Table of Content

Consumer Appliances in Brazil
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

CONSUMER APPLIANCES IN BRAZIL
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
New product launches become less commonplace as players focus on ensuring supply and distribution channels are maintained
Lockdown measures push more Brazilians into embracing e-commerce
Pre-pandemic levels overcome by 2022
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
COVID-19 damages consumer confidence in 2020
Government’s financial aid support many families to get their first refrigeration appliance
Electrice wine coolers/chillers gain relevance due to home seclusion
Samsung launches its Evolution fridge freezer in Brazil
RECOVERY AND OPPORTUNITIES
Pre-pandemic sales levels set to return by 2021
Higher production costs could continue to test manufacturers
Smart appliances will remain at the forefront of new product development
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 50 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
HOME LAUNDRY APPLIANCES IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
COVID-19 negatively impacts consumer confidence and willingness to spend
New hygiene habits and concerns increase usage of home laundry appliances in 2020
Semi-automatic washing machines remain an affordable alternative for lower-income households
RECOVERY AND OPPORTUNITIES
Pre-pandemic sales levels to be restored by 2022
Brazilian real devaluation to pressure production costs
Laundry services continue to gain relevance due to new real estate developments
Samsung maintains a leading position when it comes to smart appliances
CATEGORY DATA
Table 55 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 56 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 60 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 66 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
DISHWASHERS IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
Home seclusion benefits usage and added-value perception of dishwashers
Economic uncertainty discourages consumers from investing in their first dishwasher
Tramontina debuts in dishwashers in 2020
RECOVERY AND OPPORTUNITIES
Dishwashers set to rebound strongly surpassing pre-COVID-19 sales in 2021
Competition expected to intensify with dishwashers still seen to have potential
CATEGORY DATA
Table 71 Sales of Dishwashers by Category: Volume 2015-2020
Table 72 Sales of Dishwashers by Category: Value 2015-2020
Table 73 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 74 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 75 Sales of Dishwashers by Format: % Volume 2015-2020
Table 76 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 77 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 78 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 79 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 80 Production of Dishwashers: Total Volume 2015-2020
Table 81 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
LARGE COOKING APPLIANCES IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
Economic uncertainty stemming from COVID-19 hits sales of large cooking appliances
Consumers postpone replacing cookers and ovens
Atlas Ind?stria de Eletrodom?sticos SA invests in glass hob cookers
RECOVERY AND OPPORTUNITIES
Economic challenges expected to put the brakes on a swift recovery
Financial aid could stimulate recovery
CATEGORY DATA
Table 85 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 89 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 90 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 94 NBO Company Shares of Ovens: % Volume 2016-2020
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 98 NBO Company Shares of Cookers: % Volume 2016-2020
Table 99 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 100 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
MICROWAVES IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
Home seclusion supports increased usage of microwaves, but lack of innovation inhibits growth potential
Replacement postponed due to economic instability
RECOVERY AND OPPORTUNITIES
Lack of innovation expected to remain a challenge
Price discounting unlikely to have a significant impact
CATEGORY DATA
Table 105 Sales of Microwaves by Category: Volume 2015-2020
Table 106 Sales of Microwaves by Category: Value 2015-2020
Table 107 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 108 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 109 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 110 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 111 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 112 Distribution of Microwaves by Format: % Volume 2015-2020
Table 113 Production of Microwaves: Total Volume 2015-2020
Table 114 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 115 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 116 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 117 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
FOOD PREPARATION APPLIANCES IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
Home seclusion boosts interest in food preparation appliances
Consumers take up cooking for business and pleasure
Arno SA launches new line of planetary mixers in Brazil
RECOVERY AND OPPORTUNITIES
Competition should remain fiercer in terms of prices over the forecast period
E-commerce set for bigger role in food preparation appliances over the forecast period
CATEGORY DATA
Table 118 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 119 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 120 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 121 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 122 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 123 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 124 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 125 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 126 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 128 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
SMALL COOKING APPLIANCES IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
Convenience is king as home seclusion results in more home cooked meals
Fryers and coffee machines face challenges but continue to lead small cooking appliances in 2020
IllyCaff? launches 2-in-1 line of coffee machines
RECOVERY AND OPPORTUNITIES
Growing penetration threatened by smaller households in the near-future
Slow cookers and coffee mills seen as the next must-have appliances
CATEGORY DATA
Table 129 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 130 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 131 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 132 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 133 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 134 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 135 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 136 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 137 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 138 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 140 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
VACUUM CLEANERS IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and time and constraints are the main drivers for sales in 2020
Falling prices help fuel demand for robotic vacuum cleaners
Samsung invests in smart vacuum cleaners
RECOVERY AND OPPORTUNITIES
Stronger competition expected in robotic vacuum cleaners as Xiaomi enters the market
Higher pets adoption contributes to fuelling demand
Cylinder vacuum cleaners likely to remain dominant thanks to good balance between price and effectiveness
CATEGORY DATA
Table 141 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 142 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 143 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 144 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 145 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 146 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 147 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 148 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 149 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 150 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 151 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 152 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
PERSONAL CARE APPLIANCES IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
Home seclusion the main growth driver for personal care appliances in 2020
Other personal care appliances is the only category to register decline
Philco looks to whip up interest with Wonder Woman licensed product line
RECOVERY AND OPPORTUNITIES
GaMa Italia to focus on innovation and sophistication to overcome price competition
E-commerce set for further gains buoyed by the success of online marketplaces
CATEGORY DATA
Table 153 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 154 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 155 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 156 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 157 Sales of Body Shavers by Format: % Volume 2015-2020
Table 158 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 159 NBO Company Shares of Personal Care Appliances 2016-2020
Table 160 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 161 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 162 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 163 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 164 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 165 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
AIR TREATMENT PRODUCTS IN BRAZIL
KEY DATA FINDINGS
2020 IMPACT
COVID-19 affects consumer confidence and willingness to invest in air conditioners
Home seclusion and heat waves inhibit heavier declines in 2020
Samsung launches Split WindFree? air conditioners
RECOVERY AND OPPORTUNITIES
Sales set to return to pre-COVID-19 levels by 2021
Devalued Brazilian real a barrier to growth
Rising temperatures set to drive demand for air treatment products
CATEGORY DATA
Table 166 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 167 Sales of Air Treatment Products by Category: Value 2015-2020
Table 168 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 169 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 170 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 171 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 172 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 173 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 174 Production of Air Conditioners: Total Volume 2015-2020
Table 175 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 176 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 177 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 178 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025