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Air Treatment - US - January 2018

Air Treatment - US - January 2018

"Household penetration of air treatment devices has experienced minimal fluctuation over recent years, showing signs of a stable market. There are some non-owners of these products who report interest in owning, however a larger percentage of non-owners are not interested, primarily due to lack of need. Positioning these products as wellness solutions could reach more consumers, as one in four are looking for ways to improve air quality in their home."

- Jana Vyleta, Health & Personal Care Analyst

This Report looks at the following areas:

Lack of need is biggest barrier for non-owners and non-users
Some not interested in category despite usage drivers


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The market
Figure 1: Total ownership of any air treatment devices (net) among US households, 2007-17
The issues
Figure 2: Select barriers to purchase, by product, November 2017
Figure 3: Select attitudes towards air treatment devices, select usage drivers, November 2017
The opportunities
Figure 4: Select attitudes towards air quality, select product usage and ownership- do not own but interested in owning, November 2017
Figure 5: Select attitudes towards air treatment devices, select attitudes towards air quality, November 2017
Figure 6: Concern about health implications of air quality, November 2017
What it means
THE MARKET
What You Need to Know
Air treatment industry shows signs of stability
Minimal fluctuations in household penetration for all segments
Hurricanes, rising temperatures, urbanization impact market
Consumer confidence will foster category growth potential
Market Snapshot
Industry remains stable
Figure 7: Total ownership of any air treatment devices (net) among US households, 2007-17
Figure 8: Percentage of US households purchasing any air treatment devices (net) over the last 12 months, 2012-17
Market Breakdown
Space heater purchases decline slightly when temps rise
Air conditioner purchases rise following record high temps
Humidifier purchases remain steady
Slowing home ownership, urbanization hinders dehumidifier demand
Air purifiers have greatest opportunity for growth
Figure 9: Percentage of US households who own air treatment devices, by segment, 2007-17
Figure 10: Percentage of US households who purchased air treatment devices within the last 12 months, by segment, 2012-17
Market Perspective
Recent hurricanes, fires could prompt demand for air treatment
Rising temperatures evident in air conditioner purchase trends
Urbanization bodes well for some air treatment sellers
Market Factors
Consumer confidence fosters growth potential
Figure 11: Consumer Sentiment Index, January 2007-October 2017
Hispanic population growth is favorable for air conditioner sales
Figure 12: Population by race and Hispanic origin, 2017-22
Declining birth rates challenge category growth
Figure 13: Annual births and fertility rate, 2006-16
Declining homeownership, increasing rentals influence market
Figure 14: Homeownership rate, 2006-16
KEY INITIATIVES
What You Need to Know
Email marketing tactics, product design appeals to consumers
Lack of wellness positioning hinders product perceptions
Increased portability, functional uses could grow category
What’s In?
Email marketing tactics aim to educate, drive awareness
Figure 15: Amazon email, June 20, 2017
Figure 16: LivingSocial email, June 4, 2017
Figure 17: Brookstone email, August 2, 2017
Figure 18: Best Buy email, May 30, 2017
Air treatment products become visually appealing
What’s Struggling?
Some consumers fail to link air treatment devices with wellness
Minimal adoption of air purifiers despite benefits
Safety issues, energy inefficiencies with space heaters
What’s Next?
Smart features that save energy could be poised for success
Wider penetration possible for air treatment devices
THE CONSUMER
What You Need to Know
More than half of adults own an air treatment device
Lack of need is biggest barrier to ownership, usage
Allergies, dry air present a need for air treatment products
Price, functionality factors influence purchase decisions
Positioning products as wellness tools could be worthwhile
One in four adults are looking for ways to improve air quality
Product Usage and Ownership
Ownership, use of air treatment devices is widespread
Opportunity to capture interested non-owners…
…however, some non-owners remain uninterested
Figure 19: Product usage and ownership, November 2017
Region influences product usage
Figure 20: Select product ownership – Any current ownership (net), by census region, November 2017
Opportunity to expand air purifier ownership in urban locations
Figure 21: Select product ownership – any current ownership (net), by living location, November 2017
Permanence, willingness to invest prompts home owners
Figure 22: Select product ownership – Any current ownership (net), by residence type, November 2017
Concerns about development, illness drives usage among parents
Figure 23: Select product ownership – Any current ownership (net), by parental status, November 2017
Hispanic origin reveals higher ownership of room air conditioners
Figure 24: Select product ownership – Any current ownership (net), by Hispanic origin, November 2017
Barriers to Purchase
Lack of need is the primary barrier to ownership, usage
Product safety, cleanliness, functionality are minimal barriers
Figure 25: Barriers to purchase, November 2017
Home ownership, location influence barriers
Figure 26: Select barriers to purchase, by residence type and living location, November 2017
Parents, Hispanics less likely to report barriers to usage
Figure 27: Select barriers to purchase, by parental status of children under age 18 and Hispanic origin, November 2017
Usage Drivers
Tap into allergy and pet dander sufferers to widen user base
Dry skin angle could be exploited for humidifiers
Figure 28: Usage drivers, select attitudes towards air treatment devices, November 2017
Certain climates make select devices more relevant
Figure 29: Select usage drivers, by census region, November 2017
Parents report above-average presence of many usage drivers
Figure 30: Select usage drivers, by parental status of children under age 18, November 2017
Race impacts select usage drivers, tied to pet ownership
Figure 31: Select usage drivers, by race and Hispanic origin, November 2017
Purchase Influencers
Price dominates purchase decisions for air treatment products
Functional components more important than aesthetics
Figure 32: Purchase influencers, November 2017
18-34s care more about design, reviews; 55+s prioritize function
Figure 33: Select purchase influencers, by age, November 2017
Brand matters more to Hispanics as it communicates quality
Figure 34: Select purchase influencers, by Hispanic origin, November 2017
Attitudes towards Air Treatment Devices
Opportunity to leverage select products as sleep solutions
Minimal engagement with factors related to cost and air quality
Figure 35: Attitudes towards air treatment devices, November 2017
Target 18-34s with cost incentives, safety education
Figure 36: Select attitudes towards air treatment devices, by age, November 2017
Race, Hispanic origin influence select attitudes
Figure 37: Select attitudes towards air treatment devices, by race and Hispanic origin, November 2017
Attitudes towards Air Quality
Modest concern about air quality could be limiting usage
Some parents concerned about poor air quality for their kids
Figure 38: Attitudes towards air quality, November 2017
Few differences seen among home owners, renters
Figure 39: Select attitudes towards air quality, by residence type, November 2017
Minimal differences among race, Hispanic origin status
Figure 40: Select attitudes towards air quality, by Hispanic origin, November 2017
APPENDIX
Data Sources and Abbreviations
Data sources
Abbreviations and terms
Key Players
Figure 41: QVC Email, October 15, 2017
The Consumer
TURF methodology
Figure 42: TURF analysis – Purchase influencers, November 2017
Figure 43: Table – TURF analysis – Purchase influencers, November 2017
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
The Mintel fan chart

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