Abstract
Constantly subject to seasonality, the household air treatment market has grown in recent years. Manufacturers strive for consumers' attention with non-central, residential heating, air conditioning, humidification, dehumidification and air purification appliances. Price competition has driven the market, but so far, commoditization has been staved off as consumer' s are willing to pay a premium for energy-saving and health-related features
This report will help readers make strategic decisions in the ever-changing household air quality market. By targeting receptive demographics, tailoring new products to take advantage of the current "green" trend and tapping into consumer usage habits, manufacturers can best create and sell their air quality products. Topics explored include:
- How room units can compete with central systems
- "Greening" the image of air quality appliances
- The role of energy consciousness in product purchasing
- Attitudes towards air purification in regards to health
- Potential growth in sales by targeting 18-34s
- The impact of race/ethnicity on spending patterns
This report builds on the analysis presented in Mintel' s Air Treatment-US, June 2005. This report focuses on single room air conditioner units, non-central heaters, humidifiers and air cleaners/purifiers. 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. Sales figures and consumer usage/purchase plans for dehumidifiers are presented, but are not the primary focus of this report.
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