manufacturer is proud that over 70 Bosch MDAs have Quiet Mark status, which includes a full range of MDAs from extractors and fridge-freezers to laundry appliances and dishwashers. “To take one Quiet-Mark-awarded example,


our Series 6 SMS6TCI00E freestanding dishwasher runs at just 44dB, so is super- quiet,” Ms Bye says. “It is also A-rated (in a range from A to G) so is one of our most energy-efficient models too.” Due to the rise in energy bills in the UK,


Matthew James, a product manager at Smeg, says consumers are looking for ways to reduce their money spent.


“One solution includes using the


dishwashers and washing machines overnight to take advantage of the lower price tariffs,” he says. “Consequently, quiet appliances have become increasingly popular for those living in apartments, studio flats, and smaller


Supplier View


David Palmer, senior product specialist, home appliances, LG Electronics.


Quiet appliances in the MDA market play a key


role as not only are they beneficial in terms of customer satisfaction, but they are also important to our health. Many appliances in the MDA market today are noise efficient and those that aren’t may be getting left behind. World Health Organisation research shows


that environmental noise pollution affects mental and physical health and is now second only to air pollution as the world’s largest killer pollutant.


households due to the reduced noise levels and disturbance overnight.” Smeg’s quietest appliances are its new range of A-rated dishwashers. “With a standard noise level of 42dB, they can go as low as 40dB when using the Quiet option,” Mr James says. “We understand that quiet appliances at home can improve sleep, relaxation, and focus levels; therefore, our new range of A-rated dishwashers will contribute to improving the consumers wellbeing at home.”


In-store advice David Palmer, senior product specialist, home appliances at LG Electronics, says that retailers should be fully educated on which appliances have quiet features, what this means and how to operate them. “This will ensure the consumer is purchasing the model which is right for them and their needs within the household,” Mr Palmer says. “Retailers could also use another model to demonstrate the differences in noise efficiencies.”


Far Left: ASKO Kitchen dishwasher dw60 sliding door solution drawer


Left: Matthew James, product manager, Smeg


Miele’s Ms Lane says that retailers should


make sure the dB rating of an appliance or a Quiet Mark logo is easily visible on appliance displays so that consumers can make an informed decision. “A difference of 3dB may not seem a lot, but to our ears it will decrease the sound recognition by 50%,” Ms Lane says.


Don’t forget the demonstration Demonstrating is the best way to really highlight the key features of a product, particularly how quiet it is. Bosch’s Ms Bye says: “While the point-of-sale


materials gives information on the product’s USPs, it is having them working that really brings those features to life. “It is also important to give context to decibel


ratings, as they may not mean very much to people on their own. For example, 30dB is whisper quiet, 60dB is normal conversation, while power tools operate at 90dB.” Miele’s Ms Lane says: “One great demonstration to show how well dishwashers insulate sound is to play music on a mobile phone and then place inside the dishwasher door – when the door is shut the music will be barely audible.” LG believes in-store presentation and demonstrations are critical in bringing to life the latest technology and design features for consumers. “At a time where the Smart Home is gaining


increased focus, and the growth of quiet appliances, the retail floor becomes a vital space for demonstrating how quiet they can be and teaching consumers how to utilise the appliances to ensure smooth operation,” says LG’s Mr Palmer. Peter Jarvis, national account manager at ASKO,


says that with more open-plan kitchen designs trending and people choosing to host from home more frequently, noisy appliances can cause a lot of disruption and ruin ambience. “We have seen a real surge in consumers


investing in quiet domestic appliances,” Mr Jarvis says. “In fact, more than three-quarters of consumers (79%) say that how loud an appliance is would affect their purchasing decisions.” Independent retailers can really capitalise in


Smeg DI324AQLL Dishwasher July/August 2023


this area and need to make sure they are offering a range of quiet domestic appliances in order to keep up with the consumer demand.


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