GfK Retail and Technology
GfK Retail and Technology
Press Release
Data
August 15th, 2010 Andre Silva Corporate Communications GfK Retail and Technology Brasil Tel. +55 (11) 2174-3923 Fax +55 (11) 2174-3939 [email protected]
The second quarter of 2010 maintains market growth against 2009 GfK TEMAX® Brazil indicates the trends in sales value (R$) The technical consumer goods market in the second quarter of 2010 maintained the growth trend against the same period in 2009. The sales value in R$ was 14% higher than last year. Comparing the second quarter against the first quarter 2010 sales in value terms presented a slight decrease of approximately -1%. One reason that maybe highlights this market movement trend is the decrease of the average selling price during the last period. Sales development of technical consumer goods tracked in Brazil
Source: GfK TEMAX® Brazil, GfK Retail and Technology
Tel. +55 (11) 2174-3920 Fax +55 (11) 2174-3939 www.gfkrt.com.br
The overall market tracked by TEMAX® Brazil amounted to around R$22 billion in the second quarter of 2010, almost the same result as the first quarter. The technical consumer goods market is a reflection of a wide range of product sales of different segments including photo, consumer electronics, small and major domestic appliances, information technology, telecom and office equipment & consumables.
Managing Director Brazil: José P. Guedes
Page 1 of 6
GfK Retail and Technology Brasil Rua Gomes de Carvalho, 1510 9º andar – 04547-005 São Paulo/SP – Brasil
Considering the segments sales value in the second quarter of 2010 against the same period in 2009, CE presented a market increase of 51%, followed by photo with 32%. Telecom also recorded a positive result, reaching 25% growth while SDA increased by 9%. Against this market growth trend, MDA decreased -7%, IT declined -2% and office equipment & consumables dropped by -1%. Regarding the participation of the segments in the total market, CE had the most significant change gaining 7% in the second quarter of 2010 compared to the same period of 2009, while telecom increased by 2%. IT and MDA represented the biggest market decrease, down by around -4% in the same period of analysis. IT represented the biggest share in the categories analysed in the second quarter of 2009, with 26%. However for the same period of 2010, CE represented 26%, telecom (23%), IT (22%), MDA (18%), SDA (7%) and photo and office equipment & consumables (2% each). Consumer Electronics: Best sales of any sector for the second quarter of 2010 The segment enjoyed growth of 51% in the second quarter of 2010 against 2009. CE presented one of the best developments between all the categories. When compared to the first quarter of 2010 we can observe an increase of 15%. The main reason for this excellent figure was this summer’s FIFA World Cup. Regarding product performance in 2010, Flat TV increased 99% in the second quarter 2010 against 2009 and was the main product that contributed to the increasing trend of CE. Car Navigation was the first product with a higher selling increase in the comparative time period of around 136%. Nevertheless, as car navigation sales were much lower than the other products in the segment, the growth of this product did not impact the CE result significantly. The average sales price diminished by around 41% in the second quarter of 2010, against the same period in 2009. Despite the World Cup, CRT presented a sales decrease in the second quarter 2010 against the same period of 2009 of around 8%, following the decreasing trend in this product group. Photo: the segment increased 32% against the same period of 2009 The photo market exhibited market growth of 32% in the second quarter of 2010 against the same period of 2009. Photo had the second best
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results compared to the other categories. The average selling price decreased 11% in the same period. The average selling price in the second quarter of 2010 was around R$528 against R$591 in the same period of 2009. Considering the second quarter 2010, May (Mother’s Day) was responsible for 38% of the total sales in this period. This is a typical trend in the period where retailers implement extensive sales promotions. Telecom: smart phones participation already represents around 30% of the category The telecom category enjoyed market growth of 25% in the second quarter 2010 against 2009. In the second quarter of 2010 against the first quarter 2010 the market increased by around 18% and one key reason for this behavior was the advent of Mother’s Day in this period. Smart phones were responsible for the main development in the category once again. Product sales increased 216% when comparing the second quarter of 2010 against the same period in 2009. In the short term, if comparing the second quarter 2010 with the previous quarter this year sales in R$ increased by around 73%. Smart phones already represent around 30% of the sector in 2010. Phone devices increased sales by around 18% in the second quarter of 2010 against the same period of 2009. Mobile phones demonstrated a negative result, of -1% in the same period of analysis. Small domestic appliances: Hairdryers sales increased due to Mother’s Day This segment increased 9% during the second quarter of 2010 against the same period of 2009. In comparison to the first quarter of 2010, sales diminished 27% due to the influence of air conditioning and electric fans at the end of the summer. With higher temperatures at the end of the year and the beginning of the summer season, electric fans and air conditioning were responsible for the increase of the segment sales in the first quarter of 2010, compared to the same period in 2009. Nevertheless, in the second quarter of 2010, air conditioning decreased 51% and electric fans fell by 47%. Considering the influence of Mother’s Day in May 2010, hairdryers enjoyed an excellent performance, increasing sales by around 28% in the second quarter of 2010 against the first quarter. Hot beverage makers demonstrated a significant performance too, achieving 15% growth in the same period.
