COVID-19 had a negative impact on retail volume sales of air treatment products, which declined for the first time in four years during 2020. Only air purifiers, dehumidifiers and humidifiers saw retail value sales growth during the year, albeit at lower rates than in the previous year due to the impact of COVID-19 on consumer confidence.
Having surged during 2018 and 2019, retail volume sales of split air conditioners – which account for the bulk of retail volume sales of air conditioners in Norway – exhibited a significant decline during 2020. Split air conditioners are primarily used for heating in Norway, where they are perceived as being both energy efficient and affordable.
The pandemic also resulted in a sharp slowdown in unit price growth for air treatment products, which had been strong for most of the review period. This strong growth was primarily driven by increased demand for stylish, well-designed products.
Retail volume sales of air treatment products will rebound during 2021 as the economic uncertainty arising from the pandemic begins to diminish and consumer confidence revives, with cooling fans and dehumidifiers the top performers in terms of retail volume sales growth. Retail volume sales of air purifiers will continue to expand, albeit at a reduced pace: Demand for these appliances will continue to be supported by an ongoing increase in consumer awareness with regard to the health risks associated with poor indoor air quality, in addition to the fact that a significant number of people are likely to continue to work from home for much of 2021 and perhaps beyond.
During the forecast period as a whole, split air conditioners will be the top performer in air treatment products in the terms of their rate of retail volume sales growth, overtaking air purifiers. A rebound in new home completions and home renovation projects will be the main driver of this.
E-commerce has been slower to take off in air treatment products than for most other types of consumer appliances, but the pandemic has given this channel a significant boost, as consumers spent more time at home during the year and were more reluctant to visit bricks-and-mortar stores. Nonetheless, electronics and appliance specialist retailers remain the dominant distribution channel for air treatment products.
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Understand the latest market trends and future growth opportunities for the Air Treatment Products industry in Norway 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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