Consumer Appliances in Colombia

Consumer Appliances in Colombia

EXECUTIVE SUMMARY

COVID-19 impact on consumer appliances

COVID-19 country impact

Company response

Retailing shift

What next for consumer appliances?

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 1 Research Sources

Refrigeration Appliances in Colombia

KEY DATA FINDINGS

2020 IMPACT

Colombian government sets VAT-free days to re-stimulate sales in refrigeration appliances and other household goods

Brands continue to focus on energy-saving technology to gain a competitive advantage

Mabe maintains top company place thanks to extensive portfolio across various categories and price points

RECOVERY AND OPPORTUNITIES

Vertical freezers show the strongest sales growth due to fitting well into smaller living spaces

Ongoing shift towards double-door and European style appliances expected over the forecast period

Retailers offer virtual online showrooms in order to stimulate e-commerce sales of major appliances

CATEGORY DATA

Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 50 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025

Home Laundry Appliances in Colombia

KEY DATA FINDINGS

2020 IMPACT

Home laundry appliances sees negative impacts from COVID-19, due to fewer dressing up occasions needing less frequent washing cycles

Home laundry appliances benefits somewhat from VAT-free day and additional discounts and promotions offered by players

HACEB maintains lead as domestic companies benefit from government’s VAT initiative

RECOVERY AND OPPORTUNITIES

Semi-automatic washing machines set to see ongoing growth over forecast period thanks to affordable price points

New features and premium options set to become popular trends again over the forecast period

Energy efficiency and environmental concerns set to drive ongoing innovation

CATEGORY DATA

Table 55 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 56 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 60 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 66 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025

Dishwashers in Colombia

KEY DATA FINDINGS

2020 IMPACT

Dishwashers remains niche, with growth restricted due to a cut in non-essential spending

Innovation expected in smaller, compact, counter-top models to fit small kitchen spaces

Lack of competition means an unchallenged status quo for leading players

RECOVERY AND OPPORTUNITIES

Opportunities for ongoing innovations over forecast period, led to top brand Whirlpool

Abba tipped to be one to watch, but needs to invest in e-commerce and online marketing to win more sales

Sales set to remain restricted unless housing development projects start to factor in provisions for dishwashers

CATEGORY DATA

Table 71 Sales of Dishwashers by Category: Volume 2015-2020
Table 72 Sales of Dishwashers by Category: Value 2015-2020
Table 73 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 74 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 75 Sales of Dishwashers by Format: % Volume 2015-2020
Table 76 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 77 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 78 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 79 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 80 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 81 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025

Large Cooking Appliances in Colombia

KEY DATA FINDINGS

2020 IMPACT

Large cooking appliances faces challenges from the lack of price-related promotions and job losses during the time of COVID-19

Premiumisation trends stalled alongside a reduction in home renovation projects

Status quo remains unchanged among the leading brands, thanks to wide portfolios of products across a range of price points

RECOVERY AND OPPORTUNITIES

Consumer design for aesthetic designs in built-in large cooking appliances set to ramp up again over the forecast period

Smaller size living spaces restrict growth of ovens

Consumers remain wary of purchasing expensive appliances through e-commerce channels without sales guidance

CATEGORY DATA

Table 84 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 85 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 88 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 89 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 90 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 91 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 92 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 93 NBO Company Shares of Ovens: % Volume 2016-2020
Table 94 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 95 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 96 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Cookers: % Volume 2016-2020
Table 98 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 99 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 100 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 101 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 102 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025

Microwaves in Colombia

KEY DATA FINDINGS

2020 IMPACT

Microwaves sees declines due to consumers not purchasing non-essential items, along with an ongoing negative image

Ongoing technological developments required to improve the image of microwaves

HACEB maintains lead thanks to extensive portfolio covering all price points

RECOVERY AND OPPORTUNITIES

Ongoing technical advances required to drive the category forwards

Increase in private label brands puts downwards pressure on average unit prices and value sales

Microwaves continues to face ongoing competition from alternative small cooking devices

CATEGORY DATA

Table 104 Sales of Microwaves by Category: Volume 2015-2020
Table 105 Sales of Microwaves by Category: Value 2015-2020
Table 106 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 107 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 108 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 109 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 110 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 111 Distribution of Microwaves by Format: % Volume 2015-2020
Table 112 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 113 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 114 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 115 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025

