Air treatment products is set to record another year of strong growth in 2021, as prolonged time spent at home due to second and third waves of the pandemic is leading to an increasing focus on air quality and air purification, which is set to drive particularly strong retail volume growth of air purifiers and humidifiers. With entire households confined to their homes due to remote working and studying in addition to the presence of pets which can create allergies, consumers are more aware of the need to maintain clean and hygienic homes.
Leading players are continuing to invest in new product development to address increasing demand for air treatment products in Australia, including second-ranked De’Longhi which launched the Tasciugo AriaDry Pure which is a 2-in-1 air purifier and dehumidifier. This model has a 4-action filtration system with HEPA E12 filter and can be monitored via a smartphone app, a particularly relevant feature considering that connected appliances continue to gain share within air purifiers in Australia.
While Hunter Pacific International Pty Ltd is set to retain its overall leadership of air treatment products in 2021 due to its strength in the largest volume category of cooling fans, second-ranked De’Longhi is set to regain lost share due to its pricing strategy and product launches towards the end of the review period. The manufacturer has established itself in the Australian cooling, dehumidifying and cooling fan market, addressing a wide range of consumer groups through its various price ranges and strong retail presence in both physical and online stores.
Air treatment products is expected to experience further stable demand over the forecast period, with more dynamic growth rates driven by air purifiers and humidifiers. Manufacturers will continue to collaborate with retailers to support volume sales of their products to address lingering price sensitivity amongst some consumers.
Dyson continued to gain share to strengthen its leadership of the dynamic air purifiers in 2021, and with further impressive growth predicted for this category over the forecast period, the player is likely to benefit. New technology was helping to make homes more hygienic in Australia during a period when 90% of time was being spent indoors due to lockdowns.
Connectivity within air treatment products is predicted to remain a strong and increasing trend over the forecast period, aligning with a preference for smart homes in Australia. This is due to their easy incorporation into the daily routine for energy-saving and use during off-peak hours.
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Understand the latest market trends and future growth opportunities for the Air Treatment Products industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Air Treatment Products research and analysis database.
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