Air treatment products experienced stable demand in the Netherlands. Although the pandemic emerged during the country’s colder months, greater time spent at home and increasing awareness of the need to maintain hygienic living environments encouraged consumers to invest in “clean air” solutions in an attempt to reduce viruses and allergens.
Temperatures in the Netherlands continue to rise during both winter and summer seasons. The summer of 2020 was particularly hot, making it the joint hottest year ever recorded in the country, which many believe is being caused by climate change.
Air treatment products is a fairly fragmented competitive landscape with only leading players De'Longhi Nederland BV and PVG Nederland holding double-digit volume share overall. Despite offering a varied product portfolio, De'Longhi lost volume share in 2020, with its leadership of the more dynamic portable room air conditioners being slowly eroded due to increasing demand for more affordable options; Euromac BV, PVG Nederland, Tristar Europe BV and Midea Nederland BV therefore made notable gains in share and recorded stronger performances in terms of volume growth.
Demand for air treatment products in the Netherlands is set to remain steady over the forecast period, with this category addressing a number of issues that are increasingly concerning Dutch consumers; namely increasing pollution, the need to maintain clean homes free from allergens and bacteria, and warmer weather, particularly during the summer season. Nevertheless, value growth (at constant 2020 prices) is set to be outperformed by volume due to a declining average unit price as consumers demand more affordable products whilst still offering acceptable quality.
Humidifiers is also predicted to record stronger volume growth over the forecast period compared to the review period. Following the emergence of the pandemic, a number of players claimed that humidifying the air in an enclosed environment could have a positive effect on both health and productivity.
An interesting innovation has emerged from Dutch company Enschede called SoundEnergy, which is an appliance that cools the interior of buildings using “thermoacoustic” cooling technology. Following the particularly hot summer in the Netherlands in 2020, the first “sound cooler” was installed in Zwolle.
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This report originates from Passport, our Air Treatment Products research and analysis database.
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