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