Consumer Appliances in Brazil

Consumer Appliances in Brazil

EXECUTIVE SUMMARY

Consumer appliance sales increase in 2018, despite negative influences

Product differentiation and pricing strategies define sales

The competitive landscape is changing

Digital retailing drives growth in Brazil

Positive outlook may be affected by the future president

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Treatment Products in Brazil

HEADLINES

PROSPECTS

Split air conditioners will continue to make window air conditioners obsolete

Low air humidity in some Brazilian regions favours sales of humidifiers

Air coolers has a positive outlook

COMPETITIVE LANDSCAPE

Mondial Eletrodomésticos maintains its lead

The split between local and international companies

Samsung’s smart split air conditioner

Chart 1 Samsung’s Split Digital Cold Inverter Wind Free Air Conditioner

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 36 Sales of Air Treatment Products by Category: Value 2013-2018
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 42 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Brazil

HEADLINES

PROSPECTS

Brazilian culture has limited sales of dishwashers...

...although this is starting to change

Growth is expected for dishwashers

COMPETITIVE LANDSCAPE

Whirlpool and Electrolux do Brasil continue to dominate

Midea do Brasil withdraws and Britânia Eletrodomésticos grows

New product launches

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2013-2018
Table 49 Sales of Dishwashers by Category: Value 2013-2018
Table 50 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 51 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 52 Sales of Dishwashers by Format: % Volume 2013-2018
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 54 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 55 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 56 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 58 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 59 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Food Preparation Appliances in Brazil

HEADLINES

PROSPECTS

Economic crisis favours the hygge culture in Brazil

Blenders sees double-digit growth in volume and value terms

The importance of power and design in blenders

COMPETITIVE LANDSCAPE

Britânia Eletrodomésticos maintains its lead

Product differentiation and launches drive the growth of domestic players

Pricing is also important

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 63 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Home Laundry Appliances in Brazil

HEADLINES

PROSPECTS

Automatic washer dryers leads growth

Semi-automatic washing machines suffers but sees growth nevertheless

Innovation and technology in home laundry appliances

COMPETITIVE LANDSCAPE

Whirlpool and Electrolux do Brasil maintain their lead

Domestic companies hold strong positions and see growth

Samsung innovates with a new automatic washer dryer

Chart 2 Samsung’s new Lava & Seca AddWash

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 74 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 84 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Brazil

HEADLINES

PROSPECTS

Cookers sees a weak performance

Built-in hobs records dynamic volume growth

Electrolux and Atlas cover all consumer groups, following Whirlpool’s lead

COMPETITIVE LANDSCAPE

Whirlpool continues to lead large cooking appliances

Performance differences in 2018

A new release by Whirlpool

Chart 3 Brastemp’s new Fogão Brastemp Duplo Forno

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 90 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 93 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 94 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 98 NBO Company Shares of Ovens: % Volume 2014-2018
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 102 NBO Company Shares of Cookers: % Volume 2014-2018
Table 103 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 104 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 105 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 106 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Microwaves in Brazil

HEADLINES

PROSPECTS

Microwaves delivers the strongest volume growth in major appliances

Not such a bright future

Post economic crisis and the ready food phenomenon

COMPETITIVE LANDSCAPE

International companies remain dominant in microwaves

Domestic companies have low shares

Bigger and shinier appliances

CATEGORY DATA

Table 109 Sales of Microwaves by Category: Volume 2013-2018
Table 110 Sales of Microwaves by Category: Value 2013-2018
Table 111 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 112 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 113 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 114 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 115 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 116 Distribution of Microwaves by Format: % Volume 2013-2018
Table 117 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 118 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 119 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 120 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 121 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Brazil

HEADLINES

PROSPECTS

Growing demand for multifunctional personal care appliances

Changing male behaviour and the growing concern for beauty and hygiene

The professionalisation of women’s hair care appliances

COMPETITIVE LANDSCAPE

No change at the top

GaMa Italia sees a strong performance

A fragmented and innovative category

CATEGORY DATA

Table 122 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 123 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 124 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 125 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 126 Sales of Body Shavers by Format: % Volume 2013-2018
Table 127 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 128 NBO Company Shares of Personal Care Appliances 2014-2018
Table 129 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 130 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 131 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 132 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 133 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 134 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Brazil

HEADLINES

PROSPECTS

Due to the economic environment, a good performance is expected

Products are more expensive due to commodity price rises

While still a niche, electric wine coolers/chillers is expected to see growth

COMPETITIVE LANDSCAPE

International players dominate

Other players fight for share, but with little success

LG innovates with its new double-door fridge-freezer

Chart 4 LG’s new Monarch 4 fridge-freezer

CATEGORY DATA

Table 135 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 136 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 137 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 138 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 139 Sales of Freezers by Format: % Volume 2013-2018
Table 140 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 141 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 142 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 143 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 144 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 145 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 146 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 147 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 148 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 149 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 150 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 151 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 152 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 153 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 154 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Brazil

HEADLINES

PROSPECTS

The healthy lifestyle trend has a positive influence on sales

Coffee consumption grows in Brazil, favouring pod coffee machines

The range of pods expands, boosting sales of pod coffee machines

COMPETITIVE LANDSCAPE

Britânia Eletrodomésticos leads small cooking appliances

Smaller players take share from the leader

Três Corações Alimentos sees dynamic growth with its coffee machines

CATEGORY DATA

Table 155 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 156 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 157 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 158 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 159 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 160 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 161 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 162 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 163 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 164 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 165 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 166 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Brazil

HEADLINES

PROSPECTS

Vacuum cleaners posts a good performance and has a positive outlook

Stick vacuum cleaners sees the strongest growth

Sales of robotic vacuum cleaners are motivated by curiosity

COMPETITIVE LANDSCAPE

Electrolux do Brasil and Britânia Eletrodomésticos battle over first place

Mondial Eletrodomésticos and Black & Decker do Brasil follow

Innovation and pricing are key to attracting customers

CATEGORY DATA

Table 167 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 168 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 169 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 170 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 171 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 172 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 173 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 174 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 175 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 176 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 177 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 178 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

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