Many consumers still believe that dishwashers are an unnecessary luxury. Sean Hannam looks at a market with enormous potential. The penetration of dishwashers in the UK is fewer than 30 per cent, but growing by approximately 1 per cent year on year. According to recent research, some 28 per cent of UK consumers still consider dishwashers to be an unnecessary luxury and 20 per cent do not have the space for them in the kitchen. Given that the remaining 52 per cent of people are open to purchase, there is still an enormous scope for the sales of dishwashers in the UK. "The low penetration is reflective of the fact that dishwashers require a position in the kitchen that must be created," says Matthew Jones, Hinari's product manager, white goods "This may be through new kitchen installations or through replacement purchases Most kitchens will not have a place which can easily fit a dishwasher unless it has been created during the design of the kitchen."
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