Executive Summary

Feb 2019
PROSPECTS
Brazilian culture has limited sales of dishwashers...

Brazil has many particularities that prevent dishwashers from being considered an essential major appliance. Myths around the appliance are commonly heard when considering such an appliance: it takes up unnecessary space in the kitchen (which is not usually big in any case); it uses too much water and electricity; cleaning by hand is more hygienic; installation is too complicated, etc.

...although this is starting to change

However, middle- to high-income consumers who research the costs and benefits of dishwashers are warming to the idea of having a dishwasher in the home. Not only can it be more economic in terms of water bills – depending on how you wash the dishes – but it also saves on detergents.

Growth is expected for dishwashers

Even though in 2018 dishwashers showed only slow volume growth, the CAGR for the forecast period confirms the fact that dishwashers in Brazil has a bright future. There is plenty of space for manufacturers to sell, as this appliance has a low penetration rate and companies are using smart marketing to demystify common misconceptions.

COMPETITIVE LANDSCAPE
Whirlpool and Electrolux do Brasil continue to dominate

Accounting for almost all sales of dishwashers in volume terms in 2018, the Electrolux and Brastemp brands continue to fight for the lead and fend-off other players. Both Electrolux do Brasil and Whirlpool have increased their portfolios, offering new appliances with different capacities and features, trying to satisfy customers with different tastes in terms of design and with distinct needs in washing.

Midea do Brasil withdraws and Britânia Eletrodomésticos grows

Midea do Brasil has decided to take a step back, pulling out of dishwashers; hence, offering no new appliances in the category. This opened a window of opportunity for Britânia Eletrodomésticos to gain slight share, which has become the third biggest player in dishwashers – although its share is marginal when compared with the two leaders.

New product launches

Brands are bringing in new models that offer practicality and increase the product options available for consumers; such as Electrolux’s LI14X Inox model with a removable cutlery holder, or Consul’s CLC06AS, which is a smaller size and has bendable internal baskets that allow different pans to be washed.

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Dishwashers in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashers 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 Dishwashers industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashers 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 Dishwashers in Brazil?
  • What are the major brands in Brazil?
  • How has this high unit price, low global penetration category been affected by recessionary pressure?
  • Is there a trend to slimline machines in Brazil?

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 Appliances market research database.

Dishwashers in Brazil - Category analysis

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 1 Sales of Dishwashers by Category: Volume 2013-2018
Table 2 Sales of Dishwashers by Category: Value 2013-2018
Table 3 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 4 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 5 Sales of Dishwashers by Format: % Volume 2013-2018
Table 6 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 7 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 8 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 9 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 10 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 11 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 12 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 13 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 14 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Consumer Appliances in Brazil - Industry Overview

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 15 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 16 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 17 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 18 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 19 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 20 Sales of Consumer Appliances by Category: Value 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 22 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 27 Sales of Small Appliances by Category: Volume 2013-2018
Table 28 Sales of Small Appliances by Category: Value 2013-2018
Table 29 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 30 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 33 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 35 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 36 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 37 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources