In a context where consumer habits were affected by the pandemic, Electrolux and the consulting firm Kantar carried out a market analysis to understand the impact of Covid-19 when purchasing household appliances.

Buenos Aires, September 2020 – After several months of new habits that are now natural to us, such as going out on the street with a mask or greeting each other with the elbow; Electrolux, a leading brand in household appliances, carried out a report together with the international consulting firm Kantar to understand the impact that the appearance of Covid-19 had on consumer habits in the men and women segment between 29 and 60 years old.

Now that we spend so much time at home, we begin to connect with it in another way and resume activities such as cooking and taking advantage of free time to watch television or use social networks. This new dynamic also modifies our way of relating to household appliances: if they were important before, they are now protagonists.

"The study reveals that 48% are working from home; 44% are trying to reduce costs; 33% experienced a decrease in their income and 29% began to buy products from alternative brands due to their more affordable prices. At this point, an interesting fact is that of this 29%, 80% chose brands associated with a supportive and sustainable proposal," highlighted Fernanda Bassanello, Manager of the Insights Division of the consulting firm Kantar.

"Today, consumers are looking for alternatives that meet their quality and practicality standards, but that also have a positive impact on the environment. The standards are increasingly higher, so offering a product that lives up to it becomes essential. In this sense, at Electrolux we have a global commitment for 2030 that consists of becoming a carbon neutral company within the framework of its Better Living(*) program," commented Mariano Nogueron, Manufacturing Director of Electrolux Argentina.

According to the study, the appliances with the highest demand are the mixer and the toaster, followed by the refrigerator, the microwave, the blender, the coffee maker, the washing machine and the iron. Spending so much time at home leads us to seek the greatest comfort we can get.

In that sense, there are the appliances that we need and those that we want. The first are those that make our lives easier in these times where we shoulder all the household tasks. In response to this demand, Electrolux works to create, through its products and services, unique experiences that bring people together and transform their daily lives into pleasant and simple moments.

On the other hand, either because we do not have them or because we want more innovative versions, the study reveals that the appliances that Argentines want are: the water purifier, the dishwasher, the coffee maker, the extractor, the wine or beer cellar and the built-in ovens.

Mandatory social isolation also led us to acquire or reinforce another habit: online shopping. For some it was almost a daily occurrence; others did it from time to time and many never. The truth is that during the quarantine almost all of us ended up becoming familiar with this experience, although there are still those who prefer to go to a place. Buying online has its positive side, especially in practical terms. It means being able to make a purchase at any time and at any time without having to travel, quickly finding what we are looking for, comparing prices between one store and another and knowing the opinions of other customers.

"The universe of home appliances is going through a very important paradigm shift in terms of purchasing modality. We are experiencing a digital transformation that is here to stay. Reflection of this is that for August 2020, our online sales increased more than 300% in units vs. the same period of the previous year, said Marcela Romero, General Manager of Electrolux.

Argentines are sociable, outgoing, family-oriented. Someday, again the grandmothers will wait for the grandchildren with something delicious in the oven. We will wash uniforms and clothes muddy from sports. We will turn on the coffee maker a few minutes before the doorbell rings. We will blow out the candles surrounded by hugs. We will get together to eat, play cards or simply chat. We know it. We dream it. We will hug again. And when that day comes everything will be better than before. Because in this time we will have grown. We will have learned. Because in difficult times you have to adapt and be positive. And if there is something that we Argentines know how to do, it is that.