Boston, MA -- (ReleaseWire) -- 06/19/2014 -- Irons saw a significant volume and current value decline in 2013, affected by the steep economic recession and the drop in disposable incomes. Portuguese consumers simply saw no immediate need for a new iron in 2013, as long as their old one still functioned - in other words, the replacement life cycle was extended amidst the crisis. Other than that, irons was a pretty static category (a staples category), with no ground-breaking changes taking place in 2013.
SEB Portugal Electrodomesticos maintained its leading position in irons in Portugal in 2013, with a 24% volume share. Innovation is the key driver of the company's ongoing leadership. It launched cordless steam iron Tefal Freemove, which is widely regarded as the most innovative product launched in irons in Portugal in late 2012 and 2013. The launch of Tefal Freemove provoked a significant buzz, as it makes ironing easier and more comfortable, as there is no cumbersome electrical cord getting in the way.
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Retail value growth in irons during the forecast period is likely to be driven by the rising penetration of steam generators/ironing systems. The proportion of steam generators/ironing systems within irons in Portugal continues to increase with each passing year. As steam generators/ironing systems generally carry retail selling prices three to four times higher than the retail selling prices of traditional steam irons, steam generators/ironing systems represents an excellent opportunity for the leading players in the category to offset the anticipated weak demand for irons as a whole in Portugal during the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Irons industry in Portugal with research from Euromonitor's team of in-country analysts.
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If you're in the Irons industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.
The Irons in Portugal market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Irons in Portugal?
- What are the major brands in Portugal?
- What is the most common cooking appliances in Portugal?
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