2022 China Dishwasher Market Consumption Trend Report - Huge Opportunities Are Stored in User Demand

A few days ago, the 2022 China Dishwasher Industry Summit Forum was held in Beijing under the guidance of the China Household Appliance Association and hosted by China Home Appliance Network. At the meeting, the sponsor China Home Appliance Network and GfK Zhongyikanglian released the 2022 China Dishwasher Market Consumption Trend Report (here below referred to as the Report). The Report comprehensively combs the current situation of the dishwasher market and product development in China, and deeply analyzes the market environment and consumption trend of dishwashers, aiming at pointing out the direction and enlightening ideas for the dishwasher industry to carry out technology research and development and product innovation, and providing guidance and reference for consumers to purchase and use dishwashers.

In the past few years, the dishwasher market has exploded in China, and the market scale has soared. The main driving force behind this is the local innovation of dishwasher enterprises. With the change of consumer demand and consumption trend, the dishwasher industry needs to make more efforts on products. Guiding the industry to better carry out product innovation is not only the proper meaning to promote the popularization of dishwasher market, but also the original intention and value of this Report.



Localization innovation stimulates consumption demand, releases supply, and drives the market to rise all the way

As a new category in the home appliance market, dishwashers are "imported" in China. In the early days, some foreign brands introduced dishwashers into the Chinese market, but their product design and functions were not adjusted for the Chinese kitchen environment and the characteristics of Chinese food. As a result, the dishwasher consumption experience was not satisfactory. In addition, the product price was relatively high, so dishwashers were the tasting products of a small number of high-income groups for a long time.

This situation did not change until around 2015. At that time, after years of market cultivation, the popularity of dishwasher market has initially taken shape. In particular, domestic household appliance leading enterprises have successively laid out dishwasher product lines and carried out a large number of localized innovation and transformation of products. The joint efforts of both sides of the supply side have led to the outbreak of demand for dishwashers in China. In the following years, the dishwasher market has been advancing rapidly, and it has become a leader in China's home appliance market. Therefore, the dishwasher is regarded as one of the new standard configurations for quality life.



The COVID-19 that broke out at the beginning of 2020 is like a catalyst, which makes consumers pay more attention to health and household appliances with health functions than ever before. Dishwashers with health sterilization function naturally gain more and more consumers' favor. During this period, dishwasher brand enterprises also made innovations in product functions based on consumers' demand for health, further driving the rapid release of dishwasher market demand.

Nowadays, the supply of dishwasher products in China has been greatly enriched. Desktop, independent, embedded, sink type and integrated products can meet the needs of different kitchen environments; However, at this stage, embedded has gradually become the dominant category in the market. The Report shows that the proportion of embedded products in the dishwasher market has reached 62%, and the proportion of desktop and sink models has declined. However, it is worth noting that the integrated dishwasher, due to its advantages of integrated attributes and diverse functions, is more suitable for China's small kitchen area but more functional needs. Therefore, it has maintained a rapid growth trend in the past three years. In the first half of 2022, the retail volume has increased by 73% year-on-year, and the number of participating brands has reached 55.

At the same time, more innovations have been made in the functions of dishwasher products. For example, in terms of washing functions, there are multiple washing modes, such as strong washing, fruit and vegetable washing, steam washing, hot pot washing, which correspond to the washing needs in different scenarios; In terms of drying technology, the drying technologies adopted by mainstream dishwasher brands currently include condensation drying, hot air drying, heat exchange drying, crystal bud (zeolite) drying and intelligent door opening drying; The sterilization methods include high-temperature sterilization, UV ultraviolet sterilization, ozone sterilization, silver ion sterilization and photocatalyst sterilization. In addition, in view of the fact that there are many kinds of tableware used in Chinese families, dishwasher enterprises have also made a lot of articles on washing capacity. At present, there are 15 sets of super capacity dishwashers on the market, which can meet the consumer's demand for multiple tableware washing scenarios such as family gatherings. At present, dishwasher enterprises are continuously improving the performance of dishwashers around the dimensions of washing, drying, disinfection, storage and intellectualization, hoping to continuously improve the use experience of consumers to further improve the quality of life of users.

It is the local innovation and transformation made by dishwasher enterprises based on the actual needs of Chinese consumers that has released the dormant dishwasher consumer demand for a long time, thus driving the dishwasher market higher all the way. For the dishwasher industry, whether the dishwasher can be recognized by consumers depends on whether the product itself can meet the needs of consumers. Therefore, meeting consumers' deep and diversified needs through product innovation is still the primary task facing the industry in promoting the popularization of dishwasher products in the future.

Huge market opportunities in user demand Dishwasher product innovation has a long way to go

In recent years, the market environment of home appliances in China is undergoing profound and complex changes, such as China's population structure, consumers, consumer ideas, etc. These factors are bound to affect the product and technology development direction of dishwashers, and indirectly affect the popularization process of dishwashers. For this reason, the Report has made a profound analysis and insight into the dishwasher consumers and consumption trends in China.

In terms of family and population structure, the trend of household miniaturization and population aging in China is very significant. In the past 10 years, the average household population in China has been about 2.6, and more than 50% of the households of the first generation, including single households and couples, have taken up more than 50%. Creating products such as layered washing that match the needs of a small family structure will be a topic that every dishwasher enterprise needs to study in depth. The aging trend of the population will also affect the development trend of dishwasher technology in the future. According to the data recently released by the National Health Commission, by the end of 2021, the number of people aged 60 and above in China will reach 267 million, which is expected to exceed 300 million by the end of the 14th Five Year Plan period. The physiological characteristics, dietary structure and eating habits of the elderly are significantly different from those of the young, which also determines that the elderly user group has unique requirements for the design of the user interface, functional requirements and use experience of the dishwasher.

