Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Short-term ups and downs, but long-term growth may be harder to achieve
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- Figure 1: Total U.S. sales and fan chart forecast of air treatment appliances, at current prices, 2007-17
- Room air conditioners dominate category
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- Figure 2: Total U.S. share of air treatment appliances, by segment, 2010 and 2012
- Market factors
- Number of households with kids declines
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- Figure 3: Households, by presence of children, 2001-11
- Consumer confidence strengthens
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- Figure 4: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
- Central HVAC systems define competitive landscape
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- Figure 5: Percentage of housing units with central air conditioning and room air conditioners, 2000, 2005, 2011
- The consumer
- Air conditioners, heaters most commonly owned air treatment appliances
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- Figure 6: Air treatment appliance ownership and interest, July 2012
- Big box stores dominate sales
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- Figure 7: Where air treatment appliances purchased, July 2012
- Apart from a few common gripes, owners generally satisfied
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- Figure 8: Satisfaction with air treatment appliances, very or somewhat satisfied, July 2012
- Beyond perceived lack of need, a variety of reasons for not using
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- Figure 9: Reasons for not owning or no longer using air treatment appliances, July 2012
- Air quality issues point to opportunities for air treatment marketers
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- Figure 10: Air quality issues, major or moderate problem, July 2012
- Air treatment attitudes suggest a variety of opportunities for marketers
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- Figure 11: Air treatment attitudes, any agree, July 2012
- What we think
Issues in the Market
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- Is there an opportunity to boost ownership of air treatment appliances?
- How satisfied are current owners?
- What’s holding back higher ownership and usage?
Insights and Opportunities
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- Air treatment for a good night’s sleep
- Energy savings through supplementation
- Differentiating with style
Trend Applications
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- Trend: A Simple Balance for Health
- Trend: Make it Mine
- 2015 Trend: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Short-term ups and downs, but long-term growth harder to achieve
- Sales and forecast of air treatment appliances
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- Figure 12: Total U.S. sales and forecast of air treatment appliances, at current prices, 2007-17
- Figure 13: Total U.S. sales and forecast of air treatment appliances, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Total U.S. sales and fan chart forecast of air treatment appliances, at current prices, 2007-17
Market Drivers
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- Overall household growth slows; households with kids decline
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- Figure 15: Households, by presence of children, 2001-11
- Consumer confidence shows signs of strengthening
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- Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
- Weather fluctuations impact sales
- Central HVAC systems define competitive landscape
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- Figure 17: Housing units with central air conditioning and room air conditioners, 2000, 2005, 2011
- Increasingly sophisticated central HVAC intensifies competition for appliances
- Electric fireplaces cut into space heater sales
Segment Overview
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- Key points
- Room air conditioners drive category sales trends
- Air purifiers benefit from improved economy
- Heaters and humidifiers
- Dehumidifiers
- Sales of air treatment appliances, by segment
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- Figure 18: Total U.S. sales of air treatment appliances, by segment, 2010 and 2012
- Figure 19: Total U.S. sales of air treatment appliances, by segment, 2007-12
Leading Companies and Products
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- Kaz
- Jarden
- GE Appliances
Innovations and Innovators
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- Wi-Fi air conditioner control
- Smart air purification
- Honeywell targets pet owners
- Venta humidifier and purifier
- Dyson Hot + Cool
- Personal heat
- Ambia two-zone personal heaters
Marketing Strategies
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- Honeywell brand ties in to air quality awareness, energy efficiency
- Oreck highlights unseen particles
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- Figure 20: Oreck Air Instinct “Unseen Particles” TV ad, 2012
- De’Longhi donates dehumidifiers to flood victims
Air Treatment Appliance Ownership and Interest
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- Key points
- Air conditioners most commonly owned air treatment appliances
- Space heaters widely owned but often sit idle
- Ownership rates lower for other air treatment appliances
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- Figure 21: Air treatment appliance ownership and interest, July 2012
- Ownership of air conditioners highest among young adults
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- Figure 22: Air treatment appliance ownership and interest, by age, July 2012
- Room air conditioners less appealing to higher-income households
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- Figure 23: Air treatment appliance ownership, by household income, July 2012
- Families with kids more likely to own most air treatment appliances
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- Figure 24: Air treatment appliance ownership and interest, by presence of children in household, July 2012
- Ownership and use of air treatment appliances varies by region
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- Figure 25: Air treatment appliance ownership and interest, by region, July 2012
Purchase Locations
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- Key points
- Big box stores dominate sales
- Online retailers not a major factor, except for air purifiers
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- Figure 26: Where air treatment appliances purchased, July 2012
Satisfaction with Air Treatment Appliances
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- Key points
- Apart from a few common gripes, owners generally satisfied
- Room air conditioners
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- Figure 27: Satisfaction with room air conditioners, July 2012
- Space heaters
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- Figure 28: Satisfaction with space heaters, July 2012
- Dehumidifiers
