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Discerning consumers and urbanisation drive continued expansion in consumer appliances
Consumer appliances in Brazil experienced solid retail volume growth in 2025, driven by increasing brand competition and rising consumer awareness. Growth is expected to continue throughout the forecast period, driven by investments in local production by major players like LG and Electrolux, and increasing consumer awareness of environmental impacts and product quality. This growth will be supported by a forecast increase in the median disposable income per household, and a growing urban population, expected to reach 191 million by 2030. As consumers become more discerning, technical support and product quality are becoming major concerns, influencing the competitive landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Appliances in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Appliances in Brazil?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Brazil
Discerning consumers and urbanisation drive continued expansion in consumer appliances
Chart 1 Key Trends 2025
Stable growth driven by brand competition and consumer awareness
Chart 2 Analyst Insight
Refrigeration appliances dominates major appliances, personal care appliances small appliances
Air conditioners sees dynamic growth, driven by urbanisation
Chart 3 Air Conditioners Sees Dynamism Due to Local Manufacturing, and as the Urban Population Rises
Striking a balance between attracting consumers with lower prices and maintaining quality
LG and Electrolux will contribute to growth through local production
Dishwashers set to lead growth in major appliances due to low penetration
Health and wellness trend to drive growth in personal care appliances
Chart 4 Growth Decomposition of Consumer Appliances 2024-2029
Midea and Britânia maintain their leading positions through strategic investments
Companies respond to the threat from the rising number of Asian brands
Chart 5 More Products from Asia Enter Brazil, Driving a Response from Other Companies
Strategic partnerships and localisation drive growth
Offline retailers remain dominant despite retail e-commerce growth
E-commerce platforms drive sales in remote regions
Price-convenient innovations attract mainstream consumers and bigger families
Chart 6 Betting on the Mainstream Market, Mondial Sees Growth
Premiumisation through innovation exemplified by Samsung
Chart 7 Real GDP Growth and Inflation 2020-2030
Chart 8 PEST Analysis in Brazil 2025
Chart 9 Key Insights on Consumers in Brazil 2025
Chart 10 Consumer Landscape in Brazil 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in Brazil
KEY DATA FINDINGS
Sustainability and energy efficiency drive innovation
Chart 11 Key Trends 2025
Electrolux drives sales with multifunctional and water-saving dishwashers
Chart 12 Analyst Insight
Freestanding dishwashers dominate sales due to consumer preferences
Sustainability and energy efficiency drive value sales growth
Chart 13 Multifunctional and Water-Saving Dishwashers Attract Consumer Attention
Competition set to intensify as players invest in innovative products
Freestanding dishwashers to remain dominant format
Increasing competition and e-commerce to support future growth
Electrolux and Whirlpool maintain lead through local production
Chart 14 Electrolux Benefits From Consumer-centric Product Innovation
Midea and other Asian brands intensify competition through local investment
Offline retail remains dominant in the distribution of dishwashers
E-commerce plays a growing role in distribution
Manufacturers adapt to decreasing household space
Chart 15 Aware of Decreasing Space in Household Units, Dishwasher Manufacturers Adapt
Increasing competition and innovation drive growth
Home Laundry Appliances in Brazil
KEY DATA FINDINGS
Home laundry appliances thrives in 2025, driven by innovation and urbanisation
Chart 16 Key Trends 2025
Growth continues, with automatic washing machines accounting for the highest sales
Asian brands drive competition and growth through innovation
Automatic dryers sees dynamic growth, driven by changing consumer needs
Urbanisation, premiumisation, and rising incomes set to drive continued sales growth
Asian brands to drive innovation and growth through competition
Automatic washing machines will maintain its dominance
Regional retailers poised to gain share as nationwide retailers struggle
Chart 17 Analyst Insight
Asian brands gain share through local manufacturing and innovation
Chart 18 LG and Midea Improve their Strength by Expanding their Manufacturing Capabilities
Segmentation is seen, with Colormaq and Arno partnership, and new premium launches
Offline retailers maintain dominance in home laundry appliances
Retail e-commerce plays a significant role in the distribution of home laundry appliances
Midea and Samsung drive premiumisation through innovation
