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Country Report

Home and Garden in

Home and Garden in Brazil

37 pages, May 2018

US$2,100

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Home and garden records moderate growth, driven by slow economic recovery

In 2017, the Brazilian economy finally recorded GDP growth, after years of decline during the economic crisis that began in 2014. This fact, which was closely linked to record-low inflation rate and interest levels, helped support the most important driving force behind home improvement and gardening: the construction industry.

Recovery is slow

Despite the aforementioned signs of macroeconomic improvement, there were still other factors hampering recovery, and in 2017, consumption was not yet at the same level of the pre-crisis period. Figures from IBGE (Brazilian Institute of Geography and Statistics) put the unemployment rate at close to 12%, which impacted severely on consumers’ disposable incomes – especially for middle- and mid/lower-income households.

Most categories within home and garden remain highly fragmented

Levels of fragmentation can vary considerably depending on the category observed. For example, according to ABIMÓVEL (the Brazilian Furniture Industry Association), indoor furniture has more than 20,000 local manufacturers across the country.

Home improvement and gardening stores: the most dynamic channel

Home improvement and gardening stores, also known as home centres, not only accounts for the largest value share but is also moving forward in terms of assortment, convenience and geographical expansion. Leroy Merlin Cia Brasileira de Bricolagem, Saint-Gobain Distribuição with its Telhanorte retail brand, and C&C Casa e Construção are three relevant home centre retailers increasing their participation in traditional categories such as home improvement, and also making an entrance into complementary ones such as home furnishing, gardening and homewares.

Urbanisation and demographic changes bring significant opportunities

According to IBGE, the urbanisation rate is projected to surpass 90% by 2020. This expected development reflects the rise of “verticalisation” (high-rise living) among Brazilian households.

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Samples

Home and Garden Sample Report Home and Garden Sample Data

Overview

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.

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

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Home and Garden in Brazil

EXECUTIVE SUMMARY

Home and garden records moderate growth, driven by slow economic recovery

Recovery is slow

Most categories within home and garden remain highly fragmented

Home improvement and gardening stores: the most dynamic channel

Urbanisation and demographic changes bring significant opportunities

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2012-2017
Table 2 Sales of Home and Garden by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Home and Garden: % Value 2013-2017
Table 4 LBN Brand Shares of Home and Garden: % Value 2014-2017
Table 5 Distribution of Home and Garden by Format: % Value 2012-2017
Table 6 Forecast Sales of Home and Garden by Category: Value 2017-2022
Table 7 Forecast Sales of Home and Garden by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Gardening in Brazil

HEADLINES

PROSPECTS

Urbanisation and verticalisation play vital roles in crafting new gardening habits

Verticalisation intensifies indoor gardening activities

Internet retailing increases in importance in terms of both a distributor and as an information provider

COMPETITIVE LANDSCAPE

Tramontina continues to lead gardening in 2017, supported by hand tools and power tools

Fragmentation of gardening hinders the consolidation of strong brands within garden care and horticulture

Private label has potential, supported by home improvement and gardening stores

CATEGORY DATA

Table 8 Sales of Gardening by Category: Value 2012-2017
Table 9 Sales of Gardening by Category: % Value Growth 2012-2017
Table 10 NBO Company Shares of Gardening: % Value 2013-2017
Table 11 LBN Brand Shares of Gardening: % Value 2014-2017
Table 12 Distribution of Gardening by Format: % Value 2012-2017
Table 13 Forecast Sales of Gardening by Category: Value 2017-2022
Table 14 Forecast Sales of Gardening by Category: % Value Growth 2017-2022

Home Furnishings in Brazil

HEADLINES

PROSPECTS

Despite its slowness, the recovery of the construction industry drives both new launches and sales within home furnishings

LED lighting gains momentum as home renovation and new households increase sharply

Home textiles posts a modest recovery, supported by trading down

COMPETITIVE LANDSCAPE

Abundance of furniture manufacturers offers opportunities for retailers to explore their own brands

Increase in branding

Brands targeting middle- and lower/middle-income households start to rebound

CATEGORY DATA

Table 15 Sales of Home Furnishings by Category: Value 2012-2017
Table 16 Sales of Home Furnishings by Category: % Value Growth 2012-2017
Table 17 NBO Company Shares of Home Furnishings: % Value 2013-2017
Table 18 LBN Brand Shares of Home Furnishings: % Value 2014-2017
Table 19 LBN Brand Shares of Light Sources: % Value 2014-2017
Table 20 Distribution of Home Furnishings by Format: % Value 2012-2017
Table 21 Forecast Sales of Home Furnishings by Category: Value 2017-2022
Table 22 Forecast Sales of Home Furnishings by Category: % Value Growth 2017-2022

