Air treatment products is the only category in consumer appliances which has not been directly impacted by COVID-19 in 2020. Global temperatures continue to rise, ensuring year-round sales of air treatment products and, every year, there is a season (June through to September) when the population of the Caribbean regions suffer from a strong heat wave with temperatures above 40 degrees.
Consumers are not typically loyal to certain brands in high penetration categories, and often shop based on price and special offers available at any given time. In cooling fans, for example, consumers make their decisions based on both price and fan-power, as there is little innovation in the category.
Groupe SEB Colombia SA maintains its strong lead in air treatment products in 2020 and increases its share, thanks to the success of its top Samurai brand. Other notable players are Landers & Cia SA with Universal and Supertiendas & Droguerías Olímpica SA with Olimpo, although they hold much smaller shares in comparison.
There is a lack of consumer awareness regarding air purifiers as standalone products, as they are not readily available through many retail channels. However, new models are being launched from brands such as Samsung (Samsung Electronics Colombia SA), Rowenta (Groupe SEB Colombia SA) and Hamilton Beach (Continente SA), among other off-brand models, which will help raise awareness over the forecast period.
Price and energy efficiency continue to be important factors influencing consumers’ purchasing decisions in air treatment products. With rising energy prices in Colombia, consumers continue to pay close attention to household consumption levels, which includes monitoring air treatment products.
Households in Colombia are shrinking in terms of floor space and, whilst portable room air treatment products are bulky and take up space at eye level, slimmer models have been launched to improve their suitability for consumers’ needs. For example, as seen with the Electrolux PO12F model (Electrolux Home Products France SA), which offers three ventilation levels, a window adapter, filter change alerts, dehumidifying functions, an ECO function which reduces both noise and energy consumption up to 50%, uses R410a gas which is not harmful to the ozone layer, is triple filtered to retain up to 99% of bacteria and dust particles, and comes with the dimensions of 70 x 36 x 55 cm.
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Understand the latest market trends and future growth opportunities for the Air Treatment Products industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Treatment Products industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Air Treatment Products research and analysis database.
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