Article Air conditioning – Much more than thermal comfort
Air conditioning sales grew 70% with high temperatures, from January to June 2024, according to data from NIQGfK.
The demand for air conditioning units increases significantly as the warmer days approach, which makes them essential products for the population and a great opportunity for retailers. NIQ GfK recorded a 28% growth in units sold from January to June 2024, compared to the same period in 2023. The season promises to be even hotter, both in terms of temperature and technological innovations in the category.
by Dilnara Titara
A determining factor for the rise in temperatures this summer is El Niño. This phenomenon occurs due to the warming of the waters of the Pacific Ocean, affecting global weather patterns and resulting in hotter and drier summers in many regions. With a strong El Niño forecast for the coming months, the search for cooling solutions will be even more intense.
Considered a necessity for most Brazilians, the air conditioning market has a lot of room to grow, as only 17% of Brazilian homes have an appliance, according to the Associação Brasileira de Refrigeração, Ar-Condicionado, Ventilação e Aqueciment (Brazilian Association of Refrigeration, Air Conditioning, Ventilation and Heating) (ABRAVA).
The growth potential is significant, especially with the forecast of hotter summers. Homes that already have air conditioning often choose to purchase additional units, which can further boost sales in the sector.
Priority in choosing
Brazil is one of the largest air conditioning markets in the world, as it combines a hot climate with a population that values products that provide comfort and practicality, highlights Gustavo Melo, product marketing manager at Midea. “Market research indicates that most people consider their home to be their favorite place and seek to personalize it to their liking. Given this and the high temperatures, there are great opportunities in the air conditioning segment.”
When choosing equipment, it is necessary to pay attention to some details. In this regard, retailers can help consumers by indicating products that consume less energy and emit fewer polluting gases. “Thermal comfort, new technologies, durability and efficiency are the items most sought after by consumers,” says André Pontes, category manager at Electrolux.
Beyond thermal comfort
The sale of these devices is directly linked to rising temperatures and the need for thermal comfort in closed environments, says Celio Pascoli, product manager for Samsung Brazil’s air conditioning division. “Concerns about energy consumption and the efficiency of devices have become a decisive factor, especially with the possibility of an increase in electricity bills announced by Aneel, as happened in July. Consumers are looking for products that combine savings, sustainability and technology.”
There is confidence in the continued growth of the market, says Álvaro Ruoso, AC product manager at TCL SEMP. “Based on recent data from ELETROS – Associação Nacional de Fabricantes de Produtos Eletroeletrônicos (National Association of Manufacturers of Electronic Products), sales of air conditioners increased by more than 80% in the first half of 2024 compared to the same period last year. With increasingly intense summers, growth expectations are maintained, and we are investing more and more in this category.”
The trend of rising temperatures and the growing awareness of the importance of thermal comfort are driving demand for air conditioning units, says Leonardo Fogaça, residential air conditioning product manager at LG Brazil. “We are very optimistic. It is worth noting that, even with the positive numbers from last summer, there is great potential for growth in the Brazilian market, as the penetration of these products in homes is still relatively low compared to the international market.”
High expectations
Companies are getting ready for summer. Agratto is increasing production, says Moisés Botelho, the company’s content creation manager. “There will be many more square meters added to our factories. So, our expectations are the same as in recent years, to sell all our inventory before the end of summer.” Philco also has very good expectations, says Emerson Wojcik, the brand’s commercial director for white goods. “We have significantly increased our production to meet the high demand in 2024 and 2025.”
The 2023/2024 summer was marked by the El Niño phenomenon, which brought a lot of heat and depleted air conditioning unit stocks, says Mauricio Mota, national sales manager at EOS. “This year, we will once again have a lot of demand for air conditioners, and we should once again have a shortage of products. With the economy heating up and the expectation of increasingly hot years, we expect great sales.”
Regarding the summer of 2024/2025, Elgin is also quite optimistic, reports Andrea Lima, the company’s air conditioning product manager. “We know that the success of the air conditioning market will depend a lot on the high temperatures of the season, as well as on the improvement in the economy in Brazil, but we expect results similar to those of last summer.”
Industry products for retail
AGRATTO
The ONE Inverter split line uses the new R32 gas and is certified A by Inmetro, according to the new regulations. In addition to the Inverter system, it is also distinguished by its 100% copper construction. It has a multi-filter system, Top Discharge or Front Discharge condenser and is available in capacities of 9,000, 12,000, 24,000, 18,000 and 30,000 BTU.
For users who have larger spaces or businesses, the brand highlights the Inverter floor-ceiling line, which has the same benefits as the NEO line. It is available in capacities of 36,000 and 55,000 BTU. Both products have technical assistance in all regions of the country.
ONE Inverter split line – Suggested price on 08/01/2024: from BRL 1,659.00.
Inverter Professional floor-ceiling line – Suggested price on 08/01/2024: from BRL 8,010.00.
