Houseware – Brazilian market is one of the largest in the world

by Dilnara Titara

Far beyond the facilities they bring to everyday life, products from the housewares category are essential in all environments of the house. The segment is hot and offers products both for those who are assembling the house and for those who want to update their items. The industry is attentive to demand and brings options to the Brazilian market in terms of design, colors and sizes.

Christian Hartenstein, CEO and managing partner of Grupo Brinox, believes that sales performance has been greater in the e-commerce channel, but with enormous profitability challenges. “Many companies work in a race to gain market share in a channel that is still far from mature.”

According to IEMI, Market Intelligence, sales in the home, decoration and housewares market increased by 4.65% in 2020, and the estimate is that they will remain positive, says Rafael Camargo, CEO of Grupo Marcamix. “Both channels, physical and digital, have significant sales. E-commerce, compared to internal sales, is recent, but with investment in products and new tools, growth is certain.”

In Brazil, approximately 85% of sales are made in physical stores and 15% in e-commerce. But this difference tends to decrease in the coming years, says Eduardo Antonio Froza, commercial and marketing director at the MTA. “Online sales have immense potential; the trend is worldwide. Every company and every shopkeeper, today, must know how to operate in the online market, which tends to continue growing.”

Sales performance for the category is more focused on physical stores, especially when its scope is compared to online. Another relevant factor is the exponential increase in the number of stores that work with housewares in recent years. However, e-commerce has grown, is relevant and has the potential to grow more.

Challenges

Faced with a larger and more developed market, the prospects are good for 2022, comments Leandro Lima, national sales manager of the Etilux Group. “However, it will not be like in the last two years, but given the mature scenario of the category, the space in several distribution channels was expanded, making the products more accessible.”

Reducing costs is a challenge for Brazilian entrepreneurs due to factors such as exchange rate fluctuation, dependence on imported raw materials, scarcity of inputs and inflation, which can cause the housewares market to slow down. To remain in the market, it is necessary to find alternatives for the delivery of products that meet the requirements of quality and low price.

In the industry, the lack of raw material is one of the most challenging factors, in addition to maritime problems with abusive freight. One of the solutions found, according to Rafael Camargo, was to invest in lower-cost products, without losing quality.

Tendencies

The new consumer is not only interested in buying a quality product at a good price. He also wants to know how the product affects the planet and the company’s contribution to the environment and society in general, says Christian. “We see an increasingly strong trend towards the search for sustainable products.”

Among the trends in housewares, there are natural materials such as wood in light tones and bamboo, which ensures lightness in decoration. “Objects with less plastic and fluid shapes, in addition to colors with shades that exist in nature, such as green, blue in soft tones, lavender and earthy, are trends”, says Leandro Lima.

Despite being consolidated in the country, the category has room to grow. The new habit of enjoying the house more heats up the market that seeks comfort, quality and novelties. “This contributed to our 62% growth in sales in the last two years, well above the target set for this period”, says Eduardo Antonio. Check out some highlights from the category

BRINOX

Its Ceramic Life Optima Line consists of a set of fivepiece pans with an aluminum structure and ceramic coating, which does not let the food stick, facilitates cleaning and is free of heavy metals and elements harmful to health (PFOA free). The pots and pans have Pro Ceramic Premium non-stick, and the skillet has Mineral Resist coating, with ultra-resistant ceramic particles for use at high temperatures. Contains induction bottom, that is, it can be used on all types of stoves. The handles, handles and handles have a soft touch finish, do not heat up and provide comfortable handling. It has an A rating at Inmetro.

Infinity Knives are sophisticated and precise. They are aimed at those who know that a good cut is important in food preparation. They have tempered stainless steel blades, providing greater durability for the wire. ABS is injected into the solid stainless steel blade tang, which guarantees more stability. It also has finger protection and rivets, both made of stainless steel.

Rasco, Brinox’s new brand, highlights the launch of the Kamado outdoor barbecue, with a solution for roasting, grilling, smoking, sealing and cooking. The frame is made of high-quality ceramic, with a premium weather-resistant paint finish on the outside. The metal parts are stainless steel. The finishes are made of antibacterial bamboo wood, easy to clean and maintain. Some components are made of cast iron, which guarantees structural conservation even in direct contact with high temperatures

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GRUPO ETILUX

The white 7-piece Herstal Fondue set is heartshaped, following the trend of fluid shapes, betting on the porcelain Herstal (CJFN037/BR) for dates such as Valentine’s Day. Available in red, it contains seven pieces, a pan, a holder, four forks and a candle. With a capacity of 320 ml, it is suitable for sweet or savory fondues. It is suitable for small spaces as it is compact. It has a thickness of 4.5 mm.

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GRUPO MARCAMIX

Its line of Pozzani Dishes is made of ceramic, one of the most resistant materials on the market. The pieces have a more cheerful concept and colorful design. There are several colors available, including blue, green, black and concrete. They are durable and resistant to high temperatures, which keeps food preserved for longer. The products range from tabletops, bottoms, desserts, cups and saucers.

Recently launched, Thermopro thermo mugs and cups are produced in 18/8 stainless steel, free of BPA. They keep the drink cold for up to four hours. They have a double wall with vacuum insulation, an external part that does not “sweat” and can be taken to the dishwasher. Available in orange, green, black and white, they will have a dual color pink and blue option in the second half of this year. The products are suitable for brewers, backpackers and sports practitioners.

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MTA

The Superior pressure cooker has just been launched, with a 120 mm display. Allows you to view the food during cooking. It is unbreakable and easy to clean. Available in Champagne colors, with decorated graphite interior, and Chocolate, with decorated beige interior. The product of the Superior line has a Superflon Ultra MTA non-stick coating, composed of seven layers, which facilitates handling and cleaning.

The External Closure Inox pressure cooker has a glass display that allows real-time visibility of the preparation of recipes, providing greater security and saving time and gas. The MTA display is easily removable for cleaning. The entire set is tested and approved. It has six safety devices and comes with the Cozi-Steam accessory for uniform cooking of delicate foods and vegetables

In July of this year, the brand will launch the pressure cooker with External Closure of the Superior line, with sight glass and safety valve. It has a body and lid coated with a seven-layer Superflon Ultra MTA non-stick coating, which makes it easy to handle and clean. The brand also has a complete line of cookware sets, popcorn machines, cast iron and ceramic-coated pans.

Source: Revista Eletrolar News #148