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domestic appliances dishwashers


The eco allies


The recognition that the super efficient dishwasher is an indispensible tool in the modern household is growing, reflected by a slow upturn of dishwasher sales in 2010.


GfK market data shows that in 2010 (January-December 2010), the volume of dishwasher sales remained stable, at 797 thousand units, with freestanding models (accounting for 66% of sales) increasing by 1.3%, while built-in products declined by 0.9%. However the good news is on the value side since the overall value of the market grew by 2.8% to £247mln. The sales value of freestanding models grew faster than built-in dishwashers (3.1% and 2.3% respectively). The average price increased by 2.2% to £310. There has also been a marked increase in demand for slimline dishwashers. This is because more new home owners and first time buyers from the younger generation are coming from households where they always had a dishwasher


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The dishwasher sector is making a definite recovery. By comparison, in 2009, it recorded a 7.7% fall in volume and 3.4% in value terms.


An increasing number of customers


perceive a dishwasher as the ultimate ‘everyday’ appliance that can make a difference to water and energy use in the home, contributing to the reduction of the household’s carbon footprint, reducing water and energy bills, whispering away quietly in the open-plan living space and keeping the work tops clear of clutter. Yet, the role and benefits of the dishwasher are still undervalued in the UK as only between 30 and 35% of British homes have a dishwasher, in contrast to other European countries such as Germany, France or Switzerland, where the


IndependentElectricalRetailer Market trends


✔ In 2010, the volume of dishwasher sales reminded stable, at 797 thousand units, with freestanding models (accounting for 66% of sales) increasing by 1.3%, while built-in product sdeclining by 0.9%.


✔ The overall value of the market grew by 2.8% to £247mln. The sales value of freestanding models grew faster than built-in dishwashers (3.1% and 2.3% respectively). The average price has increased by 2.2% to £310.


✔ The environmental considerations and their economic implications became even more important during the recessionary squeeze. The A+ rated dishwashers increased 251% in volume terms and 232% in value.


✔ Dishwashers with water consumption lower than 12 litres constitute only 20% of overall sales volume. The greatest volume of sales (40% of overall sales volume) took place in the product group consuming 14-16 litres, which increased by 5% in volume terms and 4% in value.


✔ New regulatory measures for new homes introducing a minimum water efficiency standard of 125 litres per person per day will enhance the status of the dishwasher as a tool for reducing water consumption.


60 BusinessBook2011


in association with GfK


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