New Market Research Report: Refrigeration Appliances in Portugal

Since 2013, there have been clear signs of improvement in sales of refrigeration appliances in Portugal, with demand in the category showing strong signs of recovery. This positive landscape continue to build during 2014 as refrigeration appliances increased in volume by 6%, while the average unit price in the category recorded positive growth in current terms for the first time since 2006. Although the increase recorded in Portugal is GDP during 2014 is likely to have been partially responsible for the positive performance recorded in refrigeration appliances during 2014, there is more to it than that. Over the course of 2011 and 2012, refrigeration appliances lost 25% of its total value sales, with many Portuguese consumers postponing the purchase of new major appliances, instead looking to repair services to maintain their existing appliances, extending the replacement cycle in the category in the process. With the category having hit rock bottom during the review period and with the leading companies in the category continuing to invest in periodic price promotions, the potential for solid volume growth improved in the category during 2014.

Full Report Details at
- http://www.fastmr.com/prod/993622_refrigeration_appliances.aspx?afid=301

Competitive Landscape

Refrigeration appliances in Portugal is a category which is definitely dominated by multinational players. BSHP assumed the leading position in the category during 2014 as the favourable price/quality ratio of its brands, their innovative designs and the company’s efficient post-sales service were the main reasons for the company ascending to the leading position in the category. In Portugal, BSHP offers three different refrigeration appliances brands: Siemens and Bosch in the high standard/low premium segment; and Balay in the low standard price segment. Siemens has been the most successful brand for the company in Portugal, particularly due to the popularity of its design elements and the wide range of refrigeration appliances it offers in the country. BSHP products are also present in a very high number of retail outlets in channels such as hypermarkets, electronics and appliances specialist retailers and kitchen specialists, as well as non-retail channels such as construction.

Industry Prospects

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