Home Improvement Retailing in Brazil: Market Snapshot to 2015

Reference code: RT0680MS Published: March 2011

www.icd-research.com

ICD Research John Carpenter House 7 Carmelite Street London EC4Y 0BS United Kingdom Tel: +44 (0) 20 7336 5200 Fax: +44 (0) 20 7336 5201

© ICD Research. This report is a licensed product and is not to be photocopied

......................................................14 Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research.................... 9 3............................................................ 13 4................................................................................................. Sales 2010...........................3 Sales Value Forecast 2010-15 .....12 4 APPENDIX . 13 4.....1 What is this Report About? ..........................................2 Definitions .......................13 4............................................................. 5 1......................................4 Category Analysis.........................................................1 Sales Value 2005-10 ..............3 About ICD Research ................................................................. 5 2 3 CATEGORY OVERVIEW ............................................................................................................1 Research Methodology ........................................................................................................4 Disclaimer ...........................................10 3..................................TABLE OF CONTENTS TABLE OF CONTENTS 1 INTRODUCTION ........................................................................................................2 Contact Us ....13 4.......................................11 3............................................. Sales Forecast 2015 ............................................................................................................... 9 3......................... 5 1....................................................................................14 4.............................................1....................................................... 8 SALES DATA .............................................................................................................................................................................................. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 2 ....................................................................................................................................................................................1 Additional Notes .............2 Category Analysis................................

.........................................5 Table 2: ICD Research Retail Category Definitions ................... Category Analysis by Sales................................9 Table 4: Home & Garden Products Retailing in Brazil................................. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 3 .....................................................10 Table 5: Home Improvement Retailing in Brazil............................ Sales Value Forecast (US$ Billion)......... Sales Value (US$ Billion)......12 Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research............................................................. 2005-10 ...... 2010-15 .............................................................................. Category Analysis by Sales................................................................ 2015 .TABLE OF CONTENTS LIST OF TABLES Table 1: ICD Research Retail Channel Definitions ...................... 2010 ..........6 Table 3: Home Improvement Retailing in Brazil........11 Table 6: Home & Garden Products Retailing in Brazil.............

.............................. 2015 ....... 2010-15 .....................9 Figure 2: Home & Garden Products Retailing in Brazil..... Category Analysis by Share.................... Sales Value Forecast (US$ Billion)......................................... Category Analysis by Share......................11 Figure 4: Home & Garden Products Retailing in Brazil..12 Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research............................ This report is a licensed product and is not to be photocopied Published Mar 2011 Page 4 ................10 Figure 3: Home Improvement Retailing in Brazil..... 2010 ......TABLE OF CONTENTS LIST OF FIGURES Figure 1: Home Improvement Retailing in Brazil. 2005-10 ....................... Sales Value (US$ Billion)................

