Air Treatment - US - November 2012

Published by: Mintel International Group Ltd.

Published: Nov. 1, 2012 - 106 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

The market

Short-term ups and downs, but long-term growth may be harder to achieve

Figure 1: Total U.S. sales and fan chart forecast of air treatment appliances, at current prices, 2007-17

Room air conditioners dominate category

Figure 2: Total U.S. share of air treatment appliances, by segment, 2010 and 2012

Market factors

Number of households with kids declines

Figure 3: Households, by presence of children, 2001-11

Consumer confidence strengthens

Figure 4: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12

Central HVAC systems define competitive landscape

Figure 5: Percentage of housing units with central air conditioning and room air conditioners, 2000, 2005, 2011 .. 15

The consumer

Air conditioners, heaters most commonly owned air treatment appliances

Figure 6: Air treatment appliance ownership and interest, July 2012

Big box stores dominate sales

Figure 7: Where air treatment appliances purchased, July 2012

Apart from a few common gripes, owners generally satisfied

Figure 8: Satisfaction with air treatment appliances, very or somewhat satisfied, July 2012

Beyond perceived lack of need, a variety of reasons for not using

Figure 9: Reasons for not owning or no longer using air treatment appliances, July 2012

Air quality issues point to opportunities for air treatment marketers

Figure 10: Air quality issues, major or moderate problem, July 2012

Air treatment attitudes suggest a variety of opportunities for marketers

Figure 11: Air treatment attitudes, any agree, July 2012

What we think

ISSUES IN THE MARKET

Is there an opportunity to boost ownership of air treatment appliances?

How satisfied are current owners?

What’s holding back higher ownership and usage?

INSIGHTS AND OPPORTUNITIES

Air treatment for a good night’s sleep

Energy savings through supplementation

Differentiating with style

TREND APPLICATIONS

Trend: A Simple Balance for Health

Trend: Make it Mine

2015 Trend: Access Anything, Anywhere

MARKET SIZE AND FORECAST

Key points

Short-term ups and downs, but long-term growth harder to achieve

Sales and forecast of air treatment appliances

Figure 12: Total U.S. sales and forecast of air treatment appliances, at current prices, 2007-17

Figure 13: Total U.S. sales and forecast of air treatment appliances, at inflation-adjusted prices, 2007-17

Fan chart forecast

Figure 14: Total U.S. sales and fan chart forecast of air treatment appliances, at current prices, 2007-17

MARKET DRIVERS

Overall household growth slows; households with kids decline

Figure 15: Households, by presence of children, 2001-11

Consumer confidence shows signs of strengthening

Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12

Weather fluctuations impact sales

Central HVAC systems define competitive landscape

Figure 17: Housing units with central air conditioning and room air conditioners, 2000, 2005, 2011

Increasingly sophisticated central HVAC intensifies competition for appliances

Electric fireplaces cut into space heater sales

SEGMENT OVERVIEW

Key points

Room air conditioners drive category sales trends

Air purifiers benefit from improved economy

Heaters and humidifiers

Dehumidifiers

Sales of air treatment appliances, by segment

Figure 18: Total U.S. sales of air treatment appliances, by segment, 2010 and 2012

Figure 19: Total U.S. sales of air treatment appliances, by segment, 2007-12

LEADING COMPANIES AND PRODUCTS

Kaz

Jarden

GE Appliances

INNOVATIONS AND INNOVATORS

Wi-Fi air conditioner control

Smart air purification

Honeywell targets pet owners

Venta humidifier and purifier

Dyson Hot + Cool

Personal heat

Ambia two-zone personal heaters

MARKETING STRATEGIES

Honeywell brand ties in to air quality awareness, energy efficiency

Oreck highlights unseen particles

Figure 20: Oreck Air Instinct “Unseen Particles” TV ad, 2012

De’Longhi donates dehumidifiers to flood victims

AIR TREATMENT APPLIANCE OWNERSHIP AND INTEREST

Key points

Air conditioners most commonly owned air treatment appliances

Space heaters widely owned but often sit idle

Ownership rates lower for other air treatment appliances

Figure 21: Air treatment appliance ownership and interest, July 2012

Ownership of air conditioners highest among young adults

Figure 22: Air treatment appliance ownership and interest, by age, July 2012

Room air conditioners less appealing to higher-income households

Figure 23: Air treatment appliance ownership, by household income, July 2012

Families with kids more likely to own most air treatment appliances

Figure 24: Air treatment appliance ownership and interest, by presence of children in household, July 2012

