Federica Laricchia
Research expert covering the global consumer technology industry
The term household appliances covers a wide range of products used in the home including major and small home appliances, as well as consumer electronics (or home electronics). Major home appliances are large domestic appliances used for routine tasks such as cooking, doing laundry, and storing food – machines that were initially called “white goods” for their traditional white color. On the other hand, small appliances are portable or semi-portable devices used to complete household tasks, such as microwaves, toasters, food processors, and coffee machines. Finally, home electronics, also known as “brown goods”, are leisure and entertainment devices such as TV sets, speakers, and smart-home products. In Brazil, this market is expected to generate revenues of over 24 billion U.S. dollars in 2023 and to keep growing in the coming years. Small appliances, like TVs, account for most of the market in terms of sales value. Other popular appliances in the Latin American country include refrigerators, ovens, and washing machines.
Major players in the Brazilian HA market
Over the past decade, the number of home appliances and consumer electronics retailers has grown to more than 19,000, operating through several sales channels and recording increasing revenues. Among the leading household appliances vendors in the Latin American country, one finds both the major electronics companies like Samsung, LG, and Panasonic, as well as home appliance companies such as Electrolux, Mondal, and Brastemp (a subsidiary of Whirlpool). Indeed, Brazilians mostly buy household appliances manufactured by the above-mentioned companies, with one-third of them owning an Electrolux fridge and a Brastemp washing machine as of 2022.Smart home
As in the rest of the world, smart home are progressively gaining popularity in Brazil, Particularly, the smart home market revenue is forecast to reach over 1.65 billion dollars by 2023 in the Latin American country, with security, control and connectivity, and home entertainment being among the main segments. In fact, as of 2022, 84 percent of Brazilians own smart home devices like Bluetooth speakers, smart TVs, and streaming devices, while 24 percent own devices for electricity and lighting, such as smart plugs and connected lightbulbs.
