Refrigeration Appliances in Portugal

PROSPECTS

Dynamism in construction supports growth

In 2018 the positive economic environment and growth in new construction and home refurbishments resulted in a positive performance for refrigeration appliances. As these products represent a significant cost to families, given average income levels, the positive economic environment resulted in increased consumer confidence to invest in replacing inefficient old models.

Fridge freezers boost growth

Fridge freezers represents not only the most relevant part of total refrigeration appliances, but also enjoys the highest level of investment by manufacturers in terms of innovation and communication. This is a result of increasing consumer interest in having one solution which satisfies their freezing and refrigeration needs.

Premiumisation the main driver

Energy costs in Portugal are among the highest in the EU, making this a highly relevant issue in the purchasing of major appliances, which need a constant electricity supply. More efficient models drove sales over the latter part of the review period, with manufacturers investing heavily in introducing more efficient models.

COMPETITIVE LANDSCAPE

Whirlpool Portugal leads refrigeration appliances

In an increasingly competitive category, Whirlpool Portugal maintained its leadership of refrigeration appliances in 2018 due to its Whirlpool and Indesit brands, which are among the leading five brands, as well as its Hotpoint range. The company has successfully positioned its brands to compete in different price segments, driving Whirlpool, due to its positive and high-quality brand image in the country, to a more premium level and to compete in the middle/high segment with Hotpoint and the entry level with Indesit.

New players gain visibility

Over the review period, new players entered the category to slowly build their strategy in the Portuguese market. Among these, Hisense Electronic Iberia, the Asian manufacturer, registered the strongest retail volume growth in 2018.

International leading players reinforce their positions

Well-known brands benefited from the positive economic environment and consumer confidence in 2018. Using strategies of competing in different price segments contributed to reinforce the shares of the leading international players.

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