Because it is a high-priced appliance, a dishwasher is perceived as a big investment. Households use the different financing programmes available when they purchase a dishwasher.
In 2018, main brands of dishwashers focused their new model launches on energy efficiency. Midea, Beko (a premium brand which has arrived in Argentina via BGH) and LG have each presented such products.
Traditionally, only households of a high socioeconomic level have incorporated dishwashers when designing their kitchens, as they are imported products and, therefore, very expensive for consumers. Most Argentinian homes, in their architectural designs, have not contemplated space for a dishwasher.
The change to the local political-economic model in 2016 had important consequences for local producers of consumer appliances. Jose M Alladio E Hijos SA commenced production of dishwashers in the country in 2014 with the aim of supplying the appliances locally and for export.
Compared to other consumer appliances, dishwashers has low penetration in the country. Thus, there is potential to increase annual sales.
Advertising, both traditional and digital, has become the main tool used to motivate dishwasher sales. Through this, brands focus on communicating the lower consumption of water during washing, so that users can have more for themselves instead of using it to wash dishes, and the health benefits such as the high-temperature steam washing system eliminating most germs and bacteria.
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This industry report originates from Passport, our Consumer Appliances market research database.