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英文調查報告書

巴西家電市場

Domestic Electrical Appliances in Brazil

出版商 Euromonitor International 聯絡我們
出版日期 2009/02 內容資訊 Tables: 189
商品編碼 84740
價格 US $ 2,400 ~ Price List
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Abstract

Why buy this report

  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
  • Identify market and brand leaders and understand the competitive environment

Executive summary

Volume and value growth slow down but remain strong

Volume and value growth of domestic electrical appliances in Brazil slowed down in 2008, but remained strong. Consumption was fuelled by the rising middle class, as well as by the continued replacement of large kitchen appliances with more efficient ones. The housing boom also caused many households to purchase new domestic electrical appliances. At the same time, fears of inflation caused the Central Bank to raise interest rates, which had a negative impact on consumer confidence and the ability of Brazilian households to finance the purchase of domestic electrical appliances. Rising steel prices also made large kitchen appliances more expensive.

Kitchen becomes increasingly important in the Brazilian home

Whereas the physical appearance of large kitchen appliances has traditionally not been given much priority by the majority of Brazilians households, this changed considerably during the review period. Favourable economic conditions resulted in rising disposable income levels, and allowed a growing number of Brazilians to spend more money on their homes. Consequently, the kitchen became increasingly important. Brazilians are starting to demand large kitchen appliances that are sophisticated and fit well into the kitchen area. Manufacturers are launching new appliances with superior design and functionality to meet this demand.

Distribution expands beyond the traditional channels

Manufacturers of domestic electrical appliances in Brazil continued investing in increasing their distribution channels during the review period, in order to provide more consumption options for consumers. Leading multinationals Electrolux, Philips and Whirlpool invested in creating advanced websites, where the customer can buy any appliances in the company' s product portfolio. By contrast, manufacturers of small electrical appliances expanded distribution into the physical retail channels, to more closely reach customers.

Whirlpool and Arno lead in an increasingly competitive environment

The positive development of Brazilian domestic electrical appliances during 2007-2008 attracted the attention of leading international manufacturers. These multinationals are taking advantage of the favourable currency to import new appliances. Despite the intensifying competition, leading manufacturers Whirlpool (previously Multibrás SA Eletrodomésticos) in large kitchen appliances and Arno in small electrical appliances continued to invest in launching new products. In 2007, Whirlpool launched more than 100 new appliances, while in 2008 it introduced its international brand KitchenAid to provide a more complete line of appliances. Besides introducing a range of new products in 2008, Arno launched a line of small cooking appliances targeting children.

Slower growth forecast, although opportunities will remain

Given the high household penetration that many domestic electrical appliances reached in 2008, and the high volume sales in these categories, lower volume and value growth are expected over the forecast period. Nevertheless, as the Brazilian economy continues to strengthen and disposable income levels continue to rise, Brazilians will consume more domestic electrical appliances. The categories that will benefit the most will be those with household penetration lower than major appliances like cookers and refrigeration appliances, such as vacuum cleaners, automatic washing machines and body shavers. In categories with higher household penetration, volume and value growth will be driven by continuous innovations among manufacturers, which will launch more efficient and advanced appliances, causing replacement cycles to diminish.

