dishwashers
that include savings on household bills. But, excellent energy and water efficiency is just part of the story - with more kitchen designs being open plan, the ability to keep surfaces uncluttered by storing soiled pots, pans, crockery and even trays from the oven directly in a dishwasher is a genuine advantage. People are becoming aware that the dishwasher is not a luxury, but a necessity in the kitchen.”
Market trends Limited consumer awareness of the advantages of dishwashers remains a stumbling block to market penetration, but education is improving. “Of all domestic appliances, the
dishwasher suffers the most from consumer misconceptions, with many consumers still believing a dishwasher is wasteful, extravagant and inefficient,” Andrea says. “Today, few consumers would choose to wash their clothes by hand, and yet over half of all UK households are still spending a great deal of time, effort, and water, hand-washing dishes. Many consumers believe that washing up by hand is more convenient and economical. However, research
conducted by Bonn University found that a Whirlpool dishwasher enables the consumer to clean over 156 items using just six litres of water, compared to the average of 103 litres of water used to wash 140 items by hand.” Miele dishwasher category manager Jamie
Carboni adds that a larger proportion of younger home owners will have experienced a dishwasher, and are keen to have one in the home. “Average retail price (ARP) has grown in
every sector, as customers invest in the best quality products,” he says. “Consumers are looking at energy consumption, capacity and design. There has also been a 13% volume growth over the past 12 months, which has been reflective of an organic increase in the number of new households in the UK and also an increase in the dishwasher penetration rate. As new, younger home owners are increasingly coming from households which have had a dishwasher, their propensity to feel a dishwasher is no longer a luxury item increases, which is why we are seeing an upward trend year on year.” So, with market penetration increasing, which features are consumers demanding?
LG Electronics UK head of marketing Carolyn Anderson comments: “With a rise in the popularity of open-plan living, we have noted an increase in demand for quieter appliances, as consumers look for non-intrusive appliances within the living environment. In addition, consumers are also looking for dishwashers and other appliances which fit seamlessly within their kitchen space in terms of design, whilst also delivering consistent and strong cleaning capabilities.” Jacqueline adds: “Dishwashers used to be seen as something of a luxury but, while this has definitely changed, consumers do still focus on the eco credentials – so energy ratings and also the eco programmes themselves are important. “While dishwashers may have a number of
programmes which appear similar there are often significant variations in the amount of energy and water they use and the time they take to complete – making some more eco- friendly than others. It is therefore important that retailers are trained on the product and have all the technical specifications to hand so they can communicate the benefits and features of the dishwasher and its programmes.” She continues: “Turbo heat drying features
are also popular as not only does it help to dry the dishes more quickly but also reduces the chances of water droplet marks forming on glassware. Overall the biggest driver when choosing a dishwasher remains the internal furniture and flexibility of the space – for example, appliances with upper cutlery trays enable consumers to load larger items in the bottom of the machine when required, along with the other dishes.” Daniel agrees that flexibility is an increasingly
important consideration for many consumers. He explains: “Certain manufacturers, including Baumatic, have made real advances in the configuration of interior cavities and in the design of upper and lower baskets, thus creating more internal space, enabling a greater number of place settings, and making it easier to accommodate more awkward items including fashionable extra large dining plates. The ability to accommodate trays from the oven is an ideal option if the homeowner owns a pyrolytic model; the interior furniture can be removed from the oven’s cavity and conveniently cleaned in the dishwasher while the pyrolytic cycle is on. “A dishwasher is a must if the customer
Products from manufacturers including Bosch now feature quiet running levels and eco-friendly low water usage
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regularly entertains. Many dishwashers now come with 15 or 16 place settings, and most are highly noise efficient so will work quietly in the background whilst people are socialising. Together with advance programmes for washing very soiled items, many dishwashers include Rapid wash options of less than 30 minutes, so that starter plates can be cleaned in time to be used for the dessert or cheese courses.”
April 2017
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