Having plunged at a double-digit rate during 2020, retail volume sales of dishwashers will continue to fall in 2021 – albeit much more modestly. COVID-19 had a significant negative effect on retail volume sales of dishwashers in 2020, as the economic uncertainty it engendered led many Saudis to postpone discretionary purchases.
Dishwasher manufactures are attempting to turn COVID-19 to their advantage by emphasising the fact that dishwashers provide better cleaning than handwashing, positioning them as an appliance that can help to improve hygiene and sanitation in the home. For example, LG Electronics Saudi Arabia Ltd claims that its QuadWash Steam dishwasher destroys 99.
In 2021, Ibrahim Shaker Co Ltd, which distributes the Beko brand, overtook Abdul Latif Jameel Electronics & Air Conditioning Co, which distributes the Bosch brand, to lead in dishwashers in terms of its retail volume share. During a period of heightened economic uncertainty, Beko’s competitive pricing played a key role in dethroning Bosch, which has a more premium positioning.
Both retail volume and current value sales of dishwashers will continue to decline throughout the forecast period. With lower-income consumers unable to afford them and their more affluent counterparts preferring to hire domestic help, demand for dishwashers will remain very limited.
With the price of electricity in Saudi Arabia having increased significantly, energy efficiency is set to grow in importance in the purchasing decisions of consumers in dishwashers during the forecast period. They will be more inclined to purchase energy-efficient A+++ and A++ dishwashers.
The pandemic has boosted the popularity of e-commerce as a distribution channel for dishwashers, and this trend is likely to deepen during the forecast period. Local consumers are becoming more comfortable with online shopping, and e-commerce is increasingly accessible to them.
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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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