Home Improvement in Brazil

HEADLINES

PROSPECTS

Despite the lacklustre performance from the real estate industry, home renovations support home improvement in 2017

Standard-priced paint increases its presence within decorative paint

Global trends in coverings arrive locally and are well accepted by Brazilian consumers

COMPETITIVE LANDSCAPE

Akzo Nobel continues to challenge the leader BASF

Two of the most important tile manufacturers recover losses from 2015 and 2016

Private label posts rapid growth across many categories

CATEGORY DATA

Table 23 Sales of Home Improvement by Category: Value 2012-2017
Table 24 Sales of Home Improvement by Category: % Value Growth 2012-2017
Table 25 NBO Company Shares of Home Improvement: % Value 2013-2017
Table 26 LBN Brand Shares of Home Improvement: % Value 2014-2017
Table 27 Distribution of Home Improvement by Format: % Value 2012-2017
Table 28 Forecast Sales of Home Improvement by Category: Value 2017-2022
Table 29 Forecast Sales of Home Improvement by Category: % Value Growth 2017-2022

Homewares in Brazil

HEADLINES

PROSPECTS

Improving economic conditions result in a positive performance

Food storage continues to outperform other categories

Value-added cookware lacks development compared with other product areas

COMPETITIVE LANDSCAPE

Tupperware continues to rank second within homewares

Fierce competition in cookware is challenging for traditional manufacturers

Private label far from taking off in Brazil

CATEGORY DATA

Table 30 Sales of Homewares by Category: Value 2012-2017
Table 31 Sales of Homewares by Category: % Value Growth 2012-2017
Table 32 Sales of Homewares by Material: % Value 2012-2017
Table 33 NBO Company Shares of Homewares: % Value 2013-2017
Table 34 LBN Brand Shares of Homewares: % Value 2014-2017
Table 35 Distribution of Homewares by Format: % Value 2012-2017
Table 36 Forecast Sales of Homewares by Category: Value 2017-2022
Table 37 Forecast Sales of Homewares by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home and Garden in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

Home and garden records moderate growth, driven by slow economic recovery

Recovery is slow

Most categories within home and garden remain highly fragmented

Home improvement and gardening stores: the most dynamic channel

Urbanisation and demographic changes bring significant opportunities

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home and Garden in Brazil

EXECUTIVE SUMMARY

Home and garden records moderate growth, driven by slow economic recovery

Recovery is slow

Most categories within home and garden remain highly fragmented

Home improvement and gardening stores: the most dynamic channel

Urbanisation and demographic changes bring significant opportunities

MARKET DATA

SOURCES

Gardening in Brazil

HEADLINES

PROSPECTS

Urbanisation and verticalisation play vital roles in crafting new gardening habits

Verticalisation intensifies indoor gardening activities

Internet retailing increases in importance in terms of both a distributor and as an information provider

COMPETITIVE LANDSCAPE

Tramontina continues to lead gardening in 2017, supported by hand tools and power tools

Fragmentation of gardening hinders the consolidation of strong brands within garden care and horticulture

Private label has potential, supported by home improvement and gardening stores

CATEGORY DATA

Home Furnishings in Brazil

HEADLINES

PROSPECTS

Despite its slowness, the recovery of the construction industry drives both new launches and sales within home furnishings

LED lighting gains momentum as home renovation and new households increase sharply

Home textiles posts a modest recovery, supported by trading down

COMPETITIVE LANDSCAPE

Abundance of furniture manufacturers offers opportunities for retailers to explore their own brands

Increase in branding

Brands targeting middle- and lower/middle-income households start to rebound

CATEGORY DATA

Home Improvement in Brazil

HEADLINES

PROSPECTS

Despite the lacklustre performance from the real estate industry, home renovations support home improvement in 2017

Standard-priced paint increases its presence within decorative paint

Global trends in coverings arrive locally and are well accepted by Brazilian consumers

COMPETITIVE LANDSCAPE

Akzo Nobel continues to challenge the leader BASF

Two of the most important tile manufacturers recover losses from 2015 and 2016

Private label posts rapid growth across many categories

CATEGORY DATA

Homewares in Brazil

HEADLINES

PROSPECTS

Improving economic conditions result in a positive performance

Food storage continues to outperform other categories

Value-added cookware lacks development compared with other product areas

COMPETITIVE LANDSCAPE

Tupperware continues to rank second within homewares

Fierce competition in cookware is challenging for traditional manufacturers

Private label far from taking off in Brazil

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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