Optimism in the refrigerators market
In the first semester of this year, this category sale’s increased 12% in units and 34% in revenue.
by Leda Cavalcanti
A tech aficionado, Brazilians look for premium and smart electro appliances. With the pandemic they became even eager for these products in order to optimize their daily lives, which is fundamental for this time where work is being done remotely from home. To optimize the home routine and open space for other activities.
Last year, the category grew 22% in revenue from January to August comparing to 2019. This year, the first semester registered sales of 12% in units and 34% in revenue, shows GfK data from their research. More digital than before, the consumer can opt for more products
The segment has been evolving a lot in recent times, in connectivity and solutions designed for everyday life, says Marcel Souza, executive manager of white goods and air conditioning at LG. “The expectation is that consumers, with access to experiences with new technologies, are increasingly interested in changing their old refrigerator, making the market continue to grow.”
Tendencies
Since 2020, people spend more time at home and impacted some of your habits. “The number of meals and food stock increased, which led consumers to invest in more practical and economical products. This new behavior aroused the search for higher-capacity and modern refrigerators, with frost free technology and bottom freezer (underneath freezer)”, says Sergei Epof, vice president of appliance at Panasonic do Brasil.
In the choice criteria, the consumer prioritizes the product’s capacity, says Allyne Magnoli, marketing director at Whirlpool, owner of the Brastemp and Consul brands. “One takes into account that the appliance has to be the size of your hunger and your kitchen. The vast majority of sales are frost free models, but as the average ticket grows, we see a preference for refrigerators with a bottom freezer and with more than two doors.”
The most technological refrigerators have been gaining market share. “We have seen a very large trend of people wanting to invest more and more in their homes and looking for products with a variety of design and finishing, connected and intelligent, with easy control and that can improve the daily routine of household tasks”, says Cristina Tong, white goods manager at Samsung Brazil.
Expectations
The prospects are good this year for the category, says Cristiane Clausen, general director of Britânia and Philco. “Brazilians took advantage of the third quarter of 2020 to renew their daily use household appliances, with an emphasis on refrigerators, which accounted for 37.1% of revenues in the period, according to Neotrust/Compre & Confie. The market has been growing in recent months, and the expectation is that it will continue in this vein.”
Even with a challenging 2020, it was positive for the category. “By spending more time at home, consumers perceive and value the benefits of a product that makes their daily activities easier. What we were most sure of in the last year is that a good refrigerator is still indispensable in the kitchen of Brazilians. In 2021, growth is expected between 5% and 10%”, says Renata Dirickson, category manager at Electrolux – Continental.
Midea remains optimistic about the market’s growth, but in a conservative way, says the home appliance product manager, André Kliemann. “The first quarter signaled stability compared to last year, and future demand will depend mainly on macroeconomic issues. There should be growth, but less than in 2020. We must also look at the issue of energy rationing, as its implementation can foster the demand for more economical models and stimulate exchange.”
Industry highlights
A first-need appliance, the refrigerator is present in 98.3% of Brazilian households. Even so, the market is constantly moving with new technologies that enable lower energy consumption and greater food durability. Following, check the features of each one.
Brastemp
Features the Inverse 3 Frost Free Refrigerator (BRY59BE). With 419 liters of capacity, the product has an Inverse configuration, that is, with a refrigerator on top and a freezer on the bottom, leaving food at the level of the consumer’s eyes.
With three doors, automatic temperature control, electronic panel and LED lighting, it has the Freezer Control PRO, which has three compartments with independent temperature control. It is available in black, at 110V.
The refrigerator has three large shelves, a half shelf, a vegetable drawer, bowl holder and bottle holder. It has quick ice and automatic defrost functions, as well as an open-door alarm. The freezer has two baskets and an ultra-cold compartment.
Brastemp Inverse 3 Frost-Free 419L with Freezer Control PRO BRY59BE – Suggested price as of June 25, 2021: R$ 6.769,00.
Britânia
Launched this semester the BRF533ID refrigerator, one of the first of the company’s white line, which features a differentiated design. Side by Side, has a refrigerator and freezer side by side to ensure greater vertical use.
The product has the Cooling technology, which evenly distributes the temperature; Inverter compressor, which saves energy; and digital panel with functions and settings for the user to change according to their preferences.
