Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Research methodology
- Forecast methodology
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Outdoor pollution
- Indoor pollution
- Awareness of health risks exceeds ownership
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- Figure 1: Knowledge about air pollution, August 2007
- Allergies
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- Figure 2: Attitudes toward air purifiers, August 2007
Home Ownership and Central Air Treatment
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- Home ownership
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- Figure 3: Air treatment appliance ownership, by owners vs. renters, January-October 2006
- Home ownership expansion and decline
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- Figure 4: Percentage of U.S. households owning homes, 2003-07
- Central air more common in homes
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- Figure 5: Central air conditioning households, 2000 and 2005
Attitudes toward Air Treatment Appliances
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- Confusion over the effectiveness of air cleaners
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- Figure 6: Attitudes toward air purifiers, August 2007
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- Figure 7: Attitudes toward air purifiers, by age, August 2007
- Attitudes toward room air conditioners
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- Figure 8: Attitudes toward air conditioning units, August 2007
- Space heaters as fire hazards
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- Figure 9: Space heater safety, August 2007
- The humidifier as part of children’s health
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- Figure 10: Humidifiers and pediatric health, August 2007
Market Size and Segmentation
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- Market size
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- Figure 11: Total U.S. sales of air treatment appliances, at current and constant prices, 2002-07
- Market segmentation
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- Figure 12: Sales of air treatment appliances, segmented by appliance type, 2005 and 2007
- Room air conditioners
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- Figure 13: Sales of room air conditioners, at current and constant prices, 2002-07
- Dehumidifiers
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- Figure 14: Sales of dehumidifiers, at current and constant prices, 2002-07
- Air cleaners
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- Figure 15: Sales of air cleaners, at current and constant prices, 2002-07
- Portable heaters
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- Figure 16: Sales of portable heaters, at current and constant prices, 2002-07
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- Figure 17: The Holmes WhisperQuiet
- Figure 18: The Honeywell SureSet
- Figure 19: The Honeywell Safety Sentinel Ceramic
- Humidifiers
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- Figure 20: Sales of humidifiers, at current and constant prices, 2002-07
Supply Structure
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- Figure 21: Appliance ownership, by brand, August 2007
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Advertising and Promotion
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- From televised pull marketing to online pull marketing
- Messaging topics by segment
- Air conditioning
- Space heaters
- Air purifiers
- Current advertising and promotions
- 3M Filtrete
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- Figure 22: 3M Filtrete
- American Standard air conditioning
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- Figure 23: American Standard A/C
- Carrier air conditioning
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- Figure 24: Carrier A/C
- Mitsubishi Electric Mr. Slim
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- Figure 25: Mitsubishi Mr. Slim
- Trane Clean Effects
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- Figure 26: Trane central multi-system
Retail Distribution
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- Major retailers
Appliance Ownership
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- Product penetration
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- Figure 27: Air treatment appliance ownership, 2002-06
- Figure 28: Air treatment appliance ownership, by household income, January-October 2006
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- 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
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- Figure 31: Air treatment appliance ownership, August 2007
- Central air systems vs. room unit systems
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- Figure 32: Central air system ownership, August 2007
- How central system ownership affects room unit ownership in Mintel’s online survey
Intent to Purchase
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- Figure 33: Purchase plans vs. current penetration vs. recent purchase, August 2007 and January-October 2006
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- Figure 34: Purchase plans, by age, August 2007
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Spend
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- Figure 35: Air treatment appliance spending, August 2007
- Spend by race/ethnicity
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- Figure 36: Portable air conditioner spending, by race/ethnicity, August 2007
- Spend by age
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- Figure 37: Portable air conditioner spending, by age, August 2007
- Spend by household income
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- Figure 38: Portable air conditioner spending, by household income, August 2007
- Differences in spend by other demographics
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Product Age
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- Figure 39: Appliance age, August 2007
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Product Satisfaction
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- Figure 40: Appliance satisfaction, August 2007
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Future and Forecast
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- Future trends
- Design focus to combat central systems
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- Figure 41: De’Longhi Pac t100P
- Figure 42: Honeywell HHT145 - HEPA Antibacterial UV Air Cleaner
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- 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
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- Figure 44: Forecast of total U.S. supplier sales of air treatment appliances, at current and constant prices, 2007-12
- Room air conditioners
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- Figure 45: Forecast of U.S. supplier sales of room air conditioners, at current and constant prices, 2007-12
- Dehumidifiers
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- Figure 46: Forecast of U.S. supplier sales of dehumidifiers, at current and constant prices, 2007-12
- Air cleaners
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- Figure 47: Forecast of U.S. supplier sales of air cleaners, at current and constant prices, 2007-12
- Portable heaters
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- Figure 48: Forecast of U.S. supplier sales of portable heaters, at current and constant prices, 2007-12
- Humidifiers
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- Figure 49: Forecast of U.S. supplier sales of humidifiers, at current and constant prices, 2007-12
- Forecast factors
Appendix: Product Offerings by Company
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- 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
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- Figure 50: Size of air pollution particulates
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Appendix: The Myth of Central Air Energy Efficiency
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- 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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