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Country Report

Home and Garden in

Home and Garden in Brazil

Apr 2021

US$2,100

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Executive Summary

New Report Guarantee

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

COVID-19 impact on home and garden

Brazil had witnessed the most severe economic crisis in its history over 2015-2016, with unseen unemployment rates and strong GDP decline. As the country struggled to recover growth due to political and fiscal instability, the COVID-19 pandemic hit the Brazilian market hard, driving down real GDP and consumers’ purchasing power even more.

COVID-19 country impact

Brazil is among the countries hardest hit by COVID-19. The country has found itself with or close to the highest numbers of infections, per capita infection rates and death rates for COVID-19 during the pandemic.

Company response

While many manufacturers were initially pessimistic about the industry’s performance in 2020, greater demand and interest in re-thinking household spaces quickly led to product shortages - especially in categories where raw materials prices are attached to exchange rates or depend on imports. In a worsening trend that has already been seen since 2019, the Brazilian real devalued by more than 30% in 2020, leading to inflated production and logistics costs.

Retailing shift

Following the same trend from most of the fast-moving consumer goods industries in Brazil, home and garden has also witnessed an intense growth of e-commerce, especially in the second half of 2020. Such a boost has been leveraged not only by greater interest and openness from consumers, but also due to heavy investment in the segment, by pure players, marketplaces and third-party apps such as Rappi.

What next for home and garden?

If all the challenges at the beginning of the quarantine in 2020 offset what could have been double-digit value sales growth, a brighter future is expected for home and garden in Brazil. Sales are set to grow twice as fast as during the historic period, as household relevance and perception was redefined.

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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.

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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.

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Home and Garden in Brazil

EXECUTIVE SUMMARY

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2015-2020
Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020
Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020
Table 6 Distribution of Home and Garden by Format: % Value 2015-2020
Table 7 Distribution of Home and Garden by Format and Category: % Value 2020
Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Gardening in Brazil

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pandemic forced consumers to be at home for longer periods, accelerating gardening growth

Channel expansion beyond gardening specialist retailers helps boost categories

Growing number of gardening and decoration influencers supports rising category relevance

RECOVERY AND OPPORTUNITIES

Likely prolonged quarantine periods in 2021 underpin further gardening growth

Increasing awareness of health benefits of cultivating plants expected to leverage consumption

E-commerce has room to grow with investments in virtual demonstrations and content

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2015-2020
Table 11 Sales of Gardening by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Gardening: % Value 2016-2020
Table 13 LBN Brand Shares of Gardening: % Value 2017-2020
Table 14 Distribution of Gardening by Format: % Value 2015-2020
Table 15 Forecast Sales of Gardening by Category: Value 2020-2025
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025

Home Furnishings in Brazil

KEY DATA FINDINGS

2020 IMPACT

Working from home pushed consumers to adjust households

Home furnishings’ non-essential nature leads to physical store closures

COVID-19 stimulates development of new sales channels

RECOVERY AND OPPORTUNITIES

Entrance or expansion of players

Growth of investment within home furnishing retailers

Increased number of smart devices

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2015-2020
Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020
Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020
Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020
Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020
Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025

Home Improvement in Brazil

KEY DATA FINDINGS

2020 IMPACT

Stay-at-home dynamics pushed do-it-yourself (DIY) trend

Supply chain disruption leads to product shortages

Resilience in real estate sector can push home improvement growth

RECOVERY AND OPPORTUNITIES

Sherwin-Williams leverages trending styles for new launches

Shifts in the retail environment

Smart stores emerge to widen interaction with consumers

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2015-2020
Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020
Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020
Table 29 Distribution of Home Improvement by Format: % Value 2015-2020
Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025

Homewares in Brazil

KEY DATA FINDINGS

2020 IMPACT

Despite the initial impact of lockdown measures, homewares saw accelerated growth

Government assistance also leveraged positive consumption of homeware categories

Growth potential not fully achieved due to supply chain challenges

RECOVERY AND OPPORTUNITIES

Prolonged quarantine periods and a broadening of home office culture will impact consumption

E-commerce and D2C sales expected to gain more relevance among main players

Multinationals planning strong sales growth to compensate for local currency devaluation affecting global results

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2015-2020
Table 33 Sales of Homewares by Category: % Value Growth 2015-2020
Table 34 Sales of Homewares by Material: % Value 2015-2020
Table 35 NBO Company Shares of Homewares: % Value 2016-2020
Table 36 LBN Brand Shares of Homewares: % Value 2017-2020
Table 37 Distribution of Homewares by Format: % Value 2015-2020
Table 38 Forecast Sales of Homewares by Category: Value 2020-2025
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Home and Garden in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

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

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Gardening in Brazil

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pandemic forced consumers to be at home for longer periods, accelerating gardening growth

Channel expansion beyond gardening specialist retailers helps boost categories

Growing number of gardening and decoration influencers supports rising category relevance

RECOVERY AND OPPORTUNITIES

Likely prolonged quarantine periods in 2021 underpin further gardening growth

Increasing awareness of health benefits of cultivating plants expected to leverage consumption

E-commerce has room to grow with investments in virtual demonstrations and content

CATEGORY DATA

Home Furnishings in Brazil

KEY DATA FINDINGS

2020 IMPACT

Working from home pushed consumers to adjust households

Home furnishings’ non-essential nature leads to physical store closures

COVID-19 stimulates development of new sales channels

RECOVERY AND OPPORTUNITIES

Entrance or expansion of players

Growth of investment within home furnishing retailers

Increased number of smart devices

CATEGORY DATA

Home Improvement in Brazil

KEY DATA FINDINGS

2020 IMPACT

Stay-at-home dynamics pushed do-it-yourself (DIY) trend

Supply chain disruption leads to product shortages

Resilience in real estate sector can push home improvement growth

RECOVERY AND OPPORTUNITIES

Sherwin-Williams leverages trending styles for new launches

Shifts in the retail environment

Smart stores emerge to widen interaction with consumers

CATEGORY DATA

Homewares in Brazil

KEY DATA FINDINGS

2020 IMPACT

Despite the initial impact of lockdown measures, homewares saw accelerated growth

Government assistance also leveraged positive consumption of homeware categories

Growth potential not fully achieved due to supply chain challenges

RECOVERY AND OPPORTUNITIES

Prolonged quarantine periods and a broadening of home office culture will impact consumption

E-commerce and D2C sales expected to gain more relevance among main players

Multinationals planning strong sales growth to compensate for local currency devaluation affecting global results

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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