Consumer Appliances in Mexico

Consumer Appliances in Mexico

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 Mexico

KEY DATA FINDINGS

2020 IMPACT

Weak consumer confidence weighs on retail volume sales of consumer appliances

Increased bulk buying of food supports demand for freezers

A wide range of products targeting all income group and broad distribution help Controladora Mabe SA de CV to maintain its leadership

Samsung’s latest smart fridge freezer is bursting with features

Chart 1 Samsung Family Hub

RECOVERY AND OPPORTUNITIES

Economic recovery will drive strong rebound in demand

Lower-income consumers are likely to be more price sensitive than ever

Pandemic will spur the development of e-commerce

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 Mexico

KEY DATA FINDINGS

2020 IMPACT

COVID-19 drives significant decline in demand for home laundry appliances, as heightened economic uncertainty leads consumers tighten their purse strings

Department store promotional events help Controladora Mabe SA de CV maintain its leadership

Pandemic gives e-commerce a leg up

Samsung Electronics México SA de CV looks to cover all the angles

Chart 2 Samsung Electronics México SA de CV FlexWash + FlexDry

RECOVERY AND OPPORTUNITIES

Post-pandemic recovery will be gradual

Manufacturers feel a need for speed

Seeking a sustainable advantage

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 Mexico

KEY DATA FINDINGS

2020 IMPACT

Retail volume sales of dishwashers continue to grow in spite of COVID-19, as buyers tend to be affluent

More time spent at home, increased consumer interest in hygiene and price cuts help to support demand

Multiple washing and drying options help Whirlpool remain the leading brand

LG Corp packs new features into its latest model

Chart 3 LG Dishwasher with TrueStream, Quadwash, Inverter Direct Drive, Easy Rack Plus and SmartQ

RECOVERY AND OPPORTUNITIES

Dishwashers will see modest growth in demand, but they will remain far from the mainstream

Increased investment by manufacturers and retailers will see e-commerce grow in popularity

Manufacturers need to sell the benefits of dishwashers to a wider audience

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 Production of Dishwashers: Total Volume 2015-2020
Table 81 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025

Large Cooking Appliances in Mexico

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads some shoppers to postpone big-ticket purchases like large cooking appliances

Easy-clean appliances may struggle to attract attention, but energy-saving ones will not

Many still remain loyal to venerable local brands

Whirlpool México SA de CV lets you send recipes directly from your phone to your smart cooking appliance

Chart 4 Whirlpool Smart Cooking Appliances

RECOVERY AND OPPORTUNITIES

Demand will recover in 2021, but those on lower incomes are likely to remain reticent

Innovative features will struggle appeal to an audience beyond the affluent

Price competition will become more intense

CATEGORY DATA

Table 85 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 89 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 90 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 94 NBO Company Shares of Ovens: % Volume 2016-2020
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Cookers: % Volume 2016-2020
Table 99 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 100 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025

Microwaves in Mexico

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads some consumers to postpone purchases

Inverters appeal to those seek to reduce their energy use

Leader Winedaewoo Electronics México SA de CV loses volume share as competition intensifies

LG Smart Inverter NanoChef offers four functions in one

Chart 5 LG Smart Inverter NanoChef

RECOVERY AND OPPORTUNITIES

Economic recovery will buoy demand, as microwaves become affordable to a growing number of consumers

Health and wellness will play a more important role in innovation

Department stores will remain dominant distribution channel

CATEGORY DATA

Table 105 Sales of Microwaves by Category: Volume 2015-2020
Table 106 Sales of Microwaves by Category: Value 2015-2020
Table 107 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 108 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 109 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 110 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 111 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 112 Distribution of Microwaves by Format: % Volume 2015-2020
Table 113 Production of Microwaves: Total Volume 2015-2020
Table 114 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 115 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 116 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 117 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025

Food Preparation Appliances in Mexico

KEY DATA FINDINGS

2020 IMPACT

Retail volume sales continue to grow, supported by an increase in home cooking due to lockdown measures

Slow juicers remain the top performer, as Mexicans seek healthier diets

Leader Sunbeam Mexicana SA de CV has a broad product offer and wide distribution

Whirlpool México SA de CV offers better, thinner slicing

Chart 6 KitchenAid

RECOVERY AND OPPORTUNITIES

Revival in consumer confidence will drive accelerate in retail volume sales growth

