Sale of small appliances should move forward, even with difficult year

São Paulo-despite the current slowdown in the Brazilian consumption, which should impact the sales of home appliances and portable, the prospect for the sector in the medium term is rather positive. The forecast is that sales of large appliances move 32.7% in five years.
According to consulting firm Euromonitor, the expectation is that by 2019 the sale of small appliances surpass the mark of 95.7 million units, while the appliances must advance 11.5%, reaching nearly 35 million units.
"The small appliances have greater strength in the economy periods more difficult because they have a lower value compared to home appliances and more distribution channels," said the Director of the Eletrolar Group, Carlos Clur. The group, responsible for the Eletrolar Fair, one of the leading industry events, bets on innovation to drive sales this year. "The manufacturers are working twice as hard and using creativity to ensure a good performance", he details.
The manufacturer of appliances and small appliances Cadence, headquartered in Santa Catarina, hopes to end 2015 with 30% increase in sales volume, after move 40% last year. But the economic scenario may lead the company to revise the target for the year, ponders the company's commercial Director, Dirceu Brugalli. "The semester is leaving something to be desired, with performance below the goal, but we expect an improvement in the second half," believes him.
To boost sales, the catarinense expanded the product portfolio in recent years.
"We realized that the average ticket purchase is increasing, with the consumer always seeking a product with greater added value," says Christopher Brugalli.
Potential
For this year, according to the executives heard by the DCI, the ventilation lines products, electric cookers and fryers and personal care equipment should pull sales.
On Cadence, for example, the personal care line to the male audience stands out. "This was a little expressive category, but has been growing and already represents 20% of sales in the segment dominated by the female audience," says he.
Has Mallory now mira in higher value-added products. "Last year was difficult, but we have seen that the billing and profitability increased, which shows that it is possible to earn more without increasing the volume," says the commercial Director of Mallory, Mauro Vega.
According to him, the company's revenue should rise about 20 percent this year, with the volume rising a little below that.
Philips, a leader in the segment of blenders, also designs sales in the high double digits, even with the most difficult scenario and the impact of exchange rate variations. "Both the high-dollar for imported products, as high energy and oil derivatives for domestic products, had impacts on costs," says the marketing director of personal health of Philips, Alina Asiminei.
With the devaluation of the real, the appliances unit of MCassab Group has passed the high costs to ensure performance. "[The] impact not only who, just like our company, it is important to the final product, but who buys raw material abroad," says the Manager of the company's appliances, Fábio Semedo.
At Electrolux, the pass-through of costs was output to compensate for the negative effect of exchange rates, highlighted the company's financial report last quarter of 2014. The manufacturer, however, needed to adopt measures to adjust the basis of production costs to a lower demand in Latin America.