Air treatment products, mainly cooling fans, were still able to record volume sales growth in 2020 despite the closure of non-essential stores as part of national lockdown measures. Part of the reason for this has been that the peak season for cooling fans began after May when the initial lockdown was eased, with bulk summer purchases taking place in preparation for the warmer weather.
Newell Brands, SEB Groupe and Domair International were the top three branded players in air treatment products in 2020. Newell’s Bionaire followed by SEB’s Rowenta and then Domair were the leading cooling fan brands, which was also their positioning in overall air treatment products.
Air purifiers is expected to continue recording a strong performance in France. While the category is still something of a niche, French consumers are becoming increasingly concerned about air quality, which is also becoming an increasing concern for the government as more and more people in France suffer from asthma and other allergies, especially in big cities.
As the dominant category, cooling fans will continue to dictate overall performance for air treatment products in the forecast period, and in 2021 should see a stabler business environment although e-commerce is likely to gain further share as shopping online becomes more common for this category. It remains to be seen whether sales of cooling fans will be adversely affected by fears of the appliances potentially facilitating the faster spread of COVID-19 – but it seems likely that warm weather and the need to stay cool will continue to drive purchases.
Before the disruption of the pandemic, which blighted sales in 2020, air conditioners continued to perform well due to high temperatures in summer 2019. While cooling fans can see big increases or declines depending on the weather in a particular year as they are the typical purchase made when temperatures increase suddenly, global warming and increasingly consistent high temperatures are seeing rising considerations of more long-term solutions such as air conditioners among consumers.
Innovation is a central component in the highly competitive air conditioners category. To stand out from the competition, manufacturers are introducing devices that are increasingly simple and convenient to use thanks to new technologies.
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Understand the latest market trends and future growth opportunities for the Air Treatment Products industry in France 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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