Homewares in Argentina

PROSPECTS

Players still ignore single-person households

There are more and more single-person households in Argentina, especially in key cities like Buenos Aires and Mendoza. However, the market has yet to respond to this trend by adapting products and services to the needs of single-person homes.

Kitchens gain importance via social networks

Kitchens are no longer perceived simply as work spaces, but also as areas of enjoyment or entertainment. For this purpose, new gadgets are converting kitchen countertops into real integrated control panels: design tools, USB connection, aromatic plants and a special drawer for condiments are among the novelties appearing in the local market.

The economic crisis affords opportunities for direct selling

In times of economic crisis, there is a growing demand for jobs that allow time flexibility and autonomy to complement other work or commitments. For young women with small children, direct sales meet all the requirements, and branded companies are looking to capitalise on this situation.

COMPETITIVE LANDSCAPE

Homewares leader comes under pressure

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

Economic situation provides opportunities for cheaper brands

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

Less innovation and cheaper materials

Homewares saw no key new product launches in 2018. Brand owners focused on products with renewed designs, but cheaper materials.

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