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Household Appliances Volume 4: Air Treatment - USPublished by: Mintel International Group Ltd. Published: Jun. 1, 2005 - 112 Pages Table of ContentsIntroduction and Abbreviations Introduction Other relevant reports Definition Abbreviations & terms Abbreviations Terms Executive Summary Sales decline $680 million between 1999 and 2004 Awareness about effects of pollution, allergens drive market Homeownership drives air treatment appliance sales Region and climate essential factors in air treatment appliance sales Demographics and the air treatment appliance market Presence of young children in the home drives humidifier sales Energy savings hold potential for higher sale prices Market dominated by air conditioners Supply structure highly fragmented Suppliers promote brand at the expense of consumer education Ideal marketing targets The future holds growth for some segments Market Drivers Health issues related to indoor pollution and humidity Indoor pollution Outdoor pollution Mold and dust mites Asthma and allergy relief Effects of dry air Homeownership Homeownership is rising Figure 1: Percentage of U.S. households owning homes, 1999-2004 Age of home Figure 2: U.S. households using portable electric heaters, by age of home, 1949-2001 Figure 3: U.S. households with central and room air conditioning, by age of home, 1949-2001 Climate Variance by region Figure 4: U.S. households by region, 2004 Disasters drive air cleaner sales Energy saving appliances Portable heaters offer lower energy costs Age and the air treatment market Parents and humidifiers Figure 5: Air treatment appliance ownership, by age of children in the household, January 2004 - September 2004 Figure 6: U.S. population of children under 15 years of age, 2000 and 2005 Figure 7: Presence of children in households, by age of householder, 2003 Figure 8: Graph: Shares of households with and without children, by age of householder, 2003 Baby Boomers’ interest in health provides an opportunity for increased sales Health concerns surrounding ionizing air cleaners Lower smoking rates Replacement cycles Figure 9: Life-expectancy of air treatment appliances, and units to be replaced, 2005 Income Figure 10: Number of households per income group, 2000 and 2003 Figure 11: Graph: Households per income group in 2003 and change from 2000 Market Size & Trends Overview Figure 12: Total U.S. manufacturer sales of air treatment appliances, at current and constant prices, 1999 to 2004 Figure 13: Graph: Total U.S. manufacturer sales of air treatment appliances, at current and constant prices, 1999 to 2004 Market trends Increased interest in indoor air quality The importance of the low end to the market Market Segmentation Overview Figure 14: Manufacturer sales of air treatment appliances, segmented by product type, 2002 & 2004 Figure 15: Graph: Manufacturer sales of air treatment appliances, segmented by product type, 2004 Room air conditioners Figure 16: Manufacturer sales of room air conditioners, 1999-2004 Figure 17: Graph: Manufacturer sales of room air conditioners, 1999-2004 Dehumidifiers Figure 18: Manufacturer sales of dehumidifiers, 1999-2004 Figure 19: Manufacturer sales of dehumidifiers, 1999-2004 Air cleaners Figure 20: Manufacturer sales of air cleaners, 1999-2004 Figure 21: Graph: Manufacturer sales of air cleaners, 1999-2004 Humidifiers Figure 22: Manufacturer sales of humidifiers, 1999-2004 Figure 23: Manufacturer sales of humidifiers, 1999-2004 Portable room heaters Figure 24: Manufacturer sales of portable room heaters, 1999-2004 Figure 25: Graph: Manufacturer sales of portable room heaters, 1999-2004 Supply Structure Overview Consumer recollection of brand purchased Figure 26: Purchase of air treatment appliances in last 24 months by brand, by product type, December 2004* Company profiles Fedders Corporation Product offerings Whirlpool Corporation Product offerings Sears (Kenmore) Product offerings The Holmes Group, Inc. Product offerings Kaz Inc. Product offerings AB Electrolux Product offerings GE Consumer Products Product offerings LG Electronics Product offerings Sharper Image Corporation Product offerings Additional manufacturers Advertising and Promotion Overview Brand perception Figure 27: Brand perception, December 2004 Commentary Company activity Whirlpool Corporation Sears Holdings Corp (Kenmore) The Holmes Group, Inc. Electrolux AB GE Consumer & Industrial LG Electronics Sharper Image Samsung The Consumer Introduction Figure 28: Cohort descriptors for key air treatment appliance users Explanation of the base used by Simmons NCS for data about household appliance ownership and recent purchase Air treatment appliance ownership Figure 29: Air treatment appliance ownership, January 2004 - September 2004 Ownership by race/ethnicity Figure 30: Air treatment appliance ownership, by race/ethnicity, January 2004 - September 2004 Ownership by age Figure 31: Air treatment appliance ownership, by age, January 2004 - September 2004 Ownership by household income Figure 32: Air treatment appliance ownership, by household income, January 2004 - September 2004 Ownership by marital status Figure 33: Air treatment appliance ownership, by marital status, January 2004 - September 2004 Ownership by presence of children in the household Figure 34: Air treatment appliance ownership, by presence of children, January 2004 - September 2004 Ownership by region Figure 35: Air treatment appliance