in association with GfK
penetration of dishwashers is over 65%.
Customers and their expectations
The dishwasher market has two types of customers with different needs and expectations:
First time buyers, who are less familiar with dishwashing, will be purchasing to save labour and time and exploit the huge benefits of a dishwasher. The main gripe will be the lack
domestic appliances dishwashers
Growth/decline (%) of dishwashers in 2010 Volume Value Price
GRAND TOTAL
Freestand grand total Freestand full size Freestand slimline Freestand table top
-0.52 1.24 1.09 0.02
Built-in/under grand total -0.84 Built-in/under full size Built-in/under slimline Built-in/under compact
2.77 2.24 3.05 1.79 2.74 1.64 3.28 3.26
32.85 31.76 -0.82 0.58
-14.57 12.47
2.35 3.22 3.00 2.41 -9.07 6.44 7.80 -4.16
Source: GfK
of space in the kitchen. If they have children, then often a tumble dryer will go in the place of a dishwasher. And if they do find the space then they will buy the smallest version and be driven by price.
In the replacement market, the consumer values the dishwasher highly and is looking to upgrade to more capacity, style, energy efficiency, quieter operation, sensor programming, overall greater functionality and they wouldn’t be without one in their home. Today’s consumer, above all, wants convenience, so appliances that are easy to load and easy to control with a good selection of programmes and clear indicators are popular. In today’s economic and ecological climates, savings in terms of energy and water are more important than ever before so consumers are looking towards energy efficiency ratings, water consumption and eco functions.
Technological advances
The main technological and product design advancements for dishwashers have been made in four areas: • energy and water saving, aided by faster and sensor-driven programmes • noise reduction • larger load capacity (up to 17 place settings) • specialist programmes, and the use of steam.
The environmental issues and their economic implications became even more important during the recessionary squeeze. Consumers now have a far greater understanding of what energy and water efficiency ratings of appliances actually mean to them. They are now more likely to opt for an A-rated dishwasher, even if it costs a few pounds more, as they realise the long term cost-savings that can be made. This is reflected by phenomenal sales growth of A+ dishwashers which increased 251% in volume terms and 232% in value, although their average price decreased by 5%. By
BusinessBook2011 61 IndependentElectricalRetailer
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