Executive Summary

Aug 2018
Tentative economic recovery meets stored-up demand – boosting the market

The unprecedented economic downturn severely impacted consumer electronics, primarily across the low to middle socioeconomic groups. In contrast to the weak GDP growth in 2017 and 2018, the record low interest rate and inflation alongside currency exchange rate stability were turning points that drove the market to much-awaited growth.

Performance of consumer electronics is equivalent to 2017

Smart devices moved forward and continued to consistently outperform others. With each category at unequivocally different stages of maturity, connected products will continue to gain room in Brazil.

Multinationals remain dominant

The dominance of international manufacturers pervaded across all consumer electronics categories – primarily Asian and North American companies. However, the market is expected to become more fragmented with the arrival of new international players.

Largest retailers strengthen their footprint via internet retailing

Some renowned retail chains – Magazine Luiza, Pontofrio, Casas Bahia, Carrefour, increasingly adopted more robust digital strategies to cater to the growing consumer habit for shopping through internet retailing. Magazine Luiza is the biggest exponent with a robust data-driven and AI strategy to seamlessly interact and better understand the consumer journey throughout digital platforms especially in electronics where typically high prices mean consumers spend more time comparing prices, features and payment conditions.

Better connectivity capabilities could transform consumers’ lives

The high number of households without internet access will contrast sharply with the group of connected consumers enhancing their wireless capacity. The latter development, as a result of better telecom coverage and 5G in the long run, could dramatically change how consumers live in the future thanks to the expected benefits of improved connectivity.

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Consumer Electronics in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Brazil for free:

The Consumer Electronics in Brazil market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Electronics in Brazil?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

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

This industry report originates from Passport, our Consumer Electronics market research database.

Consumer Electronics in Brazil

EXECUTIVE SUMMARY

Tentative economic recovery meets stored-up demand – boosting the market
Performance of consumer electronics is equivalent to 2017
Multinationals remain dominant
Largest retailers strengthen their footprint via internet retailing
Better connectivity capabilities could transform consumers’ lives

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2013-2018
Table 2 Sales of Consumer Electronics by Category: Value 2013-2018
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2013-2018
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2014-2018
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2015-2018
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2013-2018
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2018-2023
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2018-2023
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Brazil

HEADLINES

PROSPECTS

Computers and peripherals grows at a moderate rate
Premiumisation increases for high-end consumers, but mid-priced dominates
Hybrid products pervade across multiple categories

COMPETITIVE LANDSCAPE

Dell Computadores do Brasil remains the leading player in laptops
Positivo Tecnologia is a local player that improves its presence in computers
Samsung Eletrônica da Amazônia Ltda maintains a comfortable position in tablets

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2013-2018
Table 13 Sales of Computers and Peripherals by Category: Value 2013-2018
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2013-2018
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2013-2018
Table 16 Sales of Computers by Category: Business Volume 2013-2018
Table 17 Sales of Computers by Category: Business Value MSP 2013-2018
Table 18 Sales of Computers by Category: Busines Volume Growth 2013-2018
Table 19 Sales of Computers by Category: Business Value MSP Growth 2013-2018
Table 20 Sales of Laptops by Form Factor 2017-2018
Table 21 Sales of Tablets by Operating System 2013-2018
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2014-2018
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2015-2018
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2013-2018
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2018-2023
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2018-2023
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Computers by Category: Business Volume 2018-2023
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2018-2023
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2018-2023
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2018-2023
Table 33 Forecast Sales of Laptops by Form Factor 2018-2023
Table 34 Forecast Sales of Tablets by Operating System 2016-2018

Home Audio and Cinema in Brazil

HEADLINES

PROSPECTS

Crisis and changing technology seal the fate of hi-fi systems in Brazil
Soundbars drive performance of home cinema and speaker systems

COMPETITIVE LANDSCAPE

Major brands suffer from poor performance of key products
Increased competition also affects big players

CATEGORY DATA

Table 35 Sales of Home Audio and Cinema by Category: Volume 2013-2018
Table 36 Sales of Home Audio and Cinema by Category: Value 2013-2018
Table 37 Sales of Home Audio and Cinema by Category: % Volume Growth 2013-2018
Table 38 Sales of Home Audio and Cinema by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Home Audio and Cinema: % Volume 2014-2018
Table 40 LBN Brand Shares of Home Audio and Cinema: % Volume 2015-2018
Table 41 Distribution of Home Audio and Cinema by Channel: % Volume 2013-2018
Table 42 Forecast Sales of Home Audio and Cinema by Category: Volume 2018-2023
Table 43 Forecast Sales of Home Audio and Cinema by Category: Value 2018-2023
Table 44 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2018-2023
Table 45 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2018-2023