Examples include Bloomingdale's.g. delicatessens.g. departmentalized range of grocery. Includes paid-for sales from all vending machines not located within a store (e. or only olives. health stores and opticians. toys. workplaces. Wal-Mart). General merchandise includes all sales through stores that offer a wider selection of primarily non-food goods at inexpensive prices. Includes all sales through beauty/cosmetics specialists. drug stores. El Corte Ingles Hypermarkets/mass merchandisers include all sales through retailers with a floor area of over 2. fishmongers.500 sq m that carry full lines of both grocery and general merchandise (e. drinks specialists. pound store). accessories and/or luxury goods are the main footfall drivers and account for the majority of sales. Accessories & Luxury Goods Specialists Drug Stores & Health & Beauty Stores Duty Free Retailers Electrical & Electronics Specialists Food & Drink Specialists Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research. butchers. and newsstands. and confectionery) at a single or limited number of price points and are named for the price of the merchandise (e. and may carry some general merchandise lines (e. John Lewis.1 What is this Report About? This report is the result of ICD Research’s extensive market research covering the Brazilian retail industry.INTRODUCTION 1 INTRODUCTION 1. Supermarkets include all sales through retailers with floor area of 300 sq m -2. student union stores). public places. Kroger). charity stores. focusing primarily on non-grocery categories with distinct departments specializing in defined product areas. footwear. Includes all sales through airside retailers in airports or on board an aircraft or ferry. professional users. stores selling only cheese.g.g. It provides detailed historic and forecast retail market values segmented at category level. Excludes tax free purchases by tourists at conventional stores. Variety Store & General Merchandise Retailers General Retailers Convenience Stores & Gas Stations Department Stores Hypermarkets & Supermarkets Vending Machines Other General Retailers Specialist Retailers Clothing. This category also includes sales in retail outlets attached to gas stations where fuel is the main revenue driver. and single category stores (e. dollar store. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 5 . Includes all sales through retailers where electricals and/or electronic goods are the main footfall drivers and account for the majority of sales. etc) who pay on the spot and transport goods away themselves. pharmacists. or only honey) Discount. pubs and bars) Includes other generalist retail channels not included in the categories above (e. Includes all sales through retailers where clothing. Macy's. Includes all sales through stores of an area generally less than 300 sq m that specialize in a limited range of Food & Grocery products designed primarily for convenience-seeking consumers.2 Definitions The retail industry can be segmented into the following channels and categories: Table 1: ICD Research Retail Channel Definitions Channel group Discount Retailers Channel Cash & Carries & Warehouse Clubs Definition Cash & carries sell from a wholesale warehouse to customers (small retailers. Includes bakers. Sainsbury's.g. kiosks.g. 1. greengrocers. market traders. Includes all sales through multi-category retailers.500 sq m that offer a wide. The discount/variety stores category includes all sales through stores that sell inexpensive items (especially cleaning supplies. Delivered wholesale sales are not included. Warehouse clubs are no-frills stores that sell discounted goods to members who pay an annual fee. Footwear.

stationery and/or video products are the main footfall drivers and account for the majority of revenues. sunglasses and ties. hair products. travel bags. and satellite navigation systems. Stationery & Entertainment Software Specialists Other Specialist Retailers Online Retailers Overall Definition Includes all sales through retailers where floor coverings. with the exception of e-books. in-car entertainment systems. deep fryers. News and Stationery Printed Media Stationery & Cards Electrical & Electronics Communications Equipment Computer Hardware & Software Consumer Electronics Household Appliances Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research. briefcases. computer peripherals. fashion jewelry (non-precious jewelry). memory sticks. fixed-line telephones. erasers. Includes personal stationery products such as notebooks. Home Depot. radios. rulers. paper clips & binders. plus watches. and other stores that focus on one specific product or category (e. food processors. handbags. Includes major domestic appliances (air conditioners. primarily aimed at consumer rather than trade needs (e. Includes all sales through flower stores. juicers. software.INTRODUCTION Table 1: ICD Research Retail Channel Definitions Channel group Channel Home Furniture & House Wares Retailers Home Improvement & Gardening Supplies Retailers Music. writing boards. but subscription copies are not. wallets and purses. Jewelry & Watches Luggage & Leather Goods Books. freezers. Cards include seasonal and every day cards. toasters. formalwear. toddler clothing. fax machines. exam boards. and outerwear for men. hi-fi systems. maps. curling tongs. coral etc.g. dishwashers. coffee machines. stoves. hobs and extractors. pencil grippers. pencil boxes. grills. hardbound books. DVD players/recorders. mobile phone accessories and mobile phones. calculators. casual wear. hair accessories. hard disks and other data storage devices. handheld mixers. Includes retail sales of only desktops and laptop computers. boys and girls. topaz. irrespective of whether the vendor is a pure-play Internet company or the online offering of a realworld retailer. emeralds and rubies). baby clothing. sun lamps and fans). organizers. home theatres. PDAs. portable digital audios. Video. entertainment software. Includes paperback. furniture and/or house wares are the main footfall drivers and account for the majority of sales. vacuum cleaners and washing machines) plus minor domestic appliances (blenders. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 6 . Gardening supplies encompasses all sales through retailers that specialize in the sale of plants and related tools and products Includes all sales through retailers where books. sunglasses stores) Includes all sales of the relevant category that take place over the Internet.g. and books sold from internet sites such as Amazon. music. Includes suitcases. refrigerators. gloves. home use and portable games consoles. calculators. opal. CD packs. and magazines are included. gift stores. and active wear. quartz. formalwear-occasion. jewelers. stand mixers. Retail sales of newspapers. Includes CD players. hair trimmers. hats. B&Q). kettles. razors. glue sticks. essentials. precious stones (sapphires. sharpeners. Includes retail sales of only answer machines. Home improvement includes all sales through retailers that specialize in the sale of home improvement tools and materials. Includes gold jewelry. pet stores. belts.g. irons. notebook covers. / © ICD Research Source: ICD Research analysis Table 2: ICD Research Retail Category Definitions Category group Apparel. Books sold to libraries are excluded. scarves. silver jewelry and other precious jewelry such as diamonds. platinum. periodicals. pearls (natural and cultured) and semi-precious stones (e. dryers. women. geometry boxes. etc that are sold through retail channels excluding office supplies. amethyst. graph books. Accessories & Luxury Goods Category Clothing & Footwear Definition Includes all footwear categories. pencils. Book.). televisions and video recorders. microwave ovens.

