Irons in Argentina - New Market Research Report

Sales of irons were affected by the cutback on long-term financing facilities for purchases made with credit cards after the large Peso devaluation and hike in interest rates seen in early 2014, but this was partially offset by the Ahora 12 programme launched by the government in August. Under this programme, main retailers in the country offer 12 payment instalments without interest for locally manufactured products. On top of that, although domestic production has a large participation in the total supply of irons, companies are facing limited access to foreign currency reserves in order to continue production and fund imported intermediate goods.

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Competitive Landscape

Competition is low as three companies on the market concentrate nearly 77% of volume sales, with Liliana SRL leading in 2014 with a retail volume share of 28%, followed by New San with 26% and Philips Argentina SA with 22%, all three relying on local production. These companies are amongst those that benefited the most from the import restrictions applied by the Federal Government. Liliana SRL has 64 years of experience and produces 46 different small appliances.

Industry Prospects

Irons is set to grow by 2% CAGR in volume terms over the forecast period. A combination of factors impacting both supply and demand is expected to drive performance. A GDP already contracting in 2014 which is expected to continue contracting throughout 2015, inflation currently increasing at 38% annually which contributes to a reduced consumer confidence and upcoming presidential elections are the main threats to growth. Although Plan Ahora 12 helped to avoid sales from falling further in 2014, sustainable growth will be attained only if local producers gain in efficiency and product quality in order to compete with international brands once import barriers are relaxed in the medium term.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Irons industry in Argentina 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 Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.

The Irons in Argentina 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

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