Air Treatment Products in the Netherlands

PROSPECTS

Hot summer of 2018 gives boost to volume sales of air treatment products

The summer of 2018 in the Netherlands was one of the driest and hottest breaking the record year of 1967 with 26 days of minimum 25 degrees Celsius recorded by the beginning of July. The month went on to witness a heatwave with tropical temperatures recorded with warning alerts being issued.

Greater emphasis on comfort and healthy living in air treatment products

The emphasis of comfort and healthy living has increased in the Netherlands positively affecting air treatment products. It has been known that air quality outside has been deteriorating in the Netherlands; however, air quality inside the home is becoming increasingly important, especially for vulnerable consumers suffering from lung disease.

Connected air treatment products growing from a niche position

The retail volume share of connected air treatment products remained a niche in the Netherlands in 2018 but grew more steadily compared to other consumer appliances. Retail volume sales of connected air conditioners were higher than air purifiers with most brands available offering at least one connected model.

COMPETITIVE LANDSCAPE

De'Longhi Nederland BV leads in air treatment but loses volume share in 2018

De'Longhi Nederland BV retained its leading position in air treatment products in the Netherlands in 2018 but the company lost volume share to competitors. It is present across the category except for air coolers and cooling fans, two of the fastest growing categories in air treatment products in 2018.

Euromac BV gains volume share in 2018, growing from a niche

Euromac BV was one of the fastest growing companies in air treatment products in 2018, with a strong double-digit retail volume increase. The company, which sells air treatment products under the brand Eurom, embarked on mass marketing in 2017 and 2018, increasing distribution of its products in different channels.

New players in air treatment products launch innovative models

Long established players such as De’Longhi and PVG Nederland were lagging behind in terms of innovation in air treatment products in the Netherlands in 2018. Instead, new players such as Blueair AB, Koninklijke Philips Electronics and Dyson Benelux introduced new products such as connected air purifiers.

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