NielsenIQ (NIQ), a global leader in consumer information, analyzed the main trends of the 2025 Winter Season (June-August), highlighting significant growth in the sale of appliances for heating and hot water. The data shows that the sector benefited from a change in demand conditions and a boost in supply.

Record growth in electric heating/electric heaters

The report highlights that electric heaters led the growth in sales during winter 2025, registering a 50% increase in volume of units sold compared to the same period in 2024.

This growth is based on several key factors:

1. Demand conditions: An improvement in real wages.

2. Financing: Important financing conditions in a context of credit boom specifically oriented to the durable goods sector.

3. Offer: A significant growth in imports in this category, which provided an additional boost to consumption.

Trends in the rest of the heating and hot water market

While electric water heaters dominated growth, other categories also showed strong expansion in units sold:

• Gas heating experienced robust growth of +39%.

• Electric heating in general grew by +15% in volume.

• Gas hot water products saw a more moderate increase of +10%.

Within the electric heating segment (+15%), convection stoves grew by 19% and halogen stoves by 14%. However, heaters remain the best-selling product, representing 41% of sales in the category, while panels maintained a stable share of 11%.

The growth in hot water products (both electric with +15% and gas with +10%) was more moderate compared to other segments, because their demand is more linked to the construction sector, which showed signs of contraction during the period.

Participation and Channels

In terms of market share, despite strong volume growth in certain categories, electric heating lost -1.4 percentage points (-1.4pp) share. Gas and electric water heaters also lost share, with drops of -2.8pp and -5.4pp, respectively.

“The results for winter 2025 show a clear reactivation of consumption in durable goods driven by macroeconomic and supply factors. He 50% growth in sales volume of electric heaters is based on two fundamental pillars: improvement of real salary of consumers and remarkable financing conditions that generated a credit boom focused on the sector. This effect was amplified by the supply, since the significant growth in imports of this category gave an additional boost to consumption“he highlighted Eduardo Echevarria, Market CS Manager a NielsenIQ.