Dishwashers in South Africa

PROSPECTS

Dishwasher penetration remains low

Household penetration for dishwashers remains low in South Africa, as hand dishwashing remains the preferred means to wash dishes. This is because dishwashers are unaffordable for most of the population and many households do not have access to clean running water.

Consumer awareness affects purchasing decisions

Consumer awareness concerning sustainability issues continues to emerge as a trend. For instance, consumers frequently request sales staff to explain the water usage and other such aspects of various machines before making a purchase.

Size and functionality remain key

As issues around water usage and electricity efficiency persist, compact and slimline dishwashers are fast gaining popularity. 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

BSH Home Appliances (Pty) Ltd solidifies position as market leader

BSH Home Appliances (Pty) Ltd, driven by the Bosch brand continues to lead the market for dishwashers in volume terms. The company is solidifying its dominance, having edged past Defy Appliances (Pty) Ltd in 2016.

Industry innovation drives growth

Given sustainability concerns and evolving consumer trends, innovation persists in the dishwasher market as manufacturers seek to distinguish themselves from their competitors. For instance, local player Hisense has launched two dishwashers equipped with a water and energy efficient dual zone, where users can choose to use the upper or lower zone only.

Growth expected to remain stable in the forecast period

Growth in the forecast period is expected to be supported by the higher-income socioeconomic groups in South Africa, given the functional nature of dishwashers. For instance, households need refrigeration appliances more than dishwashers, as keeping food items cold is imperative.

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