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01.08.2017

Integrated Dishwashers become more accessible

Growth for the second quarter of 2017 in the MDA market has fared better than the first which was only slightly above zero. Q2 2017 has seen value growth of 2% driven by the continued increase in sales of integrated products. Dishwashers produce over half of their total value through built-in and these products have had a positive quarter achieving a 5% uplift, performing better than most other major appliances. In comparison freestanding dishwashers fell by nearly 1% due to a £1m deficit in slimline machines compared to Q2 2016.

Average prices are seeing increases across all categories with total major domestic appliances (MDA) up 5%. Built-in products are seeing faster increases than freestanding in MDA (7% vs 4%); however dishwashers are experiencing the opposite trend with freestanding prices up 11% and built-in prices up 6%. The total average price for a dishwasher has increased 8% to £328; this has been mainly driven by a 12% increase in the price of a slimline freestanding machine. These growth rates show that built-in dishwashers are becoming more accessible and consumers can get this premium appliance at a more affordable rate.

Full size dishwashers constitute 86% of value and have grown by £5m, by comparison slimline have seen an 11% value decline mainly coming through freestanding products. Growth continues to be fuelled by dishwashers with lower water consumption with machines that use between 9 and 10 litres being the most popular with over 40% share of value.

Many MDA categories show a degree of improvement in Q2 although the price-driven value uplift cannot mask the slowdown in volume sales and may be short-lived. Promotional peaks around the August bank holiday and in November could provide a boost to demand-led performance helping to level out a weak Q1. There are also signs that technology, including smart products, could help sustain value until year-end.

Source: GfK Point of Sales Tracking | Dishwashers | Value GBP | Apr – June 2017

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