dishwashers
‘A necessity in the kitchen’ Dishwashers are improving their market position, with growth displayed in volume and value according to category experts
W
ith surprisingly low household penetration in the UK historically, how has the
dishwasher market been performing in more recent months? The numbers are moving in the right
direction, according to Glen Dimplex Home Appliances product manager for the Belling Sensicare collection Jacqueline Bell. “The dishwasher market is increasing in
volume year on year across both the full width and slim product market sectors,” she explains. “In addition, the value of the market is increasing due to consumers looking at more premium models and investing in appliances with higher specs and capacity. We see these trends continuing throughout 2017.” Whirlpool dishwasher category manager Andrea Felicetti agrees that the market
has been performing well. “There has been positive movement in the dishwasher market,” he says. “Developments in the construction sector over recent years, in particular the increase in housebuilding, have generated more opportunities for the market to expand. “With the dishwasher market undeniably
linked with the number of new homes being built, due to developers and homebuyers seeing a dishwasher as an essential component of the modern kitchen, as well as contributing to increasing the water efficiency in the home, it is therefore unsurprising that an increase in new homes is having a positive effect on dishwasher sales.” Certain categories have also seen
particularly strong growth thanks to new homes and refurbishments. Hoover Candy Baumatic product manager Daniel Dewey
comments: “While the entire dishwasher category demonstrated continued single digit growth last year, the biggest percentage rise was for built-in. While penetration of dishwashers in the UK remains behind that of our European neighbours, it is steadily increasing annually and currently stands at 43% of UK households. The growth in volume sales of integrated dishwashers can be attributed to the continuing demand for new or refurbished kitchens, where a dishwasher is almost always a standard pre-requisite within the layout these days.” Consumer awareness of the benefits of
dishwashers has also continued to grow. Daniel adds: “It has become far easier to sell the concept of owning a dishwasher to even the most sceptical consumers, as many newer models offer real features and benefits
Built-in dishwashers have seen especially impressive growth, with the trend for open plan living encouraging seamless-looking kitchens
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www.innovativeelectricalretailing.co.uk
April 2017
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