Dishwashers continues to see moderate volume growth in 2018 due to several factors. Traditionally, Colombians prefer to hand-wash dishes with dishwashers being considered non-essential for most households.
Freestanding and full-sized models continue to dominate mostly due to the wider offering from the main companies. This format is more convenient as consumers can place it anywhere in their kitchen layout and can easily take it with them when they move home.
Unlike other consumer appliances, dishwashers lacks publicity and promotion. Other major appliances such as refrigeration and home laundry appliances remain a priority among consumers and retailers.
Shares are highly concentrated in dishwashers with the two top players – Whirlpool Colombia SA and Mabe de Colombia SA – together accounting for more than half of the category’s volume sales. These players have until now benefited from the significant lack of domestic competition, as the leading manufacturers of major appliances with domestic production facilities have been focused on more popular products such as home laundry and refrigeration appliances.
From a production point of view there are no manufacturers of dishwashers in the country hence prices in the category largely depend on fluctuations in the exchange rate. HACEB, which continues to be the main producer of major appliances in the country, imports its range and has reduced its dishwasher portfolio to one model.
Being a relatively niche category, the online platform has gained popularity among players looking to market and advertise their dishwashers. Whirlpool Store and Tienda Mabe have successfully become important channels of communication through which consumers can find the available models, product descriptions and discounts.
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This industry report originates from Passport, our Consumer Appliances market research database.