Dishwashers recorded another year of fast-paced growth in retail volume and value terms in 2018. This performance is explained by large room for growth in a good economic context and rising consumer awareness.
Most purchases of dishwashers come from consumer who either move in to a new home or renovate their existing home. These consumers tend to purchase built-in rather than freestanding dishwashers to integrate with their new furniture.
When shopping for dishwashers, Romanians usually resort to chained electronics and appliance specialist retailers, which offer a wide range of products. Also, consumers perceive these outlets as a source of expertise and advice when purchasing consumer appliances in general.
Whirlpool is the most popular brand in a highly fragmented competitive landscape. Romanians tend to choose trusted brands associated with product quality.
Most key brand owners use innovation to differentiate their products. New product launches usually highlight improved ergonomics and efficient energy and water consumption.
Since consumer awareness and the household penetration of dishwashers are relatively low, some players are focusing on educating their potential audience. For instance, SC Arctic has launched a TV advertising campaign to inform consumers about the water consumption of products.
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This industry report originates from Passport, our Consumer Appliances market research database.