ELECTROLUX
The Color Adapt 24,000 BTU (J24F) and Color Adapt 18,000 BTU (Y18R) Wi-Fi lines are the highlights for the summer. They feature exclusive technology that allows the product to be painted the same color as the wall on which it is installed, using water-based paint. This means they can be adapted to any environment. They feature an IFF-winning design with an elegant and innovative format.
The two devices are part of the EcoPlus product selection, the most energy and water efficient in the brand’s portfolio. They feature Inverter technology, a three-year full warranty on the devices and a 10-year warranty on the compressor. They feature indirect air function, triple filtration, which eliminates dust and odors, and Wi-Fi technology for connection anywhere. They also feature the new refrigerant gas, R32.
Color Adapt 24,000 BTU (J24F) – Suggested price on 08/05/2024: BRL 4,049.00.
Color Adapt 18,000 BTU (Y18R) – Suggested price on 08/05/2024: BRL 3,999.00.
ELGIN
The Bi and Tri Split Total Inverter Plus Wi-Fi line air-conditions two to three environments with an external condenser. It is energy efficient and low noise. The internal units can be controlled individually. It operates in the cold and hot/cold cycle, uses the ecological refrigerant gas R32 and is equipped with Wi-Fi connectivity, allowing remote activation through the Elgin Smart app. It is compatible with voice commands via Alexa and Google Assistant. It has an activated carbon filter, which eliminates odors and impurities from the environment, in addition to a three-year warranty for the products and a five-year warranty for the Inverter compressor.
Another ecological and economical option is the Split High Wall Eco Inverter II air conditioner. It is manufactured with anti-corrosive materials, galvanized sheets, protective paint, copper coils and blue fins, which prevent corrosion and increase the efficiency and durability of the product. It was also developed with special materials and protective layers to reduce vibration and have low noise. Inverter technology results in energy savings. The brand also highlights the One Air Inverter Wi-Fi 1-Way Cassette, expected to hit the market in January 2025.
Bi-Split – Suggested price on 08/05/2024: from BRL5,039.00.
Eco Inverter II High Wall Split Air Conditioner – Suggested price on 08/06/2024: BRL 2,299.00.
EOS
It offers a complete line of air conditioners, with portable, window, split and commercial models. Highlights include the portable EAP12 model and the connected Master Inverter EASM9000F model. The first has 12,000 BTU and is ideal for users who need a practical solution. It does not require installation and is 3 in 1, as it cools, ventilates and dehumidifies. It has a remote control, digital panel and Sleep function, which regulates the temperature during sleep for up to seven hours. It is silent.
The 9,000 BTU EASM9000F model has Wi-Fi capability, which allows control via the mobile app. It has a copper coil, Inverter compressor and eco-friendly gas, minimizing environmental impact. The invisible LED and the Sleep and Timer functions add advantages to the model. The device cools, ventilates and dehumidifies.
Portable model EAP12 – Suggested price on 07/27/2024: BRL 3,299.00.
Connected inverter model EASM9000F – Suggested price on 07/27/2024: BRL 2,499.00.
LG
The brand highlights two models: the LG DUAL Inverter Voice +AI ARTCOOL Frio, with a sophisticated design and advanced technology, and the LG Dual Inverter Voice +AI Bi-Split Frio, which provides thermal comfort for up to two environments. The first is available in 12,000, 18,000 and 24,000 BTU/h versions. It has a graphite mirrored panel. The ARTCOOL Frio incorporates artificial intelligence technology and connectivity, allowing automatic adjustments of temperature, direction and wind speed. The Comfort Sleep function adjusts the air flow and timer. And the Auto Cleaning function keeps the interior of the appliance clean, ensuring healthier air and greater product durability.
The second model, available in power combinations (9,000 + 9,000 BTU/h and 9,000 + 12,000 BTU/h), air-conditions up to two environments simultaneously. Its 2-in-1 installation integrates two evaporators into a single condenser, optimizing external space. With the smallest condenser on the market and low weight, it provides space savings and practicality in installation. Both devices feature artificial intelligence technology and Wi-Fi connectivity. They can be controlled by voice via Google Assistant, Amazon Alexa and the LG ThinQ app.
LG DUAL Inverter Voice +AI ARTCOOL 12,000 BTU – Suggested price on 08/05/2024: BRL 3,419.05.
LG DUAL Inverter Voice +AI Bi-Split Cold (9,000 + 9,000 BTU evaporators) – Suggested price on 08/05/2024: BRL 5,706.72.
