Abstract
Constantly subject to seasonality, the household air treatment market has grown in recent years. Manufacturers strive for consumers' attention with non-central, residential heating, air conditioning, humidification, dehumidification and air purification appliances. Price competition has driven the market, but so far, commoditization has been staved off as consumer' s are willing to pay a premium for energy-saving and health-related features
This report will help readers make strategic decisions in the ever-changing household air quality market. By targeting receptive demographics, tailoring new products to take advantage of the current "green" trend and tapping into consumer usage habits, manufacturers can best create and sell their air quality products. Topics explored include:
- How room units can compete with central systems
- "Greening" the image of air quality appliances
- The role of energy consciousness in product purchasing
- Attitudes towards air purification in regards to health
- Potential growth in sales by targeting 18-34s
- The impact of race/ethnicity on spending patterns
This report builds on the analysis presented in Mintel' s Air Treatment-US, June 2005. This report focuses on single room air conditioner units, non-central heaters, humidifiers and air cleaners/purifiers. Household central air and heating products are not included. Air freshening products, such as plug-ins, scented oil warmers, and aerosol air fresheners, are also not included. Sales figures and consumer usage/purchase plans for dehumidifiers are presented, but are not the primary focus of this report.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Research methodology
- Forecast methodology
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- More consumer education necessary
- Inertia and confusion
- Home ownership positive, central air negative
- Energy costs should propel air conditioning units, but design issues
afflict product desire
- Slow growth led by air conditioning segment
- Only three of five segments expected to show growth
- Suppliers not leveraging weight across segments
- Online respondents show substantially higher penetration
- Potential growth for air purifiers and portable a/c
- Intent to purchase and spend
- Future trends
- Bullet point summary by segment
- Air conditioners
- Space heaters
- Air purifiers
- Air Pollution and Allergies
- Outdoor pollution
- Indoor pollution
- Awareness of health risks exceeds ownership
- Figure 1: Knowledge about air pollution, August 2007
- Allergies
- Figure 2: Attitudes toward air purifiers, August 2007
- Home Ownership and Central Air Treatment
- Home ownership
- Figure 3: Air treatment appliance ownership, by owners vs. renters,
January-October 2006
- Home ownership expansion and decline
- Figure 4: Percentage of U.S. households owning homes, 2003-07
- Central air more common in homes
- Figure 5: Central air conditioning households, 2000 and 2005
- Attitudes toward Air Treatment Appliances
- Confusion over the effectiveness of air cleaners
- Figure 6: Attitudes toward air purifiers, August 2007
- Figure 7: Attitudes toward air purifiers, by age, August 2007
- Attitudes toward room air conditioners
- Figure 8: Attitudes toward air conditioning units, August 2007
- Space heaters as fire hazards
- Figure 9: Space heater safety, August 2007
- The humidifier as part of children' s health
- Figure 10: Humidifiers and pediatric health, August 2007
- Market Size and Segmentation
- Market size
- Figure 11: Total U.S. sales of air treatment appliances, at current and
constant prices, 2002-07
- Market segmentation
- Figure 12: Sales of air treatment appliances, segmented by appliance
type, 2005 and 2007
- Room air conditioners
- Figure 13: Sales of room air conditioners, at current and constant
prices, 2002-07
- Dehumidifiers
- Figure 14: Sales of dehumidifiers, at current and constant prices,
2002-07
- Air cleaners
- Figure 15: Sales of air cleaners, at current and constant prices, 2002-07
- Portable heaters
- Figure 16: Sales of portable heaters, at current and constant prices,
2002-07
- Figure 17: The Holmes WhisperQuiet
- Figure 18: The Honeywell SureSet
- Figure 19: The Honeywell Safety Sentinel Ceramic
- Humidifiers
