In response to COVID-19 and the ongoing economic crisis, Ukrainian consumers increased their focus on essential items at the expense of relatively costly appliances such as air conditioners. On the other hand, sales of air treatment and vacuum cleaners (steam mops) spiked initially as consumers looked to make their homes safe again.
The overall rise in consumer purchasing power and sophistication in Ukraine over the review period boosted demand in areas such as split air conditioners, with these appliances benefiting from warmer summers and rising incomes. Consumers are increasingly looking for products which can help improve their home environment, with modern air conditioners being more efficient than older models.
KTD Group remains the leading manufacturer within air treatment products in Ukraine. The company is a local producer of room air conditioners, cooling fans and humidifiers under its Saturn brand.
Following the rise in consumer price sensitivity and focus on essential products due to COVID-19, air treatment products is expected to recover only gradually over the forecast period. Ongoing uncertainty over the economy and high unemployment are likely to result in a more cautious attitude towards spending among consumers when it comes to non-essential and expensive appliances like air treatment products.
While air conditioners are expected to continue to gradually grow in popularity over the coming years, this will result in a shift away from cooling fans, which are perceived as being less effective. Although some brands were able to add novelty, such as Dyson’s bladeless range, and others offered excellent value, such as KTD’s low-priced Saturn brand, this was insufficient to prevent sales from declining.
More Ukrainians are paying attention to the air quality in their homes, especially those with small children. This is being driven by the burgeoning health and wellness trend, with consumers becoming more aware of the potential health issues relating to air pollution and poor air quality.
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Understand the latest market trends and future growth opportunities for the Air Treatment Products industry in Ukraine 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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