Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
EXECUTIVE SUMMARY
Economic recession and housing market stagnation provoke steep decline in DEA sales
A deep recession and the consequent stagnation of the housing market led to a
fall in both disposable incomes and consumer confidence, resulting in a steep
decline in sales in domestic electrical appliances in 2004 and 2005.
Specialists and grocery multiples dominate DEA sales
Specialists and grocery multiples have been gaining volume share of retail
domestic electrical appliances distribution from independents, reflecting
widespread consolidation in the Portuguese retail sector.
Consumer preference driven by value for money, convenience and design
In recent years, Portuguese consumers have become increasingly price sensitive
in their selection of domestic electrical appliances, although the added
convenience that many appliances provide has also been an important growth
driver as well as more contemporary designs.
Personal care appliances to maintain its position as fastest growing subsector
Personal care appliances experienced strong sales growth in current value
terms in 2005 against a backdrop of sharp decline in other subsectors, and
prospects remain buoyant for the coming years as consumers pay more attention
to their appearance and personal hygiene.
Increasing fragmentation in DEA
2004 and 2005 saw many new brands enter the Portuguese domestic electric
appliances market, contributing to fragmentation and intensifying competition.
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