Mexico is currently experiencing an ongoing building boom and this is focused mainly on the construction of new homes in developing cities. The main trend is for homebuilders to build upwards and the majority of new homes are apartments located within tall residential towers located in close proximity to offices, shopping centres and retail stores, consumer foodservice facilities and recreational parks.
During 2018, Built-in dishwashers remained the most dynamic dishwashers category in both volume and value terms. Brands such as Electrolux, Frigidaire, KitchenAid, Whirlpool, Smeg, Maytag, IO Mabe and GE Profile offer built-in dishwashers that also have advanced features.
Most of the dishwashers sold in Mexico are imported and this has led to unit price growth in the category in recent years. Towards the end of the review period, political uncertainty surrounding the country’s presidential elections and the renegotiation of the NAFTA agreement led to fluctuations in the Mexican peso-US dollar exchange rate.
Whirlpool remains the leading manufacturer and the leading brand in dishwashers in Mexico, followed by GE and Teka in second and third places respectively. Whirlpool is a very well-known brand in major appliances and the brand benefits from its wide offer of different models of different sizes and with different features and functions.
In Mexico, internet retailers such as Amazon Mexico and Linio and store-based retailers that also offer online sales are outperforming solely store-based retailers in the sale of home appliances in general and dishwashers in particular. Online sales tend to perform particularly well during promotional periods, with department stores, electronics and appliance specialist retailers and variety stores all experiencing spikes in online sales during promotional events such as special sale weekends and seasonal sales, with the Buen Fin long weekend in November considered the most important online sales period for dishwashers.
Recent launches of dishwashers in Mexico include products from brands such as IO Mabe, Whirlpool and Maytag. With these new models, there is an increasing focus on load capacity, silent cycles, touch panels and antibacterial systems which can eliminate almost 99.
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This industry report originates from Passport, our Consumer Appliances market research database.