of air treatment products are therefore focusing on energy efficiency and multifunctionality.

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