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Published on : Jan 11, 2016

Both automatic dishwashing and dishwashers stay limited within the most developed markets as that of Western Europe and North America, it has been seen that these categories have exhibited signs of expanding into newer territories of developed markets. The Turkish markets have predicted that automatic dishwashers may flourish within the emerging markets, still the category’s future is dependent on the manufacturers.

  • More Variety is a Result of Competition: Owing to the increasing disposable incomes and fewer penetration rates, the BRICs are predicted to expand at a double digit CAGR from 2013 to 2018. This is owing to the fast-paced lifestyles and the active product advancements by the manufacturers of dishwashers. The companies such as Bosch, Whirlpool, and Electrolux have led the market for dishwaters, but competition has intensified and companies such as Arcelik, Haier, and LG have entered with new product innovations, economical prices, and technological advancements.
  • Low Expenditure per Machine within North America to be a Blessing in Disguise: Home care is on the boom even within the developing markets, still automatic dishwashing products are still lagging behind just as the category of air care, which is far behind owing to its inability to prove itself to consumers on low prices. The sales of automatic dishwashers have remained limited to North America and Western Europe.  Manufacturers may face loss owing to the sluggishly growing emerging markets. There is a scope of more expansion in other markets owing to low expenditure per machine within North America. 
  • Turkey is Highly Progressing: Though, the development in the emerging markets is extremely sluggish, still Turkey has a high possession rate and comprises the modern category of automatic dishwater detergents and is a key example of what other developing markets are capable of offering to the market for automatic dishwaters. The only issue is of replicating the same conditions in other developing markets.

On the other hand, dishwashers have faced some criticism owing to their inability to provide similar results as washing done with hands. Majority of the consumers consider hand washing better than using a dishwasher. This needs brands to make products having better performance capabilities for improving the overall consumer satisfaction.