Market Report, "Dishwashers in Denmark", published

Consumers of major appliances in Denmark are showing growing interest in environmentally friendly products. This trend does not skip the dishwashers category. Environmentally friendly products are brands which possess benefits such as energy-efficient and water-efficient capacities. Apart from considering the environment in Denmark by using less energy and less water consumption whilst operating, these kinds of brands help with reducing house costs, such as electricity and water bills. This element is appealing to many consumers who wish to control their living costs, whilst renewing their dishwasher in the house. For instance, the dishwasher model SN45M203SK by the brand Siemens (owned by BSH Hvidevarer A/S) includes such green features, contributing to growing consumer interest in it.

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Competitive Landscape

BSH Hvidevarer A/S is expected to continue to lead the competitive environment in dishwashers in Denmark in 2014. The company led sales in the dishwashers category throughout the review period and this state remains in 2014 as the company is expected to increase its volume share by one percentage point to reach 26% share of total dishwashers retail sales. BSH Hvidevarer A/S is the national brand owner of two strong brands, Siemens and Bosch, which traditionally enjoy good product reputation and innovation to meet consumer wishes together with high availability and distribution. Moreover, both Siemens and Bosch are regularly named by the Danish consumer awareness magazine Tænk for high quality and high level of consumer satisfaction. For instance, Bosch model SMU53M72SK won this recognition in April 2013 whilst Siemens model SN45M231SK achieved it in June 2013, for being the best in the dishwashers category by meeting specific standards and requirements.

Industry Prospects

Growing interest in and demand by consumers of major appliances for products that consider more the environment in their operation will be a key factor in future sales. In the focus of sales throughout the forecast period will stand dishwasher brands that emphasise benefits such as energy efficiency and water-saving abilities. Danes are highly aware of ecological concerns and thus brands that offer these advantages will be more popular than others. Another motive here is the fact that brands that include energy-efficient and water-saving technologies are helping with reduction of house costs through lower electricity and water bills and this will motivate more consumers to purchase them.

Report Overview

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

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