Table of Contents

  • DOMESTIC ELECTRICAL APPLIANCES IN BRAZIL : MARKET INSIGHT
  • EXECUTIVE SUMMARY
  • Volume and value growth slow down but remain strong
  • Kitchen becomes increasingly important in the Brazilian home
  • Distribution expands beyond the traditional channels
  • Whirlpool and Arno lead in an increasingly competitive environment
  • Slower growth forecast, although opportunities will remain
  • KEY TRENDS AND DEVELOPMENTS
  • Rising inflation causes Central Bank to raise interest rates
  • Housing market opens to lower-income consumers
  • Rising middle-income class continues to drive consumption
  • Energy-efficient products grow in popularity among consumers
  • Manufacturers expand distribution beyond traditional channels
  • MARKET INDICATORS
    • Summary 1 Household Ownership of Durable Goods by Type of Household 2007
    • Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
  • MARKET DATA
    • Table 2 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
    • Table 3 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
    • Table 4 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
    • Table 5 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
    • Table 6 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
    • Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
    • Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
    • Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
    • Table 10 Company Shares of Large Kitchen Appliances 2004-2008
    • Table 11 Brand Shares of Large Kitchen Appliances 2005-2008
    • Table 12 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
    • Table 13 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
    • Table 14 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
    • Table 15 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
    • Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
    • Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
    • Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
    • Table 19 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
    • Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
    • Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
    • Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
  • DEFINITIONS
    • Summary 2 Research Sources
  • LOCAL COMPANY PROFILES - BRAZIL
  • ATLAS INDúSTRIA DE ELETRODOMêSTICOS LTDA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 3 Atlas Indústria de Eletrodomêsticos Ltda: Key Facts
    • Summary 4 Atlas Indústria de Eletrodomêsticos Ltda: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 5 Atlas Indústria de Eletrodomêsticos Ltda: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 6 Atlas Indústria de Eletrodomêsticos Ltda: Competitive Position 2008
  • BRITâNIA ELETRODOMêSTICOS SA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 7 Britânia Eletrodomêsticos SA: Key Facts
  • COMPANY BACKGROUND
  • PRODUCTION
  • COMPETITIVE POSITIONING
    • Summary 8 Britânia Eletrodomêsticos SA: Competitive Position 2008
  • ESMALTEC SA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 9 Esmaltec SA: Key Facts
    • Summary 10 Esmaltec SA: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 11 Esmaltec SA: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 12 Esmaltec SA: Competitive Position 2008
  • IRMãOS FISCHER S/A IND E COM - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 13 Irmvs Fischer SA Indústria e Comércio: Key Facts
    • Summary 14 Irmãos Fischer SA Indústria e Comércio: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 15 Irmãos Fischer SA Indústria e Comércio: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 16 Irmãos Fischer SA Indústria e Comércio: Competitive Position 2008
  • MALLORY LTDA - DOMESTIC ELECTRICAL APPLIANCES - BRAZIL
  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 17 Mallory Ltda: Key Facts
    • Summary 18 Mallory Ltda: Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
    • Summary 19 Mallory Ltda: Production Statistics 2007
  • COMPETITIVE POSITIONING
    • Summary 20 Mallory Ltda: Competitive Position 2008
  • REFRIGERATION APPLIANCES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 23 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
    • Table 24 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
    • Table 25 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
    • Table 26 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
    • Table 27 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
    • Table 28 Sales of Fridges by Format: % Breakdown 2004-2008
    • Table 29 Sales of Freezers by Format: % Breakdown 2004-2008
    • Table 30 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
    • Table 31 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
    • Table 32 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
    • Table 33 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
    • Table 34 Company Shares of Refrigeration Appliances 2004-2008
    • Table 35 Brand Shares of Refrigeration Appliances 2005-2008
    • Table 36 Company Shares of Built-in Fridge Freezers 2004-2008
    • Table 37 Company Shares of Freestanding Fridge Freezers 2004-2008
    • Table 38 Company Shares of Freestanding Fridges 2004-2008
    • Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
    • Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
    • Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
    • Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
  • HOME LAUNDRY APPLIANCES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 43 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
    • Table 44 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
    • Table 45 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
    • Table 46 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
    • Table 47 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
    • Table 48 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
    • Table 49 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
    • Table 50 Company Shares of Home Laundry Appliances 2004-2008
    • Table 51 Brand Shares of Home Laundry Appliances 2005-2008
    • Table 52 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
    • Table 53 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
    • Table 54 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
    • Table 55 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
  • DISHWASHERS IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 56 Sales of Dishwashers by Subsector: Volume 2003-2008
    • Table 57 Sales of Dishwashers by Subsector: Value 2003-2008
    • Table 58 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
    • Table 59 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
    • Table 60 Sales of Dishwashers by Format: % Breakdown 2004-2008
    • Table 61 Company Shares of Dishwashers 2004-2008
    • Table 62 Brand Shares of Dishwashers 2005-2008
    • Table 63 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
    • Table 64 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
    • Table 65 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
    • Table 66 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
  • LARGE COOKING APPLIANCES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 67 Sales of Large Cooking Appliances by Subsector:Volume 2003-2008
