"Homewares in Brazil" is now available at Fast Market Research

With increased access to real estate in recent years demand for products able to raise home value has increased, positively impacting diverse related categories, and this was not different for homewares in 2014. The category saw an 8% increase in current value terms in 2014 to reach R$6.5 billion. With services and eating out becoming more expensive in Brazil and having its prices adjusted above the national inflation rate, many consumers are opting to have a greater part of the meals at home, even on celebratory occasions, which may have also helped to boost sales for the category over the review period as a whole.

Competitive Landscape

In 2014 Tramontina SA continued to lead the Brazilian homewares environment with a 27% value share due to its wide portfolio, positive brand image among local consumers, and relevant presence in almost all of the consumer categories within the industry. The company led sales in cutlery, ovenware, stove-top cookware and kitchen utensils at the end of the review period, and has a presence in many of the specialised and non-specialised channels throughout the country. The largest part of Tramontina SA’s homeware products are manufactured locally in a modern production plant, providing employment for thousands of Brazilians.

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Industry Prospects

The homewares category is expected to register a CAGR of 3% at constant 2014 prices over the forecast period, slightly lower than the review period performance. This will be due to the deceleration of the Brazilian economy as a whole, and the need for consumers to rethink their purchasing behaviour, especially regarding products that are not considered necessities. Governmental measures such as “Minha Casa Minha Vida” (My House, My Life) are expected to continue positively impacting sales for the category over the forecast period, but due to budget constraints consumers will tend to plan more in order to purchase such products.

Homewares Market Research

Analyse key trends and developments in Brazil for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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