dolls. doors. doormats). mattresses. curtains. Console hardware sales are excluded. bolts. games. and toy vehicles. timber). miniature models. and all other sports-dedicated equipment sold at retail. outdoor living products (garden furniture. flowering plants. Includes retail sales of only air fresheners. cigars and cigarillos. Includes garden buildings. hard tiles. bleach. cushions. rugs. wall tiles. hooks). compost. Includes retail sales of prerecorded music singles. dining room furniture. Prescription drug sales are not included. handheld games consoles. kitchen furniture and bathroom furniture. ride-on model toys. make-up. canned food. dishwashing products. ice cream.g. bricks. fishing equipment. meat. cameras. beddings. and paid downloadable music/video. and window dressings (blinds. rubbish bins. wallpaper). Includes retail sales of action figures. living room furniture. oils and fats. general-purpose cleaners. plush toys. textile washing products and toilet care products. locks. paper products. chilled food. mechanical utensils and home devices e. dried food. Includes retail sales of home hardware (crockery.g. This category does not cover contract furniture. Video & Entertainment Software Games Software Music & Video Sports & Leisure Equipment Sports Equipment Toys & Games Source: ICD Research analysis Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research. window frames. nuts). Includes retail sales of domestic furniture. / © ICD Research Packaged Food Personal Care Tobacco Unpackaged Food Furniture & Floor Coverings Floor Coverings Furniture Home & Garden Products Gardening & Outdoor Living Home Improvement Home Wares Music. rails. domestic fertilizer. laminates. oral hygiene. savory snacks. ornaments). plugs. futons. hair care. Includes retail sales of ball sports equipment. switches). personal hygiene and skincare/sun care. electrical hardware (alarms. boards. projectors. infant/baby toys. golf equipment. nails. Includes retail (not foodservice) sales of bakery and cereals. curtain poles. Second Life). shrubs and trees). winter sports equipment. frozen food. lamps and lampshades. binoculars and telescopes. camera and camcorder accessories. table linen. hardware (brackets. light fittings. and manual and power tools. Includes retail (not foodservice) sales of unpackaged fruit. cutlery. confectionery. scales). This report is a licensed product and is not to be photocopied Published Mar 2011 Page 7 . sauces/ dressings/condiments. CDs. furniture covers. glass. hot drinks and alcoholic drinks. varnish. and games for PC/Mac desktop computers. manual and electric garden tools. Includes retail sales of chewing tobacco cigarettes. other materials (adhesive. grains. Online games are excluded (e. including bedroom furniture. puzzles. and plants and growing media (bulbs. racket sports equipment. textiles and soft furnishings (bathroom textiles. seeds. cement. adventure sports equipment. Includes retail (not trade) sales of decorating materials (paint. scouring products. barbecues. and other food categories Includes retail (not trade) sales of carpets. Includes retail (not on-trade) sales of soft drinks.INTRODUCTION Table 2: ICD Research Retail Category Definitions Category group Category Photographic Equipment Food & Grocery Drinks Household Products Definition Includes camcorders. insecticides. aggregates. hammocks. VCDs. storage. over-the-counter healthcare. mobile phones and other wireless devices. carpet tiles. home office furniture. glassware. DVDs and Blu-Ray disks. furniture cleaning products. garden utensils. final and wood flooring. soup and spreads. activity toys. Includes retail sales of games for domestic games consoles. dairy products. mats. Includes retail sales of fragrances. and loose tobacco (including vending machine). vegetables.

