New market study, "Refrigeration Appliances in Colombia", has been published

From: Fast Market Research, Inc.
Published: Fri Feb 13 2015

Attention to detail and the launch of refrigeration appliances which represent a more balanced combination between the essential functions such as food preservation at the appropriate temperature, humidity control, the prevention of odours being spread, good design and other features such as energy efficiency and the offer of more convenience are what Colombian consumers are generally looking for in new refrigeration appliances. Colombia’s increasingly well-informed consumers are choosing cost-effective refrigeration appliances which are perceived to offer a good balance between good exterior design, good interior design and product functionality. Not all of the brands available in the category, however, have been able to achieve this balance of features. Brand reputation and strong after-sales service remain the key factors differentiating the most popular brands from the others and influence in the consumer purchasing decision process in refrigeration appliances. However, refrigeration appliances are increasingly becoming seen as essential appliances for every home and, as a result, consumers are more willing to abandon their traditional favourite brands in order to benefit from the new features and functions on offer.

Full Report Details at

Competitive Landscape

Mabe de Colombia SA remains the leading company in refrigeration appliances in Colombia, followed closely by Industrias HACEB SA. Mabe owes its position to the popularity of its three brands, Mabe, Centrales and GE, while HACEB is expected to remain the leading individual brand in the category during 2014. The strong position of Mabe de Colombia in refrigeration appliances is based on the very strong position of the Centrales brand, while Industrias HACEB is gradually abandoning its multi-brand strategy in order to focus more on its HACEB brand, at the expense of Icasa, its other brand in refrigeration appliances.

Industry Prospects

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