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Air Treatment - US - November 2012

“The size of the air treatment appliance market can fluctuate from year to year based on the weather, the economy, or other external factors. In spite of post-recession gains, however, overall category sales have yet to reach their 2007 level. In order to sustain faster growth, marketers will need to explore new ways to make air treatment appliances more compelling and relevant to consumers’ lives.”

– John Owen, Senior Analyst, Household

Some questions answered in this report include:

  • Is there an opportunity to boost ownership of air treatment appliances?
  • How satisfied are current owners?
  • What’s holding back higher ownership and usage?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Short-term ups and downs, but long-term growth may be harder to achieve
                            • Figure 1: Total U.S. sales and fan chart forecast of air treatment appliances, at current prices, 2007-17
                          • Room air conditioners dominate category
                            • Figure 2: Total U.S. share of air treatment appliances, by segment, 2010 and 2012
                          • Market factors
                            • Number of households with kids declines
                              • Figure 3: Households, by presence of children, 2001-11
                            • Consumer confidence strengthens
                              • Figure 4: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
                            • Central HVAC systems define competitive landscape
                              • 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
                                • Figure 6: Air treatment appliance ownership and interest, July 2012
                              • Big box stores dominate sales
                                • Figure 7: Where air treatment appliances purchased, July 2012
                              • Apart from a few common gripes, owners generally satisfied
                                • 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
                                • 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
                                • Figure 10: Air quality issues, major or moderate problem, July 2012
                              • Air treatment attitudes suggest a variety of opportunities for marketers
                                  • Figure 11: Air treatment attitudes, any agree, July 2012
                                • What we think
                                • Issues in the Market

                                    • 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

                                          • Air treatment for a good night’s sleep
                                            • Energy savings through supplementation
                                              • Differentiating with style
                                              • Trend Applications

                                                  • Trend: A Simple Balance for Health
                                                    • Trend: Make it Mine
                                                      • 2015 Trend: Access Anything, Anywhere
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Short-term ups and downs, but long-term growth harder to achieve
                                                            • Sales and forecast of air treatment appliances
                                                              • 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
                                                                • Figure 14: Total U.S. sales and fan chart forecast of air treatment appliances, at current prices, 2007-17
                                                            • Market Drivers

                                                              • Overall household growth slows; households with kids decline
                                                                • Figure 15: Households, by presence of children, 2001-11
                                                              • Consumer confidence shows signs of strengthening
                                                                • Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
                                                              • Weather fluctuations impact sales
                                                                • Central HVAC systems define competitive landscape
                                                                  • 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

                                                                    • 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
                                                                                • 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

                                                                              • Kaz
                                                                                • Jarden
                                                                                  • GE Appliances
                                                                                  • Innovations and Innovators

                                                                                    • 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

                                                                                                  • Honeywell brand ties in to air quality awareness, energy efficiency
                                                                                                    • Oreck highlights unseen particles
                                                                                                      • Figure 20: Oreck Air Instinct “Unseen Particles” TV ad, 2012
                                                                                                    • De’Longhi donates dehumidifiers to flood victims
                                                                                                    • Air Treatment Appliance Ownership and Interest

                                                                                                      • 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
                                                                                                              • Figure 21: Air treatment appliance ownership and interest, July 2012
                                                                                                            • Ownership of air conditioners highest among young adults
                                                                                                              • Figure 22: Air treatment appliance ownership and interest, by age, July 2012
                                                                                                            • Room air conditioners less appealing to higher-income households
                                                                                                              • Figure 23: Air treatment appliance ownership, by household income, July 2012
                                                                                                            • Families with kids more likely to own most air treatment appliances
                                                                                                              • 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
                                                                                                              • Figure 25: Air treatment appliance ownership and interest, by region, July 2012
                                                                                                          • Purchase Locations

                                                                                                            • Key points
                                                                                                              • Big box stores dominate sales
                                                                                                                • Online retailers not a major factor, except for air purifiers
                                                                                                                  • Figure 26: Where air treatment appliances purchased, July 2012
                                                                                                              • Satisfaction with Air Treatment Appliances

                                                                                                                • Key points
                                                                                                                  • Apart from a few common gripes, owners generally satisfied
                                                                                                                    • Room air conditioners
                                                                                                                        • Figure 27: Satisfaction with room air conditioners, July 2012
                                                                                                                      • Space heaters
                                                                                                                          • Figure 28: Satisfaction with space heaters, July 2012
                                                                                                                        • Dehumidifiers
                                                                                                                            • Figure 29: Satisfaction with dehumidifiers, July 2012
                                                                                                                          • Humidifier
                                                                                                                              • Figure 30: Satisfaction with humidifiers, July 2012
                                                                                                                            • Air Purifier
                                                                                                                                • Figure 31: Satisfaction with air purifiers, July 2012
                                                                                                                            • Reasons for Not Owning or No Longer Using Air Treatment Appliances