9% share of the group in 2010. with a CAGR of 17.2% of the Home & Garden Products category group. with an increase of 28. achieving a CAGR of 10.0% compared to the previous year. To the contrary. Looking ahead. the Homewares category represented a market share of 29. In comparison. the lowest growth rate in the Home & Garden Products category group between 2010 and 2015. The Gardening and Outdoor Living category will grow at a CAGR of 9. reaching sales of US$32. This represents a total growth of 266.7% on 2009.57%.CATEGORY OVERVIEW 2 CATEGORY OVERVIEW Following expansion at a compound annual growth rate (CAGR) of 17.9%. the fastest growing category under Home & Garden Products was Homewares. The Home Improvement achieved its strongest performance in 2007. In comparison.0% share of the group in 2015. the Home Improvement category will grow at a CAGR of 10. By 2010. the Home Improvement category will account for 54.8% from 2005 and 65. the fastest growing retail category of the Home & Garden Products category group between 2010 and 2015 will be Home Improvement. the Gardening and Outdoor Living category grew at a CAGR of 13. Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research. the lowest growth rate under the Home & Garden Products category group between 2005 and 2010. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 8 . In comparison.57% between 2010 and 2015.4% in 2009 over 2008.8%. The category witnessed a decline of -2.20%.03%. while the Gardening and Outdoor Living category will generate a further 16. the Home Improvement category led the Home & Garden Products category group with a market share of 53. By 2015. the Home Improvement category in Brazil had sales of US$19.5 billion in 2010.2 billion in 2015. the Homewares category will account for 29. while Gardening and Outdoor Living generated a further 16.3% from 2010.84% between 2005 and 2010. an increase of 20. In comparison.3%.28% between 2005 and 2010.

0% 5.28% over the period 2005-10.8 10. an increase of 20. 2005-10 Year 2005 2006 2007 2008 2009 2010 CAGR 2005-10 Source: ICD Research Analysis US$ Billion 8. 2005-10 25.1 19.3% -2.5 24.MARKET DATA 3 SALES DATA 3. Table 3: Home Improvement Retailing in Brazil.9 14.7% 17.6 16.0 0.0 20.0% 18.0% 20.0 -5.0% 25. Sales Value (US$ Billion). The category achieved a CAGR of 17.0% 2005 2006 2007 Sales Value 2008 2009 2010 Growth Rate (%) Source: ICD Research Analysis © ICD Research Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research.5% 28.0 16.1 Sales Value 2005-10 The Home Improvement category in Brazil had sales of US$19.0% 0. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 9 Growth Rate (%) .0% 5.0 30.4% 20.0% 10.0 10. Sales Value (US$ Billion).0 15.7% on 2009.28% © ICD Research % Growth Figure 1: Home Improvement Retailing in Brazil.0% US$ Billion 15.5 billion in 2010.

9 36.5 10.3% Source: ICD Research Analysis © ICD Research Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research.9% Home Improvement. 29. with a share of 53.9% 100. 16.2 Category Analysis. 2010 Category Gardening and Outdoor Living Home Improvement Homewares Overall Source: ICD Research Analysis US$ Billion 6. Category Analysis by Sales.9% Homewares. Sales 2010 With sales of US$19. Category Analysis by Share.3% in the Home & Garden Products category group. 2010 Gardening and Outdoor Living.9% 53. 53. the Home Improvement category in Brazil is the largest category.0% © ICD Research Figure 2: Home & Garden Products Retailing in Brazil.6 % Share 16.MARKET DATA 3.3% 29.2 19. Table 4: Home & Garden Products Retailing in Brazil.5 billion in 2010. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 10 .