Food Preparation Appliances in Colombia

KEY DATA FINDINGS

2020 IMPACT

Positive growth driven by blenders, which cater to health and wellness trends, enhanced by COVID-19

Single function food preparation appliances continue to wane in popularity

Groupe SEB’s Samurai brand wins top brand place from Oster and cements the player’s leadership

RECOVERY AND OPPORTUNITIES

Online channels continue to grow, with competition between platforms heating up

Private label players ramp up their offerings to compete with higher-end products

Old-fashioned food processors, slow juicers and centrifugal juicers continue to lose out to modern blenders

CATEGORY DATA

Table 116 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 117 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 118 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 119 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 120 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 121 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 122 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 123 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 124 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 125 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 126 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025

Small Cooking Appliances in Colombia

KEY DATA FINDINGS

2020 IMPACT

Small cooking appliances sees a boost from the uptick in home-cooking due to COVID-19

Light flyers sees considerable growth, with competition continuing to ramp up in the category

Comercializadora Santander SA maintains its lead thanks to longstanding presence and strong reputation for quality and affordability

RECOVERY AND OPPORTUNITIES

Traditional cooking appliances set to be replaced by multifunctional alternatives over the forecast period

Traditional channels focus on finding ways to compete with e-commerce platforms

Freestanding hobs lend themselves well to smaller living spaces and lower budgets

CATEGORY DATA

Table 127 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 128 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 129 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 130 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 131 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 132 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 133 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 134 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 135 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 136 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 137 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 138 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025

Vacuum Cleaners in Colombia

KEY DATA FINDINGS

2020 IMPACT

Vacuum cleaners faces challenges from lack of carpeting in Colombian homes, thus players innovate to offer new multifunctional models

Robotic vacuum cleaners increase in popularity thanks to increase in lower-priced private label models

Electrolux maintains top place thanks to reputation for high quality, which iRobot Roomba remains unchallenged in robotic models

RECOVERY AND OPPORTUNITIES

Robotic vacuum cleaners set to continue strong growth with an ongoing influx of new models

Cylinder vacuum cleaners set to be driven by ongoing innovation in bagless models

Traditional models face ongoing challenges from new innovations in vacuum cleaners

CATEGORY DATA

Table 139 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 140 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 141 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 142 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 143 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 144 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 145 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 146 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 147 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 148 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 149 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 150 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025

Personal Care Appliances in Colombia

KEY DATA FINDINGS

2020 IMPACT

Growth hampered by COVID-19 lockdowns and fewer grooming occasions

Electric facial cleansers expected to be reinvigorated over the forecast period

Remington takes top spot from Alizz, as competition in the category heats up

RECOVERY AND OPPORTUNITIES

Competition starts to ramp up in oral care appliances as consumers seek innovative technology to ease their grooming routines

Recovery for hair care appliances expected as soon as lockdown restrictions are lifted

Balance of high-tech specs and affordable price points set to drive ongoing trends

CATEGORY DATA

Table 151 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 152 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 153 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 154 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 155 Sales of Body Shavers by Format: % Volume 2015-2020
Table 156 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 157 NBO Company Shares of Personal Care Appliances 2016-2020
Table 158 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 159 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 160 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 161 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 162 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 163 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025

Air Treatment Products in Colombia

KEY DATA FINDINGS

2020 IMPACT

Air treatment products only category which is not directly impacted by COVID-19, due to climate-related requirements

A balance of innovation and affordable price points set to drive sales in air treatment products

Groupe SEB’s Samurai brand maintains its strong lead thanks to constant innovations to meet consumer needs

RECOVERY AND OPPORTUNITIES

Air purifiers set to benefit from enhanced consumer awareness due to new product launches

Price and energy efficiency continue to be the most important factors influencing consumers’ purchasing decisions

Innovation in multifunctional and compact models set to drive developments

CATEGORY DATA

Table 164 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 165 Sales of Air Treatment Products by Category: Value 2015-2020
Table 166 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 167 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 168 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 169 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 170 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 171 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 172 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 173 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 174 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 175 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025

---