With smaller housing units, most consumers in Singapore prefer to spend their money on appliances for which there are no real substitutes, for example a fridge freezer. Dishwashers are seen as non-essential appliances as householders can hand wash their dishes or employ external help.
In recent years, manufacturers have actively sought to collaborate with developers to build customisable dishwashers for private housing, namely condominiums and landed property. However, some of these efforts have been futile due to the rapidly shrinking kitchen sizes in condominium units.
There is a common misconception among consumers in Singapore that using a dishwasher costs more than traditional dishwashing by hand due to greater usage of both water and electricity. Manufacturers have found that overcoming this misunderstanding is key to greater adoption and growth.
BSH Home Appliances has been investing in educating consumers and working to change their misconceptions about dishwashers by engaging bloggers to share their experiences and write articles on the use and efficiency of these appliances. The company’s aim is to get consumers to think again about the benefits of dishwashers.
BSH and second-ranked Electrolux continued to lead the category in 2018 thanks in part to a presence in both the retail and construction channels. They collaborate with developers with regard to the installation of built-in dishwashers, while also remaining active in the retail space with a wide range of both built-in and freestanding models.
Fisher & Paykel seeks to offer a one-stop kitchen solution service to consumers in the private housing sector. Such kitchens have integrated and customisable appliances to cater for the sophisticated needs of premium buyers.
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This industry report originates from Passport, our Consumer Appliances market research database.