The solid penetration rate of dishwashers in 2018 is expected to further increase throughout the entire forecast period. In line with this development, dishwashers is projected to record stable growth in both volume and value terms throughout the same time period.
The noise level of a dishwasher is expected to remain a very important purchasing criterion for consumers in Austria over the forecast period as, due to combined living kitchen areas in a number of households, a quiet dishwasher is key. Consumers are also predicted to further demand a large capacity for their dishwashers, in addition to short wash programmes.
Built-in dishwashers was the most dynamic performer for the third consecutive year in terms of volume growth in 2018. Sales of built-in dishwashers continued to benefit from blending in with the appearance of kitchen cabinets, creating a good-looking and efficient kitchen space, whereas freestanding variants benefit from their lower average unit price.
BSH Hausgeräte clearly led dishwashers in volume terms throughout the entire review period, including in 2018. BSH Hausgeräte owes its frontrunner status to the popularity among Austrian consumers of its long-standing signature brands Bosch and Siemens.
A Bosch brand store was opened in Austria in December 2017. The Bosch store is the first of its kind in the whole of Europe, offering a wide range of Bosch products within major and small appliances.
The trends toward shorter replacement cycles and the purchasing of more-affordable dishwashers are expected to continue to benefit a number of smaller players, which have been able to establish themselves at the margins of the two leading players, BSH Hausgeräte and Miele. Examples include brands such as Candy, Beko, Gorenje, Exquisit and OK.
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This industry report originates from Passport, our Consumer Appliances market research database.