From the perspective of consumer bodies, the post-95 generation and the "Generation Z" are taking over the baton of consumer bodies and increasingly approaching the center of the consumer market stage. The consumption concept of these young consumers has changed. They pursue value, attach importance to aesthetics, comply with their own consumption desires, and hope to show their individuality in the consumption process. This means that enterprises in the future will develop dishwashers for these consumers, not only to meet their basic functional needs, but also to pay attention to their psychological and spiritual needs.



In the post epidemic era, consumers' mentality is also undergoing subtle changes. Due to the repeated epidemic, some consumers' income has been affected and their expectations for the future have weakened, resulting in insufficient consumer confidence and motivation. The purchase plan of large consumer goods such as dishwashers has been shelved or delayed, which has curbed the market demand for dishwashers in the short term. Therefore, it is a major task for dishwasher enterprises to stimulate consumers' purchase intention with products that can move consumers and help consumers rebuild their consumption confidence.

From the perspective of consumption demand and consumption trend, the domestic market of household appliances is expected to recover slowly, and it is expected to drive the growth of dishwasher consumption, as the policies of stabilizing real estate and promoting sales fees of relevant departments emerge frequently. With the gradual expansion of the scale of the middle and high-end consumer groups, consumption upgrading will become the main theme of the development of the dishwasher and the entire household appliance market. However, the trend of consumption grading will also objectively exist in the same period, and enterprises need to pay attention to the diversion of cost-effective products. Consumers' concern and demand for intelligence, scenario, integration, health and green will also profoundly affect the technological development of dishwashers. In addition, some consumers still have more expectations for the functions and performance of the dishwasher itself. According to the consumer survey conducted by China Home Appliances Network, too long washing time and insufficient dishwasher capacity are still two major pain points for consumers when using dishwashers. Therefore, the dishwasher industry still has a long way to go in improving product performance.

The continuous evolution of sales channels has also brought variables to the dishwasher market. The proportion of e-commerce in dishwasher sales has increased. Social e-commerce such as Tiktok and Kwai has gradually become a new link for dishwashers to reach consumers, while the offline building materials market is still a sales channel that cannot be ignored. The continuous expansion and reconstruction of channels will be another important work for dishwasher enterprises to promote product popularization.

The changes in the consumer market are undoubtedly both challenges and opportunities for dishwashers, which are still at the initial stage of product popularization. Behind the change is often a huge market demand gap. If enterprises can make layout in advance, they are expected to gain strategic opportunities in the future market competition.

Guide consumers to walk out of the misunderstanding Report provides reference for dishwasher purchase and use

It has been nearly 40 years since the dishwasher entered the Chinese market, but the dishwasher has not yet completed its market popularization. On the one hand, the early products have not been well adapted to the needs of Chinese consumers, which has restricted the popularization process. On the other hand, consumers have misconceptions about the dishwasher. Even today, some consumers still have doubts about whether the dishwasher can clean the dishes and whether it costs water and electricity.



With the unremitting efforts of dishwasher brand enterprises, the design and functions of dishwasher products have been greatly improved and can better meet the needs of consumers. In fact, there is no shortage of high-quality dishwasher products in the market at present, but the performance of the consumer side is still less than expected, which is mainly caused by the asymmetric information between supply and demand. This is also a difficult problem that the Report hopes to help the industry solve. For this reason, the Report summarized the matters needing attention in the selection and use of dishwashers.dishwashing powders, combed and summarized the relevant technologies of the current mainstream dishwashers brands, and selected nine annual dishwashers for consumers with outstanding performance in cleaning and sterilization, hoping to provide reference for consumers in the selection and use of dishwashers, and then help the market popularization of dishwashers.

In terms of dishwasher selection, the Report recommends that consumers choose dishwasher products that meet their own needs based on the kitchen environment, the number of family members and daily use. Fong Tai's high-energy bubble washing technology inspired by the submarine bottom attachment cleaning technology, Guangyan super thermal inactivation technology/Guangyan anti cyclone drying technology of Boss Electric Appliance, precision eddy current washing/dynamic circulation drying technology of Siemens Home Appliances, Midea's patented universal spraying technology for full cavity cleaning without dead corners, Haier's patented double-sided washing technology for washing both sides of tableware, Casarte's upper layer dish washing lower layer disinfection technology Vantage patented second-generation bacteriostatic storage technology, Panasonic's new 5A cleaning technology and Whirlpool converging flow pressurized direct injection+three-layer rotor spray technology are all technologies with brand recognition in the current market.

Proper use of the dishwasher can not only improve the washing effect of the dishwasher, but also protect the tableware and dishwasher, and extend the operating life of the machine. The Report suggests that consumers should clean up the leftovers of the dinner plate in advance, place the tableware correctly, use professional washing consumables, and clean the residue filter screen regularly. Detergent is the key element of dishwasher washing, which is often ignored by consumers.

After a long period of market cultivation, dishwashers have already had a certain consumer base in China, but there is still a long way to go before they become popular. Only by grasping the changes in the consumption environment, basing on user portraits and consumer demands, and meeting consumers' yearning for a new kitchen life through product and technological innovation, can this new category of household appliances enter hundreds of millions of families. As the localization process of dishwasher continues to move forward, the market demand for this new standard product of quality life will gradually release.