Dishwashers remained a category within consumer appliances restricted to a small number of affluent Nigerians. The category is seen as very expensive, as the appliances are mostly affordable only to high-income consumers.
Dishwashers was dominated by only two major players in 2018, which are expected to enjoy steady growth over the forecast period, as they continue to create awareness of the category’s benefits by being innovative. These new appliances are aimed at mid-income consumers who have some disposable incomes for aspirational goods.
The low demand observed in dishwashers and gradual economic growth has led to declines in the average unit price, with falling prices expected to continue into the forecast period as retailers aim to increase volume sales. Consumers prove to be increasingly price sensitive and the affordability of dishwashers is expected to increase demand in the future.
The low demand for dishwashers and gradual economic growth has led to a decline in prices and is expected to continue over the forecast period if the economy remains stable and competition intensifies amongst established and new players. Local consumers remain sensitive to price and affordability of the category is expected to lead to increased demand in the future, if retailers and major players are able to convince consumers to purchase these appliances despite their high than average unit prices.
As dishwashers remains prevalent in mostly affluent households, low demand for the category continues to be observed. Extremely high average unit prices have resulted in new players being cautious about entering dishwashers.
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This industry report originates from Passport, our Consumer Appliances market research database.