The UK air treatment market recorded growth of 2% in retail volume growth through 2012, driven by the increase in demand for cooling fans over more expensive air conditioning products.
Air treatment products are largely weather dependent and often a distress purchase. With the UK being one of the colder countries in Western Europe, temperatures generally do not tend to reach above an average 25 degrees centigrade during summer. Consumers in the UK thus optimised the air cooling/treatment approach through opting for value products in 2012.
Consumers in the UK adopted replacement strategies for their air conditioning and cooling requirements by purchasing cooling fans such as desk fans, standing fans and tower fans in 2012. All three witnessed volume growth of 3% in 2012. The main reason for the prevailing demand for cooling fans is the convenient value which these products provide, being very inexpensive ranging only from £10-£40 and also provide the required cooling during the short heat periods in the UK.
The economic uncertainty and low disposable income assisted the further growth for these products in 2012, as consumers preferred these low cost products for their current needs rather than purchasing air conditioners which are priced above £300.
Jarden Corp continued to lead air treatment products in the UK with a retail volume share of 16%. The company's popular brand, Bionaire, holds strong share across the whole category. Bionaire has a unique brand identify of offering clean technology and an energy efficient air treatment products provider in the UK.
The brand is a popular choice in cooling fans, humidifiers, and air purifiers. The company also benefited from its links with Allergy UK, a charity organisation that promotes allergen avoidance. All Bionaire air purifiers notably carry Allergy UK's Seal of Approval.
Honeywell Ltd ranked second in air treatment products holding retail volume share of 9% in 2012. The company ranked second or third in most product categories and most of its triumph comes from its strong leadership in other air treatment products which consists of combination/ two-in-one products.
The UK air treatment market is expected to report a retail volume CAGR of 2% over the coming years. Volume growth will continue to stem from cooling fans and other combination two-in-one air treatment products. Air treatment products will continue to depend on the weather predictions and the economic conditions over the forecast period, however, with no expectations of an economic revival or household income increase, consumers will continue to look for cheaper alternatives.
For more information on the UK air treatment market, see the latest research: UK Air Treatment Market
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