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Office equipment & consumables: multifunctionals increased 7% Office equipment & consumables experienced a slight decrease of just -1% in the second quarter of 2010 compared to the same period in 2009. In comparison to the first quarter 2010 this segment decreased by around 2%. Taking a glance at the products that contributed to this relatively negligible movement, printer sales decreased by -9% in the same period of analysis. Pointing devices exhibited the opposite trend, and rose by 3% during the same period. Information Technology: notebooks maintaining the increasing trend Comparing the share performance among notebook and desk tops, the former already represents 53% of the category in 2010, while the latter accounts for 46%. Sales in value terms for the IT category were relatively stable in the second quarter of 2010 against the same period of 2009. Notebooks increased by 13% while desktops decreased by around -13% in the same period of analysis. The average sales price of notebooks decreased by -21% in the same period, whereas for monitors the ASP rose by 9%. Major domestic appliances: sales decrease in the second quarter Due to an excellent result in the previous year because of the IPI (tax over industrialized products) reduction promoted by the Brazilian government, the MDA market already represents a sales reduction in the second quarter of 2010 now that this benefit is no longer available. In the first quarter the results remained positive. In the second quarter of 2010, the sales value decreased around 7% in comparison to the same period of 2009. Refrigerators presented the biggest sales decrease in this period, of around -10%, followed closely by washing machines (-9%) and cookers (-4%). In contrast, dishwashers and microwave ovens saw increases of 36% and 5% respectively in the same period of analysis. It should however be noted that dishwasher sales amount to a relatively low amount in the MDA sector and did not have a marked impact on the sector.
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Summary in table format Q3 2009
Q4 2009
Q1 2010
Q2 2010
Q2 10 /Q2 09
Q1-2 2010
Q1-2 10 /Q1-2 09
M.BRL
M.BRL
M.BRL
M.BRL
+/-%
M.BRL
+/-%
3,792
4,960
4,837
5,540
51.2%
10,377
45.3%
393
676
504
488
32.4%
992
41.0%
Major Domestic Appliances (MDA)
4,646
6,196
4,965
3,917
-6.8%
8,882
14.2%
Small Domestic Appliances (SDA)
1,339
1,826
1,938
1,424
9.4%
3,362
20.9%
Information Technology (IT)
4,712
5,210
4,793
4,773
-1.7%
9,566
-1.7%
Telecommunication (TC)
4,095
5,131
4,240
5,008
24.6%
9,248
24.5%
467
466
490
483
-1.2%
973
0.6%
19,444
24,465
21,768
21,632
14.4%
43,399
18.8%
Consumer Electronics (CE) Photo (PH)
Office Equipment & Consumables (OE)
GfK TEMAX® Brasil
Source: GfK TEMAX® Brazil, GfK Retail and Technology
The survey GfK TEMAX® is an index developed by GfK Retail and Technology to track the technical consumer goods markets. The findings are based on surveys carried out on a regular basis by the retail panel of GfK Retail and Technology. The retail panel comprises data from over 340,000 retail outlets worldwide. Since February 2009, GfK Retail and Technology has also been compiling the GfK TEMAX® index at international level, in more than 30 countries. It is the first index that includes all of the markets for technical consumer goods in different countries. All reports and press releases are available at www.gfktemax.com. If information from this press release or www.gfktemax.com is cited, GfK TEMAX® should be explicitly indicated as the source. For further information, please contact: Andre Silva, tel.: +55 11 2174-3923, [email protected], Gisela Pougy, tel.: +55 11 2174-3928, [email protected] 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 2009, the GfK Group’s sales amounted to EUR 1.16 billion. For further information, visit our website: www.gfk.com. Follow us on Twitter: www.twitter.com/gfk_group. Responsible under press legislation GfK Retail and Technology Brasil Andre Silva Rua Gomes de Carvalho, 1510 9º andar 04547-005 São Paulo/SP Page 5 of 6
Tel. +55 (11) 2174-3923 Fax +55 (11) 2174-3939 [email protected]
Page 6 of 6
Press Release
Data
August 15th, 2010 Andre Silva Corporate Communications GfK Retail and Technology Brasil Tel. +55 (11) 2174-3923 Fax +55 (11) 2174-3939 [email protected]
The second quarter of 2010 maintains market growth against 2009 GfK TEMAX® Brazil indicates the trends in sales value (R$) The technical consumer goods market in the second quarter of 2010 maintained the growth trend against the same period in 2009. The sales value in R$ was 14% higher than last year. Comparing the second quarter against the first quarter 2010 sales in value terms presented a slight decrease of approximately -1%. One reason that maybe highlights this market movement trend is the decrease of the average selling price during the last period. Sales development of technical consumer goods tracked in Brazil
Source: GfK TEMAX® Brazil, GfK Retail and Technology
Tel. +55 (11) 2174-3920 Fax +55 (11) 2174-3939 www.gfkrt.com.br
The overall market tracked by TEMAX® Brazil amounted to around R$22 billion in the second quarter of 2010, almost the same result as the first quarter. The technical consumer goods market is a reflection of a wide range of product sales of different segments including photo, consumer electronics, small and major domestic appliances, information technology, telecom and office equipment & consumables.
