Air Treatment Products in the Netherlands

PROSPECTS

Air coolers, cooling fans and room air conditioners benefit the most as consumers seek relief from more heat during the summer

Although the summer of 2019 was not as hot as it was in 2018, Dutch consumers still purchased air treatment products to relieve themselves from the heat waves. Air coolers, cooling fans and room air conditioners benefitted particularly recording volume sales growth.

Multifunctional products attract the most interest and are performing very well

Multifunctional air treatment products attracted the most interest among Dutch consumers, and products offering more than one solution saw increased volume sales in 2019. This is because Dutch houses tend to be small with limited space.

Impulse-buying consumers increasingly purchase air treatment products online for convenience and fast delivery during heat waves

Internet retailing grew strongly again in air treatment products in 2019. Due to the impulse-buying nature of consumers of cooling products during heat waves, convenience is more important to them.

COMPETITIVE LANDSCAPE

De’Longhi maintains its lead in air treatment products, but continues to lose volume share to other competitors in a category that generates little brand loyalty

De'Longhi Nederland maintained its leading position in air treatment products overall in 2019, although its volume sales continued to decline in room air conditioners and air purifiers, where it ranks first. Consumers are not brand loyal in air treatment products, as they buy what they deem to be good quality for money.

Lower-priced small brands perform well in summer, when heat waves drive consumers to seek readily available relief

Other, small brands increased their volume shares in air treatment products because of the impulse buying of consumers in air treatment products. Normally, online discounter shops offer small lesser-known brands because of the high demand during heat waves.

Upcoming players take advantage of low brand loyalty to make gains with innovative products offering added value

On the other hand, new, upcoming companies in air treatment such as BlueAir, Koninklijke Philips Electronics and Dyson Benelux in the Netherlands are taking advantage of this lack of brand loyalty by bringing innovative products with added value, catering to a niche consumer group. Such companies were the first to introduce connected air treatment products, which are not offered by the usual players such as De'Longhi Nederland and PVG Nederland.

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