Boston, MA -- (SBWIRE) -- 06/09/2014 -- In 2013, volume sales of dishwashers registered a decline after a year of slow growth in 2012. On average, 1,640,000 units were sold annually in the period 2011-2013 after the end of the recession. Despite sales of new homes and the widespread practice of kitchen remodelling for older homes, sales of dishwashers were largely stuck at this level in the second half of the review period; however, consumers preferred more-functional and energy-efficient models offered by key players to cheaper alternatives that have only two washing programs. The revamping of kitchens in Turkish homes due to their increasing role as a space where dwellers spend a significant part of their time also encouraged consumers to purchase dishwashers with more-pleasant design characteristics. In 2012 and 2013, the unit price of dishwashers registered 11% annual growth in current terms due to consumers' increasing preference towards more-expensive models.
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Arcelik led dishwashers in 2013 with a 44% volume share, and with its three brands Arcelik, Beko and Altus. The company also enjoys a strong brand name in the eyes of Turkish consumers due to its long-term presence in both large and small appliances in the country. Its retail network for the brands Arcelik and Beko, along with an extensive after-sales service network, help the company to enjoy a strong position within dishwashers. BSH Ev Aletleri Sanayi ve Ticaret held second position in 2013 with a 27% volume share. The company also has an extensive retail network for the brands Bosch and Siemens, yet this is not as extensive as that of Arcelik, especially in rural areas. The company also has a strong position in dishwashers due to its well-known brands, as well as its wide array of products with a presence in many categories within consumer appliances.
Over the forecast period, volume sales of dishwashers are expected to grow at a CAGR of 8%, whilst value sales are set to grow at a constant CAGR of 11%. When compared to the review period, the category will register faster volume and value growth as first-time users will try lower-priced alternatives. Despite the slow current value growth in the last two years of the review period, low penetration rates still made dishwashers one of the most promising categories within major appliances.
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