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Brazilian bathroom market with strong growthJanuary 2008

The Brazilian bathroom market has experienced healthy growth over the last few years. Against the backdrop of a growing economy, the Brazilian bathroom market reached an overall value of US$ 658 million at manufacturer selling prices in 2007.

In GDP purchasing power the Brazilian economy is ranked the twelfth largest in the world and the country is one of the biggest exporters. From March 2006 to March 2007 Brazil exported US$142 billion worth of goods. The government has started investing in the Brazilian tourism industry, which has experienced a dramatic growth during the last few years.

Sanitaryware

In 2007, overall sales of the Brazilian sanitaryware market are expected to have risen by 6%. The market has grown by approximately 25% since 2004.

Ceramic is the most popular material used in this market, but the use of PVC has started to increase, mainly in cisterns and bath tubs.

Cisterns are generally made of plastic and the trend nowadays is to conceal them in the wall. Close-coupled WCs dominate the Brazilian WC market. In 2007, they accounted for 38% of total sales by volume of the market. All bidets in Brazil are made of ceramic, with floor standing types holding 57% of sales by volume and showing a slight dominance over wall hung type, which have a 43% share.

Traditionally pedestal basins have dominated the Brazilian market, but recently there has been a shift from wall hung to cloakroom and vanity type basins, which together represent 44% of the market.

Bathtubs and Shower Trays

Sales in the bathtubs and shower tray market have remained stable in recent years. The main barriers to the market’s growth are local habits, prices and space.

Typical Brazilian bathrooms have tiled floors with a drain for the shower, therefore shower trays are not very popular in Brazil and sales have been very slow in this segment.

Nearly 75% of bathtubs sold are rectangular in shape, but curved shaped units are gaining popularity. The main material used for bathtubs is plastic/acrylic.

Hydro-massage baths are popular in Brazil and are following the same growth pattern as bathtubs, but hold an added advantage in that hotels, motels and leisure centres are opting for hydro-massage baths in order to add value to their amenities.

Taps and Mixers

The taps and mixers market has enjoyed a steady growth during the last five years and is expected to have reached $200 million in 2007. The dominant segment is pillars, which accounts for over 70% of yearly sales. Although mixers hold a minority share of the market, they have seen a rapid growth in the past five to seven years. Two handle mixers are more common than the one handle mixers; these are normally found in five star hotels, clubs and the luxury residential sector. Brass and gold are the most popular colour choices for taps and mixers in Brazil representing 83% of the market by volume.

Structure of Supply

Demand is met entirely from domestic production and exports are estimated to be in the region of 14% of production. Roca holds 50% of the ceramic sanitaryware market, making them the market leader in this segment. The market for non-ceramic sanitaryware remains relatively small and Amanco holds half of the market.

The residential sector, in particular renovation, generated 86% of the sanitaryware sales in 2006. The chain of distribution always includes an agent who then supplies to wholesalers, DIY stores and small retailers.

Like the sanitaryware market the Brazilian taps and mixers market consists largely of local companies offering a wide range of products at an equally wide range of prices. Deca and Docol are the market leaders of the Brazilian taps and mixers segment and there are two or more other medium-large companies present with a complete line of products competing in all three segments of the bathroom equipment market.

Southern Brazil is the predominant place for bath tub manufacturers because of its higher economic and industrial development. Hydro massage baths and bath tubs are normally distributed through specialist shops. Direct supply is more common for shower trays. The main names in the bath tub and hydro-massage baths market include: Jacuzzi, Ouro Fino and Multimax. However, Darka and Prettyjet have gained popularity because of their reputed good quality and style. Roca and Pex do Brasil are the main branded companies in the Brazilian shower tray market, but there are also many unbranded companies in the market.

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