Despite social, economic and political turbulence during the review period, sales of major appliances in Latin America returned to growth in 2018, with further growth expected in the near future. Much depends on Brazil, which, given the size of the market, exercises considerable influence on the overall region’s performance.
Latin America goes as Brazil does. Despite steady growth from many of the countries in the region, the magnitude of the slowdown in Brazil in the early part of the review period, coupled with the comparatively large size of the market, means that Brazil’s performance dragged down the performance of the region as a whole.
Mexico and Chile were the only countries in the region to see growth in every major appliance category over the review period. Chile saw the largest growth in home laundry appliances, whereas Mexico saw the strongest growth in the region in the refrigeration appliances category.
Whirlpool, Electrolux, Mabe, LG and Haier lead sales of major appliances in Latin America. Whirlpool and Electrolux have large leads over Mabe, the third ranked producer and largest local manufacturer.
In the majority of countries in the region, electronics and appliance specialist retailers and department stores remain the most significant distribution channels for major appliances. Retailers with an online presence are expanding their reach by offering competitive prices, convenience of delivery, and a seamless purchase experience involving their physical stores, which serve as showrooms.
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