Retail volume sales of air treatment products declined for the first time in five years during 2020. This was largely due to the negative effect of COVID-19 on consumer confidence, which made consumers more reluctant to make discretionary purchases.
Danish households are increasingly aware of the risks posed by indoor air pollution, particularly during a period when they were spending more time at home. The rising incidence of asthma and allergies among general population – according to the Danish Asthma and Allergy Association, between 250,000 to 300,000 people in the country are asthmatic – is also driving demand for these devices.
During the latter part of the review period, Dyson Denmark ApS overtook Wilfa Danmark A/S to become the clear leader in air treatment products in terms of retail volume share. The Dyson brand is now widely recognised by local consumers, and it is perceived to be a driver of innovation in air purification.
Retail volume sales of air treatment products are forecast to rebound strongly during 2020, with consumer confidence set to recover as the threat posed by COVID-19 diminishes. Retail volume sales of air conditioners, particularly split air conditioners, and cooling fans will see the biggest rebounds, but the rate of growth of retail volume sales of air purifiers will slow as demand begins to mature.
As the incidence of asthma and allergies among the general population is set to continue to increase and consumer awareness of the risks posed by indoor air pollution grows, demand for air purifiers will continue to expand during the forecast period. However, the rate of growth in retail volume sales will be much lower than in the review period due to the maturation of demand.
Danish consumers are increasingly interested in interior design and achieving a harmonious look in their home, and as air treatment products often occupy a prominent position in the home, product design is set to play a more important role in the purchasing decisions of consumers in relation to air treatment products. The Electrolux Pure A9 air purifier, which was launched by Electrolux Home Products Denmark A/S during the latter part of the review period, is a good example of this.
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This report originates from Passport, our Air Treatment Products research and analysis database.
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