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- Figure 29: Satisfaction with dehumidifiers, July 2012
- Humidifier
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- Figure 30: Satisfaction with humidifiers, July 2012
- Air Purifier
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- Figure 31: Satisfaction with air purifiers, July 2012
Reasons for Not Owning or No Longer Using Air Treatment Appliances
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- Key points
- Beyond perceived lack of need, a variety of reasons for not using
- Usefulness limited to a brief time
- Opportunities for more consumer education at retail
- Safety concerns about heaters
- Central air conditioning cuts into room air conditioner sales
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- Figure 32: Reasons for not owning or no longer using air treatment appliances, July 2012
Air Quality Issues
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- Key points
- Air quality issues point to opportunities for air treatment marketers
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- Figure 33: Air quality issues, July 2012
- Younger adults especially attuned to air quality issues
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- Figure 34: Air quality issues, by age, July 2012
- Presence of children in the household focuses concern on air quality
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- Figure 35: Air quality issues, by presence of children in household, July 2012
- Different regions experience different air quality issues
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- Figure 36: Air quality issues, by region, July 2012
- Air purifier users have a wide variety of air quality concerns
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- Figure 37: Air quality issues, by air treatment appliance ownership and interest, July 2012
Attitudes Concerning Air Treatment
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- Key points
- Sleep
- Health
- Air quality
- Energy efficiency
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- Figure 38: Air treatment attitudes, July 2012
- Young adults more attuned to health, air quality, and energy efficiency
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- Figure 39: Air treatment attitudes, by gender and age, July 2012
- Appeal of energy efficiency strong across all income groups
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- Figure 40: Air treatment attitudes, by household income, July 2012
- Presence of children results in focus on air treatment issues
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- Figure 41: Air treatment attitudes, by presence of children in household, July 2012
Impact of Race/Hispanic Origin
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- Ownership rates
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- Figure 42: Air treatment appliance ownership and interest, by race/Hispanic origin, July 2012
- Hispanics more likely to view a variety of air issues as problems
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- Figure 43: Air quality issues, by race/Hispanic origin, July 2012
- Blacks, Hispanics more likely to see health benefits of air purification
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- Figure 44: Air treatment attitudes, by race/Hispanic origin, July 2012
Home Care Segmentation
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- Figure 45: Home care segments, July 2012
- Disengageds
- Demographics
- Approach to home care
- Attitudes and behaviors concerning air treatment
- Opportunity
- Caring cleaners
- Demographics
- Approach to home care
- Attitudes and behaviors concerning air treatment
- Opportunity
- Home engineers
- Demographics
- Approach to home care
- Attitudes and behaviors concerning air treatment
- Opportunity
- Cluster characteristic tables
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- Figure 46: General household care attitudes, by home care segments, July 2012
- Figure 47: Air treatment appliance ownership and interest, by home care segments, July 2012
- Figure 48: Air quality issues, by home care segments, July 2012
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- Figure 49: Air treatment attitudes, by home care segments, July 2012
- Cluster demographic tables
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- Figure 50: Target clusters, by demographic, July 2012
- Cluster methodology
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Custom Consumer Groups
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- Key points
- House dwellers more likely to own heaters, dehumidifiers, humidifiers
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- Figure 51: Air treatment appliance ownership, by primary residence, July 2012
- Air quality more likely to be an issue for condominium/apartment dwellers
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- Figure 52: Air quality issues, by primary residence, July 2012
- Air treatment attitudes consistent across residence type
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- Figure 53: Air treatment attitudes, by primary residence, July 2012
Appendix: Other Useful Consumer Tables
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- Figure 54: Where air treatment appliances purchased, by gender and age, July 2012
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- Figure 55: Where air treatment appliances purchased, by household income, July 2012
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- Figure 56: Where air treatment appliances purchased, by presence of children in household, July 2012
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- Figure 57: Where air treatment appliances purchased, by gender and age, July 2012
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- Figure 58: Where air treatment appliances purchased, by household income, July 2012
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- Figure 59: Where air treatment appliances purchased, by presence of children in household, July 2012
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- Figure 60: Where air treatment appliances purchased, by gender and age, July 2012
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- Figure 61: Where air treatment appliances purchased, by household income, July 2012
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- Figure 62: Where air treatment appliances purchased, by gender and age, July 2012
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- Figure 63: Where air treatment appliances purchased, by household income, July 2012
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- Figure 64: Where air treatment appliances purchased, by gender and age, July 2012
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- Figure 65: Where air treatment appliances purchased, by household income, July 2012
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- Figure 66: Where air treatment appliances purchased, by presence of children in household, July 2012
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- Figure 67: Air treatment attitudes, by gender and age, July 2012
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Appendix: Trade Associations
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