Consumption Dynamics: a temporary boost from ElectroFans in a context of general slowdown
The NielsenIQ (NIQ) report analyzes how this commercial action achieved a temporary boost in sales in the electrical sector, in a general context of slowing consumption.
NielsenIQ (NIQ), leader in consumer analysis, presents the results of the event ElectroFans 2025 in Argentina, which took place during the 36th week of the year, specifically on the days September 1, 2 and 3.
Market Overview
The ElectroFans 2025 event in its September edition showed mixed results in the variation of total units.
- In the comparison of Units of the Total Market, the event grew by +29% regarding the March 2025 ElectroFans edition.
- However, if compared to the September 2024 edition, the total units registered a drop of -8%.
- The event experienced a growth of +45% in units versus the week prior to its completion.
- In relation to prices, this edition was particularly attractive to the consumer:
- He average price showed a drop in -2% compared to the March edition.
- The decline was even more marked when compared to the previous year, showing a decrease in -10% regarding EF Sept 24.
Consolidation of the Online Channel
The Online sales channel was a key protagonist, consolidating its market share:
- The Online channel gained 4 participation points (pp) compared to the same event last year (reaching 38% vs. 34% in Sept 2024).
- This trend accelerated significantly, as Online participation grew 9 pp versus the week immediately prior to the event (38% vs. 29%).
Top categories and changes in the Sector mix
In terms of total billing (weight over total billing), the most important categories were PTV, which represented the 21% of the total, followed by SMP and Lavarropas (17% and 12% respectively). Refrigerators and Air Conditioners also had a significant weight (11% and 10% respectively).
Explosive growth was observed in several Small Appliances and Technology categories:
| Category | Variation in Units |
| Electric Coffee Maker | +482% |
| Air Fryer | +326% |
| Gas Heating | +133% |
| Printers | +111% |
| Microwave | +91% |
| Vacuum cleaners | +88% |
Other high-performing categories included PTV/FLAT (+75%) and Shavers & Epilators (+53%).
Despite these growths, the event showed a notable decline in the Air Conditioning sector, which lost 8 points in the mix of sectors. This loss is directly related to the decrease in units of specific categories compared to the 2024 edition:
- Air Conditioners: -26% in units.
- Fans: -72% in units.
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