Consumption in 2025
Appropriate strategies and new financing modalities are allies of the electronics sector
After 2024 brought great results to the electronics segment, 2025 may seem challenging at first, but it is not. The important thing now is to encourage the generation of demand and maximize opportunities.
by Leda Cavalcanti
Brazil is in a scenario of full employment, and taking this factor into account is essential for the salary mass to be directed towards electronics and durable goods. Appropriate strategies and new financing modalities are important, says Mateus Rabelo, leader of the electronics and durable goods (T&D) categories at NIQ Brazil.
Which categories are expected to stand out in 2025?
MATEUS RABELO – It is important to note that, for the categories that had high growth in 2024, maintaining a base of similar size in 2025 may be a positive scenario. It is possible that tablets, smartphones and wearables will have a standout scenario.
Are there many challenges for categories to maintain growth?
MR – Some baskets and categories had double-digit growth when comparing 2024 with 2023. This provides a large basis for comparison. Therefore, it is important to continue generating demand and maximizing substitution opportunities for mature categories, such as white goods. On the other hand, for those categories whose size is still being constructed, one possible path is to continue growing through contact and conversion with groups in which penetration has opportunities for improvement.
What are the prospects for the electronics segment in 2025?
MR – The entry of new manufacturers into markets such as white goods, televisions and smartphones may result in the offering of a competitive assortment, especially when we talk about affordable premium products. This arrival may bring a response from already well-established manufacturers, a fact that may ultimately generate more purchasing options for consumers.
“Recent financing methods, such as digital payment slips and PIX installments, may be interesting alternatives to guarantee conversion.”
Could interest rates be an obstacle to increased consumption?
MR – High interest rates could be an obstacle. However, it is important to keep in mind that we are currently at a historic low in unemployment (6.1% in November 2024). This scenario of full employment could be an opportunity, so that if there is a trend towards consumption, it will be crucial to generate demand so that the wage bill is directed towards electronics and durable goods. In addition, recent financing options, such as digital payment plans and PIX, which can be paid in installments, could be interesting alternatives to ensure conversion.
ELECTRONICS CONSUMPTION AND T&D in 2024
“This scenario of full employment may be an opportunity, so that, if there is a trend towards consumption, it will be crucial to generate demand so that the salary mass is directed towards electronics and durable goods.”
Data: from NIQ T&D/GfK
Period: Q4 2023 to Q3 2024
The Electronics & Durables (T&D) categories grew by nearly 9% when comparing 2024 to 2023. White goods and small appliances were the highlights.
Refrigerators: 16% growth in volume when comparing 2024 versus 2023.
Washing machines: 17% growth in volume. The products exchanged had an average age of 6.5 years.
Televisions: 5% sales growth. Of those who bought the device, 23% did so to have an additional TV.
Personal Care: shavers, epilators, hair dryers, hair curlers and trimmers had 10% higher sales. The highlight was hair dryers and hair curlers.
Vacuum cleaners: 18% growth in volume, comparing 2024 with 2023, with 33% of consumers saying this was their first purchase in the category.
Smartphones: the market remained stable in size between 2024 and 2023. Among buyers, 26% said their previous product was two years old, and 27% had had the device for three years.
Tablets: 17% growth between Q4 2023 and Q3 2024. Almost 50% of consumers said this was their first purchase in the category.
Wearables: 37% growth in sales volume.
Source: Eletrolar News – Edition #165