Chart 19 Major Companies Continue to Invest in the Higher-End Segment
Large Cooking Appliances in Brazil
KEY DATA FINDINGS
Large cooking appliances struggles in 2025, but is set to thrive moving forward
Chart 20 Key Trends 2025
Fall in consumer confidence drives decline for large cooking appliances
Cookers dominates, with players aiming to adapt to meet consumers’ needs
Chart 21 Companies Aim to Offer Affordable and More Compact Cookers to Attract Consumers
Affordability shapes large cooking appliances
Chart 22 Itatiaia Targets Functionality And Offers Reasonably-Priced Cookers
Economic and demographic factors set to drive growth
Cookers will remain dominant, but built-in hobs set to see the fastest growth
Affordability and innovation to shape the future landscape
Chart 23 Analyst Insight
Local brands leverage affordability, and premium products focus on advanced technology
Global brands navigate import challenges with strategic cost excellence
Chart 24 Electrolux Leverages its Position as a Global Player to Better-Manage Costs
Offline retail channels lead large cooking appliances, with regional players thriving
Retail e-commerce intensifies the competition and expands access to large cooking appliances
Multifunctionality and compact designs drive innovation in cooking solutions
Microwaves in Brazil
KEY DATA FINDINGS
Resilience for microwaves, and potential for innovation-driven growth
Chart 25 Key Trends 2025
Growth impacted by socioeconomic factors
Freestanding microwaves dominates due to price and flexibility
Increased competition shapes trends
Chart 26 Midea Drives Competition by Offering Good Quality at Cheap Prices
Affordable designs and features to drive sales of microwaves
Freestanding microwaves will maintain dominance with design innovations
Competition and design will drive innovation and growth, but affordability to remain important
Electrolux and Whirlpool are the leading companies due to innovation and distribution
Opportunities abound for companies offering innovation, compact products and affordability
Retail offline continues to dominate, as consumers value advice, and the ability to view products
Retail e-commerce plays a crucial role in sales of microwaves
Chart 27 Companies Bet on E-Commerce to Boost Their Direct-to-Consumer Sales
Chart 28 Analyst Insight
Panasonic drives innovation with multifunctional microwaves
Chart 29 Panasonic Launches Microwaves with Air Frying Function to Overcome Cannibalisation
Refrigeration Appliances in Brazil
KEY DATA FINDINGS
Growth in refrigeration appliances driven by advanced features and replacements
Chart 30 Key Trends 2025
Refrigeration appliances growth driven by fridge freezers
Energy efficiency certification to impact prices
Chart 31 Energy Efficiency Certification is Set to Impact Prices of Refrigeration Appliances
Dynamic growth in electric wine coolers/chillers
New energy efficiency standards to drive premiumisation
Regional retailers to gain consumer preference
Premiumisation and customization to drive growth
Chart 32 Analyst Insight
Midea and LG drive change with local manufacturing
Asian brands gain ground, challenging local leaders
Midea benefits from wide retail coverage in Brazil
Regional retailers gain consumer preference with lower costs
Retail e-commerce slowly gains traction in Brazil
New energy efficiency law drives premiumisation and price hikes
LG and Midea boost local manufacturing to gain cost advantage
Chart 33 LG Invests in a New Manufacturing Site in the South of Brazil
Companies cater to different segments with varying strategies
Chart 34 Electrolux Operates in Brazil with Different Brands to Cater to Different Segments
Air Conditioners in Brazil
KEY DATA FINDINGS
Rising temperatures and higher incomes drive solid growth for air conditioners
Chart 35 Key Trends 2025
Sales of air conditioners driven by favourable climate, economic factors, and price competition
Split air conditioners dominates due to the consumer preference for efficiency
Chart 36 Split Air Conditioners Maintain Popularity Due to Energy-efficiency and Affordability
Price competition emerges as key trend shaping air conditioners
Chart 37 Analyst Insight
Climate, urbanisation, and rising incomes expected to drive continued growth
Split air conditioners anticipated to maintain dominance
Price competition and innovation to shape the future
Springer Midea and LG maintain lead through quality
Companies leverage local manufacturing for growth
Chart 38 Companies Increase Their Shares, Supported By Local Manufacturing
Hisense and Multi partner to boost local production
Retail offline continues to lead, but is challenged by retail e-commerce
Retail e-commerce sees share growth due to prices, convenience, and new payment solutions
Chart 39 Midea Grows Strongly in the Country Through Retailers and its Own Sales Channel
Food Preparation Appliances in Brazil
KEY DATA FINDINGS
Food preparation appliances shows resilience, fuelled by innovation and affordability
