COMPETITIVE LANDSCAPE
Asian brands gain share through local manufacturing and innovation
Home laundry appliances in Brazil is moderately concentrated. The top five manufacturers held a significant 57% share of retail volume sales in 2025.
Segmentation is seen, with Colormaq and Arno partnership, and new premium launches
In 2025 a notable event was the strategic partnership between Brazilian company Colormaq and SEB Groupe, owner of the Arno brand, to manufacture, commercialise, distribute, and provide post-sales support for semi-automatic washing machines branded as Arno. This partnership is expected to benefit Colormaq by increasing its product portfolio and offering a wider range of SKUs adapted to different types of consumers, particularly in the lower socioeconomic segments, as semi-automatic washing machines are more affordable.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry 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.
If you're in the Home Laundry 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 Home Laundry 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 Home Laundry 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?
Home Laundry Appliances in Brazil - Category analysis
KEY DATA FINDINGS
Home laundry appliances thrives in 2025, driven by innovation and urbanisation
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
Asian brands gain share through local manufacturing and innovation
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
Consumer Appliances in Brazil - Industry Overview
Discerning consumers and urbanisation drive continued expansion in consumer appliances
Stable growth driven by brand competition and consumer awareness
Refrigeration appliances dominates major appliances, personal care appliances small appliances
Air conditioners sees dynamic growth, driven by urbanisation
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
Midea and Britânia maintain their leading positions through strategic investments
Companies respond to the threat from the rising number of Asian brands
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
Premiumisation through innovation exemplified by Samsung
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Home Laundry Appliances
- 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
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Laundry Appliances research and analysis database.
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