Boston, MA -- (SBWIRE) -- 02/02/2015 -- Growth in dishwashers in Colombia continued to be constrained by various external factors towards the end of the review period. Along with the relatively high unit prices in the category and the absence of tradition or culture surrounding the use of dishwashers, the range of dishwashers currently on offer in the country is limited to full-sized, built-in appliances which require additional plumbing and, potentially, a change of furniture in the kitchen in order to match the design of the built-in panels. For these reasons, sales of dishwasher remain quite low in Colombia, with the majority of demand focused on households undergoing kitchen remodelling projects and new dwellings. Nonetheless, new construction projects which offer pre-installed kitchens featuring built-in dishwashers are quite scarce in Colombia, leaving the remodelling of existing kitchens as the most important driver of sales in the category. Colombian households engaging in kitchen remodelling projects often also find that the range of dishwashers currently on offer does not include appliances which would be suitable for small kitchens with limited space and very few Colombian households would be prepared to sacrifice substantial amounts of storage space in order to install a dishwasher, placing limits on growth in the category.

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Competitive Landscape

Whirlpool is the leading company in dishwashers and it remains the most renowned manufacturer operating in the category. Whirlpool offers high-quality dishwashers at competitive prices and the company continues to benefit from its extensive presence in a wide range of retail distribution channels and a comprehensive network of licensed repair agents and a strong company-owned after-sales support network. The offer of licensed repairs and after-sales services for major appliances is an area which is under strong development in Colombia. This offers companies a very lucrative business opportunity due to the fact that the majority of Colombian consumers still prefer to repair the damaged a malfunctioning major appliances rather than purchasing new replacement appliances. The penetration of premium dishwashers remains low in Colombia, while the replacement cycle in the category is quite long due the fact that consumers tend to repair the existing appliances rather than purchase training dishwashers which are supposed to last longer than rival brands.

Industry Prospects

The use of mono-brand retail outlets is set to continue playing a fundamental role in boosting sales of dishwashers in Colombia during the forecast period. Consumer appliances which operate their own mono-brand retail chains are able to offer their customers bespoke advice as well as competitive products. The advice given to individual customers can easily be targeted to offer them the best and most cost-effective options available for the installation of a dishwasher in an existing kitchen in situations in which the customer is unwilling to renovate the entire kitchen. Brands such as HACEB, Whirlpool and Mabe already operate their chains of mono-brand retail outlets and they are also expected to strengthen their involvement with trade fairs and expositions in order to build stronger ties with construction companies during the forecast period. Companies such as Challenger SA already have a major advantage in this respect as they already offer fitted kitchen design services, which gives them the capacity to offer comprehensive design and installations services for kitchens, including installation of dishwashers.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashers industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dishwashers industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashers in Colombia market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Dishwashers in Colombia?
- What are the major brands in Colombia?
- How has this high unit price, low global penetration category been affected by recessionary pressure?

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