Chart 40 Key Trends 2025
Growth driven by rising disposable incomes, affordability, and innovation
Blenders dominates and sees the most dynamic growth
Innovation contributes to growth for food processors
Continued value and volume growth as incomes rise and the population increases
Multifunctionality set to drive continued growth for food processors
Intensifying competition expected to drive innovation and growth
Innovation and quality set to define competitive advantage
Chart 41 Risk of Low-cost Products Create Opportunities for More Sophisticated Appliances
Britânia and Mondial lead, and together dominate volume sales
Shifts in consumer preference and the competitive landscape
Chart 42 Analyst Insight
Offline retail continues to dominate
E-commerce platforms drive sales nationwide with expanded offerings
Chart 43 Companies Leverage E-Commerce Boom to Boost their DTC Sales
Multifunctionality is important as consumers face space and financial constraints
Chart 44 Multifunctionality Gains Popularity as Consumers Look to Save Space
Personal Care Appliances in Brazil
KEY DATA FINDINGS
Wellness, e-commerce, and innovation propel growth for personal care appliances
Chart 45 Key Trends 2025
Personal care appliances sees sustained growth on economic strength and female spending
Health and wellness drive sales growth
Direct-to-consumer sales become increasingly important
Chart 46 Mondial Gains Household Penetration Through Personal Care Appliances
Growth expected as disposable incomes rise and urbanisation continues
Electric facial cleansers set to drive growth through innovation
Urbanisation and direct-to-consumer investment to reshape distribution
Taiff-Proart and Britânia lead through brand strength and expansion
Chart 47 Analyst Insight
Mondial gains household penetration through strategic expansion
Chart 48 Mondial Gains Market Share Through Hair Care Appliances
Stability paves the way for strategic growth and digital expansion
Offline dominance meets retail e-commerce growth in personal care appliances
Magalú and AliExpress partnership signals new era for retail e-commerce in Brazil
Regional retailers poised for growth in personal care appliances due to cost efficiencies
Cordless and portable solutions drive product innovation
Chart 49 Practicality Leads Consumers to Prefer Portable Solutions
Business impact of cordless and portable solutions
Small Cooking Appliances in Brazil
KEY DATA FINDINGS
Small cooking appliances thrives as local players innovate, and disposable incomes rise
Chart 50 Key Trends 2025
Big brands react to entry of Asian brands with price adjustments
Chart 51 More Asian Brands Enter Small Cooking Appliances in Brazil
Coffee machines drives sales in small cooking appliances
Technical support and quality concerns shape consumer behaviour
Rising disposable incomes and increasing purchasing confidence expected to drive growth
Chart 52 Analyst Insight
Kettles anticipated to gain popularity beyond regional preference
Local brands will leverage trust and awareness to compete with imports
Mondial and Britânia maintain their leading positions, despite the threat from Asian players
Chart 53 Betting on the Mainstream Market, Mondial Grows Strongly and Reacts to Foreign Threats
New entrants and product launches reshape the category dynamics
Offline retailers hold strong while retail e-commerce spurs innovation
Retail e-commerce gains traction with competitive pricing
Oster gains share through multifunctional product innovation
Chart 54 Oster Gains Share Through Innovation with Multifunctional Products
Vacuum Cleaners in Brazil
KEY DATA FINDINGS
Growth in vacuum cleaners is driven by stick and robotic models, and urban growth
Chart 55 Key Trends 2025
Vacuum cleaners grows, due to rising disposable incomes, premiumisation, and urbanisation
Standard vacuum cleaners remains dominant despite growth for robotic vacuum cleaners
Chart 56 Traditional Cylinder Vacuum Cleaners Maintain Popularity Due to Price Convenience
Segmented consumer focus drives growth
Chart 57 Dyson Bets on Higher-End Consumers to Increase Local Brand Awareness
Growth set to continue as disposable incomes rise and urbanisation is ongoing
Chart 58 Analyst Insight
Standard vacuum cleaners will remain dominant despite growth for robotic vacuum cleaners
Chart 59 Electrolux Bets on Stick Vacuum Cleaners to Retain Consumers
Price competition and consumer uncertainty expected to drive trends
Britânia and Electrolux lead with diverse product offerings
Stability in 2025, but opportunities remain, and the competition will become fiercer
Offline retailers dominate vacuum cleaners in Brazil
Retail e-commerce has significant penetration in vacuum cleaners, demanding adaptation
Electrolux drives innovation with diverse product offerings
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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