an increase of 65.0 12.5 21. Table 5: Home Improvement Retailing in Brazil. 2010-15 35.57% from 2010 through 2015. The category will grow at a CAGR of 10.0 0.0% 15.0 6.0 14. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 11 .7 32. 2010-15 Year 2010 2011 2012 2013 2014 2015 CAGR 2010-15 Source: ICD Research Analysis US$ Billion 19.2 23.7% 10.0% 10.0 2.0% 25.2 25.3% on 2010.3 Sales Value Forecast 2010-15 The Home Improvement category in Brazil will have sales of US$32.2 billion in 2015.0 8. Sales Value Forecast (US$ Billion).0% 30.6% 11.0% 2010 2011 2012 Sales Value 2013 2014 2015 Growth Rate (%) Source: ICD Research Analysis © ICD Research Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research.57% © ICD Research % Growth Figure 3: Home Improvement Retailing in Brazil. Sales Value Forecast (US$ Billion).0% 5.8% 9.5% 12.2 8.0% 0.0 4.0 US$ Billion 10.0% Growth Rate (%) 20.7 28.4% 10.MARKET DATA 3.

2% Source: ICD Research Analysis © ICD Research Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research.5 32.0% Homewares.0% 54.8% Home Improvement. Category Analysis by Sales. Sales Forecast 2015 With sales of US$32.2 billion.7 59. 16. 54.MARKET DATA 3.2% of the Home & Garden Products category group by 2015.2% 29. 2015 Category Gardening and Outdoor Living Home Improvement Homewares Overall Source: ICD Research Analysis US$ Billion 9.4 % Share 16.4 Category Analysis. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 12 .2 17. the Home Improvement category in Brazil will be the largest category.0% © ICD Research Figure 4: Home & Garden Products Retailing in Brazil. 2015 Gardening and Outdoor Living. Category Analysis by Share. Table 6: Home & Garden Products Retailing in Brazil.8% 100. 29. with a share of 54.

4. to ensure that the highest levels of data quality are maintained across its portfolio.com Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research. We strictly follow a standardized research methodology to ensure high levels of data quality: Market data. Quality Control – ICD Research rigorously conducts checks on its data and processes throughout the production of every market profile. Data Consolidation – ICD Research analysts benchmark data from internal and external sources to verify historical market data and to ensure that the latest year’s data is fully supported by external opinion. broker and investment analyst reports and information. trade associations. and official international sources.APPENDIX 4 APPENDIX 4. Market Research – Collection of the latest market-specific data from a wide variety of respected industry sources at both a national and international level. please contact icdreports@progressivedigitalmedia.1 Research Methodology ICD Research’s series of Market Snapshot reports are rigorously sourced according to a comprehensive written methodology.ICD Research has a standard process for market data research across all of its products. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 13 . Review of Existing Databases – ICD Research maintains databases of industry and company operational data and analysis.1. Sources used include government statistics.1 Additional Notes Figures in tables and charts throughout this report may not add up to totals due to rounding. based on information collected from various sources across the industry.2 Contact Us If you have any queries about this report or would like further information. which are used as the foundation for our market modeling activities. company filings. refine modeled forecasts. Creation of Market Models – ICD Research feeds the latest macroeconomic data and specific market drivers from national statistics offices and trade associations into its complex market models to generate market forecasts. Analyst Review – ICD Research’s experienced analyst teams. 4. Any currency calculations used in the generation of data within this report have been calculated using respective year’s annual average exchange rates.

APPENDIX 4. Please note that the findings. without the prior permission of the publisher. photocopying. whose accuracy we are not always in a position to guarantee. recording or otherwise. ICD Research. The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.4 Disclaimer All Rights of this Report are Reserved No part of this publication may be reproduced. As such ICD Research can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.3 About ICD Research ICD Research is a premium business information brand specializing in industry analysis. This report is a licensed product and is not to be photocopied Published Mar 2011 Page 14 . stored in a retrieval system or transmitted in any form by any means. conclusions and recommendations that ICD Research delivers will be based on information gathered in good faith from both primary and secondary sources. electronic. mechanical. 4. Home Improvement Retailing in Brazil: Market Snapshot to 2015 © ICD Research.

Sign up to vote on this title
UsefulNot useful