With a capacity of 434 liters, 289 liters in the refrigerator and 145 liters in the freezer, it has energy rating A, touch panel and water dispenser on the door. It also has Smart, Eco, Turbo Freezer and Turbo Cooler functions. And LED Internal lighting.
Consul
Offers the Consul Frost-Free Duplex 397 liters Evox refrigerator, with a bottom freezer – CRE44AB. With a modern design, it is the first compact, that is, below 400 liters, to have this type of freezer. It is possible to control the temperature of the refrigerator and freezer independently, without having to open the door.
In white, it has an external panel for temperature control and Turbo Freezer function. It has Evox technology, which protects the product from rust and corrosion with a layer of zinc and a waterproofing film applied to the steel.
Another product is the Consul Frost Free Duplex 450 liters with flex space – CRM56HK, the most spacious in the segment, highlights the brand. The Flex shelf in the freezer allows you to organize your space in three different ways. It has an anti-odor filter, for better water taste, which lets you know when you need to change it.
Consul Frost-Free Duplex 397 liters Evox, with bottom freezer – CRE44AB – 220 V – Suggested price as of June 25, 2021: R$ 3.569,00.
Consul Frost Free Duplex 450 liters with FlexiSpace, Inox – CRM56HK – 110 V – Suggested price as of June 25, 2021: R$ 3.399,00.
Continental
The Frost-Free Duplex White 472-liter TC56 refrigerator has reversible shelves in both the freezer and refrigerator. Designed for those who need space, it has a modern design and an ergonomic, integrated handle that is easy to clean.
The refrigerator has the Extra Cold Reversible space, to store foods that need more refrigeration and care, such as cheese. Its drawer with lid has specific space for fruits, vegetables, and legumes.
It has LED lighting, a deep shelf in the door for bottles of up to 3.3 liters and low energy consumption. The freezer, with a capacity of 126 liters, has a closed compartment to quickly freeze food. With similar functions, another cooler, the TC56S, is presented in stainless steel.
TC56 – Suggested price as of June 17, 2021 – R$3.819,00
TCS6S – Suggested price as of June 17, 2021 – R$4.279,00
Electrolux
Premium launch, the Multidoor Inox Refrigerator Connected with FlexiSpace DQ 90X has the exclusive #NoJogaNadaAway (#donttrowaway) technology, for less waste, four doors and remote-control connectivity. Through the Electrolux DQ90X application, it is possible to control different functions, such as the intelligent variable temperature compartment and the Flexi Space, which expands the space of the freezer or refrigerator, storing food and beverages according to the ideal preservation temperature.
The Meat & Fish function preserves food fresh for up to seven days. Through the app, it is also possible to add reminders warning of the expiration date. The product asks the user if it will consume it or if they want to activate the Freezer function remotely. Its TasteLock drawer keeps fruits and vegetables fresh for up to 14 days, and TasteGuard eliminates odors. It has Inverter technology, reversible or retractable shelves system, filtered water and ice dispenser at the door.
Two other models of the brand are the DF56S, of 474 liters, and the IF55S Top Freezer Frost Free, both come with a 128-liter freezer, the largest in the segment, informs the company, and a Fast Adapt system, with sliding shelves that allow for various internal configurations. The horti-natura drawer preserves fruits and vegetables for up to 60% longer than regular ones. The IF55S model has Inverter technology.
IF55S – Suggested price as of June 17, 2021: R$ 4.979,00.
Multidoor INox Conectada refrigerator with FlexiSpace DO90X. Suggested price as of June 17, 2021: R$19.999,00
LG
One of the brand’s main differentials is the Instaview concept, a refrigerator with an interactive display. Allows you to view the interior of the product with just two touches, reducing the loss of cold air and keeping food fresh for longer. It features Door-in-Door technology, which allows quick access to a section of the refrigerator through a mini-opening, minimizing the loss of cold air. These technologies vary across the product line-up but are found on models GC-X247CSBI and GS65SDNI.
The brand’s Smart refrigerator line also has Wi-Fi connectivity through the ThinQ app, which allows monitoring the appliances and setting other parameters, such as temperature, filter operation, freezer maximization and even choosing routines for when the user goes on vacation or bring purchases from the market.
