To maximise sales, companies are more inclined to import essential consumer appliances such as large cooking appliances, washing machines and fridges and as a result are neglecting dishwashers. In 2017, retailers had almost no units on sale, because dishwashers are not considered a basic appliance by most households, being attractive to only a small number of consumers with greater purchasing power.
In 2018, the average unit price of dishwashers has seen a rapid increase, following strong growth throughout the review period. The average unit price of dishwashers is over five times the average unit price of home laundry appliances and almost five times the average unit price of large cooking appliances.
A lack of culture for using dishwashers, reinforced by the entrenched habit of hand dishwashing prevented higher growth rates during the review period. In addition, there is no space for a dishwasher in many low- to mid-income households, while the availability of housekeepers also reduces demand.
The availability of dishwashers is down to direct imports from a few retailers, while major electronics and appliance specialist retailers are concentrating on selling essential appliances such as cookers, home laundry appliances and refrigeration appliances. Leading players Whirlpool and Electrolux both saw a significant drop in their respective volume shares in 2015, with other unknown brands imported from China filling the void.
Due to product shortages, availability continues to be the main factor influencing sales of dishwashers in 2018, as with all products in consumer appliances. Apart from this, washing efficacy remains the main differentiator amongst high-income consumers.
There were no emerging brands or new product developments in dishwashers during 2018. Multinational companies led dishwashers in 2018, with no local producers being present.
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This industry report originates from Passport, our Consumer Appliances market research database.