BSH Home Appliances Ltd continued to be the leading player in the United Kingdom dishwashers market in 2012, accounting for 29% volume share. This company benefits from offering the Bosch and Siemens brands, which have a strong brand loyalty and recognition for technological efficiency and energy saving functions. The company also benefited from a strong focus on innovation, with this continuing at the end of the review period with its launch of Bosch Logixx built-in dishwasher. The new Bosch Logixx not only has energy rating of A++ but also has combined efficiency of six wash programmes and the Varioflex Plus basket system. The dishwasher also comes with a 10 year anti-rust guarantee from the manufacturer.
Dishwashers witnessed a withdrawal of new purchases in 2012, mainly due to continued fall in household incomes. However, the consumers are well educated about the advantages of the product and have opted to go with the built-in versions in 2012. Among those who do not own a dishwasher it is still a luxury item, but once purchased, it becomes a necessity. According to industry sources, while the increase in the newer consumers entering the category slowed, the replacement cycle now accounted for a larger percentage of sales than during the start of the review period.
Dishwashers is expected to report a constant volume CAGR of 2% over the forecast period. A changing property market and consumer lifestyles will influence sales of dishwashers. Homes with bigger families and room sharing will increasingly turn to dishwashers in order to save time on chores during the forecast period. The household penetration of dishwashers is thus likely to rise to 40% by the end of the forecast period.
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