Another important point present in these products is the Linear Inverter compressor, with greater energy efficiency and silent operation. The company offers a 10-year warranty on the engine. High-tech products, such as Instaview or Door-in-Door, provide, in addition to energy savings, longer food life and less temperature variation inside the refrigerator. The best-selling refrigerator is the Smart Side by Side Inverter 601 liters Stainless Steel with LG ThinQ.
Smart LG Side-by-Side Inverter refrigerator 601 liters, Inox – 110 V with LG ThinQ
Suggested price as of June 16, 2021: R$13.339,00
Smart LG French Door Inverter refrigerator 525 liters, matte black – 110 V with Instaview Door-in-Door™. Suggested price of June 16, 2021: starting at R$24.049,00
Midea
The company recently entered the refrigerator segment with four models, aiming to meet all consumer profiles. The brand’s appliances are the Frost Free, in the 425 liters and 480 liters versions, the Side by Side, with a capacity of 528 liters, and the French Door, with 482 liters.
Frost-Free refrigerators, highlights the company, have the thinnest walls in a super modern platform, thus increasing the internal capacity compared to other refrigerators that have similar dimensions.
In its portfolio, the Side-by-Side model has a maxi freezer with 184 liters of capacity and a French Door refrigerator, with Inverter technology and dual cooling system, that is, independent refrigeration in the freezer and refrigerator. Keeps food fresher and prevents the mixture of smells between the two products. It also has metal cooling, a metallic cover inside the appliance, which provides faster recovery of the ideal temperature, preserving food.
French-Door – Suggested price as of June 16, 2021: 6.999,00.
Panasonic of Brasil
The company’s latest launch is the 480-liter BB71 model. In its two versions, Black Glass and Brushed Steel, with a bottom freezer, the exclusive and innovative FreshFreezer technology is present, a compartment designed to store food and beverages at ideal temperatures for consumption or for longer shelf life.
It also has control to adjust four temperatures: 0°C – Cold and Dairy Function, for perishables; minus 2°C – Frozen Beer Function, for up to 35 cans; minus 3°C – Servings function, to preserve foods such as beans, allowing only the portion to be consumed to be defrosted; and minus 5°C – Preservation Function, to store meat for up to 10 days.
It also has a second drawer, Fresh One, with LED lights that enhance the nutrients in food, especially vitamins C and D. It has the exclusive Smartsense technology, which adjusts energy consumption according to use and consumer habits. Combined with the Inverter system, it is able to reduce energy consumption by up to 41%.
BB71GVFB Black Glass – Suggested price as of June 15, 2021: R$ 6.199,00.
BB71PVFX Brushed Steel – Suggested price as of June 15, 2021: R$ 5.290,00.
Philco
Its main launches are the Side-by-Side PRF533I and the French Door PRF380I models, both with premium design, state-of-the-art technology and EcoInverter compressor, a benefit for the customer and for the environment, as it guarantees energy savings and quiet operation.
Side by Side has a capacity of 437 liters. Temperatures can be easily set from the digital panel. It has independent control of the freezer (at temperatures from minus 14 °C to minus 2 °C) and refrigerator, and Eco, Turbo Freezer and Turbo Cooler functions. LED internal lighting.
The French Door PRF380I refrigerator is available with the doors reversed, that is, the refrigerator on the top and the freezer on the bottom. Its capacity is 299 liters. The company is currently focusing on Side-by-Side and four-door models.
Samsung
Its recent launches are the Family Hub, the brand’s main smart refrigerator, and the Evolution line, versions RT38 and RT46. With an internal capacity of 614L, the Family Hub (110V and 220V) has connectivity and artificial intelligence features, a front touch screen and a built-in 25W soundbar for watching videos and listening to music. It mirrors smartphone contents. With Space Max technology, the internal capacity of the product increased by 32 liters and the depth decreased by 7 cm.
Family Hub – Suggested price as of June 16, 2021: starting at R$ 25.999,00.
The Evolution line has POWERVolt technology, which makes refrigerators withstand power surges. Its All-Around Cooling system makes the entire interior cool evenly. The RT38 version has a capacity of 385 liters and is available in white and stainless-steel. The RT46 has 460 liters and is available in white, stainless steel and black.
Evolution RT46 – Suggested price as of June 16, 2021: starting at R$ 3.999,00.
Source: Eletrolar News Magazine #143
