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Press Release

VIEWS: 13 PAGES: 6

									 GfK Retail and Technology




                                   Press Release



Data
                                   Positive result for 2009
February 15th, 2010
                                   GfK TEMAX® Brazil shows the trends in sales in value (Reais)
Juliana Nishitani
Corporate Communications
GfK Retail and Technology Brasil
                                   The technical consumer goods market closed the year with a
Tel. +55 (11) 2174-3925            better result than 2008. The sales value of 2009 were
Fax +55 (11) 2174-3939
juliana.nishitani@gfk.com
                                   approximately 7% above of the previous year. The last quarter of
                                   2009 registered the highest increase in the comparison of the
                                   quarters in 2009 and 2008, a growth of 25%. In the short period,
                                   analyzing the fourth and third quarter of 2009, the market had a
                                   similar result - 26%.

                                   Sales development of technical consumer goods tracked in Brazil
                                    28
                                                   BRL bn
                                    27
                                    26                                                                                          25.20
                                    25
                                    24
                                    23                          22.23
                                    22
                                    21                                                          20.09
                                    20                                          19.19                           19.41

                                    19    18.52 18.62                                                                   19.98
                                                                        19.14
                                    18                  18.43                           18.56
                                                                                                        18.07
                                    17
                                    16
                                    15
                                          Q1-07 Q2-07 Q3-07 Q4-07 Q1-08 Q2-08 Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09


                                   Source: GfK TEMAX® Brazil, GfK Retail and Technology

GfK Retail and Technology Brasil
                                   The overall market tracked by TEMAX® Brazil amounted about R$25 billion
Rua Gomes de Carvalho, 1510
9º andar – 04547-005               in the fourth quarter of 2009. The technical consumer goods market is a
São Paulo/SP – Brasil              reflection of a wide range of products sales in value of different segments
Tel. +55 (11) 2174-3920
                                   as photo, consumer electronics, small and major domestic appliances,
Fax +55 (11) 2174-3939             information technology, telecom and office equipment & consumables.
www.gfkrt.com.br
                                   Considering the segments sales value in the last quarter of 2009 and the
Managing Director Brazil:
José P. Guedes                     same period of 2008, MDA registered a growth of 62%, followed by photo

                                   Page 1 of 6
which increased 28%. Telecom had a positive result of 18%. Small
domestic appliance had a growth of 17%. Consumer electronics sales
increased 15%, while IT 14% and office equipment & consumables only
5%.

Analyzing the participation of the segments in the total market, MDA had
the most significant change. MDA gained 6pp in the last quarter of 2009 if
compared to the same period of 2008. IT and CE were the ones which lost
more participation - 2pp each in the same period of analysis. Telecom and
Small domestic appliance lost 1pp each.
MDA was the segment with the higher participation in the total sales. In
the last quarter of 2009, the white good market was responsible for 27%
of the total sales in Reais. Consumer electronics, IT and Telecom had
approximately 20% of the total market in the same period. Small domestic
appliance represented 7%, while photo and office equipment &
consumables only 3% and 2%, respectively.

The best quarter for white goods

The last quarter of 2009 was the best period of the year for the segment.
In this period, the MDA market registered a growth of 33% against the
previous quarter and 62% if compared to the same period of 2008.

In the fourth quarter of 2009, refrigerator was the most responsible for the
growth in the white good market. The product sales in Reais were 85%
higher than the sales in 2008.

Cookers/ovens were the second which mostly impacted the segment and
had a growth of 66% in the sales in the comparison of the last quarters of
2009 and 2008.

Dishwasher had a high increase of 70% of the sales in the same period of
analyzed. Besides the significant growth, as dishwasher sales value are
smaller than the other products, the growth didn’t impacted much the total
segment result.

Photo finally had a positive result in the year

The market registered a growth of 28% in the last quarter of 2009 against
the same period of 2008 and was the second segment with the best result
in the period. Christmas time and the decreased of 3% in the average
price probably helped the performance of the segment in the last quarter
of 2009.

This good result came after decreasing four consecutive periods. Since the
last quarter of 2008 until the third quarter of 2009, the photo market had
decreased if compared the quarter to the same period of the previous
year.



Page 2 of 6
During the year of 2009, comparing photo performance and the other
segments, photo had the worst result in the first semester. The third
quarter was the first period of the year which the segment wasn’t the last
in performance.

Telecom had the third best result in the segments

The segment had a growth of 18% in the fourth quarter of 2009 against
2008. The best result of the year if compared the quarters of 2009 to the
periods in 2008. In the first quarter of 2009, the market decreased about
13%, in the second quarter had an increase of 5% and in the third quarter
registered a similar result to the previous period, 6% above of 2008.

Smartphones were the product which impacted mostly Telecom. The sales
more than doubled in the last quarter of 2009 if compared to the same
period of 2008. In the short period, analyzing the fourth and third period
of 2009 the product sales in value increased about 47%. Although the
growth during the year, smartphones accounted for only 14% of telecom
sales in the last quarter of 2009.

Phone device increased 25% in the last quarter of 2009 against 2008,
while mobile phones had a positive result of 8% in the same period
analyzed.

Small domestic appliance increased 17%

The segment increased 17% in the last quarter of 2009 against the same
period of 2008. In the comparison to the third quarter of 2009, the sales
were 36% higher.

With higher temperatures in the end of the year and the beginning of
summer season, electric fan and air conditioner were responsible for the
increase of the segment sales in the last quarter of 2009 if compared to
the same period in 2008. Electric fan increased about 66% while air
conditioner had a positive result of 11%.

Shaver had the highest increase in the same period analyzed - about 82%.
But as shaver sales amount were much lower than the other products in
the segment, the growth of shaver didn’t impact much the SDA result.

