Dishwashers registered positive sales growth again in 2021, although sales growth rates were considerably more modest than was registered earlier in the review period and during 2020. Despite the double-digit sales growth that has been registered in the category in recent years, dishwashers remains an underdeveloped category in Romania.
At the end of the review period, focusing heavily on innovation and new product development remained a key strategy for the leading players in the dynamic and highly competitive category of dishwashers. The category’s leading brand owners have continued to focus on developing new models which enable consumers to reduce their consumption of electricity and water as well as models of dishwashers with the latest features that offer the ultimate in convenience.
As mentioned above, the household penetration of dishwashers remained low in Romania at the end of the review period, standing at well below 10%. Thus, in order to spur meaningful growth in sales of dishwashers, some of the category’s leading brand owners are involved in attempts to educate and inform consumers about the advantages of having a dishwasher in the home.
The forecast period is expected to see further positive growth in sales of dishwashers, with the category’s household penetration expected to rise above 10% by 2023. Indeed, this relatively low penetration rate suggests very strong long-term growth prospects for dishwashers as the numbers of people that fall within the core consumer base for these appliances, primarily affluent urban professionals, are expected to continue rising.
Built-in dishwashers is likely to remain the most dynamic category of dishwashers during the forecast period. In addition to the lower base from which sales of built-in dishwashers are rising, the category is expected to benefit from the increasing interest in aesthetics and, in particular, harmonious home decor among affluent urban dwellers.
E-commerce had already emerged as an important distribution channel for dishwashers in Romania prior to the onset of the COVID-19 pandemic. However, the COVID-19 pandemic has spurred the interest of remaining consumers in e-commerce generally and this resulted in an acceleration in growth in online sales of dishwashers during 2020 and 2021.
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Understand the latest market trends and future growth opportunities for the Dishwashers industry in Romania 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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