Dishwashers in Germany

PROSPECTS

Previous and current high demand for new products limits future growth potential

The number of households in Germany continued to increase slowly in 2018. Additionally, German consumers continued to be eager to update their kitchens, with this often including the purchase of large kitchen appliances such as dishwashers.

Innovation remains the key to growth on an individual level

With regard to technological features, which continued to drive value sales of dishwashers in 2018, water-, time- and energy-saving features were among the most sought after. Not only are German consumers becoming increasingly environmentally-conscious, which is often reflected in their choice of products, they are also known to be rather price-conscious, always looking for the best deal.

Growing threat from shifting purchasing patterns

As many dishwashers are still sold as part of an entire or partially new kitchen, store-based sales remained high, with home improvement and furniture stores and electronics and consumer appliance specialists being the go-to outlets for consumers. Nevertheless, a shift towards internet retailers, especially for simple and lower-priced models, has been observed.

COMPETITIVE LANDSCAPE

Tradition, innovation and a strong presence support BSH’s leading position

BSH Hausgeräte remained the leading player in dishwashers in Germany in 2018. The company benefits from its long history in the country, being one of the largest domestic consumer appliance manufacturers, and the widest portfolio in terms of products and renowned brands.

Pressure increases due to the further emergence of international players

The strongest volume growth in dishwashers in 2018 was recorded by Haier, albeit from a very low base. Nevertheless, its growing success reflects the generally increasing presence of international manufacturers within dishwashers and consumer appliances as a whole in Germany.

Discounting used to boost sales

Other ways to maintain share and volume sales include frequent promotions and advertising campaigns. Bauknecht, for example, used the 2018 FIFA World Cup to advertise its new consumer appliance lines, including dishwashers, launching a major campaign revolving around football and fandom.

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