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MARKET OVERVIEW

1.1 Definition and scope of study

An air cleaner is a device that reduces the impact of domestic and industrial pollution by air filtering and consequently eliminating pollutants and unpleasant odors .

There are five main types of air purifiers in France:

  • Air purifiers by filtration the most common;
  • Air purifiers by ionizer ;
  • Air purifiers by combustion ;
  • Air purifiers by photo-catalysis ;
  • Air purifiers by plasma.

In the industry, air purifiers are mainly used to filter and remove toxic residue in hospitals or airplanes. More domestic air purifiers are also present in offices and homes to improve the hygiene and quality of life of employees and residents.

The market for air cleaners was originally driven by Asian demand, particularly from China. Today, the market is developing positively in France, despite fairly high prices with industrialists and city dwellers ready to equip themselves to fight against the proven harmful effects of pollution on the human body. Even if there is still a niche market still underdeveloped and consequent the domestic and industrial air treatment market is growing exponentially in France and is driven by a number of leading brands such as SEB , Rowenta , Dyson or Philips.

1.2 World market for air purifiers driven by Chinese and Asian demand

The world market is largely driven by the Asian markets, particularly China. Indeed, the latter will weigh a little over * billion dollars in ****, for an aggregate world market worth ** billion dollars. It is the anti-pollution measures taken by the Chinese authorities that are the key factor in this dynamic Chinese demand. ...

1.3 The European market in dynamic growth

Air purifier sales and sales forecast Europe, ****-*****, in million units Source : Euromonitor  

If we now look at the annual sales volume of air purifiers in Europe, the above graph shows an upward trend similar to that of the world market seen in the previous section. Between **** and ****, the market shows ...

1.4 The French market for air purifiers is on the rise

The French market in volume:  

Air purifier sales and sales forecast France, ****-*****, in million units Source : Euromonitor  

If we finally look at the annual sales volume of air purifiers in France, the above graph shows an upward trend similar to those of the European and world market. Between **** and ****, the ...

DEMAND ANALYSIS

2.1 Trends in the construction of non-residential premises in France

Construction of non-residential premises France, January **** - January ****, in billions of square meters Source : Gouvernement  

The construction of non-residential premises is a key and determining factor for the demand of air purifiers, since the construction of new buildings has a positive impact on the demand for air purifiers in France. Since ...

2.2 Trends in residential housing construction in France

Residential housing construction France, ****-****, in thousands of authorised dwellings Source: Logis Neuf Along with non-residential housing starts, housing construction is another key factor in the dynamic demand for air purifiers. It is apparent that the evolution of the number of new residential housing starts per year follows exactly the same ...

2.3 Demand driven by awareness of indoor pollution

More and more people have become aware in recent years of the pollution of the indoor spaces in which they live and work. As a result, the demand for purifiers is on the rise in France, and this trend is expected to continue. Indeed, according to Sylvie Lacombe (***), "it will increase ...

MARKET STRUCTURE

3.1 Competitive market structure

Major companies:

Market shares of main air treatment companies France, ****, % Source: ****

Newell Brands Inc. will be the market leader in the entire air handling equipment market in **** with a **.*% market share. Groupe SEB is the second major player in this aggregate market, with *.*% market share in the same year. The market ...

3.2 Brands that dominate the market

Major brands

Market shares of the main air treatment equipment brands France, ****, % Source: ****

Regarding the market shares of the various brands, Bionaire (***) is the clear market leader in France, with **.*% of the total market share. Rowenta and Domair come second and third respectively, with *.*% and *.*% of the market share in ****.

Thus, ...

3.3 Air handling units, a heterogeneous market by segment

Overview:

Newell Brands, Groupe SEB and Domair International were the top three brands of air treatment products in ****. Newell's Bionaire, followed by Groupe SEB's Rowenta and then Domair, were the leading brands of cooling fans, the ranking is the same in global cooling as well as in air handling products. Air ...

3.4 The main distribution channels

Breakdown of air treatment unit sales by distribution channel France, ****, % Source : Euromonitor  

The graph above shows the distribution of air handling units for all types of air handling units. It is logical to assume that each segment of this aggregate market follows a similar distribution pattern to the others.

As a ...

ANALYSIS OF THE OFFER

4.1 Product typology

Several air purification technologies exist [***] :

Filtration:

The principle of filtration is to capture the pollutants present in the air to be treated via a series of filters. The HEPA filters (***) are the most qualitative since they are able to recover the smaller pollutants.

Ionization:

Ionization aims to cancel the effect of ...

4.2 Advantages and disadvantages for each type of air purifier

Air purifiers with filters [***]:

Advantages: the most widespread and most used technique; elaborated system which does not let anything through; the totality of the pollution remains in the filters; there are specific filters (***). Disadvantages: the mixing of air can cause some noise pollution; the filters must be changed very regularly; they ...

4.3 Air purifier prices per range

The table above shows the current prices for air purifiers representative of each product line at Boulanger .

REGULATION

5.1 Current regulations

Air purifiers are currently subject to a worldwide regulation, ISO*****, which replaces an old European standard (***). This standard came into force in **** [***]

About the filters:

Filter efficiency is evaluated on PM*, PM*.* and PM** particles, i.e. on the same parameters used by the WHO and environmental agencies around the world; ...

POSITIONING OF THE PLAYERS

6.1 Positioning of the players

  • Newell Brands
  • Groupe Seb
  • Dyson
  • Teqoya

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu L.

Associate Consultant

Mathieu L.

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Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise F.

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise F.

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil O.

Emil O.

Anna O.

Anna O.

Gabriel S.

Gabriel S.