In Brazil energy efficiency standards for cold appliances was established in 2007. A specified single set of MEPS (minimum energy performance standards) for refrigerators, freezers and freezer refrigerators was implemented without evaluating its impacts and estimation of potential electricity savings. This paper presents a methodology for assessing the impacts of the Brazilian MEPS for cold appliances. It uses a bottom-up approach to estimate residential end-use consumption and to evaluate the energy saving potential for refrigerators. The household electricity consumption is projected by modeling appliance ownership using an econometric approach based on the recent household survey data. A cost-benefit analysis for more stringent standards is presented from the perspective of the society and electricity customers. The results showed that even considering the current market conditions (high discount rate for financing new efficient equipment) some MEPS options are advantageous for customers. The analysis also demonstrates significant cost-effective saving potential from the society perspective that could reach 21 TWh throughout the period of 2010-2030-about 25% of current residential consumption. (C) 2010 Elsevier Ltd. All rights reserved.