Dishwashers in Thailand

PROSPECTS

Demand for dishwashers in Thailand is in an urban niche

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.

Thai consumers struggle with the core advantage of having a dishwasher

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 persistence, Thai consumers do not see the need to own a dishwasher and would rather save the money.

Freestanding dishwashers are more popular

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 favour a compact size of dishwasher that is portable or movable to other places in the kitchen if they need more space temporarily.

COMPETITIVE LANDSCAPE

The competitive environment is ostensibly an oligopoly with little promotional strategy

In accordance with the demand for dishwashers in Thailand, manufacturers and importers on the supply side have not launched many models in retail stores yet as there is no intention to target new consumer segments. At the same time, promotional campaigns for dishwashers are not as common as for other consumer appliances.

Bosch leads

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.

Electrolux focuses on consumers’ lifestyle needs

Looking into the notion of home cooking, Electrolux also accentuates care and wellbeing besides the taste. A large dishwasher allows family members to spend time together cooking and eating without worrying about the clearing up.

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