Air treatment products is a well-established category in Spain due to the country’s generally hot temperatures during the summer months, with seasonality therefore a major factor driving demand. 2019 had seen an upturn in demand for air treatment products as a result of a heatwave in addition to the positive evolution of the housing market.
Heightened awareness of the virus and the need to maintain a clean, hygienic environment, led to some demand for niche areas of air treatment products including air purifiers during the initial stages of the pandemic, despite the latter’s low decline in 2020, particularly as consumers were spending the majority of their time in their homes. Although these products do not claim to be effective in eliminating the virus from the home environment, they can be used as a way to improve the quality of the air.
Haier AC España Trading SL gained leadership of air treatment products from Electrodomésticos Taurus SL, with the latter, like most players in line with the category’s overall performance, recording notable declining volume sales in 2020. Air treatment products is a highly fragmented competitive landscape with only Haier reaching double digits in terms of volume share, with the player gaining notable ground in split air conditioners, and therefore bucking the declining trend experienced by this category in 2020 in terms of demand.
Air treatment products is expected to experience a short-term recovery starting from 2021, with overall volume growth slowing towards the end of the forecast period before returning to decline. Gloomy prospects for the Spanish economy and high unemployment rates are likely to result in a more cautious attitude towards spending amongst Spaniards, whilst maturity of some air treatment products such as portable room air conditioners, cooling fans, air coolers and dehumidifiers will ensure that volume sales are unlikely to return to pre-pandemic levels by 2025 despite improving demand for split air conditioners.
Demand for humidifiers and air purifiers on the other hand, is expected to continue with the latter predicted to record the strongest performance of the forecast period. Beyond the pandemic, its growth is likely to be driven by consumers become increasingly aware of the potential dangers of indoor air contamination, which could ultimately result in asthma, allergies or respiratory disease.
Heightened awareness of the need to maintain greater levels of hygiene inside and outside of the home as a result of the pandemic is likely to lead to greater innovation amongst players. Popular domestic player Cecotec launched its Conga Apolo 5200, which is an appliance that moves like a robotic vacuum cleaner but emits UV-C neon light to disinfect a room.
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This report originates from Passport, our Air Treatment Products research and analysis database.
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