Dishwashers recorded positive retail volume growth in 2018 due to the shift towards built-in dishwashers. The positive housing market contributed to this growth as consumers often replace their kitchens directly after moving into a new home.
The average unit price of dishwashers increased in 2018 but this was as a result of the shift towards built-in and energy efficient dishwashers. Dutch consumers were more prepared to purchase more energy efficient A+++ and A++ dishwashers as this results in money saving over time.
The full size dishwasher remained the most popular format in the Netherlands in 2018 in terms of volume sales. Households with children purchase dishwashers most often and they choose the full size because of its greater capacity.
BSH Huishoudapparaten, manufacturer of Bosch dishwashers, retained its leading position in 2018 ahead of its sister company Siemens Nederland BV. Their respective brands Bosch and Siemens are long established in the Netherlands and they are known to produce the best dishwashers both in the freestanding and built-in versions.
Electrolux Home Products was one of the fastest growing companies in 2018 due to the success of its innovative dishwasher, the ComfortLift, which was introduced under AEG-Electrolux in late 2016. The company is present in dishwashers with brands AEG-Electrolux and Zanussi-Electrolux, focusing more on the former with its mid- to premium-price positioning.
Despite the fact that Whirlpool Nederland restructured its business in 2015, taking over the Indesit brand and withdrawing Hotpoint Ariston from the Netherlands, the fruits of the restructuring exercise had not yielded positive results by the end of the review period. The company suffered volume decline again in 2018 under its Whirlpool, Bauknecht and Indesit brands.
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This industry report originates from Passport, our Consumer Appliances market research database.