Ownership and use of air treatment appliances varies by region

Figure 25: Air treatment appliance ownership and interest, by region, July 2012

PURCHASE LOCATIONS

Key points

Big box stores dominate sales

Online retailers not a major factor, except for air purifiers

Figure 26: Where air treatment appliances purchased, July 2012

SATISFACTION WITH AIR TREATMENT APPLIANCES

Key points

Apart from a few common gripes, owners generally satisfied

Room air conditioners

Figure 27: Satisfaction with room air conditioners, July 2012

Space heaters

Figure 28: Satisfaction with space heaters, July 2012

Dehumidifiers

Figure 29: Satisfaction with dehumidifiers, July 2012

Humidifier

Figure 30: Satisfaction with humidifiers, July 2012

Air Purifier

Figure 31: Satisfaction with air purifiers, July 2012

REASONS FOR NOT OWNING OR NO LONGER USING AIR TREATMENT APPLIANCES

Key points

Beyond perceived lack of need, a variety of reasons for not using

Usefulness limited to a brief time

Opportunities for more consumer education at retail

Safety concerns about heaters

Central air conditioning cuts into room air conditioner sales

Figure 32: Reasons for not owning or no longer using air treatment appliances, July 2012

AIR QUALITY ISSUES

Key points

Air quality issues point to opportunities for air treatment marketers

Figure 33: Air quality issues, July 2012

Younger adults especially attuned to air quality issues

Figure 34: Air quality issues, by age, July 2012

Presence of children in the household focuses concern on air quality

Figure 35: Air quality issues, by presence of children in household, July 2012

Different regions experience different air quality issues

Figure 36: Air quality issues, by region, July 2012

Air purifier users have a wide variety of air quality concerns

Figure 37: Air quality issues, by air treatment appliance ownership and interest, July 2012

ATTITUDES CONCERNING AIR TREATMENT

Key points

Sleep

Health

Air quality

Energy efficiency

Figure 38: Air treatment attitudes, July 2012

Young adults more attuned to health, air quality, and energy efficiency

Figure 39: Air treatment attitudes, by gender and age, July 2012

Appeal of energy efficiency strong across all income groups

Figure 40: Air treatment attitudes, by household income, July 2012

Presence of children results in focus on air treatment issues

Figure 41: Air treatment attitudes, by presence of children in household, July 2012

IMPACT OF RACE/HISPANIC ORIGIN

Ownership rates

Figure 42: Air treatment appliance ownership and interest, by race/Hispanic origin, July 2012

Hispanics more likely to view a variety of air issues as problems

Figure 43: Air quality issues, by race/Hispanic origin, July 2012

Blacks, Hispanics more likely to see health benefits of air purification

Figure 44: Air treatment attitudes, by race/Hispanic origin, July 2012

HOME CARE SEGMENTATION

Figure 45: Home care segments, July 2012

Disengageds

Demographics

Approach to home care

Attitudes and behaviors concerning air treatment

Opportunity

Caring cleaners

Demographics

Approach to home care

Attitudes and behaviors concerning air treatment

Opportunity

Home engineers

Demographics

Approach to home care

Attitudes and behaviors concerning air treatment

Opportunity

Cluster characteristic tables

Figure 46: General household care attitudes, by home care segments, July 2012

Figure 47: Air treatment appliance ownership and interest, by home care segments, July 2012

Figure 48: Air quality issues, by home care segments, July 2012

Figure 49: Air treatment attitudes, by home care segments, July 2012

Cluster demographic tables

Figure 50: Target clusters, by demographic, July 2012

Cluster methodology

CUSTOM CONSUMER GROUPS

Key points

House dwellers more likely to own heaters, dehumidifiers, humidifiers

Figure 51: Air treatment appliance ownership, by primary residence, July 2012

Air quality more likely to be an issue for condominium/apartment dwellers

Figure 52: Air quality issues, by primary residence, July 2012

Air treatment attitudes consistent across residence type

Figure 53: Air treatment attitudes, by primary residence, July 2012

APPENDIX: OTHER USEFUL CONSUMER TABLES

Figure 54: Where air treatment appliances purchased, by gender and age, July 2012

Figure 55: Where air treatment appliances purchased, by household income, July 2012

Figure 56: Where air treatment appliances purchased, by presence of children in household, July 2012

Figure 57: Where air treatment appliances purchased, by gender and age, July 2012

Figure 58: Where air treatment appliances purchased, by household income, July 2012

Figure 59: Where air treatment appliances purchased, by presence of children in household, July 2012

Figure 60: Where air treatment appliances purchased, by gender and age, July 2012

Figure 61: Where air treatment appliances purchased, by household income, July 2012

Figure 62: Where air treatment appliances purchased, by gender and age, July 2012

Figure 63: Where air treatment appliances purchased, by household income, July 2012

Figure 64: Where air treatment appliances purchased, by gender and age, July 2012

Figure 65: Where air treatment appliances purchased, by household income, July 2012

Figure 66: Where air treatment appliances purchased, by presence of children in household, July 2012

Figure 67: Air treatment attitudes, by gender and age, July 2012

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

Primary Data Analysis

Sampling

Global Market Insite (GMI)

Secondary Data Analysis

Experian Simmons National Consumer Studies

Statistical Forecasting

Statistical modelling

Qualitative insight

The Mintel fan chart

Weather analogy

APPENDIX: WHAT IS MINTEL?

Mintel provides industry-leading market intelligence

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Abstract

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