Dishwashers in Thailand

PROSPECTS

Sales rely on niche urban demand

Thai consumers who own dishwashers are mostly people who have lived abroad, especially in European cities where there is wide use of such products, or who have experience of their use in hotel/restaurant kitchens, and thus are aware of the benefits of a dishwasher at home. Nevertheless, the consumer base is very small and slow to grow.

Thais are still set on washing by hand

Thai people prefer to wash their cookware and dishes by hand with a dish sponge and steel wool to get rid of stubborn stains and residue from their stir-fry cooking and seasoning ingredients. With this habit persisting, Thai consumers do not see the need to own a dishwasher and would rather save the money.

Location versatility gives freestanding models the advantage

Dishwashers are only popular among urban households, which are commonly occupied by 2-3 family members in apartments with limited space. As a result, they often favour a freestanding dishwasher, which is portable or movable to other places in the kitchen if they need more space temporarily.

COMPETITIVE LANDSCAPE

Electrolux tries to extend the dishwasher family

In regard to the notion of home cooking, Electrolux accentuates care and wellbeing besides the taste. The brand advocates the idea that a large dishwasher allows family members to spend time together cooking and eating without worrying about the clearing up.

Bosch racks up the best reviews, while Mister Robot shuffles to a new category

Bosch & Siemens Home Appliances (Thailand) Ltd continues to occupy the leading position in dishwashers. It receives high ratings for reliability and customer satisfaction on customer review websites.

The retail bubble is not yet big enough for a wide product range

In accordance with the limited albeit growing demand for dishwashers in Thailand, manufacturers and importers on the supply side have not launched many models in retail stores yet as new customer segments have not been captured. At the same time, promotional campaigns for dishwashers are not as common as for other consumer appliances.

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