Managing Director Brazil: José P. Guedes
Page 1 of 6
GfK Retail and Technology Brasil Rua Gomes de Carvalho, 1510 9º andar – 04547-005 São Paulo/SP – Brasil
Considering the segments sales value in the second quarter of 2010 against the same period in 2009, CE presented a market increase of 51%, followed by photo with 32%. Telecom also recorded a positive result, reaching 25% growth while SDA increased by 9%. Against this market growth trend, MDA decreased -7%, IT declined -2% and office equipment & consumables dropped by -1%. Regarding the participation of the segments in the total market, CE had the most significant change gaining 7% in the second quarter of 2010 compared to the same period of 2009, while telecom increased by 2%. IT and MDA represented the biggest market decrease, down by around -4% in the same period of analysis. IT represented the biggest share in the categories analysed in the second quarter of 2009, with 26%. However for the same period of 2010, CE represented 26%, telecom (23%), IT (22%), MDA (18%), SDA (7%) and photo and office equipment & consumables (2% each). Consumer Electronics: Best sales of any sector for the second quarter of 2010 The segment enjoyed growth of 51% in the second quarter of 2010 against 2009. CE presented one of the best developments between all the categories. When compared to the first quarter of 2010 we can observe an increase of 15%. The main reason for this excellent figure was this summer’s FIFA World Cup. Regarding product performance in 2010, Flat TV increased 99% in the second quarter 2010 against 2009 and was the main product that contributed to the increasing trend of CE. Car Navigation was the first product with a higher selling increase in the comparative time period of around 136%. Nevertheless, as car navigation sales were much lower than the other products in the segment, the growth of this product did not impact the CE result significantly. The average sales price diminished by around 41% in the second quarter of 2010, against the same period in 2009. Despite the World Cup, CRT presented a sales decrease in the second quarter 2010 against the same period of 2009 of around 8%, following the decreasing trend in this product group. Photo: the segment increased 32% against the same period of 2009 The photo market exhibited market growth of 32% in the second quarter of 2010 against the same period of 2009. Photo had the second best
Page 2 of 6
results compared to the other categories. The average selling price decreased 11% in the same period. The average selling price in the second quarter of 2010 was around R$528 against R$591 in the same period of 2009. Considering the second quarter 2010, May (Mother’s Day) was responsible for 38% of the total sales in this period. This is a typical trend in the period where retailers implement extensive sales promotions. Telecom: smart phones participation already represents around 30% of the category The telecom category enjoyed market growth of 25% in the second quarter 2010 against 2009. In the second quarter of 2010 against the first quarter 2010 the market increased by around 18% and one key reason for this behavior was the advent of Mother’s Day in this period. Smart phones were responsible for the main development in the category once again. Product sales increased 216% when comparing the second quarter of 2010 against the same period in 2009. In the short term, if comparing the second quarter 2010 with the previous quarter this year sales in R$ increased by around 73%. Smart phones already represent around 30% of the sector in 2010. Phone devices increased sales by around 18% in the second quarter of 2010 against the same period of 2009. Mobile phones demonstrated a negative result, of -1% in the same period of analysis. Small domestic appliances: Hairdryers sales increased due to Mother’s Day This segment increased 9% during the second quarter of 2010 against the same period of 2009. In comparison to the first quarter of 2010, sales diminished 27% due to the influence of air conditioning and electric fans at the end of the summer. With higher temperatures at the end of the year and the beginning of the summer season, electric fans and air conditioning were responsible for the increase of the segment sales in the first quarter of 2010, compared to the same period in 2009. Nevertheless, in the second quarter of 2010, air conditioning decreased 51% and electric fans fell by 47%. Considering the influence of Mother’s Day in May 2010, hairdryers enjoyed an excellent performance, increasing sales by around 28% in the second quarter of 2010 against the first quarter. Hot beverage makers demonstrated a significant performance too, achieving 15% growth in the same period.
