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Boston, MA -- (SBWire) -- 02/04/2015 --Major companies operating in irons such as Oster de Colombia SA, Rayovac Varta SA and Groupe SEB Colombia SA are consistently working to increase awareness among consumers of the disadvantages of using the very cheap low-end irons which are flooding into Colombia from the Far East. Others, under which numerous generic products offered under unknown low-end brands are included, is expected to account for 15% of total irons volume sales in Colombia during. The companies behind the leading irons brands in Colombia are engaged in efforts to inform consumers that textiles and fabrics are often damaged due to the poor quality of the soleplate, the surface of the iron which is used to press the clothes. This involves promotional campaigns which focus on the features which are often less visible and harder to perceive by consumers such as the ergonomics of the iron itself and the material used to manufacture the soleplate. Ergonomics can make a major difference in terms of making ironing easier task, while the material used for the soleplate is crucial in terms of preserving the integrity of the fabrics and textiles being ironed. In order to convey their message, these manufacturers are conducting information campaigns at points of sale. This includes the use of special display stands, promotional leaflets and the training of retail sales personnel to ensure that they are able to keep consumers informed of the specific advantages of particular brands of iron.

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Competitive Landscape

Oster de Colombia Ltda is expected to remain the leading player in irons in 2014. The company has developed a complete portfolio of products spanning the entire price spectrum and it regularly introduces innovations in the category. For instance, during the review period Oster launched irons with reinforced tips on the soleplates to counter the problem of damage caused by impact during the ironing process. In addition, the company's steam irons are very versatile as they can be used both horizontally and vertically, with reduced risk of damage to the tip of the iron. The company is also in the process of introducing the use of tourmaline, a material of volcanic origin which is used extensively in hair styling appliances to prevent damage being caused to the hair of the user by coming into contact with surfaces made from materials with high conductivity such as metal.

Industry Prospects

Irons in Colombia is unlikely to experience any drastic changes during the forecast period and only incremental changes deriving from innovation are expected to be apparent. Vertical steamers are expected to have only a limited impact in irons as the use of these items remains relatively inconvenient and the results achievable are not yet comparable with traditional ironing. Fabrics need to be of a specific type to obtain the same results which are available through the use of a traditional iron and the combination of pressure, heat and steam that this entails. Therefore, incremental innovations in traditional irons such as the addition of various safety features, the use of more ergonomic handles and features which enable consumers to care more for their fabrics are likely to remain at the forefront of innovation in irons during the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Irons industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Irons industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Irons in Colombia market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Irons in Colombia?
- What are the major brands in Colombia?
- What is the most common cooking appliances in Colombia?
- Has there been a shift to higher unit price built-in products?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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