Dishwashers in South Africa

PROSPECTS

Hand wash versus machine wash

Dishwashers remains an aspirational appliance with sales limited to those that can afford one, with much of the country continuing to hand wash their dishes. The ongoing drought also continues to have an adverse effect on sales.

Several factors considered by consumers before purchasing dishwashers

Consumers consider several factors before purchasing a new dishwasher and it is up to sales staff to promote and address these when speaking to potential buyers. Technology that maximises and ensures environmentally-friendly rinsing and water efficiency is crucial.

Size and functionality remain key as many households have limited space

As issues around water usage and electricity efficiency continue to be highlighted because of water scarcity and electricity interruptions, it is being observed that compact and slimline dishwashers are proving increasingly popular. Smaller models not only use less water, but they also take up less space, which is especially important for consumers living in rented accommodation with limited space.

COMPETITIVE LANDSCAPE

Innovation seen from LG

Innovation is taking place in dishwashers as has been seen in LG’s True Steam technology which has been installed in its new line of QuadWash dishwashers. The company’s QuadWash and smart ThinQ technologies will be expanded into all of its new models in 2018.

Players use cross-industry promotions to compete for share

As dishwashers remains an appliance that is desired by many, but unaffordable to most, increased cross-industry promotions are being observed as major players continue to compete for share in a highly competitive category. Leading brands of dishwashing detergent and major players within dishwashers are supporting each other by endorsing each other’s products in various ways.

Threats to future performance persist as dishwashers remains aspirational

As dishwashers remains an aspirational appliance, various threats continue to hamper the category’s growth. Rising living and electricity costs, as well as fears around water shortages are all threats to the category’s future performance.

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