The kitchen utensils market - Brazil

1.1 Definition and scope of study

Kitchen utensils bring together a range of equipment needed for food preparation and cooking, these include all the tools and accessories used to prepare dishes.

This market study includes kitchen tools, cutting tools, electrical equipment and other various utensils used in cooking. The entire market, therefore, consists of a wide variety of items, distinct based on different variables, for example, function, raw material, size. These utensils are manufactured using different materials and metals according to their strength, heat resistance and durability. 

The trend towards health and well-being with good nutrition and food is slowing down globally and Brazilian consumers are no different. As a consequence, they are now cooking more and more at home and therefore investing in cooking utensils. In this sense, the market is expected to grow annually by around 1.7% between 2020 and 2023.

In a country where obesity rates have increased 70% in the past 13 years, according to the Food and Agriculture Organization of the United Nations, leading a healthier lifestyle is gaining traction in Brazil. The concern with consumption is leading many consumers to change the way they eat, starting to invest in kitchen utensils with the purpose of consuming less and less pre-cooked meals. In this context, Brazil is the largest household appliance market in Latin America, characterized by the presence of some major players who account for a large part of the market.

The main categories of household appliances tend to be dominated by international manufacturers, namely Electrolux and Whirlpool. The successful marketing of other national players, such as Mondial, have executed successful marketing strategies creating a broad consumer market. The focus of these companies lately has been, in particular, on control and cost efficiency, not only for economic reasons, but for the fact that many users take environmental factors very seriously when choosing their electrical kitchen appliances.