Dishwashers was initially negatively affected by COVID19, but then recovered to demonstrate overall growth in 2020. Both built-in and freestanding models saw an increases, with higher levels of growth in 2020 than in 2019.
Given the relatively low penetration of dishwashers in Polish households, consistent innovation within the category is vital for volume sales growth. Polish consumers are becoming increasingly attracted to features such as smart solutions (like adapting the washing programme to suit the dishes and utensils inside) and connectivity, with many consumers wanting to be able to control their dishwasher functions from their mobile phones.
The pandemic has led to a strong sales shift towards the e-commerce channel as consumers sought to avoid in-store retailing venues and potential exposure to the virus. Players fought for consumers’ attention by implementing aggressive promotional campaigns and offering free delivery on most major consumers appliances, including dishwashers.
Dishwashers are expected to see further growth, mainly due to still relatively low penetration rates, although the resurgence of a new COVID-19 variant may postpone any recovery to the longer term. Polish consumers are becoming more knowledgeable about benefits of using dishwashers (such as a dishwasher typically using less water than hand washing) and they are increasingly being perceived as very useful and convenient appliances to have in the home.
Over the forecast period, new product development is anticipated to be vital in stimulating sales. Features that will be in the highest demand are those that meet the convenience trend, such as lower noise, smart options, functional designs, and higher effectiveness in both washing (through a variety of additional settings) and energy/water consumption.
Brands that are present in dishwashers will continue to compete strongly for leadership of the category thanks to the strong potential for growth. Currently BSH’s Bosch and Siemens are in first and second place, but there is not much separating them from the following brands.
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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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