Dishwashers AEG ProClean dishwasher
Customer expectations Overall, consumers wish to own a dishwasher which will make their life easier, while at the same time fit nicely into their kitchen/diner. However there are two types of consumers in the dishwasher market with different needs and priorities: the replacement and the first time buyer. “In the committed replacement market the consumer values the dishwasher highly and is looking to upgrade to more capacity. However it is imperative that it’s flexible and able to be customised to ‘their way of stacking’. Replacement buyers are looking for style, energy efficiency, sensor programming and overall greater functionality,” explains Caroline Guillermard, product marketing manager for Maytag.
“The first time buyer (many having
grown up with one), is less familiar and probably hasn’t established their dishwashing needs, will be purchasing to
save labour and time and exploit the huge benefits of a dishwasher. But they will be price driven to meet a budget.”
LG TrueSteam dishwasher
Eco improvements The key areas of product development are reduction of energy and water consumption and improved ergonomics, giving dishwashers more capacity and greater internal flexibility. An average modern dishwasher now uses between 10 and 14 litres of water. “On average this is 39 litres less, per load, than washing up by hand. Consumers are becoming more receptive to the energy message and the introduction of the new energy labels will make things clearer,” comments Jane Massey, brand manager at Siemens Home Appliances. However there are models on the market, such as Maytag’s MDW 606 AWG dishwasher, which uses just six litres for 13 place settings, thanks to Maytag’s IntelliSense technology. It also has a new pump with ‘Impulse Pulse’ technology that alternates low and high pressure throughout the cycle to reduce water volume throughout the wash. Further, in order to attain the six-litre water consumption the dishwasher recycles water from the previous programme. Miele’s latest dishwashers use only seven litres of water. “Miele's intelligent load recognition feature lets just the correct amount of water in to the dishwasher, enabling water consumption to be reduced by up to 16% for a small load, and increased for large loads. An Eco Sensor Plus programme uses a light beam to measure the murkiness or turbidity of the water. This information is used to adapt the programme to suit the degree of soiling, by either reducing or
34 The Independent Electrical Retailer February 2012
increasing the number of water changes,” explains Sian Rees, laundry category manager at Miele. AEG’s Neue Kollektion top model (F99009WOP) consumes 9.8 litres of water and 0.99Kwh per wash cycle. LG’s new TrueSteam dishwasher has been awarded the Waterwise Recommended Checkmark for using 9 litres of water for a fully loaded dishwasher cycle. The in-built steam generator makes this appliance highly efficient and totally eliminates presoaking since “steam molecules (which are much smaller than water molecules) can penetrate and soak dried-on food remnants faster, delivering sparkling results without needing to pre-rinse,” says Dawn Stockell, LG marketing communications manager, Home Appliances.
Smeg FAB Retro dishwasher
To keep water usage to a minimum, the Beko OneTouch dishwasher, operated by one touch of a button, uses a series of sensors, assessing the dirt level, water- hardness level and wash load.
Clever ergonomics The industry standard for dishwasher ‘settings’ was created back in the 70s and until now has remained the same. It doesn’t include pots and pans, salad bowls or serving dishes, and allows for plate sizes up to 26cm diameter, reminds Chandrasekar Kunche, product manager Dishwashers, at Electrolux Major Appliances. And yet today’s load is very different. AEG-Electrolux has therefore redesigned
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