- Figure 20: Sales of humidifiers, at current and constant prices, 2002-07
- Supply Structure
- Figure 21: Appliance ownership, by brand, August 2007
- Advertising and Promotion
- From televised pull marketing to online pull marketing
- Messaging topics by segment
- Air conditioning
- Space heaters
- Air purifiers
- Current advertising and promotions
- 3M Filtrete
- American Standard air conditioning
- Figure 23: American Standard A/C
- Carrier air conditioning
- Mitsubishi Electric Mr. Slim
- Figure 25: Mitsubishi Mr. Slim
- Trane Clean Effects
- Figure 26: Trane central multi-system
- Retail Distribution
- Major retailers
- Appliance Ownership
- Product penetration
- Figure 27: Air treatment appliance ownership, 2002-06
- Figure 28: Air treatment appliance ownership, by household income,
January-October 2006
- Figure 29: Air treatment appliance ownership, by age, January-October
2006
- Figure 30: Air treatment appliance ownership, by race/ethnicity,
January-October 2006
- Penetration and multiple product ownership in online sample
- Figure 31: Air treatment appliance ownership, August 2007
- Central air systems vs. room unit systems
- Figure 32: Central air system ownership, August 2007
- How central system ownership affects room unit ownership in Mintel' s
online survey
- Intent to Purchase
- Figure 33: Purchase plans vs. current penetration vs. recent purchase,
August 2007 and January-October 2006
- Figure 34: Purchase plans, by age, August 2007
- Spend
- Figure 35: Air treatment appliance spending, August 2007
- Spend by race/ethnicity
- Figure 36: Portable air conditioner spending, by race/ethnicity, August
2007
- Spend by age
- Figure 37: Portable air conditioner spending, by age, August 2007
- Spend by household income
- Figure 38: Portable air conditioner spending, by household income,
August 2007
- Differences in spend by other demographics
- Product Age
- Figure 39: Appliance age, August 2007
- Product Satisfaction
- Figure 40: Appliance satisfaction, August 2007
- Future and Forecast
- Future trends
- Design focus to combat central systems
- Figure 41: De' Longhi Pac t100P
- Figure 42: HoneywellHHT145 - HEPA Antibacterial UV Air Cleaner
- Figure 43: Holmes cool mist humidifier
- Increased Internet marketing
- Room air conditioners for energy savings
- Green labeling dovetails with energy appeal
- Combination and multifunction appliances
- Increased competition from central air treatment systems
- Climate change brings greater weather variation
- Fear of mold
- Market forecast
- Air treatment appliances
- Figure 44: Forecast of total U.S. supplier sales of air treatment
appliances, at current and constant prices, 2007-12
- Room air conditioners
- Figure 45: Forecast of U.S. supplier sales of room air conditioners, at
current and constant prices, 2007-12
- Dehumidifiers
- Figure 46: Forecast of U.S. supplier sales of dehumidifiers, at current
and constant prices, 2007-12
- Air cleaners
- Figure 47: Forecast of U.S. supplier sales of air cleaners, at current
and constant prices, 2007-12
- Portable heaters
- Figure 48: Forecast of U.S. supplier sales of portable heaters, at
current and constant prices, 2007-12
- Humidifiers
- Figure 49: Forecast of U.S. supplier sales of humidifiers, at current
and constant prices, 2007-12
- Forecast factors
- Appendix: Product Offerings by Company
- Fedders
- Air conditioners
- Dehumidifiers
- Air purifiers
- Whirlpool
- Air conditioners
- Dehumidifiers
- Dehumidifiers
- Jarden
- Heaters
- Humidifiers
- Air purifiers
- LG
- Air conditioners
- Separate-room HVAC
- Dehumidifiers
- Electrolux
- Air conditioners
- Humidifiers
- GE
- Air conditioners
- Dehumidifiers
- Kaz
- Humidifiers
- Heaters
- De' Longhi
- Oreck
- Ionic Pro
- Appendix: Size of particulates
- Figure 50: Size of air pollution particulates
- Appendix: The Myth of Central Air Energy Efficiency
- Differences in efficiency between room units and central air are limited
- It is definitively cheaper to cool or heat one room with a room unit
- It is almost always cheaper to cool or heat two rooms of a house with room
units
- The same cost saving applies equally to space heaters and room unit air
conditioners
- Substantial amounts can be saved
- Appendix: Trade Associations
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