#MasterTheCrisis

GfK LATAM
Coronavirus
Crisis Sales Radar
Weekly trends and insights for
the tech and durables market

EDITION 47
Powered by GfK Weekly Point of Sales Tracking
 Weekly retail insights from the Point of Sale:
Spotlight on Argentina
Index: 2020 average weekly turnover in Local Currency (LC) = 100 Retail sales (value LC) for technical consumer goods (TCG), YoY growth %
Argentina
IT Office Telecom TCG Internet Sales Traditional Sales
500%
Brazil 1500%
400% Last year's lockdown
1000%
Chile 300%
200% 500%
Colombia 100% 0%
0%
-500%
Peru Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
week week

500%
CE MDA SDA Key takeaways in calendar week 25 (Jun 21– Jun 27)
400% ▪ Devaluation of Argentinean Peso impacts YoY comparison.
300% ▪ Notebooks are now the best performing product with a YoY
200%
growth rate of +117%.

100% ▪ Shavers are the worst performing product with a drop of -69% YoY
in value.
0%
Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 ▪ During the transition period online sales growth rate decreased to
week +23% in value YoY last week, while traditional sales shows a higher
growth +112%.

Source: GfK Point of Sales Tracking, Argentina; Calendar week 1 2021 – 25 2021; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Office: Laser
and inkjet printers – Consumer Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines - Small domestic appliances (SDA): shavers, food preparation, hot beverage makers;
Value is in LC
© GfK
 Weekly retail insights from the Point of Sale:
Spotlight on Brazil
Index: 2020 average weekly turnover in Local Currency (LC) = 100 Retail sales (value LC) for technical consumer goods (TCG), YoY growth %
Argentina
TCG Internet Sales Traditional Sales
IT Office Telecom 300%
Brazil 200% 250% Last year's lockdown
200%
Chile 150%
150%
100%
50%
Colombia 100% 0%
-50%
-100%
50%
Peru Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Calendar
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
week week

CE MDA SDA Key takeaways in calendar week 25 (Jun 21– Jun 27)
260%
▪ Total market shows a drop -9%, YoY in value.
180% ▪ Hot Beverage Makers is performing well, with a YoY growth rate of
+37%.
100%
▪ Shavers improved this week with a growth rate of +20% YoY in
value.
20%
Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 ▪ Online and Traditional sales had a drop YoY in value with -6% and
week -12% respectively as we are comparing to a transition period in
2020.

Source: GfK Point of Sales Tracking, Brazil; Calendar week 1 2021 – 25 2021; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Office: Laser and
inkjet printers – Consumer Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines - Small domestic appliances (SDA): Vacuum cleaners, shavers, food preparation, hot
beverage makers; Value is in LC
© GfK
 Weekly retail insights from the Point of Sale:
Spotlight on Chile
Index: 2020 average weekly turnover in Local Currency (LC) = 100 Retail sales (value LC) for technical consumer goods (TCG), YoY growth %
Argentina
IT Office Telecom TCG Internet Sales Traditional Sales
Brazil 500%
500%
400%
400% 300%
Chile
300% 200%
200% 100%
Colombia
100% 0%
0% -100%
Peru Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
week week

CE MDA SDA
600% Key takeaways in calendar week 25 (Jun 21– Jun 27)
500% ▪ Total market growth is at +60%, YoY in value.
400%
▪ Audio Home System and PTV are the best performing products,
300%
with value growths of +122% and +105% respectively.
200%
100%
▪ Printers is now the lower performing product with +12% growth
YoY in value.
0%
Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 ▪ Online sales show growth +41% YoY in value terms. Traditional
week sales shows this week with a growth +89% YoY in value compared
to the 2020 transition period.

Source: GfK Point of Sales Tracking, Chile; Calendar week 1 2021 – 25 2022; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Office: Laser and
inkjet printers – Consumer Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines - Small domestic appliances (SDA): Vacuum cleaners, , food preparation,; Value is in LC
© GfK
 Weekly retail insights from the Point of Sale:
Spotlight on Colombia
Index: 2020 average weekly turnover in Local Currency (LC) = 100 Retail sales (value LC) for technical consumer goods (TCG), YoY growth %
Argentina
TCG Internet Sales Traditional Sales
280% IT Telecom 400%
Brazil
300% Last year's lockdown
220%

Chile 160%
200%

100%
100%
Colombia 0%
40%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 -100%
Peru Calendar Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
week week

220%
CE MDA Key takeaways in calendar week 25 (Jun 21– Jun 27)
▪ In W25 of 2020 took place the first VAT tax free day where
160% consumers had a 19% discount, corresponding to the tax.
▪ Week 25 in 2021 all the categories had a negative behavior.
100%
However, Smartphones have the highest sales in volume for this
week.
40%
Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 ▪ Online sales had a drop of -67% YoY in value. Traditional sales also
week shows a drop of -55% YoY in value as a result of first VAT tax
(19%) free day.

Source: GfK Point of Sales Tracking, Colombia; Calendar week 1 2021 – 25 2021; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Consumer
Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines; Value is in LC
© GfK
 Weekly retail insights from the Point of Sale
Spotlight on Peru
Index: 2020 average weekly turnover in Local Currency (LC) = 100 Retail sales (value LC) for technical consumer goods (TCG), YoY growth %
Argentina
IT Office Telecom TCG Internet Sales Traditional Sales
Brazil 400%
5800%
4800%
300% Last year's lockdown
Chile 3800%

200% 2800%

Colombia 1800%
100%
800%

Peru 0% -200%
Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
week week

CE MDA SDA
250%
Key takeaways in calendar week 25 (Jun 21– Jun 27)
200% ▪ Total market growth is at +20%, YoY in value mainly driven by the
traditional channel.
150%
100%
▪ Printers are the best performing products in Peru with +284% YoY
value growth. Desk Computing have +96% value growth, ranking
50% second.
0%
Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 ▪ Online sales shows a drop -28% YoY. For its part, traditional sales
week shows a recovery has a lower growth: +63% YoY in value as we are
comparing to transition weeks in 2020.

Source: GfK Point of Sales Tracking, Peru; Calendar week 1 2021 – 25 2021; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Office: Laser and
inkjet printers – Consumer Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines - Small domestic appliances (SDA): Food preparation,; Value is in LC
© GfK
 Navigate complex decisions with hard facts
Rely on hard facts to steer through turbulent times: Covid-19

This crisis is impacting your business Identify Optimize

in many and unexpected ways. In a constantly quickly and confidently your product’s
where corrective action is pricing and promotion
evolving situation such as this, you need reliable, required based on weekly by adapting strategy
accurate and timely data to inform your tactical insights on your competitors’ and tactics week-to-week
tactics
decision-making.
Our POS Market Intelligence reveals what is
selling, where, when and for how much. We
provide weekly fact-based sales insights into the Ensure Gain
impact of the crisis on your performance as well
you have a 360° view the full picture of
as that of your competitors’. of the impact of the performance across
Coronavirus crisis from a all relevant channels –
Learn how we can support you consumer and retail online and offline
dynamics perspective –
fast and frequently

03.04.2020 © GfK
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