Consumer Appliances in Brazil

December 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Brazil report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Appliances in Brazil?
  • Which are the leading brands in Brazil?
  • How are products distributed in Brazil?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
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Consumer Appliances in Brazil

Consumer appliances in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2024
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
Table 3 Sales of Consumer Appliances by Category: Volume 2018-2023
Table 4 Sales of Consumer Appliances by Category: Value 2018-2023
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 11 Sales of Small Appliances by Category: Volume 2018-2023
Table 12 Sales of Small Appliances by Category: Value 2018-2023
Table 13 Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 14 Sales of Small Appliances by Category: % Value Growth 2018-2023
Table 15 NBO Company Shares of Major Appliances: % Volume 2019-2023
Table 16 LBN Brand Shares of Major Appliances: % Volume 2020-2023
Table 17 NBO Company Shares of Small Appliances: % Volume 2019-2023
Table 18 LBN Brand Shares of Small Appliances: % Volume 2020-2023
Table 19 Distribution of Major Appliances by Format: % Volume 2018-2023
Table 20 Distribution of Small Appliances by Format: % Volume 2018-2023
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2023-2028
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2023-2028
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2023-2028
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2023-2028
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2023-2028
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2023-2028
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2023-2028
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2023-2028
Table 29 Forecast Sales of Small Appliances by Category: Volume 2023-2028
Table 30 Forecast Sales of Small Appliances by Category: Value 2023-2028
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2023-2028
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Brazil

KEY DATA FINDINGS

Moderate optimism for dishwashers with double-digit retail value growth
Improving sales for both retail offline and online channels
Product availability and diversification increase competitiveness in Brazil
Growing popularity of dishwashers on social media
Possible end to instalment payments could hinder consumption power in Brazil
Improved economic and social drivers to potentially drive up demand for dishwashers
Table 33 Sales of Dishwashers by Category: Volume 2018-2023
Table 34 Sales of Dishwashers by Category: Value 2018-2023
Table 35 Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 36 Sales of Dishwashers by Category: % Value Growth 2018-2023
Table 37 Sales of Dishwashers by Format: % Volume 2018-2023
Table 38 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
Table 39 NBO Company Shares of Dishwashers: % Volume 2019-2023
Table 40 LBN Brand Shares of Dishwashers: % Volume 2020-2023
Table 41 Distribution of Dishwashers by Format: % Volume 2018-2023
Table 42 Production of Dishwashers: Total Volume 2018-2023
Table 43 Forecast Sales of Dishwashers by Category: Volume 2023-2028
Table 44 Forecast Sales of Dishwashers by Category: Value 2023-2028
Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028

Home Laundry Appliances in Brazil

KEY DATA FINDINGS

Washer dryers and washing machines help stabilise category’s performance
Promotional deals positively influence purchasing decisions
Product launches to improve consumers’ laundry experience
Products advance through premiumisation and sustainable footprint
Greater competition presents challenges to home laundry appliance players
Changes to financial legislation and government subsidies are set to impact demand for home laundry appliances
Table 47 Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 48 Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
Table 51 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
Table 52 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
Table 54 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
Table 58 Production of Home Laundry Appliances: Total Volume 2018-2023
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028

Large Cooking Appliances in Brazil

KEY DATA FINDINGS

Better performance by large cooking appliances in 2023
Players leverage affordability, durability and designs with new launches
Brand loyalty is threatened and benefits low-tier brands
Brastemp’s innovation addresses the needs of Generation Z
Innovation across retail channels to gain consumer interest and loyalty
Possible legislation changes to influence demand for large cooking appliances
Table 63 Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 64 Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
Table 67 Sales of Built-in Hobs by Format: % Volume 2018-2023
Table 68 Sales of Ovens by Smart Appliances: % Volume 2019-2023
Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
Table 71 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
Table 72 NBO Company Shares of Ovens: % Volume 2019-2023
Table 73 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
Table 76 NBO Company Shares of Cookers: % Volume 2019-2023
Table 77 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
Table 78 Production of Large Cooking Appliances: Total Volume 2018-2023
Table 79 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
Table 80 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
Table 81 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028

Microwaves in Brazil

KEY DATA FINDINGS

Economic drivers and consumer confidence influence sales of microwaves
Retail transformation is necessary to captivate consumers
Panasonic features surprising product innovation
Freestanding remains dominant format of microwaves in Brazil
Future opportunities should increase penetration of Brazilian households
Legislation on instalment payments can potentially influence consumer sentiment
Table 83 Sales of Microwaves by Category: Volume 2018-2023
Table 84 Sales of Microwaves by Category: Value 2018-2023
Table 85 Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 86 Sales of Microwaves by Category: % Value Growth 2018-2023
Table 87 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
Table 88 NBO Company Shares of Microwaves: % Volume 2019-2023
Table 89 LBN Brand Shares of Microwaves: % Volume 2020-2023
Table 90 Distribution of Microwaves by Format: % Volume 2018-2023
Table 91 Production of Microwaves: Total Volume 2018-2023
Table 92 Forecast Sales of Microwaves by Category: Volume 2023-2028
Table 93 Forecast Sales of Microwaves by Category: Value 2023-2028
Table 94 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
Table 95 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028