Page 3 of 6
Office equipment & consumables: multifunctionals increased 7% Office equipment & consumables experienced a slight decrease of just -1% in the second quarter of 2010 compared to the same period in 2009. In comparison to the first quarter 2010 this segment decreased by around 2%. Taking a glance at the products that contributed to this relatively negligible movement, printer sales decreased by -9% in the same period of analysis. Pointing devices exhibited the opposite trend, and rose by 3% during the same period. Information Technology: notebooks maintaining the increasing trend Comparing the share performance among notebook and desk tops, the former already represents 53% of the category in 2010, while the latter accounts for 46%. Sales in value terms for the IT category were relatively stable in the second quarter of 2010 against the same period of 2009. Notebooks increased by 13% while desktops decreased by around -13% in the same period of analysis. The average sales price of notebooks decreased by -21% in the same period, whereas for monitors the ASP rose by 9%. Major domestic appliances: sales decrease in the second quarter Due to an excellent result in the previous year because of the IPI (tax over industrialized products) reduction promoted by the Brazilian government, the MDA market already represents a sales reduction in the second quarter of 2010 now that this benefit is no longer available. In the first quarter the results remained positive. In the second quarter of 2010, the sales value decreased around 7% in comparison to the same period of 2009. Refrigerators presented the biggest sales decrease in this period, of around -10%, followed closely by washing machines (-9%) and cookers (-4%). In contrast, dishwashers and microwave ovens saw increases of 36% and 5% respectively in the same period of analysis. It should however be noted that dishwasher sales amount to a relatively low amount in the MDA sector and did not have a marked impact on the sector.
Page 4 of 6
Summary in table format Q3 2009
Q4 2009
Q1 2010
Q2 2010
Q2 10 /Q2 09
Q1-2 2010
Q1-2 10 /Q1-2 09
M.BRL
M.BRL
M.BRL
M.BRL
+/-%
M.BRL
+/-%
3,792
4,960
4,837
5,540
51.2%
10,377
45.3%
393
676
504
488
32.4%
992
41.0%
Major Domestic Appliances (MDA)
4,646
6,196
4,965
3,917
-6.8%
8,882
14.2%
Small Domestic Appliances (SDA)
1,339
1,826
1,938
1,424
9.4%
3,362
20.9%
Information Technology (IT)
4,712
5,210
4,793
4,773
-1.7%
9,566
-1.7%
Telecommunication (TC)
4,095
5,131
4,240
5,008
24.6%
9,248
24.5%
467
466
490
483
-1.2%
973
0.6%
19,444
24,465
21,768
21,632
14.4%
43,399
18.8%
Consumer Electronics (CE) Photo (PH)
Office Equipment & Consumables (OE)
GfK TEMAX® Brasil
Source: GfK TEMAX® Brazil, GfK Retail and Technology
The survey GfK TEMAX® is an index developed by GfK Retail and Technology to track the technical consumer goods markets. The findings are based on surveys carried out on a regular basis by the retail panel of GfK Retail and Technology. The retail panel comprises data from over 340,000 retail outlets worldwide. Since February 2009, GfK Retail and Technology has also been compiling the GfK TEMAX® index at international level, in more than 30 countries. It is the first index that includes all of the markets for technical consumer goods in different countries. All reports and press releases are available at www.gfktemax.com. If information from this press release or www.gfktemax.com is cited, GfK TEMAX® should be explicitly indicated as the source. For further information, please contact: Andre Silva, tel.: +55 11 2174-3923, [email protected], Gisela Pougy, tel.: +55 11 2174-3928, [email protected] 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 2009, the GfK Group’s sales amounted to EUR 1.16 billion. For further information, visit our website: www.gfk.com. Follow us on Twitter: www.twitter.com/gfk_group. Responsible under press legislation GfK Retail and Technology Brasil Andre Silva Rua Gomes de Carvalho, 1510 9º andar 04547-005 São Paulo/SP Page 5 of 6
Tel. +55 (11) 2174-3923 Fax +55 (11) 2174-3939 [email protected]
Page 6 of 6
