domestic appliances dishwashers
in association with GfK
comparison, the sales of C-rated models declined by 95% by volume and 89% by value. The latest models of dishwashers have broken the 10 litres record and now a number of manufacturers have dishwashers which use 10 or less litres to wash a standard 10-12 place setting load. Yet, the dishwashers with water consumption lower than 12 litres constitute only 20% of sales volume, although their value increased by 4% in 2010. The greatest volume of sales (40% of overall sales volume) took place in the product group with 14-16 litres water consumption. It increased by 5% in volume terms and 4% in value. Sensor-driven programmes, now present on many mid- and high-end models, are the ‘brains’ behind water and energy savings. The dishwasher is now able to detect how dirty the load is and adjust the wash cycle automatically to ensure every item comes out sparkling clean. There are many benefits of such technology, not least because it saves the user time, as the programme won’t run for any longer than necessary. Another major advantage of this is that it cuts down on water wastage, saving up to 25% more water than a standard wash programme.
A number of manufacturers have also introduced steam technology to dishwashing. With more family and social life taking place in the kitchen, noise level on dishwashers is also a very important consideration. The new models of dishwashers are very quiet, some working at just 39db.
This priority is clearly reflected by sales figures which show that sales of dishwashers operating at below 40db grew by 91% in terms of volume and 340% in value – although from a low base. Yet the models in the 40-43 db bracket and in 43-45db bracket (each of which constitute 2.5% of sales volume), grew by 26% and 53% respectively.
The good news
There is a general consensus that the future is bright for the dishwasher. First of all, with the market penetration standing at only 35%, 65% of homes in the UK are potential sales prospects.
Under the measures, which came into force in October 2010, newly built homes have to meet a minimum water efficiency standard of 125 litres per person per day which gives a major role to the dishwasher in reducing water consumption in homes in the future.
Moreover, the interest and investment in ‘smart appliances’ which interact with the electricity grid and automatically adapt their consumption to energy peaks and demands, will stimulate sales of dishwashers. Finally, the new generation of customers who have grown up with a dishwasher cannot imagine living without one. For them a dishwasher is as indispensible as a washing machine and this change of attitude is likely to drive the future growth of this sector faster than any other factor. ■
IndependentElectricalRetailer
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BusinessBook2011
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