Dishwashers in Greece

PROSPECTS

Low consumer confidence poses obstacle to growth

Dishwashers witnessed limited growth in 2018, with sales primarily being driven by replacement buys as cash-strapped Greeks had avoided substituting their old appliances for several years, instead opting for repairs. Replacement thus became a necessity for many households towards the end of the review period.

Built-in dishwashers continues to outperform freestanding models

Built-in dishwashers recorded a better performance than their freestanding counterparts in 2018, with the former witnessing a rise in sales and the latter registering a small decline. This is due to replacement buys of old built-in appliances that were purchased before the recession.

Offers drive demand for dishwashers

During 2017 and 2018, retailers adopted a policy of aggressive promotional activities in an attempt to attract financially restricted consumers and boost volume sales. While this strategy has proven successful, it has also resulted in a decrease in average unit prices within dishwashers.

COMPETITIVE LANDSCAPE

BSH Ikiakes Siskeves remains dominant player in dishwashers

BSH Ikiakes Siskeves continued to lead dishwashers in 2018 due to the combined sales share of its Pitsos, Bosch, Siemens and Neff brands. Pitsos ranked first at brand level, while Bosch and Siemens claimed second and third position respectively.

BSH Ikiakes Siskeves benefits from discounts

Volume sales of BSH Ikiakes Siskeves in dishwashers continued to increase in 2018. This can be attributed to the fact that the company is engaging in aggressive promotional activities aimed at attracting cash-strapped Greeks.

Indesit and Whirlpool are main competitors

The main rivals of BSH Ikiakes Siskeves are Indesit and Whirlpool Hellas, which ranked second and third in 2018 respectively. However, these companies have a much lower sales share than BSH Ikiakes Siskeves, mainly due to their limited brand portfolios and restricted dishwasher offering.

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