Retail volume sales of dishwashers registered outstanding growth in 2017, along with the loose fiscal policy of the government, which brought about temporary tax exemption to various durable goods including major appliances to boost domestic demand. However, following the termination of the tax exemption at the end of 2017, dishwashers experienced a decline in retail volume sales, as most Turkish consumers who previously planned to purchase a dishwasher had bought the product in 2017 to benefit from the price promotion campaigns.
Until the later stages of the review period, products of a more premium nature such as dishwashers with six or higher programmes, found a gradually increasing base of volume sales in Turkey, largely due to successful marketing communication campaigns by leading players. Therefore, the category demonstrated healthy current value growth.
Due to its exceptionally wide distribution network, Arçelik, as one of the first movers in major appliances in Turkey, continued to maintain its leadership of dishwashers at the end of 2018. Moreover, the fact that the company owns highly-recognisable brands Arçelik, Beko and Altus, which provide a wide variety of products at every price level, also gave the company a significant advantage against its main competitors such as Siemens (BSH) and Vestel.
Both Samsung and LG reached significant volume share in dishwashers within a short period of time, largely because both were able to capitalise on their international status, making them trustworthy in the eyes of local consumers. Supported with this brand perception, both brands became mid-tier players in Turkey along with their mass investments in expanding their dealership networks across the country.
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This industry report originates from Passport, our Consumer Appliances market research database.