Homewares in Argentina

PROSPECTS

Kitchen utensils launch with new designs and celebrity endorsements to boost value sales

To increase sales in homeware, in 2019, players focused on creative and colourful designs for their kitchen utensils. Some brands also developed unique limited edition products, endorsed by famous local chefs, who gave their names to these ranges.

Social media is a crucial marketing tool for hardware players, with food communities and the use of influencers engaged to drive growth

In 2019, marketing of home products was increasingly done through social media with more players turning to influencers to promote their goods. From famous chefs and healthcare professionals to homemakers with expertise in a specific niche, these influencers were used as tools to market and promote houseware brands and items, directly to the consumer base.

Reusable drinking water bottles have become popular, with sales boosted by the health and wellness trend, as well as environmental issues

The production of refillable bottles is not fully developed in Argentina, and most items for sales in this area are imported. The local landscape offers reusable drinking water bottles that are made of stainless steel, which are colourful, patterned, or transparent.

COMPETITIVE LANDSCAPE

One of the leading players, Essen SA, adds items to its existing lines to boost sales and offer consumers simple cooking solutions

Third-placed domestic player Essen (Essen SA), which is present in cookware and kitchenware, expanded two of its product lines during 2019. Its Terra contemporary line added a square cooking pot, and also added new items to its small cooking appliances: a bread knife, an aqua digital timer and a flat scale.

Homewares leader Rigolleau SA faces challenges, losing share due to poor sales performance and increasing competition

The domestic company Rigolleau is the long-time leader in homewares and retained its lead in 2019. Rigolleau is one of the largest manufacturers of glassware in Argentina and Latin America.

The economic situation provides opportunities for cheaper brands, and opportunities for direct selling

Large supermarket chains and discounters continued to expand their homewares offering to take advantage of the entrance of imported products and changing consumer behaviour. With falling consumer purchasing power, households prioritised price.

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