Executive Summary

Apr 2019
Home expenditure is seen as a luxury

In 2018, the Argentinian economy passed through three stages, each with a negative sales balance. Thus, a currency devaluation shock was followed by a cooling of the economy due to uncertainty and then recession, which reduced production volumes and demand.

New strategies to stimulate consumption

Devolution in April 2018 and the national government’s return to the International Monetary Fund (to avoid a default) had a strong and immediate impact. As the year progressed and the crisis spilled from the financial sector to the real economy, consumption fell to alarming levels.

Companies replenish and enlarge stocks

Commercial openings, import facilities and new products added some dynamism to home and garden in Argentina. The offer of furniture modules and self-assembly units (mainly Chinese in origin) multiplied through new variants within standardised and economy lines, but with certain design features.

Economic crisis fosters flexibility

Retailers have adapted their strategies to cater to reduced levels of consumer purchasing power. Supermarket chains redoubled their promotional offers, extended sales periods and launched aggressive traditional and online media communications.

External debt a key concern for the forecast period

Due to the impending general election in October 2019, the industry performance may be tied more to political than economic factors in the short term. The lack of clarity in terms of candidates and political alliances and their stances on production and tax and currency exchange models foster uncertainty and conservatism on the part of the industry and consumers.

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Home and Garden in Argentina

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Overview

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

The Home and Garden in Argentina market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic 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 Home and Garden in Argentina?
  • What are the major brands in Argentina?
  • Is DIY suffering or benefiting from consumer austerity?
  • How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
  • Where is Do-it-for-me constraining sales of Do-It-Yourself?
  • In which countries are Home and Garden Specialists opening more outlets?

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 DIY and Gardening market research database.

Home and Garden in Argentina

EXECUTIVE SUMMARY

Home expenditure is seen as a luxury
New strategies to stimulate consumption
Companies replenish and enlarge stocks
Economic crisis fosters flexibility
External debt a key concern for the forecast period

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Gardening in Argentina

HEADLINES

PROSPECTS

Cactuses provide new sales opportunities
Consumers learn how to sow and reap
Households start to consider energy-efficiency

COMPETITIVE LANDSCAPE

Informality drives horticulture
Domestic company dominates seeds
Devaluation spikes value growth

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2013-2018
Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in Argentina

HEADLINES

PROSPECTS

Recession and Chinese products hamper domestic production
LED lamps with accessible prices lead the way
New rules and offers for mattresses

COMPETITIVE LANDSCAPE

A lighting company leads home furnishings
Arredo is a popular name in home textiles
More focus on private label

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2013-2018
Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in Argentina

HEADLINES

PROSPECTS

Instagrammers push DIY trend
Vinyl offers a practical and cheap design
Traditional store concept slowly expires

COMPETITIVE LANDSCAPE

Home paint players lead home improvement
Imports threaten local companies
Small private label presence

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2013-2018
Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in Argentina

HEADLINES

PROSPECTS

Players still ignore single-person households
Kitchens gain importance via social networks
The economic crisis affords opportunities for direct selling

COMPETITIVE LANDSCAPE

Homewares leader comes under pressure
Economic situation provides opportunities for cheaper brands
Less innovation and cheaper materials

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2013-2018
Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023