Executive Summary

Apr 2019
Economic recovery leads to expenditure in home improvement but 2018 is marked by consumer uncertainty

As Brazil leaves behind the worst economic recession it has faced in the last century, retail expenditure has finally shown signs of recovery, albeit slow paced. As a result, there were improvements in unemployment and housing rates, higher consumer confidence and a 5% increase in the median disposable income per household, which contributed to Brazilians returning to consuming home products.

Do-it-yourself trend strengthens with consumer weariness in spending

With the Brazilian economy performing in a lukewarm manner, unemployment rates still high and rising real estate prices in urban city centres, the DIY trend became even more pronounced in 2018, especially amongst older consumers. Due to a less free budget and an overall knowledge of how to engage in home improvements and gardening tasks, mid-to-older consumers are avoiding employing a professional and looking for more convenient and self-serving ways to get the job done in a cheaper way.

Fragmentation in home and garden in Brazil is dichotomous

Whilst home and garden tends to be a fragmented industry in most countries – with Brazil being no exception, fragmentation is dichotomous as there are also plenty of product categories where up to five players dominate more than half of the sales. On one hand, products such as home tiles and gardening have over hundreds of local manufacturers, with some categories having even thousands, such as indoor furniture, shares are extremely fragmented and have a strong regional or even local recognition.

Internet retailing rises as a future key retail channel

Manufacturers are increasingly looking at internet retailing or new ways to engage digitally with consumers in an industry that is typically more conservative rather than in the forefront of disruptive retail initiatives. Brazilian retailers such as Magazine Luiza, B2W and Via Varejo have propelled this trend by enhancing and advertising their own marketplaces through third-party merchants, which has shown results.

However still modest, positive and steady growth projected over the forecast period

With the Brazilian economy expected to grow at a stronger rate and as the housing market continues to gain traction, consumers will tend to be more willing to spend on home and garden products. Future growth may be hampered by tardiness in highly expected reforms such as the pension and tax reforms, which will allow the government to spend more in strategic areas such as development and allow for higher confidence from both market investors and consumers.

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Home and Garden in Brazil

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Overview

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

The Home and Garden in Brazil 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 Brazil?
  • What are the major brands in Brazil?
  • 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 Brazil

EXECUTIVE SUMMARY

Economic recovery leads to expenditure in home improvement but 2018 is marked by consumer uncertainty
Do-it-yourself trend strengthens with consumer weariness in spending
Fragmentation in home and garden in Brazil is dichotomous
Internet retailing rises as a future key retail channel
However still modest, positive and steady growth projected over 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

SOURCES

Summary 1 Research Sources

Gardening in Brazil

HEADLINES

PROSPECTS

Vertical residences and loner-living lifestyle adopt gardening
As urban jungle trend popularises, gardening gains traction
Internet retailing and supermarkets gain relevance as sales channel

COMPETITIVE LANDSCAPE

Tramontina continues to lead gardening in 2018
Seed companies ISLA Sementres and Feltrin Sementes

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 Brazil

HEADLINES

PROSPECTS

Modest economic results stall full home furnishings recovery
Indoor furniture sales driven mainly by replacement
Internet retailing gains traction across multiple categories

COMPETITIVE LANDSCAPE

Coteminas strengthens its leadership in home textiles
Ortobom is the first out of the gate in digital environment
LED momentum boosts Philips and Osram brands

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 Brazil

HEADLINES

PROSPECTS

Economic uncertainty drives consumers to purchase home improvement products with safeguards
Do it yourself and retrofit are key drivers for pushing sales of power drills upwards
2018 unforgiving towards home paint

COMPETITIVE LANDSCAPE

BASF maintains home improvement leadership and picks up on DIY trend
Power tools remains concentrated
Leroy Merlin launches first home improvement marketplace in Brazil, and it may boost the retailer’s private label

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 Brazil

HEADLINES

PROSPECTS

Downgrade of materials hinder growth in value
Product quality policies expected to impact imports and low-cost brands
Cooking enthusiasts are a big target for increasing margins

COMPETITIVE LANDSCAPE

Tramontina maintains its lead despite its positioning
Brinox boosts sales with popular woks and kitchen utensils
Nadir Figueiredo dominates glassware products

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