air treatments Every breath you take
It’s probably fair to say that the market for air treatment appliances such as dehumidifiers, air purifiers, heaters and coolers is not the most glamorous sector for retailers, but that certainly doesn’t mean it’s unimportant to consumers, as anyone who has shivered in a draughty garage or had trouble sleeping on a hot summer night will testify.
N
ow, with weather patterns changing, allergy sufferers on the rise, and concern growing among
consumers about air quality and the high levels of pollution in our towns and cities, is it time to take another look at the air treatment market? Liz Newton, managing director of leading supplier of nursery and electrical products NSAuk, certainly thinks so. “The air treatment market is currently very buoyant – albeit from a low base. Growth in this market was inevitable as it is something that offers everyone very real benefits both at home and in the workplace.” Chris Michael, managing director of Meaco, leader in the international dehumidifier industry, agrees. “The market is growing year on year as consumers become more aware of how products like dehumidifiers and air purifiers can help to improve their quality of life. However, certain segments of the air treatment market are very weather dependent – the heating sector for example has suffered this winter as the cold snap was too short and came too late in the winter to be of benefit.” But are consumers as up to speed as they might be about the benefits of air treatment? Liz Newton points out that awareness is growing.
“Currently, there is very low awareness of these benefits and the products that can deliver
genuine results. However, the new brands that have recently entered this category have helped to educate the public and to increase awareness – that can only be a good thing.” Chris Michael agrees, and thinks online and offline media are also playing their part.
“There is no doubt that the internet helps to educate and spread the word about how the various products can provide a solution for issues like condensation, damp or pollution getting into the home. Traditional media has then provided consistent coverage over the past few years about the effects of car pollution and VOCs in the home on our family’s health.” So with consumer education on the rise thanks to the internet and traditional media, what key trends might we be seeing as the market matures? According to Liz Newton,
“Consumers want better quality product, preferably with dual function and worthwhile additional features over gimmicks. “Energy saving DC motors which save consumers money on running costs are important. Quietness is another major buying consideration, especially on products used in bedrooms, cooling fans and air purifiers in particular. “Consumers are basically looking for product that will last. Sales of our column
fans have seen significant uplift in relation to the more traditional white desk fans. “Products with well-respected awards and
credible reviews will benefit, as the scepticism for genuine online reviews grows.” Chris Michael echoes the sentiment that consumers are becoming more informed in their choices. “Consumers are looking for better value for money, whether that is in terms of a product that can do more than one job, for example heat and cool, clean the air and dehumidify etc., or for something that is more energy efficient and costs less to run.” So what is the outlook for this sometimes
overlooked segment of the market? Liz Newton strikes an upbeat note. “The potential for the future of this market is significant. For air purifiers, as awareness of the relief that they can provide for allergies suffers increases, so will the sales. Similarly with cooling products, especially if we see a repeat of last summer’s heatwave. “New technologies are coming through all the time – DC motors and power usage indicators improve the acoustic properties and user-friendliness of the newer appliances. The ratio of rechargeability to performance in this area has improved hugely – this is now a very useful and viable feature giving the consumer the flexibility and versatility they have come to expect in other areas.” Chris Michael is similarly positive, but sounds
a note of caution. “The market will continue to grow as it is moving from a relatively low base at the moment in terms of the percentage of homes with air treatment products. “However, the consumer has to be careful because we are seeing a lot of product coming onto the market from the Far East, and the prospective user will have to do a bit more research to make sure that what they are buying will do the job they want it to do without costing a large amount of money to run, and that there is some sort of UK after sales support in case they have a question or need a service.” It certainly looks like the air treatment market
The latest rechargeable column fan from NSAuk is a stylish addition to any room 28 |
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is here to stay, which should be good news for the UK’s independent retailers – providing consumers with good after sales support for their air treatment products will ensure that they come back for other products. Time to look again at air treatment? We certainly think so.
April 2019
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