Dishwashers is set to record another dynamic performance in terms of retail volume growth in 2021, driven by the ongoing home seclusion trend linked to the pandemic. Working or studying from home has reshaped consumer trends, supporting further usage and penetration of dishwashers in South Korea due to the convenience these appliances offer.
SK Magic is set to retain its slim leadership of dishwashers in 2021, although it continues to lose ground to smaller players under “others” as well as major manufacturers including Samsung Electronics, with the latter predicted to record a particularly dynamic performance in terms of growth and share gain. SK Magic’s Triple Care dishwasher features a water filter, drying function with automatic door opening once the cycle has finished, UV purifying system to clean inside the dishwasher, and segmented care program to suit various consumers’ lifestyle.
The pandemic has accelerated the further penetration of e-commerce within dishwashers as consumers remained wary of visiting physical stores due to concerns over exposure to the virus. Consumers have found it increasingly easy to order appliances through their smartphones, while many e-commerce platforms now offer installation services, even for built-in formats.
Once the threat of the pandemic wanes, local consumers are likely to spend greater time outside of the home due to pent-up demand, including dining out in restaurants. There is also likely to be a greater return to the workplace or education for in-person learning, reducing overall need to wash dishes during the day.
Manufacturers of dishwashers will likely continue to address different consumer needs, particularly targeting single-person households which are predicted to further expand in South Korea. Busy single households highly value their time, and therefore if the price is affordable, they will be more willing to purchase a dishwasher rather than clean dinnerware by hand.
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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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