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 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.
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.
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 & 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.
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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This industry report originates from Passport, our Consumer Appliances market research database.