Brazil has many particularities that prevent dishwashers from being considered an essential major appliance. Myths around the appliance are commonly heard when considering such an appliance: it takes up unnecessary space in the kitchen (which is not usually big in any case); it uses too much water and electricity; cleaning by hand is more hygienic; installation is too complicated, etc.
However, middle- to high-income consumers who research the costs and benefits of dishwashers are warming to the idea of having a dishwasher in the home. Not only can it be more economic in terms of water bills – depending on how you wash the dishes – but it also saves on detergents.
Even though in 2018 dishwashers showed only slow volume growth, the CAGR for the forecast period confirms the fact that dishwashers in Brazil has a bright future. There is plenty of space for manufacturers to sell, as this appliance has a low penetration rate and companies are using smart marketing to demystify common misconceptions.
Accounting for almost all sales of dishwashers in volume terms in 2018, the Electrolux and Brastemp brands continue to fight for the lead and fend-off other players. Both Electrolux do Brasil and Whirlpool have increased their portfolios, offering new appliances with different capacities and features, trying to satisfy customers with different tastes in terms of design and with distinct needs in washing.
Midea do Brasil has decided to take a step back, pulling out of dishwashers; hence, offering no new appliances in the category. This opened a window of opportunity for Britânia Eletrodomésticos to gain slight share, which has become the third biggest player in dishwashers – although its share is marginal when compared with the two leaders.
Brands are bringing in new models that offer practicality and increase the product options available for consumers; such as Electrolux’s LI14X Inox model with a removable cutlery holder, or Consul’s CLC06AS, which is a smaller size and has bendable internal baskets that allow different pans to be washed.
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This industry report originates from Passport, our Consumer Appliances market research database.