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Strategy Briefing

The Contemporary Landscape for Dishwashers and Detergents

Jun 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Although both dishwashers and automatic dishwashing remain very limited to the most developed markets of North America and Western Europe, there is evidence that these categories are showing some signs of spreading their wings and moving into new territories – namely developing markets. While the Turkish market suggests ADW can flourish even in developing markets the future success of the category perhaps rests on the ability of appliance and detergent manufacturers to act in unison rather than

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Built-in dishwashers’ popularity will continue

Though still perceived as a luxury item in many countries, built-in dishwashers are more popular as they provide the fitted kitchen with a premium image. In addition, as kitchen size is often limited, consumers prefer dishwashers to be integrated, rather than a freestanding appliance.

BRICs to lead growth over forecast period

With low penetration rates and rising disposable incomes, the BRICs are forecast double digit CAGRs over 2013-2018. Fast paced lifestyles will heighten demand growth, along with active marketing pushes on the part of manufacturers.

Competition brings more variety

Whirlpool, Bosch, and Electrolux have dominated the global dishwashers market for a long time. However, competition is heating up with Arçelik, LG and Haier entering with affordable prices, product localisation and technological developments. Oligopoly is changing.

ADW and developing markets

While the rest of home care is booming on the back of rapid progress in developing markets, automatic dishwashing (ADW) products have not, similarly to air care, which is another category which has failed to demonstrate its applicability to consumers on restricted budgets.

Penned into developed markets

ADW sales have remained restricted to Western Europe and North America, which is a mixed blessing. Manufacturers have been starved of the low hanging fruit offered by fast developing emerging markets. That said with per machine expenditure low in North America there could be an opportunity to make more of markets which are already familiar with machine dishwashing.

Turkey a model

With penetration in developing markets making very slow progress, Turkey, with its relatively high possession rate and modern ADW detergent category, is a shining example of what developing markets could offer to ADW, but the question remains how to replicate these conditions in other markets.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Dishwashers and dishwashing

Key findings

Built-in dishwashers are more popular globally

Status of automatic dishwashing

Overview

Sales stagnant

ADW strongly biased towards developed countries

Western Europe spends the most on dishwashers

Understanding Consumers

Household appliances vs consumables

Washing machines drive laundry care sales

Low dishwasher possession rates hinder automatic dishwashing

What do consumers want from a dishwasher?

Factor 1: Price plays different role by region

Factor 2: Who washes and what to wash matters

Factor 3: New family formats desire convenience

Factor 4: Different dishwashers formats preference exists

Factor 5: Consumer approach to dishwashing

Factor 6: Hygiene focus under-stated

Factor 7: Convenience and wash load

Dishwasher distribution: Rapid growth of internet sales

Dishwashing distribution: ADW detergents distribution

Case study: Joint promotion of dishwashers and detergent

Marketing collaboration has great potential

International players at the forefront of collaboration

Competitive Landscape

European and US dishwasher manufacturers dominate

Manufacturers seek to expand footprint within dishwashers

Forward strategies for growing the global dishwashers market

Case study: Haier adds power with Fisher & Paykel

Haier expects advanced technology from F&P

ADW detergent category highly consolidated

ADW detergents: Second tier players

Finish line: Key global ADW detergent brands

Private label grows

Private label jumps the technology barrier into tablets

Case study: The detergent competitive landscape

Fairy’s ADW detergent challenge in Western Europe

Regional Highlights

Regional overview of dishwashers’ market performance

Regional overview of automatic dishwashing market performance

Regional highlights

Latin America overview

Latin America: Significant opportunities for further penetration

Rising market 1: Lifestyle changes affect Brazil

Rising market 1: Brazil – machines vs maids

Dishwashers: Leading manufacturers in Brazil

Automatic dishwashing: Leading manufacturers in Brazil

Western Europe overview

Western Europe: Saturated, but opportunities still exist

Rising market 2: Turkey sees steady rise in share for built-in

Rising market 2: ADW on a budget

Dishwashers: Leading manufacturers in Turkey

Automatic dishwashing: Leading manufacturers in Turkey

Asia Pacific overview

Asia Pacific: Coexistence of mature and emerging economies

Rising market 3: China’s dishwasher sales grow with income levels

Rising market 3: Window of opportunity

Dishwashers: Leading manufacturers in China

Automatic dishwashing: Leading manufacturers in China

Eastern Europe overview

Eastern Europe: Future growth is promising

Rising market 4: Russia’s new housing with dishwashers

Rising market 4: Russians’ detergent preferences changing

Dishwashers: Leading manufacturers in Russia

Automatic dishwashing: Leading manufacturers in Russia

Future Prospects

What dishwasher manufacturers should look out for

Consumers are looking forward to replace dishwashers

Future prospects

What automatic dishwashing manufacturers should look out for

Report Definitions

Dishwashers definitions

ADW definitions

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Megatrends

Strategy Briefing

The Contemporary Landscape for Dishwashers and Detergents

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Built-in dishwashers’ popularity will continue

BRICs to lead growth over forecast period

Competition brings more variety

ADW and developing markets

Penned into developed markets

Turkey a model

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Dishwashers and dishwashing

Key findings

Built-in dishwashers are more popular globally

Status of automatic dishwashing

Overview

Sales stagnant

ADW strongly biased towards developed countries

Western Europe spends the most on dishwashers

Understanding Consumers

Household appliances vs consumables

Washing machines drive laundry care sales

Low dishwasher possession rates hinder automatic dishwashing

What do consumers want from a dishwasher?

Factor 1: Price plays different role by region

Factor 2: Who washes and what to wash matters

Factor 3: New family formats desire convenience

Factor 4: Different dishwashers formats preference exists

Factor 5: Consumer approach to dishwashing

Factor 6: Hygiene focus under-stated

Factor 7: Convenience and wash load

Dishwasher distribution: Rapid growth of internet sales

Dishwashing distribution: ADW detergents distribution

Case study: Joint promotion of dishwashers and detergent

Marketing collaboration has great potential

International players at the forefront of collaboration

Competitive Landscape

European and US dishwasher manufacturers dominate

Manufacturers seek to expand footprint within dishwashers

Forward strategies for growing the global dishwashers market

Case study: Haier adds power with Fisher & Paykel

Haier expects advanced technology from F&P

ADW detergent category highly consolidated

ADW detergents: Second tier players

Finish line: Key global ADW detergent brands

Private label grows

Private label jumps the technology barrier into tablets

Case study: The detergent competitive landscape

Fairy’s ADW detergent challenge in Western Europe

Regional Highlights

Regional overview of dishwashers’ market performance

Regional overview of automatic dishwashing market performance

Regional highlights

Latin America overview

Latin America: Significant opportunities for further penetration

Rising market 1: Lifestyle changes affect Brazil

Rising market 1: Brazil – machines vs maids

Dishwashers: Leading manufacturers in Brazil

Automatic dishwashing: Leading manufacturers in Brazil

Western Europe overview

Western Europe: Saturated, but opportunities still exist

Rising market 2: Turkey sees steady rise in share for built-in

Rising market 2: ADW on a budget

Dishwashers: Leading manufacturers in Turkey

Automatic dishwashing: Leading manufacturers in Turkey

Asia Pacific overview

Asia Pacific: Coexistence of mature and emerging economies

Rising market 3: China’s dishwasher sales grow with income levels

Rising market 3: Window of opportunity

Dishwashers: Leading manufacturers in China

Automatic dishwashing: Leading manufacturers in China