New Market Study, "Irons in Brazil", Has Been Published
Despite high household penetration (99% in 2013), irons experienced a good performance, increasing by 7% in volume terms and 10% in current value terms in 2013. The mass arrival of Chinese imports over the last few years boosted sales in the category, forcing local manufacturers to invest in more added-value products and in encouraging consumers to own more than one device. As in most categories in small appliances, sales of irons are concentrated around Christmas and Mother's Day (May).
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