Refrigeration Appliances in Brazil

KEY DATA FINDINGS

Fridge freezers and wine coolers positively contribute to category growth
Low production growth as consumption levels improve
Premiumisation as a strategy to creating wider brand awareness
Phygital strategies should transform appliance retailing over the forecast period
Brazilian consumers increasingly interested in smart kitchen appliances
Consumer confidence and lower inflationary pressure set to influence future growth
Table 96 Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 97 Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 98 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 99 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
Table 100 Sales of Freezers by Format: % Volume 2018-2023
Table 101 Sales of Freezers by Volume Capacity: % Volume 2018-2023
Table 102 Sales of Fridge Freezers by Format: % Volume 2018-2023
Table 103 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
Table 104 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
Table 105 Sales of Fridges by Volume Capacity: % Volume 2018-2023
Table 106 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
Table 107 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
Table 108 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
Table 109 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023
Table 110 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
Table 111 Production of Refrigeration Appliances: Total Volume 2018-2023
Table 112 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
Table 113 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
Table 114 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
Table 115 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028

Air Treatment Products in Brazil

KEY DATA FINDINGS

Split air conditioners and air coolers support recovery trend
Technological evolution and greater production capacity are top goals among manufacturers
Climate-driven demand from the north to the south of Brazil
Players must adjust to new energy efficiency requirements over the forecast period
Design, home connectivity and thermal comfort as important product benefits
Innovation in air treatment products to enhance consumer wellbeing
Table 116 Sales of Air Treatment Products by Category: Volume 2018-2023
Table 117 Sales of Air Treatment Products by Category: Value 2018-2023
Table 118 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 119 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
Table 120 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
Table 121 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
Table 122 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
Table 123 Distribution of Air Treatment Products by Format: % Volume 2018-2023
Table 124 Production of Air Conditioners: Total Volume 2018-2023
Table 125 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
Table 126 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
Table 127 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
Table 128 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028

Food Preparation Appliances in Brazil

KEY DATA FINDINGS

Blenders and mixers strengthen value and volume results in 2023
Channel performances influenced by challenging economic and financial scenario for retailers in Brazil
Affordability, quality standard and technological features boost competition among players in Brazil
Generational shifts to impact consumer behaviour in the kitchen
Food preparation appliances deemed essential for Brazilians
Product design and technology as premium features for blenders and mixers
Table 129 Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 130 Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 131 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 132 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
Table 133 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
Table 134 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
Table 135 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
Table 136 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
Table 137 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
Table 138 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
Table 139 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028

Personal Care Appliances in Brazil

KEY DATA FINDINGS

Local consumers look for affordability across personal care appliances as prices rise
Beauty elements increasingly emerge in hair care appliances
Consumer behaviour influences distribution channel dynamics
Embracing one’s natural beauty is key beauty trait for Brazilians
Growing availability and brand awareness to strengthen demand for electric facial cleansers
New tax legislation could impact purchases from online Chinese retailers
Table 140 Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 141 Sales of Personal Care Appliances by Category: Value 2018-2023
Table 142 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 143 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
Table 144 Sales of Body Shavers by Format: % Volume 2018-2023
Table 145 Sales of Hair Care Appliances by Format: % Volume 2018-2023
Table 146 NBO Company Shares of Personal Care Appliances 2019-2023
Table 147 LBN Brand Shares of Personal Care Appliances 2020-2023
Table 148 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
Table 149 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
Table 150 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
Table 151 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
Table 152 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028

Small Cooking Appliances in Brazil

KEY DATA FINDINGS

Practicality continues to drive demand for small cooking appliances across socioeconomic levels
Hypermarkets and e-commerce perform well in a challenging retail scenario
Increasing competition and brand diversification in Brazil
Innovation, design and capacity should foster further growth of light fryers in Brazil
Rising demand for premium coffee experience amid inflation challenges
Financial legislation as possible influential factor behind consumers’ purchasing decisions
Table 153 Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 154 Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 155 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 156 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
Table 157 Sales of Freestanding Hobs by Format: % Volume 2018-2023
Table 158 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
Table 159 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
Table 160 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
Table 161 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
Table 162 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
Table 163 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
Table 164 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028

Vacuum Cleaners in Brazil

KEY DATA FINDINGS

Positive performance as consumers consider practicality, quality and technological devices
Economic fluctuations lead to increasing competitiveness by targeting mid-income consumers
E-commerce, appliances specialists and hypermarkets are positive performers
Resilience of stick vacuum cleaners will support long-term category growth
Convenience for busy Brazilians set to drive further demand for vacuum cleaners
Robotic vacuum cleaners to foster stronger growth in the following years
Table 165 Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 166 Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 167 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 168 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
Table 169 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023
Table 170 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
Table 171 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
Table 172 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
Table 173 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
Table 174 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
Table 175 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
Table 176 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Air Fryers
        • Oil Based Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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