ownership, by region, January 2004 - September 2004 Ownership by recent remodeling Figure 36: Air treatment appliance ownership, by home remodeling, January 2004 - September 2004 Ownership by homeownership status Figure 37: Air treatment appliance ownership, by home ownership, January 2004 - September 2004 Ownership by cohort Figure 38: Air treatment appliance ownership, by cohort, January 2004 - September 2004 Ownership by presence of pulmonary or respiratory ailments Figure 39: Air treatment appliance ownership, by ailment, January 2004 - September 2004 Recent purchase by major life event Figure 40: Air treatment appliance past 12 month purchase, by major life events, January 2004 - September 2004 Reasons for purchase Figure 41: Main reason for purchasing a new appliance, December 2004 Figure 42: Main reason for purchasing a new appliance, by demographic, December 2004 Who is willing to upgrade from a working appliance and why? Figure 43: Reasons to replace an appliance, by demographics, December 2004 Factors in product selection Figure 44: Primary factors in selecting purchase, December 2004 Figure 45: Primary factors in selecting purchase, by demographic, December 2004 Findings for select demographics Conclusions Future and Forecast Future trends Possible market developments Continued increases in the number of households and home ownership Figure 46: New housing starts (single-unit, privately owned homes) and number of U.S. households, 2000-2004 Centralization of air treatment Safety regulations to raise air conditioner prices Demographic changes and the industry Portable products may prove popular for smaller households Increased energy-efficiency to raise price points, increases sales Improved filters to sell more high-end product Penetration growth for portable heaters MARKET FORECAST Air treatment appliances Figure 47: Forecast of total U.S. sales of air treatment appliances, at current and constant prices, 2004-2009 Figure 48: Graph: Forecast of total U.S. sales of air treatment appliances, at current and constant prices, 2004-2009 Room air conditioners Figure 49: Forecast of U.S. sales of room air conditioners, at current and constant prices, 2004-2009 Dehumidifiers Figure 50: Forecast of U.S. sales of dehumidifiers, at current and constant prices, 2004-2009 Air cleaners Figure 51: Forecast of U.S. sales of air cleaners, at current and constant prices, 2004-2009 Humidifiers Figure 52: Forecast of U.S. sales of humidifiers, at current and constant prices, 2004-2009 Portable room heaters Figure 53: Forecast of U.S. sales of portable room heaters, at current and constant prices, 2004-2009 Forecast Factors Appendix: Trade Associations Appendix: Simmons Cohort Definitions Appendix: Research Methodology Consumer Research Sampling & Weighting Technometrica TechnoExpresssm ICR Surveys EXCEL Simmons National Consumer Surveys Greenfield Online Presentation & Definition Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts Appendix: What is Mintel? Mintel Group Mintel Reports Mintel Premier Mintel ECLIPS GNPD Menu Insights Comperemedia Brokertrack Mintel Services Applied Research Mintel Consulting POS+ AbstractThe $1.4 billion air treatment appliance market includes room air conditioners, portable heaters, air cleaners, humidifiers, and dehumidifiers. This report covers the period from 1999 through February 2005. While the market fluctuates significantly due to weather conditions, overall sales have been decreasing since 1999, due in large part to the increased penetration of central air conditioning units, as room air conditioners account for 67% of the air treatment appliance market.Air cleaners and dehumidifiers have been more successful than the overall market, having increased in sales since 1999, by 21% and 23% respectively. During this period, manufacturers have introduced a number of new products to address consumers’ increasing concerns about the effects of pollution, mold, and dust mites on their health, as well as the effects of extreme humidity conditions on the home and possessions. As upgrade purchases are uncommon in the air treatment appliance market, first time purchases are key, accounting for 45% of air treatment appliance purchases made in the last two years, according to Mintel’s consumer survey. The majority of purchases of air cleaners, humidifiers, and dehumidifiers are prompted by health concerns, and for this reason allergy and asthma sufferers, as well as parents of young children, are essential to the market. This report examines the hypothesis that increased consumer awareness about the benefits of air treatment products should result in increased sales for all market segments with the exception of air conditioners. This report focuses on single room air conditioner units, portable heaters, humidifiers, dehumidifiers, air cleaners and air purifiers. Household central air or central heating products are not included. Air freshening products such as plug-ins, scented oil warmers, and aerosol air fresheners are not included.
This report does not include a review of the retail environment. Instead, Mintel is devoting an entire report to the subject of Household Appliance Retailing, publishing in July 2005. Prices used in this report come from leading retailer websites including Sears, Lowe’s, and Home Depot, as well as manufacturer websites. Whenever possible, the MSRP (manufacturer suggested retail price) is used.
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