If analyzed the fourth and third quarter of 2009, electric fan and air
conditioner had the higher growths – about 90% and 70%, respectively.

Consumer electronics increased significantly
The segment increased 15% in the last quarter of 2009 if compared to the
same period of 2008. It was the best performance of the year if compared
the quarters in 2009 and 2008. From the first until the third quarter of
2009 the CE total market didn’t change significantly against 2008, had
growths of 1% or decreases of 3%.


Page 3 of 6
Considering the products performance in the last quarter of 2009, panel TV
increased 25% in the last quarter of 2009 against 2008 and was the
product that mostly impacted the market result.

Car navigation was the product with the higher increase in the same
comparison - about 76%. But as the product sales value is lower than the
most of the other products in the CE, the growth of car navigation didn’t
impact the market as Panel TV did, for example. The average price of car
navigation had a decrease rate of two-digit in the last quarter of 2009
against the third quarter.
CRT-TV also increased in the last quarter of 2009 against the same period
of 2008 - about 12%. Frequently the product decrease as the Panel TV
increase, but in the last quarter both products had a positive result.
IT improved the performance

IT increased 14% in the last quarter of 2009 against the same period of
2008. If compared to the third quarter of 2009, the market increased 11%.

Analyzing the performance of the products in IT in the last quarter of 2009
and 2008, notebooks were responsible for the growth in the segment. The
product registered the significant increase of 33%. Desktop slightly
decreased, only 1%, the product was practically stable as monitors.

The notebook market registered a decrease in the average price of 11% in
the period, while in the other two products the average price increased.
OE slightly increased

Office equipment & consumables had a growth of only 5% in the last
quarter of 2009 if compared to the same period of 2008.
Multifunctional devices and printers increased about 20% in the same
period analyzed and were responsible for the growth in the segment sales
value.

The year of 2009

The technical consumer goods achieved an increase of 25% in the last
quarter of 2009 against the same period of 2008. But in the first quarter of
2009, the market was 6% lower than 2008. The second quarter of 2009
was practically stable and the third quarter increased of 8% if compared to
the same period the previous year.

2009 was the year of white goods, which registered a growth of 30% in
the sales value in 2009 against 2008. Consumer electronics, small domestic
appliance and telecom increased 4%, office equipment & consumables
2%, photo 1% while IT dropped back 3%.

From the second quarter of 2009, the total market was impacted mostly by
the white goods market growth, which was responsible for the positive

Page 4 of 6
results of the total market. The MDA market increased 13% in the second
quarter of 2009 against 2008, 43% in the third period, and 62% in the
fourth.

The white good market was benefit from a government action. That due to
the crisis period, decided to dramatically reduce IPI (tax related to
industrialized products) during 6 months at first. So all players from MDA
industry could put their prices down and make products much more
affordable to consumers, generate consumption and consequently improve
the economic environment. Brazil has one of the highest tax rates in the
world so consumers are strongly affected by that and this is directly
related to purchasing power.

A lot of companions of white goods market were aired on TV during 2009,
offering to consumer their best deals. It was a huge success in sales and
the Government decided to extend the action for more months.




Page 5 of 6
Summary in table format
                                                            Q4 2009/                Q1-Q4 2009/
                    Q1 2009   Q2 2009   Q3 2009   Q4 2009              Q1-Q4 2009
                                                            Q4 2008                 Q1-Q4 2008
                    in R$ m   in R$ m   in R$ m   in R$ m               in R$ m
                                                            +/- in %                 +/- in %
 Consumer
                     3,600     3,795     3,916     5,140     15.2%       16,450        3.8%
 Electronics

 Photo               335       368       393       676       28.1%       1,773         0.8%

 Major Domestic
                     3,893     4,578     5,059     6,746     61.9%       20,276       29.7%
 Appliance
 Small Domestic
                     1,479     1,301     1,339     1,826     17.2%       5,945         4.1%
 Appliance

 IT                  4,876     4,854     4,712     5,210     14.2%       19,653       -2.5%

 Telecom             3,409     4,020     4,095     5,131     17.5%       16,655        4.2%

 Office Equipment
                     478       489       467       466       5.2%        1,899         1.5%
 & Consumables
         ®
 TEMAX Brazil       18,070    19,406    19,980    25,196     25.4%       82,652        7.4%

                      ®
Source: GfK TEMAX Brazil, GfK Retail and Technology

The survey

GfK TEMAX® Brazil is an index developed by GfK Retail and Technology to
track the technical consumer goods markets. The GfK TEMAX ® is published
internationally. The findings are based on surveys carried out by the retail
panel of GfK Retail and Technology. The retail panel comprises data from
over 200,000 retailer outlets worldwide. All reports and press releases are
also available at www.gfktemax.com.

When quoting information from this press release or any details published
at www.gfktemax.com, please indicate GfK TEMAX expressly as the source.

For further information, please contact:
Juliana Nishitani, tel.: +55 11 2174-3925, juliana.nishitani@gfk.com,
Gisela Pougy, tel.: +55 11 2174-3928, gisela.pougy@gfk.com

The GfK Group

The GfK Group offers the fundamental knowledge that industry, retailers,
services companies and the media need to make market decisions. It
delivers a comprehensive range of information and consultancy services in
the three business sectors Custom Research, Retail and Technology and
Media. The no. 4 market research organization worldwide operates in more
than 100 countries and employs over 10,000 staff. In 2008, the GfK
Group’s sales amounted to EUR 1.2 billion. For further information, visit
our website: www.gfk.com.
Responsible under press legislation
GfK Retail and Technology Brasil
Juliana Nishitani
Rua Gomes de Carvalho, 1510 9º andar
04547-005 São Paulo/SP
Tel. +55 (11) 2174-3925
Fax +55 (11) 2174-3939
juliana.nishitani@gfk.com




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