Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Sales decline $680 million between 1999 and 2004
- Awareness about effects of pollution, allergens drive market
- Homeownership drives air treatment appliance sales
- Region and climate essential factors in air treatment appliance sales
- Demographics and the air treatment appliance market
- Presence of young children in the home drives humidifier sales
- Energy savings hold potential for higher sale prices
- Market dominated by air conditioners
- Supply structure highly fragmented
- Suppliers promote brand at the expense of consumer education
- Ideal marketing targets
- The future holds growth for some segments
Market Drivers
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- Health issues related to indoor pollution and humidity
- Indoor pollution
- Outdoor pollution
- Mold and dust mites
- Asthma and allergy relief
- Effects of dry air
- Homeownership
- Homeownership is rising
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- Figure 1: Percentage of U.S. households owning homes, 1999-2004
- Age of home
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- Figure 2: U.S. households using portable electric heaters, by age of home, 1949-2001
- Figure 3: U.S. households with central and room air conditioning, by age of home, 1949-2001
- Climate
- Variance by region
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- Figure 4: U.S. households by region, 2004
- Disasters drive air cleaner sales
- Energy saving appliances
- Portable heaters offer lower energy costs
- Age and the air treatment market
- Parents and humidifiers
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- Figure 5: Air treatment appliance ownership, by age of children in the household, January 2004 – September 2004
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- Figure 6: U.S. population of children under 15 years of age, 2000 and 2005
- Figure 7: Presence of children in households, by age of householder, 2003
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- Figure 8: Graph: Shares of households with and without children, by age of householder, 2003
- Baby Boomers’ interest in health provides an opportunity for increased sales
- Health concerns surrounding ionizing air cleaners
- Lower smoking rates
- Replacement cycles
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- Figure 9: Life-expectancy of air treatment appliances, and units to be replaced, 2005
- Income
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- Figure 10: Number of households per income group, 2000 and 2003
- Figure 11: Graph: Households per income group in 2003 and change from 2000
Market Size & Trends
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- Overview
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- Figure 12: Total U.S. manufacturer sales of air treatment appliances, at current and constant prices, 1999 to 2004
- Figure 13: Graph: Total U.S. manufacturer sales of air treatment appliances, at current and constant prices, 1999 to 2004
- Market trends
- Increased interest in indoor air quality
- The importance of the low end to the market
Market Segmentation
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- Overview
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- Figure 14: Manufacturer sales of air treatment appliances, segmented by product type, 2002 & 2004
- Figure 15: Graph: Manufacturer sales of air treatment appliances, segmented by product type, 2004
- Room air conditioners
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- Figure 16: Manufacturer sales of room air conditioners, 1999-2004
- Figure 17: Graph: Manufacturer sales of room air conditioners, 1999-2004
- Dehumidifiers
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- Figure 18: Manufacturer sales of dehumidifiers, 1999-2004
- Figure 19: Manufacturer sales of dehumidifiers, 1999-2004
- Air cleaners
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- Figure 20: Manufacturer sales of air cleaners, 1999-2004
- Figure 21: Graph: Manufacturer sales of air cleaners, 1999-2004
- Humidifiers
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- Figure 22: Manufacturer sales of humidifiers, 1999-2004
- Figure 23: Manufacturer sales of humidifiers, 1999-2004
- Portable room heaters
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- Figure 24: Manufacturer sales of portable room heaters, 1999-2004
- Figure 25: Graph: Manufacturer sales of portable room heaters, 1999-2004
Supply Structure
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- Overview
- Consumer recollection of brand purchased
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- Figure 26: Purchase of air treatment appliances in last 24 months by brand, by product type, December 2004*
- Company profiles
- Fedders Corporation
- Product offerings
- Whirlpool Corporation
- Product offerings
- Sears (Kenmore)
- Product offerings
- The Holmes Group, Inc.
- Product offerings
- Kaz Inc.
