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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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 ResearchAnalyse 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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