The laundry appliance and dishwasher market can easily be dismissed as a replacement market with little potential for growth. Nothing could be further from the truth. Two thirds of UK households do not own a dishwasher and most could benefit from the convenience and improved washing performance of a modern dishwasher. Shifting consumer attitudes towards dishwashers point to future growth in this segment of the market.

Washing machines either as automatic washers or as washer/dryers are present in almost all homes and pose a different set of challenges to improved sales. The recent performance of the market has been adversely affected by lower consumer confidence in economic conditions. Looking forward, consumer interest in green issues and the trend to smaller households both provide opportunities for a growing laundry appliance market. New washing technologies just emerging (eg detergent-less washing machines), also have substantial potential to drive future growth.

Key themes:

Improving the rate of replacement of washing machines.

Whether consumer attitudes to dishwashers are a barrier to future growth.

Kitchen space as a major constraint on product selection.

Importance of green issues in the laundry and dishwasher market.

Manufacturer/brand name versus product features in product selection.

Polarisation in the market between premium and economy