Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
- Household penetration remains steady, signalling market stability
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- Figure 1: Total ownership of any air treatment devices (net) among US households, 2007-17
- The issues
- Lack of need is biggest barrier for non-owners and non-users
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- Figure 2: Select barriers to purchase, by product, November 2017
- Some not interested in category despite usage drivers
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- Figure 3: Select attitudes towards air treatment devices, select usage drivers, November 2017
- The opportunities
- Leverage reasons for needing these products among non-owners
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- Figure 4: Select attitudes towards air quality, select product usage and ownership- do not own but interested in owning, November 2017
- Position products as wellness solutions, such as sleep or dry skin aids
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- Figure 5: Select attitudes towards air treatment devices, select attitudes towards air quality, November 2017
- Parents represent prime audience for air treatment devices
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- Figure 6: Concern about health implications of air quality, November 2017
- What it means
The Market – What You Need to Know
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- Air treatment industry shows signs of stability
- Minimal fluctuations in household penetration for all segments
- Hurricanes, rising temperatures, urbanization impact market
- Consumer confidence will foster category growth potential
Market Snapshot
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- Industry remains stable
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- Figure 7: Total ownership of any air treatment devices (net) among US households, 2007-17
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- Figure 8: Percentage of US households purchasing any air treatment devices (net) over the last 12 months, 2012-17
Market Breakdown
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- Space heater purchases decline slightly when temps rise
- Air conditioner purchases rise following record high temps
- Humidifier purchases remain steady
- Slowing home ownership, urbanization hinders dehumidifier demand
- Air purifiers have greatest opportunity for growth
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- Figure 9: Percentage of US households who own air treatment devices, by segment, 2007-17
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- Figure 10: Percentage of US households who purchased air treatment devices within the last 12 months, by segment, 2012-17
Market Perspective
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- Recent hurricanes, fires could prompt demand for air treatment
- Rising temperatures evident in air conditioner purchase trends
- Urbanization bodes well for some air treatment sellers
Market Factors
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- Consumer confidence fosters growth potential
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- Figure 11: Consumer Sentiment Index, January 2007-October 2017
- Hispanic population growth is favorable for air conditioner sales
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- Figure 12: Population by race and Hispanic origin, 2017-22
- Declining birth rates challenge category growth
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- Figure 13: Annual births and fertility rate, 2006-16
- Declining homeownership, increasing rentals influence market
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- Figure 14: Homeownership rate, 2006-16
Key Initiatives – What You Need to Know
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- Email marketing tactics, product design appeals to consumers
- Lack of wellness positioning hinders product perceptions
- Increased portability, functional uses could grow category
What’s In?
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- Email marketing tactics aim to educate, drive awareness
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- Figure 15: Amazon email, June 20, 2017
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- Figure 16: LivingSocial email, June 4, 2017
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- Figure 17: Brookstone email, August 2, 2017
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- Figure 18: Best Buy email, May 30, 2017
- Air treatment products become visually appealing
What’s Struggling?
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- Some consumers fail to link air treatment devices with wellness
- Minimal adoption of air purifiers despite benefits
- Safety issues, energy inefficiencies with space heaters
What’s Next?
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- Smart features that save energy could be poised for success
- Wider penetration possible for air treatment devices
- Greater portability could promote new uses, limit effects of street pollution
- Multi-purpose functionality could make air treatment devices more appealing, useful
The Consumer – What You Need to Know
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- More than half of adults own an air treatment device
- Lack of need is biggest barrier to ownership, usage
- Allergies, dry air present a need for air treatment products
- Price, functionality factors influence purchase decisions
- Positioning products as wellness tools could be worthwhile
- One in four adults are looking for ways to improve air quality
Product Usage and Ownership
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- Ownership, use of air treatment devices is widespread
- Opportunity to capture interested non-owners…
- …however, some non-owners remain uninterested
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- Figure 19: Product usage and ownership, November 2017
- Region influences product usage
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- Figure 20: Select product ownership – Any current ownership (net), by census region, November 2017
- Opportunity to expand air purifier ownership in urban locations
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- Figure 21: Select product ownership – any current ownership (net), by living location, November 2017
- Permanence, willingness to invest prompts home owners
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- Figure 22: Select product ownership – Any current ownership (net), by residence type, November 2017
- Concerns about development, illness drives usage among parents
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- Figure 23: Select product ownership – Any current ownership (net), by parental status, November 2017
- Hispanic origin reveals higher ownership of room air conditioners
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- Figure 24: Select product ownership – Any current ownership (net), by Hispanic origin, November 2017
Barriers to Purchase
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- Lack of need is the primary barrier to ownership, usage
- Product safety, cleanliness, functionality are minimal barriers
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- Figure 25: Barriers to purchase, November 2017
- Home ownership, location influence barriers
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- Figure 26: Select barriers to purchase, by residence type and living location, November 2017
- Parents, Hispanics less likely to report barriers to usage
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- Figure 27: Select barriers to purchase, by parental status of children under age 18 and Hispanic origin, November 2017
Usage Drivers
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- Tap into allergy and pet dander sufferers to widen user base
- Dry skin angle could be exploited for humidifiers
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- Figure 28: Usage drivers, select attitudes towards air treatment devices, November 2017
- Certain climates make select devices more relevant
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- Figure 29: Select usage drivers, by census region, November 2017
- Parents report above-average presence of many usage drivers
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- Figure 30: Select usage drivers, by parental status of children under age 18, November 2017
- Race impacts select usage drivers, tied to pet ownership
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- Figure 31: Select usage drivers, by race and Hispanic origin, November 2017
Purchase Influencers
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- Price dominates purchase decisions for air treatment products
- Functional components more important than aesthetics
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- Figure 32: Purchase influencers, November 2017
- 18-34s care more about design, reviews; 55+s prioritize function
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- Figure 33: Select purchase influencers, by age, November 2017
- Brand matters more to Hispanics as it communicates quality
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- Figure 34: Select purchase influencers, by Hispanic origin, November 2017
Attitudes towards Air Treatment Devices
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- Opportunity to leverage select products as sleep solutions
- Minimal engagement with factors related to cost and air quality
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- Figure 35: Attitudes towards air treatment devices, November 2017
- Target 18-34s with cost incentives, safety education
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- Figure 36: Select attitudes towards air treatment devices, by age, November 2017
- Race, Hispanic origin influence select attitudes
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- Figure 37: Select attitudes towards air treatment devices, by race and Hispanic origin, November 2017
Attitudes towards Air Quality
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- Modest concern about air quality could be limiting usage
- Some parents concerned about poor air quality for their kids
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- Figure 38: Attitudes towards air quality, November 2017
- Few differences seen among home owners, renters
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- Figure 39: Select attitudes towards air quality, by residence type, November 2017
- Minimal differences among race, Hispanic origin status
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- Figure 40: Select attitudes towards air quality, by Hispanic origin, November 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Players
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- Figure 41: QVC Email, October 15, 2017
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Appendix – The Consumer
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- TURF methodology
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- Figure 42: TURF analysis – Purchase influencers, November 2017
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- Figure 43: Table – TURF analysis – Purchase influencers, November 2017
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