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New Market Research Report: Home Furnishings in Brazil

Recently published research from Euromonitor International, "Home Furnishings in Brazil", is now available at Fast Market Research


Boston, MA -- (SBWIRE) -- 12/10/2014 -- The measures taken by the federal government, such as income distribution (Family Grant) and housing programmes, that include credit for furniture acquisition (My House, My Life) in order to promote the lower-income classes in Brazil, continue pushing home furnishing sales up. In 2013, the category maintained a 7% growth rate in its sales. This is a very positive performance, especially compared with other categories and industries in the same year. In 2012 and 2013, the growth rate of home furnishings showed a tendency towards stabilisation, increasing its value sales by 7%, down from 9% in 2010 and over 7% in 2011. These rates were in line with the country's economic performance during these specific year, which translated to either higher or lower disposable income for the average consumer.

Competitive Landscape

Home furnishing in Brazil is marked by fragmentation, assembling numerous companies and brands. As such, 75% of the brands are categorised as ?others?. In 2013, Itatiaia remained the leading company in home furnishings. It was followed by Coteminas and Bertolini; the former is mainly focused on home textiles while the latter is in home furnishing.

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Industry Prospects

Sales of home furnishings outperformed the economy as a whole. The economic development of the last few years of the review period in Brazil, combined with public policy to promote equality in the country, has been boosting the numbers of people able to afford products that are non-essential, such as home furnishings. Although the economic growth rate has slowed over the last two years of the review period, the economy continues to develop. As a result, alongside the economic development, home furnishings is expected to continue growing, by a CAGR of 2% in value sales at constant 2013 prices over the forecast period.

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