The penetration of dishwashers remains low in Indonesia, as this is considered a luxury item, only targeted towards higher-income consumers. In fact, even higher-income consumers are not really interested in dishwashers, as they usually have maids to wash their dishes for them.
In 2020, more manufacturers started entering the market with smaller sizes of dishwasher that cost around USD300. This is a disruption, considering that dishwashers in Indonesia has always been dominated by full-size products from European brands, which can cost around USD800.
Electrolux continued to comfortably lead dishwashers in volume terms in 2021, as the company is well-known amongst expatriates, especially from European countries. As the main audience for dishwashers in Indonesia is still expatriates who prefer larger products, consumers naturally choose to go with well-established brands.
Demand for dishwashers in Indonesia will remain niche over the forecast period, due to low awareness of the functionality and efficiency of these appliances. Scepticism of their efficiency comes from the nature of Indonesian dishes, which are oily or feature sauces and gravy, as opposed to Western food, which is drier in nature.
Electricity consumption is still a big issue for Indonesian consumers, as they are generally more aware of the amount of electricity used by appliances. The main reason is the cost of electricity, which can be very expensive, and the limit that each house has for electricity consumption.
Another reason for the low prospects for growth in dishwashers in Indonesia is the limited availability of automatic dishwashing liquids, powder or tablets in retail stores. As dishwashers are never focus products and owners sometimes do not use them frequently, manufacturers have decided to not release automatic dishwashing products in Indonesia.
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Understand the latest market trends and future growth opportunities for the Dishwashers industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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A dishwasher is a device for cleaning crockery and cutlery. Freestanding models are commonly available in full-size, slimline and compact variants. Built-in machines can be fully integrated (completely hidden by a door front and have their controls at the top of the dishwasher door on the inside), semi-integrated which are covered by a matching kitchen door up to the height drawer, which are usually built in at chest height to make loading easier.See All of Our Definitions
This report originates from Passport, our Dishwashers research and analysis database.
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