- Product offerings
- AB Electrolux
- Product offerings
- GE Consumer Products
- Product offerings
- LG Electronics
- Product offerings
- Sharper Image Corporation
- Product offerings
- Additional manufacturers
Advertising and Promotion
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- Overview
- Brand perception
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- Figure 27: Brand perception, December 2004
- Commentary
- Company activity
- Whirlpool Corporation
- Sears Holdings Corp (Kenmore)
- The Holmes Group, Inc.
- Electrolux AB
- GE Consumer & Industrial
- LG Electronics
- Sharper Image
- Samsung
The Consumer
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- Introduction
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- Figure 28: Cohort descriptors for key air treatment appliance users
- Explanation of the base used by Simmons NCS for data about household appliance ownership and recent purchase
- Air treatment appliance ownership
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- Figure 29: Air treatment appliance ownership, January 2004 – September 2004
- Ownership by race/ethnicity
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- Figure 30: Air treatment appliance ownership, by race/ethnicity, January 2004 – September 2004
- Ownership by age
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- Figure 31: Air treatment appliance ownership, by age, January 2004 – September 2004
- Ownership by household income
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- Figure 32: Air treatment appliance ownership, by household income, January 2004 – September 2004
- Ownership by marital status
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- Figure 33: Air treatment appliance ownership, by marital status, January 2004 – September 2004
- Ownership by presence of children in the household
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- Figure 34: Air treatment appliance ownership, by presence of children, January 2004 – September 2004
- Ownership by region
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- Figure 35: Air treatment appliance ownership, by region, January 2004 – September 2004
- Ownership by recent remodeling
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- Figure 36: Air treatment appliance ownership, by home remodeling, January 2004 – September 2004
- Ownership by homeownership status
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- Figure 37: Air treatment appliance ownership, by home ownership, January 2004 – September 2004
- Ownership by cohort
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- Figure 38: Air treatment appliance ownership, by cohort, January 2004 – September 2004
- Ownership by presence of pulmonary or respiratory ailments
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- Figure 39: Air treatment appliance ownership, by ailment, January 2004 – September 2004
- Recent purchase by major life event
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- Figure 40: Air treatment appliance past 12 month purchase, by major life events, January 2004 – September 2004
- Reasons for purchase
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- Figure 41: Main reason for purchasing a new appliance, December 2004
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- Figure 42: Main reason for purchasing a new appliance, by demographic, December 2004
- Who is willing to upgrade from a working appliance and why?
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- Figure 43: Reasons to replace an appliance, by demographics, December 2004
- Factors in product selection
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- Figure 44: Primary factors in selecting purchase, December 2004
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- Figure 45: Primary factors in selecting purchase, by demographic, December 2004
- Findings for select demographics
- Conclusions
Future and Forecast
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- Future trends
- Possible market developments
- Continued increases in the number of households and home ownership
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- Figure 46: New housing starts (single-unit, privately owned homes) and number of U.S. households, 2000-2004
- Centralization of air treatment
- Safety regulations to raise air conditioner prices
- Demographic changes and the industry
- Portable products may prove popular for smaller households
- Increased energy-efficiency to raise price points, increases sales
- Improved filters to sell more high-end product
- Penetration growth for portable heaters
- MARKET FORECAST
- Air treatment appliances
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- Figure 47: Forecast of total U.S. sales of air treatment appliances, at current and constant prices, 2004-2009
- Figure 48: Graph: Forecast of total U.S. sales of air treatment appliances, at current and constant prices, 2004-2009
- Room air conditioners
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- Figure 49: Forecast of U.S. sales of room air conditioners, at current and constant prices, 2004-2009
- Dehumidifiers
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- Figure 50: Forecast of U.S. sales of dehumidifiers, at current and constant prices, 2004-2009
- Air cleaners
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- Figure 51: Forecast of U.S. sales of air cleaners, at current and constant prices, 2004-2009
- Humidifiers
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- Figure 52: Forecast of U.S. sales of humidifiers, at current and constant prices, 2004-2009
- Portable room heaters
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- Figure 53: Forecast of U.S. sales of portable room heaters, at current and constant prices, 2004-2009
- Forecast Factors
Appendix: Trade Associations
Appendix: Simmons Cohort Definitions
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