Despite dishwashers not being considered essential appliances in Taiwan, they have gradually become more visible to younger families, especially those with small children at home. In consumers’ faster-paced life, less time is allocated to household chores, and dishwashers hold appeal due to their time-saving feature.
Thanks to constant launches of new brands and models, freestanding dishwashers continues to record faster retail volume growth compared to its built-in counterpart. Freestanding appliances are easier to install in households with limited kitchen space without significant renovation.
Taiwanese consumers are sensitive to higher energy costs due to limited electricity and water resources across the country. Under most circumstances, dishwashers are perceived as appliances which consume a large amount of energy and often fail to get tableware clean.
Bosch’s complete product portfolio including dishwashers, refrigeration appliances, washer dryers and ovens is stronger in persuading consumers to choose the brand when they plan to maintain a consistent home decor style. The brand’s solid image, originating from Germany, and its close partnership with local builders facilitate its sales performance in built-in dishwashers and pose barriers for other brands’ penetration.
All dishwasher brands in Taiwan are imported. European brands tend to be highly priced, while Chinese brands are entry-level.
While Bosch has exclusive strength in the construction channel, ASKO penetrates actively through department stores and Costco all year round. Seeing ASKO’s continuous increases in dishwashers, more imported brands such as Electrolux and Best have set up counters in department stores to increase their exposure.
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This industry report originates from Passport, our Consumer Appliances market research database.