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US Air Treatment Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Air Treatment market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report focuses on air treatment devices, which are made up of the following segments:

  • Room air conditioners
  • Space heaters
  • Room humidifiers
  • IR cleaners/air purifiers
  • Dehumidifiers

Household central air and heating products are not included. Air freshening products, such as plug-ins, scented oil warmers, and aerosol air fresheners, are also not included (see Mintel’s Air Care – US, March 2017).

Expert analysis from a specialist in the field

Written by Jana Vyleta, a leading analyst in the Health & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Household penetration of air treatment devices has experienced minimal fluctuation over recent years, showing signs of a stable market. There are some non-owners of these products who report interest in owning, however a larger percentage of non-owners are not interested, primarily due to lack of need. Positioning these products as wellness solutions could reach more consumers, as one in four are looking for ways to improve air quality in their home. Jana Vyleta
Health & Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Household penetration remains steady, signalling market stability
            • 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
              • Figure 2: Select barriers to purchase, by product, November 2017
            • Some not interested in category despite usage drivers
              • Figure 3: Select attitudes towards air treatment devices, select usage drivers, November 2017
            • The opportunities
              • Leverage reasons for needing these products among non-owners
                • 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
                • Figure 5: Select attitudes towards air treatment devices, select attitudes towards air quality, November 2017
              • Parents represent prime audience for air treatment devices
                • Figure 6: Concern about health implications of air quality, November 2017
              • What it means
              • The Market – What You Need to Know

                • 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

                        • Industry remains stable
                          • Figure 7: Total ownership of any air treatment devices (net) among US households, 2007-17
                          • Figure 8: Percentage of US households purchasing any air treatment devices (net) over the last 12 months, 2012-17
                      • Market Breakdown

                        • 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
                                  • Figure 9: Percentage of US households who own air treatment devices, by segment, 2007-17
                                  • Figure 10: Percentage of US households who purchased air treatment devices within the last 12 months, by segment, 2012-17
                              • Market Perspective

                                • 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

                                      • Consumer confidence fosters growth potential
                                        • Figure 11: Consumer Sentiment Index, January 2007-October 2017
                                      • Hispanic population growth is favorable for air conditioner sales
                                        • Figure 12: Population by race and Hispanic origin, 2017-22
                                      • Declining birth rates challenge category growth
                                        • Figure 13: Annual births and fertility rate, 2006-16
                                      • Declining homeownership, increasing rentals influence market
                                        • Figure 14: Homeownership rate, 2006-16
                                    • Key Initiatives – What You Need to Know

                                      • 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?

                                            • Email marketing tactics aim to educate, drive awareness
                                              • Figure 15: Amazon email, June 20, 2017
                                              • Figure 16: LivingSocial email, June 4, 2017
                                              • Figure 17: Brookstone email, August 2, 2017
                                              • Figure 18: Best Buy email, May 30, 2017
                                            • Air treatment products become visually appealing
                                            • What’s Struggling?

                                              • 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?

                                                    • 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

                                                            • 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

                                                                        • Ownership, use of air treatment devices is widespread
                                                                          • Opportunity to capture interested non-owners…
                                                                            • …however, some non-owners remain uninterested
                                                                              • Figure 19: Product usage and ownership, November 2017
                                                                            • Region influences product usage
                                                                              • Figure 20: Select product ownership – Any current ownership (net), by census region, November 2017
                                                                            • Opportunity to expand air purifier ownership in urban locations
                                                                              • Figure 21: Select product ownership – any current ownership (net), by living location, November 2017
                                                                            • Permanence, willingness to invest prompts home owners
                                                                              • Figure 22: Select product ownership – Any current ownership (net), by residence type, November 2017
                                                                            • Concerns about development, illness drives usage among parents
                                                                              • Figure 23: Select product ownership – Any current ownership (net), by parental status, November 2017
                                                                            • Hispanic origin reveals higher ownership of room air conditioners
                                                                              • Figure 24: Select product ownership – Any current ownership (net), by Hispanic origin, November 2017
                                                                          • Barriers to Purchase

                                                                            • Lack of need is the primary barrier to ownership, usage
                                                                              • Product safety, cleanliness, functionality are minimal barriers
                                                                                • Figure 25: Barriers to purchase, November 2017
                                                                              • Home ownership, location influence barriers
                                                                                • Figure 26: Select barriers to purchase, by residence type and living location, November 2017
                                                                              • Parents, Hispanics less likely to report barriers to usage
                                                                                • Figure 27: Select barriers to purchase, by parental status of children under age 18 and Hispanic origin, November 2017
                                                                            • Usage Drivers

                                                                              • Tap into allergy and pet dander sufferers to widen user base
                                                                                • Dry skin angle could be exploited for humidifiers
                                                                                  • Figure 28: Usage drivers, select attitudes towards air treatment devices, November 2017
                                                                                • Certain climates make select devices more relevant
                                                                                  • Figure 29: Select usage drivers, by census region, November 2017
                                                                                • Parents report above-average presence of many usage drivers
                                                                                  • Figure 30: Select usage drivers, by parental status of children under age 18, November 2017
                                                                                • Race impacts select usage drivers, tied to pet ownership
                                                                                  • Figure 31: Select usage drivers, by race and Hispanic origin, November 2017
                                                                              • Purchase Influencers

                                                                                • Price dominates purchase decisions for air treatment products
                                                                                  • Functional components more important than aesthetics
                                                                                    • Figure 32: Purchase influencers, November 2017
                                                                                  • 18-34s care more about design, reviews; 55+s prioritize function
                                                                                    • Figure 33: Select purchase influencers, by age, November 2017
                                                                                  • Brand matters more to Hispanics as it communicates quality
                                                                                    • Figure 34: Select purchase influencers, by Hispanic origin, November 2017
                                                                                • Attitudes towards Air Treatment Devices

                                                                                  • Opportunity to leverage select products as sleep solutions
                                                                                    • Minimal engagement with factors related to cost and air quality
                                                                                      • Figure 35: Attitudes towards air treatment devices, November 2017
                                                                                    • Target 18-34s with cost incentives, safety education
                                                                                      • Figure 36: Select attitudes towards air treatment devices, by age, November 2017
                                                                                    • Race, Hispanic origin influence select attitudes
                                                                                      • Figure 37: Select attitudes towards air treatment devices, by race and Hispanic origin, November 2017
                                                                                  • Attitudes towards Air Quality

                                                                                    • Modest concern about air quality could be limiting usage
                                                                                      • Some parents concerned about poor air quality for their kids
                                                                                        • Figure 38: Attitudes towards air quality, November 2017
                                                                                      • Few differences seen among home owners, renters
                                                                                        • Figure 39: Select attitudes towards air quality, by residence type, November 2017
                                                                                      • Minimal differences among race, Hispanic origin status
                                                                                        • Figure 40: Select attitudes towards air quality, by Hispanic origin, November 2017
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Consumer survey data
                                                                                          • Direct marketing creative
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                                • Terms
                                                                                                • Appendix – Key Players

                                                                                                    • Figure 41: QVC Email, October 15, 2017
                                                                                                • Appendix – The Consumer

                                                                                                  • TURF methodology
                                                                                                      • Figure 42: TURF analysis – Purchase influencers, November 2017
                                                                                                      • Figure 43: Table – TURF analysis – Purchase influencers, November 2017