Dishwashers in Germany

PROSPECTS

High penetration and shrinking household size pose challenges

The penetration rate of dishwashers in Germany is among the highest in the world, alongside Scandinavian countries and Austria, with the products commonplace in German households for decades. On average, three out of four German households have a dishwasher, thus there remains some potential for further growth from new purchases.

Built-in remains ahead of freestanding

In Germany, built-in dishwashers remain the preferred choice for consumers over freestanding ones across all years, as they are usually built right into the kitchen. This tendency is consistent across various major appliances, and not just confined to dishwashers, with the norm of having fitted kitchens in German homes.

Connectivity versus practicality

In the coming years to encourage new purchases and replacement purchases, it is expected that dishwasher manufacturers will increase the number of smart applications in their products. However, a key consideration should be that the consumer of the near future does not particularly care about hyper connectivity but rather convenience.

COMPETITIVE LANDSCAPE

BSH dominates category

BSH Hausgeräte leaves the competition behind in dishwashers in Germany with over half volume share from 2018 onwards. One reason for BSH’s steady success is the fact that it offers a broad variety of products across different price segments while maintaining relatively high quality.

Energy revolution begins in the kitchen, where companies adapt

Manufacturers along the price chain are trying to increase the energy efficiency of dishwashers. These improvements are in response to the average German consumer trying to less wasteful when it comes to resources but also due to recently increasing energy costs, which is also caused by the currently ongoing energy revolution in Germany.

Asian players still have modest presence but acquisitions accelerate growth

While across various products in consumer appliances there is notably stronger presence of Asian companies - be they Chinese names Haier and Midea or South Korean players LG and Samsung - this is yet to be the case in dishwashers in Germany. The most notable non-domestic player is Beko Deutschland, which competes from the affordable price angle.

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