Description

“Following the onset of the pandemic, the air treatment market benefited from heightened consumer focus on health and safety and the invisible threats that may lurk in the air. While functionality still drives the category and thus is a cost of entry for category success, air treatment brands can extend value to consumers through secondary attributes such as advanced tech features, aesthetic designs and more compact portable offerings.”
– Ashley de Hechavarria, Health and Wellness Analyst

This Report looks at the following areas

  • The pandemic’s influence on airborne safety priorities
  • Innovation opportunities and competitive strategies
  • Americans’ current ownership and future interest in air treatment devices
  • Usage drivers and purchase influences
  • Barriers to purchase
  • General attitudes around air treatment devices and air quality

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Air quality management will be the new norm
                  • Providing proof will drive value
                    • Elevated and small-format designs accommodate to modern lifestyles
                      • Market overview
                        • Figure 1: Air treatment category outlook, 2022-27
                      • Opportunities and challenges
                        • Leverage smart tech to track what’s unseen
                          • Heavy usage indicates area of growth
                            • Figure 2: Current ownership and usage of air treatment devices, 2022
                          • Master performance, extend value with secondary attributes
                            • Figure 3: Air treatment purchase influences, 2022
                          • Key consumer insights
                          • Market Snapshot

                            • COVID-19 serves as catalyst for air treatment devices
                              • Figure 4: Americans’ fear of future COVID-19 variant/wave, 2022
                              • Figure 5: Blueair, 2022
                          • Market Factors

                            • Government initiatives focus on commercial building air quality
                              • Figure 6: Clean Air in Buildings Challenge Participant – Omniresource, 2022
                            • Climate change drives heightened need for air treatment products
                              • Figure 7: Blueair highlights eco-commitment, 2022
                            • Evaluate offerings across the “hourglass economy”
                              • Figure 8: Consumer Price Index change from previous period, 2007-2022
                          • Competitive Strategies and Market Opportunities

                            • Air treatment gets smart
                              • Figure 9: Midea Appliance manufacturer, 2022
                            • Air treatment becomes integrated with in-home aesthetics
                              • Figure 10: Rabbit Air A3 Ultra Quiet Air Purifier
                            • Compact options serve in-home and out-of-home needs
                              • Figure 11: Medify Air’s MA-10 portable air purifier, 2022
                            • Explore the circular economy model
                              • Figure 12: Kazoo rental and repair of household appliances, 2022
                            • Could the future see air sommeliers?
                              • Figure 13: Vice article on water sommeliers, 2022
                          • The Air Treatment Consumer – Fast Facts

                            • Millennials and Gen Z are most interested in future ownership
                              • Allergies are the top driver of usage
                                • Perceived lack of need deters ownership
                                  • Price, convenience and performance shape purchase decisions
                                    • Consumers associate air purifiers with positive impacts
                                      • City-dwellers are actively looking to improve their air
                                      • Product Ownership and Interest

                                        • Ownership is widespread, but interest leaves room for growth
                                          • Figure 14: Current ownership and interest in air treatment devices, 2022
                                        • High usage rates point to market potential
                                          • Figure 15: Current ownership and usage of air treatment devices, 2022
                                        • Millennials and Gen Z are most interested in air treatment products
                                          • Figure 16: Current ownership and Interest in air treatment product ownership, by generation, 2022
                                        • Parents demonstrate greater interest in future ownership
                                          • Figure 17: Interest in air treatment product ownership, by parental status, 2022
                                          • Figure 18: Crane Adorable Ultrasonic Cool Mist Humidifier
                                      • Usage Drivers

                                        • Allergies drive usage for almost half of Americans
                                          • Figure 19: Usage drivers, 2022
                                        • Most indoor air pollutants are invisible, requiring measurable proof
                                          • Figure 20: Usage drivers, by living area, 2022
                                      • Barriers to Purchase

                                        • Lack of need is the top reason for non-ownership
                                          • Figure 21: Barriers to purchase, 2022
                                        • Highlight value and key benefits for air purifiers
                                          • Health serves as driver and barrier for participation among parents
                                            • Figure 22: Barriers to purchase – Health concerns, 2022
                                        • Purchase Influences

                                          • The price has to be right for air treatment purchases
                                              • Figure 23: Air treatment purchase influences, 2022
                                            • Aesthetic design increases in importance among parents, middle-aged adults
                                              • Figure 24: Purchase influencers – Design, by age, parental status, 2022
                                            • Brand names matter more to 35-54 year olds, parents
                                              • Figure 25: Air treatment purchase influences – Brand name, by age and parental status, 2022
                                          • Attitudes around Air Treatment Devices

                                            • Americans recognize the positive impact of healthy air
                                              • Figure 26: Attitudes toward air treatment devices
                                            • Brand Spotlight: IKEA merges function with design
                                              • Figure 27: IKEA STARKVIND table with air purifier
                                            • Millennials pay the most attention to in-home air quality
                                              • Figure 28: Attitudes toward air treatment devices, by generation, 2022
                                          • Attitudes toward Air Quality

                                            • Air quality concerns facilitate category engagement
                                              • Figure 29: Attitudes around air quality, 2022
                                            • Urban Americans are ready for support managing their air
                                              • Figure 30: Attitudes around air quality, by living location, 2022
                                              • Figure 31: Molekule, 2021
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Consumer survey data
                                                • Abbreviations and terms
                                                  • Abbreviations

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