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The competitive environment in home improvement is highly fragmented and no company reached a double-digit value share during 2014. However, the leading company in the category is Consorcio Comex SA de CV, which accounted for a 7% value share and was closely followed by Truper Herramientas SA de CV, which accounted for 5%. Consorcio Comex benefits from its unique distribution model, which is based on a nationwide network of franchise outlets that only sell Comex products. Moreover, the Comex umbrella brand has a long-standing reputation for offering good quality at a reasonable price, and Consorcio Comex frequently updates its product ranges in response to new seasonal colour trends. Also, ecological innovations have come mainly from the company. Truper Herramientas offers a wide assortment of product types and models under its Truper and Pretul brands; the company dominates hand tools, ranks highly in power tools and is always innovating new tools and technologies for its consumers.
Home improvement growth looks more modest over the forecast period, as a value CAGR of 2% at constant 2014 prices is expected, and sales are set to reach Mx$26.5 billion in 2019. Thanks to the recent reforms made by Mexico’s president, Enrique Peña, over the forecast period strong budgets are expected to be allocated to home construction, thus benefiting home furnishings, and in turn home improvements. Mexico’s main loan government dependency, INFONAVIT, has new policies that have enabled it to increase loans for acquiring homes, and such loans are becoming available to more consumers. This situation is expected to lead to more home acquisitions over the forecast period, which will boost home improvement.
Home Improvement Market Research
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