    • Table 68 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
    • Table 69 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
    • Table 70 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
    • Table 71 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
    • Table 72 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
    • Table 73 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
    • Table 74 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008
    • Table 75 Company Shares of Large Cooking Appliances 2004-2008
    • Table 76 Brand Shares of Large Cooking Appliances 2005-2008
    • Table 77 Company Shares of Cookers 2004-2008
    • Table 78 Company Shares of Ovens 2004-2008
    • Table 79 Company Shares of Hobs 2004-2008
    • Table 80 Company Shares of Built-in Hobs 2004-2008
    • Table 81 Company Shares of Freestanding Hobs 2004-2008
    • Table 82 Company Shares of Cooker Hoods 2004-2008
    • Table 83 Company Shares of Built-in Cooker Hoods 2004-2008
    • Table 84 Company Shares of Freestanding Cooker Hoods 2004-2008
    • Table 85 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
    • Table 86 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
    • Table 87 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
    • Table 88 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
  • MICROWAVES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 89 Sales of Microwaves by Subsector: Volume 2003-2008
    • Table 90 Sales of Microwaves by Subsector: Value 2003-2008
    • Table 91 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
    • Table 92 Sales of Microwaves by Subsector: % Value Growth 2003-2008
    • Table 93 Company Shares of Microwaves 2004-2008
    • Table 94 Brand Shares of Microwaves 2005-2008
    • Table 95 Microwaves by Distribution Format: % Analysis 2003-2008
    • Table 96 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
    • Table 97 Forecast Sales of Microwaves by Subsector: Value 2008-2013
    • Table 98 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
    • Table 99 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
  • FOOD PREPARATION APPLIANCES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 100 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
    • Table 101 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
    • Table 102 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
    • Table 103 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
    • Table 104 Company Shares of Food Preparation Appliances 2004-2008
    • Table 105 Brand Shares of Food Preparation Appliances 2005-2008
    • Table 106 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
    • Table 107 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
    • Table 108 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
    • Table 109 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
  • SMALL COOKING APPLIANCES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 110 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
    • Table 111 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
    • Table 112 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
    • Table 113 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
    • Table 114 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
    • Table 115 Company Shares of Small Cooking Appliances 2004-2008
    • Table 116 Brand Shares of Small Cooking Appliances 2005-2008
    • Table 117 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
    • Table 118 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
    • Table 119 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
    • Table 120 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
  • SMALL KITCHEN APPLIANCES (NON-COOKING) IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
    • Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
    • Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
    • Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
    • Table 125 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
    • Table 126 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
    • Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
    • Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
    • Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
    • Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
  • VACUUM CLEANERS IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 131 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
    • Table 132 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
    • Table 133 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
    • Table 134 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
    • Table 135 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
    • Table 136 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
    • Table 137 Company Shares of Vacuum Cleaners 2004-2008
    • Table 138 Brand Shares of Vacuum Cleaners 2005-2008
    • Table 139 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
    • Table 140 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
    • Table 141 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
    • Table 142 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
  • IRONS IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 143 Sales of Irons: 2003-2008
    • Table 144 Sales of Irons: % Growth 2003-2008
    • Table 145 Unit Sales of Irons by Format: % Breakdown 2004-2008
    • Table 146 Company Shares of Irons 2004-2008
    • Table 147 Brand Shares of Irons 2005-2008
    • Table 148 Forecast Sales of Irons: 2008-2013
    • Table 149 Forecast Sales of Irons: % Growth 2008-2013
  • PERSONAL CARE APPLIANCES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 150 Sales of Personal Care Appliances: 2003-2008
    • Table 151 Sales of Personal Care Appliances: % Growth 2003-2008
    • Table 152 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
    • Table 153 Sales of Body Shavers by Type: % Breakdown 2003-2008
    • Table 154 Company Shares of Personal Care Appliances 2004-2008
    • Table 155 Brand Shares of Personal Care Appliances 2005-2008
    • Table 156 Forecast Sales of Personal Care Appliances: 2008-2013
    • Table 157 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
  • AIR TREATMENT PRODUCTS IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 158 Sales of Air Treatment Products: 2003-2008
    • Table 159 Sales of Air Treatment Products: % Growth 2003-2008
    • Table 160 Company Shares of Air Treatment Products 2004-2008
    • Table 161 Brand Shares of Air Treatment Products 2005-2008
    • Table 162 Forecast Sales of Air Treatment Products: 2008-2013
    • Table 163 Forecast Sales of Air Treatment Products: % Growth 2008-2013
  • HEATING APPLIANCES IN BRAZIL
  • HEADLINES
  • TRENDS
  • COMPETITIVE LANDSCAPE
  • PROSPECTS
  • SECTOR DATA
    • Table 164 Retail Sales of Heating Appliances: 2003-2008
    • Table 165 Retail Sales of Heating Appliances: % Growth 2003-2008
    • Table 166 Company Shares of Heating Appliances 2004-2008
    • Table 167 Brand Shares of Heating Appliances 2005-2008
    • Table 168 Forecast Sales of Heating Appliances: 2008-2013
    • Table 169 Forecast Sales of Heating Appliances: % Growth 2008-2013
有關報告
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