MIDEA
The Carrier Split Cassette Inverter 1-Way, a Split-type air conditioning system, is for medium and small environments. The Cassette is installed on the ceiling and not on the sides of the property. It air-conditions, filters the air and removes impurities. It is easy to install and quiet. The equipment is IoT, with intuitive commands that are controlled remotely, Wi-Fi and a voice control system, compatible with Alexa and Google Assistant. The Carrier Air Conditioner app makes it easy to connect to the air conditioning and can be programmed to turn on and off remotely. It has a built-in drain pump, which prevents water from accumulating in the internal unit, and R32 refrigerant fluid. It is available in capacities of 12,000, 18,000 and 24,000 BTU/h in the hot/cold cycle and 18,000 and 24,000 BTU/h, with a cold cycle.
The Midea Xtreme Save AI Connect Inverter model is designed for small and medium-sized environments and can be installed on the wall. It has an eco-friendly R32 refrigerant and Inverter Quattro technology, which ensures high efficiency, lower energy consumption and low noise levels. Its Air Magic filtration system eliminates up to 99.9% of viruses and bacteria and emits negative ions that remove pollen and impurities from the air. It has an A rating from Inmetro and the Procel seal, for all available capacities. It has a Wi-Fi solution and the AI Save function, which, when activated, provides energy savings and maintains a stable temperature. It is available in the 9,000 and 12,000 BTU/h versions, Cold Cycle.
Midea Xtreme Save AI Connect Inverter – Suggested price on 08/07/2024: from BRL 2,500.00.
Carrier Split Cassette Inverter 1 Way – Suggested price on 08/07/2024: from BRL 5,500.00.
PHILCO
The brand highlights the Philco PAC12000IQFM15E 12,000 BTU/h air conditioning unit and the recently launched line of window air conditioning units, especially the Philco PAJ12FH Digital 12,000 BTU/h. The first model stands out for its design, with a mirrored finish, and for its technology, allowing the installation of the Philco Home Smart Wi-Fi Kit to control the unit via cell phone. It is hot and cold and has several operating modes, in addition to functions such as sleep, silence, oscillation, timer, turbo and display.
The second model is the window air conditioning unit. It has cold air, sleep, timer and eco functions. It has a modern design, with a digital panel and remote control. Both models have an A energy rating, R32 gas, which is more ecological, an inverter system, anti-corrosive coating and copper coil. It is recommended for all regions, especially coastal areas with a high incidence of sea spray.
SAMSUNG
Its highlights are the WindFree Connect, WindFree Pro Energy and WindFree Black Edition models. For commercial applications, the brand offers the Light Commercial line, which includes the 1-Way Cassette, 4-Way Cassette, 360 Cassette and Ceiling models. The WindFree Connect has technology that air-conditions the environment without the sensation of direct wind. It has control via the SmartThings app, which allows you to turn the device on and off, adjust the temperature and program the air conditioning remotely. It is compatible with voice assistants such as Bixby, Alexa and Google. Its Energy functionality allows you to monitor and control energy costs in real time.
The 1-Way Cassette Inverter air conditioner, available in 17,000 and 24,000 BTU capacities, has the WindFree mode, which disperses the air-conditioned air through 10,000 micro-holes, eliminating direct wind, and Digital Inverter technology. It has a height of 138 mm. The 100 mm blade can project cold air up to eight meters away and can move from 40 to 80 degrees. It is silent, and the Auto Swing function automatically transmits cold air in all directions. The Auto Clean function operates when the air conditioning is off, automatically activating the fan to remove dust and moisture from the heat exchanger.
WindFree Connect Cold 9,000 BTU/h – Suggested price on 08/07/2024: BRL 2,699.00.
WindFree 1-Way Cassette 17,000 BTU/h – Suggested price on 08/07/2024: BRL 10,199.00.
TCL SEMP
The brand’s new products are the TCL FreshIN 2.0 Inverter and the TCL T-PRO 2.0 Inverter. Both have Wi-Fi connectivity, allowing you to control and adjust the device via a smartphone app, voice assistants (such as Alexa and Google Assistant) or via remote control. The first product has an air renewal function: it increases oxygen levels by capturing, treating and purifying external air and, through an exhaust system, reduces the concentration of carbon dioxide. The display on the panel allows you to monitor air quality in real time. It is available in 12,000 BTU Hot/Cold capacity.
With a variable speed compressor, the TCL T-Pro 2.0 Inverter has a low noise level and quickly reaches the programmed temperature. It is available in 9,000, 12,000, 18,000 and 24,000 BTU capacities, in the Cold and Hot-Cold versions. Both models offer the benefit of the Breeze function, which prevents direct air flow, increasing the sensation of thermal comfort. Both models also feature the Sterilization function – exclusive to the Hot-Cold models – which eliminates fungi and bacteria that can accumulate in the internal unit, in addition to the filter cleaning warning to ensure that air quality is maintained.
TCL FreshIN 2.0 Inverter 12,000 BTU Hot/Cold – Suggested price on 08/05/2024: BRL 4,690.00.
TCL T-Pro 2.0 Inverter 9,000 BTU Cold – Suggested price on 08/05/2024: BRL 2,690.00.
Source: Eletrolar News Magazine – Edition #162
