World demand to surpass $10 billion in 2019
Global demand for consumer air treatment systems is projected to increase to over $10 billion in 2019. More than 80 percent of growth will occur in China where poor urban air quality combined with a growing middle class and increasing access to a wider variety of consumer air cleaning systems will cause sales to nearly triple by 2019. In China as well as the rest of the world, sales of home air treatment systems are driven by rising awareness of air pollution, both indoors and outdoors, and the effect that the pollution can have on health. Increasing publicity regarding just how bad the air quality is in major urban areas such as Beijing, New Delhi, and Mexico City has accelerated that trend. The rising diagnosis of asthma and allergic rhinitis in those areas and worldwide will also increase demand. Ongoing consumer education about air treatment technologies and more access to several types of systems at various price points will further boost gains.
India, China, Mexico, Brazil are fastest growing markets
The countries expected to see the fastest growth include India, China, Mexico, and Brazil. These countries do not yet have established markets for consumer air treatment systems but benefit from rising personal incomes, and increased understanding
of the connection between air pollution and upper respiratory ailments. In these countries, air quality is poor, particularly in urban areas, in light of limited regulation and lax enforcement on pollution from industrial facilities, vehicles, and coal-fired electric plants. Increasing rates of diagnosed asthma and allergies are further driving demand for these systems because it is virtually impossible to keep outdoor pollutants from contaminating indoor air.
Growth to benefit from shifts in cultural habits
Sales gains for home air treatment systems in these and other parts of the world will continue as consumers switch from other habits that are deeply and often culturally ingrained. For instance, in many developing parts of the world and in areas with mild climates, opening windows for ventilation is the primary method for freshening or cooling indoor air. However, doing so reduces the effectiveness of air cleaning systems which work best in an enclosed area. Furthermore, in areas where products are loosely regulated, the consumer air treatment industry must also work to overcome skepticism about the perform-ance of these systems via the introduction of industry standards and additional consumer educational efforts.
China, Japan, US are the three largest markets
Combined, China, Japan, and the US -- the three largest national markets for consumer air treatment systems -- accounted for more than half of global sales of these products in 2014. Unlike China, the markets in Japan and the US are more established. In addition, general air quality is high by global standards in most parts of the US and Japan. Even in regions with generally good local air quality, wealthier citizens purchase consumer air treatment systems to reduce dust or seasonal pollen levels, control pet dander, or eliminate tobacco smoke. In Japan, recent sales gains were amplified by concerns regarding dust and nuclear particles in the air following the 2011 Fukushima earthquake and related nuclear crisis, and the pollution clouds that migrated from China during peak smog periods each winter since 2013.