                                                                                                                              • 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
                                                                                                                                          • Figure 32: Reasons for not owning or no longer using air treatment appliances, July 2012
                                                                                                                                      • Air Quality Issues

                                                                                                                                        • Key points
                                                                                                                                          • Air quality issues point to opportunities for air treatment marketers
                                                                                                                                            • Figure 33: Air quality issues, July 2012
                                                                                                                                          • Younger adults especially attuned to air quality issues
                                                                                                                                            • Figure 34: Air quality issues, by age, July 2012
                                                                                                                                          • Presence of children in the household focuses concern on air quality
                                                                                                                                            • Figure 35: Air quality issues, by presence of children in household, July 2012
                                                                                                                                          • Different regions experience different air quality issues
                                                                                                                                            • Figure 36: Air quality issues, by region, July 2012
                                                                                                                                          • Air purifier users have a wide variety of air quality concerns
                                                                                                                                            • Figure 37: Air quality issues, by air treatment appliance ownership and interest, July 2012
                                                                                                                                        • Attitudes Concerning Air Treatment

                                                                                                                                          • Key points
                                                                                                                                            • Sleep
                                                                                                                                              • Health
                                                                                                                                                • Air quality
                                                                                                                                                  • Energy efficiency
                                                                                                                                                    • Figure 38: Air treatment attitudes, July 2012
                                                                                                                                                  • Young adults more attuned to health, air quality, and energy efficiency
                                                                                                                                                    • Figure 39: Air treatment attitudes, by gender and age, July 2012
                                                                                                                                                  • Appeal of energy efficiency strong across all income groups
                                                                                                                                                    • Figure 40: Air treatment attitudes, by household income, July 2012
                                                                                                                                                  • Presence of children results in focus on air treatment issues
                                                                                                                                                    • Figure 41: Air treatment attitudes, by presence of children in household, July 2012
                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                    • Ownership rates
                                                                                                                                                      • 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
                                                                                                                                                      • Figure 43: Air quality issues, by race/Hispanic origin, July 2012
                                                                                                                                                    • Blacks, Hispanics more likely to see health benefits of air purification
                                                                                                                                                      • Figure 44: Air treatment attitudes, by race/Hispanic origin, July 2012
                                                                                                                                                  • Home Care Segmentation

                                                                                                                                                      • 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
                                                                                                                                                                                    • 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
                                                                                                                                                                                    • Figure 49: Air treatment attitudes, by home care segments, July 2012
                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                    • Figure 50: Target clusters, by demographic, July 2012
                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • House dwellers more likely to own heaters, dehumidifiers, humidifiers
                                                                                                                                                                                        • Figure 51: Air treatment appliance ownership, by primary residence, July 2012
                                                                                                                                                                                      • Air quality more likely to be an issue for condominium/apartment dwellers
                                                                                                                                                                                        • Figure 52: Air quality issues, by primary residence, July 2012
                                                                                                                                                                                      • Air treatment attitudes consistent across residence type
                                                                                                                                                                                        • Figure 53: Air treatment attitudes, by primary residence, July 2012
                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                        • Figure 54: Where air treatment appliances purchased, by gender and age, July 2012
                                                                                                                                                                                        • Figure 55: Where air treatment appliances purchased, by household income, July 2012
                                                                                                                                                                                        • Figure 56: Where air treatment appliances purchased, by presence of children in household, July 2012
                                                                                                                                                                                        • Figure 57: Where air treatment appliances purchased, by gender and age, July 2012
                                                                                                                                                                                        • Figure 58: Where air treatment appliances purchased, by household income, July 2012
                                                                                                                                                                                        • Figure 59: Where air treatment appliances purchased, by presence of children in household, July 2012
                                                                                                                                                                                        • Figure 60: Where air treatment appliances purchased, by gender and age, July 2012
                                                                                                                                                                                        • Figure 61: Where air treatment appliances purchased, by household income, July 2012
                                                                                                                                                                                        • Figure 62: Where air treatment appliances purchased, by gender and age, July 2012
                                                                                                                                                                                        • Figure 63: Where air treatment appliances purchased, by household income, July 2012
                                                                                                                                                                                        • Figure 64: Where air treatment appliances purchased, by gender and age, July 2012
                                                                                                                                                                                        • Figure 65: Where air treatment appliances purchased, by household income, July 2012
                                                                                                                                                                                        • Figure 66: Where air treatment appliances purchased, by presence of children in household, July 2012
                                                                                                                                                                                        • Figure 67: Air treatment attitudes, by gender and age, July 2012
                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Association of Home Appliance Manufacturers
                                                                                                                                                                                      • General Electric Company
                                                                                                                                                                                      • Honeywell International Inc.
                                                                                                                                                                                      • Jarden Corporation
                                                                                                                                                                                      • Kaz, Inc.
                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                      • Sunbeam Products, Inc.
                                                                                                                                                                                      • The Holmes Group, Inc.

                                                                                                                                                                                      Air Treatment - US - November 2012

                                                                                                                                                                                      £3,199.84 (Excl.Tax)