GFK, a Nielseniq company, presents the results of the Retail Market of Appliances in Argentina corresponding to the first semester of 2024. Despite a challenging environment, the sector shows trends that point to a change in consumer behavior and market dynamics.

Considering him January to June period, the total appliance market showed a sales drop of 33%, compared to the same period of 2023.

It should be noted that the interannual contraction was reduced in the second quarter of the year (Q1 -39% vs. Q2 -27%).

In the online channel the contraction was significantly lower than in the offline (-19% vs -37% respectively).

Sectors segmentation

• Telecommunications: the most impacted sector with an year -on -year contraction of -49%.
• Small appliances (-22%) and air conditioning (-20%): the less affected sectors, which allowed them to increase their participation in the units sold in the total market.

“En cuanto a sectores, los más afectados por la caída son Telecom y Línea Marrón, que incluye categorías como Celulares y TV, las dos más vendidas. Estos sectores registran disminuciones tanto en unidades como en facturación, contribuyendo significativamente al descenso del 33%. En el mix de ventas, es decir, en la distribución total de las unidades vendidas, también pierden participación tanto en volumen como en ingresos, ”He said Milagros Bin, Retail Vertical Customer Success Leader Argentina y Regional de NielsenIQ. And added: "In the smartphones segment, the most economical options and alternative brands are growing."

Electronic commerce vs. Physical trade

Online trade has increased its participation in total sales, with an increase of 5 percentage points and growing 2 points in turnover versus 2023. although it decreased by 19% compared to the previous year, while el comercio offline registró una disminución del 37%. Although a drop in consumption is seen, the Hotosale leverage sales and the preference of consumers can be observed for online purchases.