Portable sale grows more than the white line

The growing interest of traditional handset manufacturers of image and sound and white appliances (stove, fridge and washer) for small appliances, which are those items of low unit value, with coffee makers, iron, for example, is explained by the strong performance of this segment in the country. Last year, sales of large appliances totaled r $ 14.3 billion and grew 14.5% from 2013, in the accounts of the market research firm Euromonitor International. Is more than twice the rate achieved by the white line in the same period (7 percent).
Alexis Frick, enterprise search analyst, points out the factors that, in his opinion, explain the market performance of small appliances. The first one is the fact that the average price of laptops being much lower than that of a large appliance. This speeds up the sales of these products, especially against a backdrop of crisis like the current one.
In addition, he recalls that the number of homes that today have refrigerator, stove and TV, for example, is very large by the who have a coffee pot or Fryer. In recent years, the analyst says that, with the reduction in the tax on industrialized products (IPI) of the white line, there was an extra stimulus for the purchase of basic household appliances.
Another factor pointed out by Frick to boost sales of laptops is the practicality and the status that they provide. "The kitchen has become an important space in the House to receive visits and if consumers can't afford to buy a refrigerator, can impress with a coffee machine," he says.
Stars
Euromonitor's research shows that the stars of the small appliances coffee machines are currently, whose sales grew 30.5% between 2013 and 2014, reaching $ 276 million. In the same period, the deep fryers to air recorded an increase of 2% 29 and totaled sales of $ 1.5 million.
While the consumption of fryers and coffeemakers explodes, sales of TVs have much smaller growth. Increased 11.7% in 2012 to 2013 and should shrink 3% until 2018.