Air Treatment - US - December 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Research methodology
• Forecast methodology
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• More consumer education necessary
• Inertia and confusion
• Home ownership positive, central air negative
• Energy costs should propel air conditioning units, but design issues afflict product desire
• Slow growth led by air conditioning segment
• Only three of five segments expected to show growth
• Suppliers not leveraging weight across segments
• Online respondents show substantially higher penetration
• Potential growth for air purifiers and portable a/c
• Intent to purchase and spend
• Future trends
• Bullet point summary by segment
• Air conditioners
• Space heaters
• Air purifiers
• Air Pollution and Allergies
• Outdoor pollution
• Indoor pollution
• Awareness of health risks exceeds ownership
  • Figure 1: Knowledge about air pollution, August 2007
• Allergies
  • Figure 2: Attitudes toward air purifiers, August 2007
• Home Ownership and Central Air Treatment
• Home ownership
  • Figure 3: Air treatment appliance ownership, by owners vs. renters, January-October 2006
• Home ownership expansion and decline
  • Figure 4: Percentage of U.S. households owning homes, 2003-07
• Central air more common in homes
  • Figure 5: Central air conditioning households, 2000 and 2005
• Attitudes toward Air Treatment Appliances
• Confusion over the effectiveness of air cleaners
  • Figure 6: Attitudes toward air purifiers, August 2007
  • Figure 7: Attitudes toward air purifiers, by age, August 2007
• Attitudes toward room air conditioners
  • Figure 8: Attitudes toward air conditioning units, August 2007
• Space heaters as fire hazards
  • Figure 9: Space heater safety, August 2007
• The humidifier as part of children' s health
  • Figure 10: Humidifiers and pediatric health, August 2007
• Market Size and Segmentation
• Market size
  • Figure 11: Total U.S. sales of air treatment appliances, at current and constant prices, 2002-07
• Market segmentation
  • Figure 12: Sales of air treatment appliances, segmented by appliance type, 2005 and 2007
• Room air conditioners
  • Figure 13: Sales of room air conditioners, at current and constant prices, 2002-07
• Dehumidifiers
  • Figure 14: Sales of dehumidifiers, at current and constant prices, 2002-07
• Air cleaners
  • Figure 15: Sales of air cleaners, at current and constant prices, 2002-07
• Portable heaters
  • Figure 16: Sales of portable heaters, at current and constant prices, 2002-07
  • Figure 17: The Holmes WhisperQuiet
  • Figure 18: The Honeywell SureSet
  • Figure 19: The Honeywell Safety Sentinel Ceramic
• Humidifiers
  • Figure 20: Sales of humidifiers, at current and constant prices, 2002-07
• Supply Structure
  • Figure 21: Appliance ownership, by brand, August 2007
• Advertising and Promotion
• From televised pull marketing to online pull marketing
• Messaging topics by segment
• Air conditioning
• Space heaters
• Air purifiers
• Current advertising and promotions
• 3M Filtrete
  • Figure 22: 3M Filtrete
• American Standard air conditioning
  • Figure 23: American Standard A/C
• Carrier air conditioning
  • Figure 24: Carrier A/C
• Mitsubishi Electric Mr. Slim
  • Figure 25: Mitsubishi Mr. Slim
• Trane Clean Effects
  • Figure 26: Trane central multi-system
• Retail Distribution
• Major retailers
• Appliance Ownership
• Product penetration
  • Figure 27: Air treatment appliance ownership, 2002-06
  • Figure 28: Air treatment appliance ownership, by household income, January-October 2006
  • Figure 29: Air treatment appliance ownership, by age, January-October 2006
  • Figure 30: Air treatment appliance ownership, by race/ethnicity, January-October 2006
• Penetration and multiple product ownership in online sample
  • Figure 31: Air treatment appliance ownership, August 2007
• Central air systems vs. room unit systems
  • Figure 32: Central air system ownership, August 2007
• How central system ownership affects room unit ownership in Mintel' s online survey
• Intent to Purchase
  • Figure 33: Purchase plans vs. current penetration vs. recent purchase, August 2007 and January-October 2006
  • Figure 34: Purchase plans, by age, August 2007
• Spend
  • Figure 35: Air treatment appliance spending, August 2007
• Spend by race/ethnicity
  • Figure 36: Portable air conditioner spending, by race/ethnicity, August 2007
• Spend by age
  • Figure 37: Portable air conditioner spending, by age, August 2007
• Spend by household income
  • Figure 38: Portable air conditioner spending, by household income, August 2007
• Differences in spend by other demographics
• Product Age
  • Figure 39: Appliance age, August 2007
• Product Satisfaction
  • Figure 40: Appliance satisfaction, August 2007
• Future and Forecast
• Future trends
• Design focus to combat central systems
  • Figure 41: De' Longhi Pac t100P
  • Figure 42: HoneywellHHT145 - HEPA Antibacterial UV Air Cleaner
  • Figure 43: Holmes cool mist humidifier
• Increased Internet marketing
• Room air conditioners for energy savings
• Green labeling dovetails with energy appeal
• Combination and multifunction appliances
• Increased competition from central air treatment systems
• Climate change brings greater weather variation
• Fear of mold
• Market forecast
• Air treatment appliances
  • Figure 44: Forecast of total U.S. supplier sales of air treatment appliances, at current and constant prices, 2007-12
• Room air conditioners
  • Figure 45: Forecast of U.S. supplier sales of room air conditioners, at current and constant prices, 2007-12
• Dehumidifiers
  • Figure 46: Forecast of U.S. supplier sales of dehumidifiers, at current and constant prices, 2007-12
• Air cleaners
  • Figure 47: Forecast of U.S. supplier sales of air cleaners, at current and constant prices, 2007-12
• Portable heaters
  • Figure 48: Forecast of U.S. supplier sales of portable heaters, at current and constant prices, 2007-12
• Humidifiers
  • Figure 49: Forecast of U.S. supplier sales of humidifiers, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Product Offerings by Company
• Fedders
• Air conditioners
• Dehumidifiers
• Air purifiers
• Whirlpool
• Air conditioners
• Dehumidifiers
• Dehumidifiers
• Jarden
• Heaters
• Humidifiers
• Air purifiers
• LG
• Air conditioners
• Separate-room HVAC
• Dehumidifiers
• Electrolux
• Air conditioners
• Humidifiers
• GE
• Air conditioners
• Dehumidifiers
• Kaz
• Humidifiers
• Heaters
• De' Longhi
• Oreck
• Ionic Pro
• Appendix: Size of particulates
  • Figure 50: Size of air pollution particulates
• Appendix: The Myth of Central Air Energy Efficiency
• Differences in efficiency between room units and central air are limited
• It is definitively cheaper to cool or heat one room with a room unit
• It is almost always cheaper to cool or heat two rooms of a house with room units
• The same cost saving applies equally to space heaters and room unit air conditioners
• Substantial amounts can be saved
• Appendix: Trade Associations