Home Video in Brazil

HEADLINES

PROSPECTS

More stable economic conditions drive sales
World Cup positively impacts the televisions category
High-end technologies remain limited to small groups

COMPETITIVE LANDSCAPE

South Korean giants lead home video
Semp TCL expands foothold in Brazil
Panasonic and Sony re-establish positions

CATEGORY DATA

Table 46 Sales of Home Video by Category: Volume 2013-2018
Table 47 Sales of Home Video by Category: Value 2013-2018
Table 48 Sales of Home Video by Category: % Volume Growth 2013-2018
Table 49 Sales of Home Video by Category: % Value Growth 2013-2018
Table 50 Sales of LCD TVs by Network Connectivity: % Retail Volume 2013-2018
Table 51 Sales of OLED TVs by Network Connectivity: % Retail Volume 2013-2018
Table 52 Sales of Plasma TVs by Network Connectivity: % Retail Volume 2013-2016
Table 53 NBO Company Shares of Home Video: % Volume 2014-2018
Table 54 LBN Brand Shares of Home Video: % Volume 2015-2018
Table 55 Distribution of Home Video by Channel: % Volume 2013-2018
Table 56 Forecast Sales of Home Video by Category: Volume 2018-2023
Table 57 Forecast Sales of Home Video by Category: Value 2018-2023
Table 58 Forecast Sales of Home Video by Category: % Volume Growth 2018-2023
Table 59 Forecast Sales of Home Video by Category: % Value Growth 2018-2023
Table 60 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2018-2023
Table 61 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2018-2023

Imaging Devices in Brazil

HEADLINES

PROSPECTS

Popularity of smartphones continues to cannibalise imaging devices, albeit slowly
Unit price increases as manufacturers target professionals, while distributors bail
Import taxes and currency exchange rates further incentivise foreign purchases

COMPETITIVE LANDSCAPE

Samsung exits cameras due to smartphone success
Canon gains sales in cameras by targeting semi-professional photographers
In camcorders, GoPro threatens Sony through intensive social media campaigns

CATEGORY DATA

Table 62 Sales of Imaging Devices by Category: Volume 2013-2018
Table 63 Sales of Imaging Devices by Category: Value 2013-2018
Table 64 Sales of Imaging Devices by Category: % Volume Growth 2013-2018
Table 65 Sales of Imaging Devices by Category: % Value Growth 2013-2018
Table 66 Sales of Digital Cameras by Type: % Retail Volume 2013-2018
Table 67 NBO Company Shares of Imaging Devices: % Volume 2014-2018
Table 68 LBN Brand Shares of Imaging Devices: % Volume 2015-2018
Table 69 Distribution of Imaging Devices by Channel: % Volume 2013-2018
Table 70 Forecast Sales of Imaging Devices by Category: Volume 2018-2023
Table 71 Forecast Sales of Imaging Devices by Category: Value 2018-2023
Table 72 Forecast Sales of Imaging Devices by Category: % Volume Growth 2018-2023
Table 73 Forecast Sales of Imaging Devices by Category: % Value Growth 2018-2023
Table 74 Forecast Sales of Digital Cameras by Type: % Retail Volume 2018-2023

In-Car Entertainment in Brazil

HEADLINES

PROSPECTS

New and used cars drive in-car entertainment
Smartphones are a major obstacle for in-car navigation
Automotive sound enthusiasts decline among upper-income millennials

COMPETITIVE LANDSCAPE

Pioneer maintains the leading position
Other multinational manufacturers dominate in-car entertainment
Garmin’s price tag is a major barrier

CATEGORY DATA

Table 75 Sales of In-Car Entertainment by Category: Volume 2013-2018
Table 76 Sales of In-Car Entertainment by Category: Value 2013-2018
Table 77 Sales of In-Car Entertainment by Category: % Volume Growth 2013-2018
Table 78 Sales of In-Car Entertainment by Category: % Value Growth 2013-2018
Table 79 NBO Company Shares of In-Car Entertainment: % Volume 2014-2018
Table 80 LBN Brand Shares of In-Car Entertainment: % Volume 2015-2018
Table 81 Distribution of In-Car Entertainment by Channel: % Volume 2013-2018
Table 82 Forecast Sales of In-Car Entertainment by Category: Volume 2018-2023
Table 83 Forecast Sales of In-Car Entertainment by Category: Value 2018-2023
Table 84 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2018-2023
Table 85 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2018-2023