Intensifying price competition will make food preparation appliances more affordable to low-income consumers

E-commerce will pose a growing challenge to hypermarkets and department stores

CATEGORY DATA

Table 118 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 119 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 120 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 121 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 122 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 123 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 124 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 125 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 126 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 128 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025

Small Cooking Appliances in Mexico

KEY DATA FINDINGS

2020 IMPACT

Retail volume sales prove resilient, with COVID-19 helping to support demand for coffee machines and light fryers

Consumers take Mexico’s burgeoning coffee culture home

Health and wellness continues to drive strong growth in retail volume sales of light fryers

Welcome to the coffice!

Chart 7 Nestlé México SA de CV’s Dolce Gusto “Home Coffice” promotion

RECOVERY AND OPPORTUNITIES

2021 will see accelerated growth in retail volume sales as consumer confidence revives

Manufacturers may struggle to interest less affluent consumers in coffee machines

COVID-19 will provide a delayed boost to e-commerce

CATEGORY DATA

Table 129 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 130 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 131 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 132 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 133 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 134 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 135 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 136 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 137 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 138 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 140 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025

Vacuum Cleaners in Mexico

KEY DATA FINDINGS

2020 IMPACT

COVID-19 undermines demand growth for vacuum cleaners, particularly handheld and stick models, as consumers rein in their discretionary spending

COVID-19 slows but does not derail growth in demand robotic vacuum cleaners, as busy consumers value the convenience they offer

Koblenz Electrica SA de CV remains dominant but faces increased competition from premium brands like Dyson

iRobot launches a vacuum cleaner that cleans up after itself

Chart 8 iRobot Roomba i7+

RECOVERY AND OPPORTUNITIES

Post-pandemic growth will be modest, as low-income consumers are likely to remain cautious in their spending

With a growing number of consumers seeking to automate household chores, robotic vacuum cleaners will be the main driver of retail volume sales growth

Pandemic will accelerate growth in e-commerce

CATEGORY DATA

Table 141 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 142 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 143 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 144 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 145 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 146 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 147 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 148 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 149 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 150 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 151 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 152 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025

Personal Care Appliances in Mexico

KEY DATA FINDINGS

2020 IMPACT

With more people working from home and less socialising, COVID-19 weakened demand for personal care appliances

Beauty salons and spas adapt to the pandemic, limiting demand for hair care appliances

Regular new product launches help Corporación Milenium stay on top

Dyson Technology Mexico SA de CV seeks to blind its rivals with science

Chart 9 Dyson Technology Mexico SA de CV Airwrap

RECOVERY AND OPPORTUNITIES

As the economy stabilises, so will demand, but growth will remain elusive – partly due to strong competition from professional service providers

Demand for oral care appliances will remain very limited, as most consumers remain uninterested

E-commerce will present a growing challenge to hypermarkets

CATEGORY DATA

Table 153 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 154 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 155 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 156 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 157 Sales of Body Shavers by Format: % Volume 2015-2020
Table 158 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 159 NBO Company Shares of Personal Care Appliances 2016-2020
Table 160 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 161 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 162 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 163 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 164 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 165 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025

Air Treatment Products in Mexico

KEY DATA FINDINGS

2020 IMPACT

Retail volume sales growth slows but is supported by consumers spending more time at home

Energy-saving appliances prove popularity, as consumers seek to reduce their electricity bills

In spite of offering basic functionality, competitive pricing helps Airpac SA de CV’s Mirage brand stay on top

Samsung Electronics México SA de CV wants to make air conditioning less windy

Chart 10 Samsung Wind-Free™ Cooling

RECOVERY AND OPPORTUNITIES

Climate change will remain an engine of demand growth, but the lingering economic impact of COVID-19 will weigh on growth

Health and wellness will play a more important role in consumer choice

Increased investment in e-commerce will see this channel grow in importance

CATEGORY DATA

Table 166 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 167 Sales of Air Treatment Products by Category: Value 2015-2020
Table 168 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 169 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 170 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 171 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 172 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 173 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 174 Production of Air Conditioners: Total Volume 2015-2020
Table 175 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 176 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 177 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 178 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025

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