As of 2018, about 55% of French households were equipped with a dishwasher, a proportion that is considered low by the majority of trade experts and that suggests a likely positive outlook for demand for dishwashers. Volume sales of dishwashers are expected to grow slowly over the forecast period.
Single-person households are likely to grow the fastest over the forecast period and remain as the predominant type of household. Accordingly, it is very likely that relatively smaller compact and table-top dishwashers will post the best growth rates.
Just as in recent years, the competitive environment within dishwashers is expected to be intensive over the forecast period. Given low household penetration rate, the propensity to invest in a dishwasher is likely to be higher than that for a laundry appliance, for instance.
Over the 2016-2018 period, one of the leading dishwasher brands Whirlpool recorded a strong decline in volume terms, primarily due to the negative impact on its image following the closure announcement for Whirlpool France’s last production unit in Amiens. The image of angry workers and the continuous protests from trade unions, as frequently reported on the media, were highly detrimental to the Whirlpool brand; direct rivals Beko and Electrolux benefited the most from Whirlpool’s woes to gain share and move up the competitive rankings.
German manufacturer BSH France successfully managed to sustain its leading position within dishwashers over the review period thanks to three main factors: excellent value-for-price positioning for both Siemens and Bosch dishwashers, with the latter also being reinforced by the setback of Whirlpool, year-round promotions and rebates on diverse models and differentiation through impactful technological add-ons (VarioSpeed, HygienePlus, VarioFlex, Green Technology Inside) that brought significant added value to buyers. The company confirmed its objective to remain ahead locally over the forecast period by further enhancing the image of its brands, as well as by releasing game-changing innovations.
Local company Admea relaunched the brand Schneider (under licence) in dishwashers at the end of 2017 and was successful in reaching a top 20 ranking in 2018. The primary demand driver was the vintage/retro design from the 1950s for its different models, such as the model SDW1444VBL, which is characterised by bright colours and a chrome-plated handle.
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This industry report originates from Passport, our Consumer Appliances market research database.