New Study: Irons in Mexico

Manufacturers of small appliances which are present in several categories have also turned to irons, increasing the number of brands available to consumers. Since the Mexican government started imposing antidumping duties on imported blenders from China, irons has become the most important and attractive category for many players. The presence of many companies has led to a fall in average unit price due to the diversity of affordable brands, such as Taurus, HomeTech, American and EKT among others, mainly in supermarkets. The household penetration of irons in Mexico is fairly high, but there remains room for further growth. Both this and new purchases to replace old irons were the main drivers of the category’s 5% retail volume increase in 2015.

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Competitive Landscape

Three companies led irons in 2015. Sunbeam Mexicana SA de CV ranked first with a 29% retail volume share, followed by Applica de México with 22% and Groupe SEB Mexicana SA de CV with 21%. Their respective brands Oster, Black & Decker and T-Fal remained consumer favourites thanks to their strong retail presence and ongoing marketing support.

Industry Prospects

Irons is expected to record a retail volume CAGR of 5% over the forecast period to reach 6.2 million units in 2020. This performance will be driven by the constant innovation efforts of manufacturers to attract not only women but any potential consumer as household profiles will continue to change in Mexico. Despite the expected growth of laundry services in Mexico over the forecast period, it is likely that many Mexicans will continue to iron at home. Some will offer to do others’ ironing at lower prices than those charged by laundry services.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Irons industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Irons industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The?Irons in?Mexico market research report includes:

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

Our market research reports answer questions such as:

* What is the market size of Irons in Mexico?
* What are the major brands in Mexico?

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