Mobile Phones in Brazil

HEADLINES

PROSPECTS

Smartphones boosts home connectivity
Memory and camera are key attributes for Brazilians
Larger displays positively impact m-commerce

COMPETITIVE LANDSCAPE

Samsung continues leading smartphones
Motorola brand remains in second position in smartphones
Huawei teams up with Positivo

CATEGORY DATA

Table 86 Sales of Mobile Phones by Category: Volume 2013-2018
Table 87 Sales of Mobile Phones by Category: Value 2013-2018
Table 88 Sales of Mobile Phones by Category: % Volume Growth 2013-2018
Table 89 Sales of Mobile Phones by Category: % Value Growth 2013-2018
Table 90 Sales of Smartphones by Screen Size: % Retail Volume 2017-2018
Table 91 NBO Company Shares of Mobile Phones: % Volume 2014-2018
Table 92 LBN Brand Shares of Mobile Phones: % Volume 2015-2018
Table 93 Distribution of Mobile Phones by Channel: % Volume 2013-2018
Table 94 Forecast Sales of Mobile Phones by Category: Volume 2018-2023
Table 95 Forecast Sales of Mobile Phones by Category: Value 2018-2023
Table 96 Forecast Sales of Mobile Phones by Category: % Volume Growth 2018-2023
Table 97 Forecast Sales of Mobile Phones by Category: % Value Growth 2018-2023
Table 98 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2018-2023

Wearable Electronics in Brazil

HEADLINES

PROSPECTS

Wearable electronics products are still regarded as aspirational gadgets
Health and wellness becomes a reality for consumers
Mobile carriers are set to boost development

COMPETITIVE LANDSCAPE

Apple maintains leadership of smart wearables
Samsung second in smart wearables despite lower prices
Official Huawei entry is set to boost sales

CATEGORY DATA

Table 99 Sales of Wearable Electronics by Category: Volume 2013-2018
Table 100 Sales of Wearable Electronics by Category: Value 2013-2018
Table 101 Sales of Wearable Electronics by Category: % Volume Growth 2013-2018
Table 102 Sales of Wearable Electronics by Category: % Value Growth 2013-2018
Table 103 NBO Company Shares of Wearable Electronics: % Volume 2014-2018
Table 104 LBN Brand Shares of Wearable Electronics: % Volume 2015-2018
Table 105 Distribution of Wearable Electronics by Channel: % Volume 2014-2018
Table 106 Forecast Sales of Wearable Electronics by Category: Volume 2018-2023
Table 107 Forecast Sales of Wearable Electronics by Category: Value 2018-2023
Table 108 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2018-2023
Table 109 Forecast Sales of Wearable Electronics by Category: % Value Growth 2018-2023

Portable Players in Brazil

HEADLINES

PROSPECTS

Wireless speakers excels among portable players
Home assistant products see very limited penetration
E-readers pursues its downward trend

COMPETITIVE LANDSCAPE

Samsung Corp GBO remains leader in wireless speakers with Harman acquisition
Multilaser Industrial gains traction in wireless speakers
Amazon contributes to longer survival rate for e-readers

CATEGORY DATA

Table 110 Sales of Portable Players by Category: Volume 2013-2018
Table 111 Sales of Portable Players by Category: Value 2013-2018
Table 112 Sales of Portable Players by Category: % Volume Growth 2013-2018
Table 113 Sales of Portable Players by Category: % Value Growth 2013-2018
Table 114 NBO Company Shares of Portable Players: % Volume 2014-2018
Table 115 LBN Brand Shares of Portable Players: % Volume 2015-2018
Table 116 Distribution of Portable Players by Channel: % Volume 2013-2018
Table 117 Forecast Sales of Portable Players by Category: Volume 2018-2023
Table 118 Forecast Sales of Portable Players by Category: Value 2018-2023
Table 119 Forecast Sales of Portable Players by Category: % Volume Growth 2018-2023
Table 120 Forecast Sales of Portable Players by Category: % Value Growth 2018-2023