Summary of our market study

The global market for air purifiers experienced significant growth from 2020 onwards, driven by factors such as increased awareness of air quality and the COVID-19 pandemic. By 2022, the market was valued at $13.97 billion, with a forecast compound annual growth rate (CAGR) of 7.3% to 2030, potentially reaching a value of nearly $25 billion. Smart air purifiers, in particular, are an emerging segment that is expected to grow at a CAGR of 10% between 2023 and 2033, from a current value of $9.5 billion to around $25 billion. The market structure includes global brand manufacturers such as Dyson, Samsung and Xiaomi, and distributors such as Amazon and MediaWorld, articulating a competitive industry with both high-end and economical product options available to consumers.

Emerging trends in the Italian air purifier market

The Italian air purifier market has experienced a dynamic evolution in recent years, attracting the attention of consumers who are increasingly aware of indoor air quality. This awareness is evidenced by the fact that over 50% of Italians say they are concerned about air pollution, a sentiment accentuated by the fact that the country ranks second in terms of the environmental problems most felt by the population. Clearly, health considerations, in particular the adverse effects of air pollution on well-being, are at the forefront of Italian households' concerns. as health-conscious behavior becomes the norm, several factors are driving demand for air purifiers in Italy. Among these, allergies to dust, pet hair and pollen, residents living with smokers and the pressing problem of air pollution in urban areas, particularly in the northern regions, underline the importance of air purification. In these northern territories, the average PM10 concentration has been recorded at 25 micrograms per cubic meter, accentuating the need for air purification solutions. The market has responded to these demands with a variety of technologies. Air purifiers based on HEPA filters, known to trap the smallest pollutants, account for around 40% of global market revenue. Ionization technology, despite the problems associated with ozone production by older models, is becoming a fast-growing segment, set to expand at an impressive compound annual growth rate of around 10% per year. In addition, the notion of remote working, or "intelligent working" as it is known in Italy, has contributed to the evolution of the market. With the number of Italians working from home increasing by 7.5% between 2019 and 2022, interest in making home environments healthier has followed suit. Unfortunately, interest in air purifiers peaked largely due to the pandemic in 2020, over the following three years this interest seemed to fade, as indicated by the downward trend in online searches. In terms of market offerings, a diverse range of products at varying prices caters for different consumer needs. For example, options such as the Whirlpool AP300W air purifier are available in a moderate price range of between 200 and 250 euros, while top-of-the-range models such as the Dyson purifier can fetch up to 1,000 euros.

The main players in the sector: Dominating the Italian air purifier market

The Italian air purifier market, while still considered a niche, is marked by the presence of several strong brands that have already won the trust of consumers across a wide range of electronic appliances. These companies have leveraged their reputation to introduce and promote air purification solutions that promise a cleaner, healthier indoor environment. Here's a look at some of the major manufacturers who have a significant influence on the air purifier sector in Italy.

  • Dyson: Renowned for its innovative engineering in household appliances, Dyson has propelled itself to the forefront with its range of air purifiers. It has won over consumers with its elegant design and cutting-edge technology, including HEPA filters and connected functions that appeal to a modern, health-conscious public.
  • Samsung: Samsung, one of the world's largest technology conglomerates, has a prolific presence that extends to air purifiers. Its products are often positioned as part of a broader ecosystem of smart home devices, emphasizing seamless integration and user-friendliness.
  • Xiaomi: this Chinese electronics giant offers a balance of performance and affordability, which has made it a popular choice among consumers. Xiaomi's air purifiers are characteristic of the company's philosophy of offering functionality with smart, minimalist design.
  • Philips: With a wide range of consumer electronics, including health-oriented products, Philips brings credibility and solid experience to the air purifier market. Its devices are renowned for their reliability and user-centered approach to air quality management.
  • LG: LG's reputation for innovation extends to air purifiers, where it offers advanced filtration systems and well-designed solutions. The brand's commitment to quality and functionality continues to attract consumers.
  • Whirlpool: A Titan of the appliance industry, Whirlpool entered the air purification business with a wealth of experience in improving the home environment. Its products are designed with the promise of robust performance and user-friendly operation.
  • Electrolux: With a heritage of over a century, Electrolux's position in the air purifier market is based on its extensive knowledge of appliance manufacturing. The brand is known for integrating elegant Scandinavian design with efficient technology.
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Summary and extracts

1 Market Overview

1.1 Definition and scope of the study

An air purifier is a device that reduces the impact of domestic and industrial pollution by filtering the air and consequently removing pollutants and unpleasant odors. Within the scope of this study, however, we will focus only on domestic and commercial applications of these devices rather than industrial ones.

There are five main air purification technologies on the Italian market, based on the pollutant being treated:

  • Mechanical filters (e.g., HEPA);
  • Electronic filters (ionizers or electrostatic precipitators);
  • Gas phase filters (e.g., activated carbon);
  • UVGI or germicidal UV irradiation;
  • PCO or photocatalytic oxidation;
  • Ozonators;

In public environments, such as hospital or airplanes, air purifiers are mainly used to filter and remove toxic residues. In domestic environments, on the other hand, air purifiers are found in offices and homes to improve hygiene and quality of life for employees and residents.

In 2022, the gloal market for air purifiers is estimated at $13.97 billion. Between 2022 and 2030, a compound annual growth rate (CAGR) of 7.3 percent is expected, thanks to which the market could reach a total value of $24.55 billion.

Smart air purifiers are covering an increasingly large market segment. By 2033, the market value of this specific sector is expected to grow to be worth $24.64 billion.

Today the market is also developing positively in Italy, despite rather high prices. Although it is still a niche market, the market is growing rapidly and this growth is led by some leading brands such as Dyson, Philips, Samsung, and Xiaomi.

Blocking measures implemented by the government in various regions of Italy to contain the spread of COVID-19 have led to increased sales of home appliances, including air purifiers. In addition, there is a growing demand for air purifiers from healthcare facilities and public buildings as consumers are exploring ways to prevent the spread of coronavirus.

1.2 The world market

In ****, the global air purifier market reached a value of $**.** billion. With the prospect of a compound annual growth rate (***) of *.*%, by **** the global market could reach a total value of nearly $** billion, which is double the current value.

Air purifier market World, ****-****, in billions of dollars Grandviewresearch

Consumers are ...

1.3 The Italian market for air purifiers

The association Assoclima provides statistics and information on different types of ventilation and air treatment devices. To capture the evolution of the size of the Italian air purifier market, we used their data on the turnover of air handling units over the years.

We will use this broader category to assess ...

1.4 Imports and exports

Considering the category "Air Handling Units," within which air purifiers fall, Italy appears to be a net exporter. Between **** and ****, Italy's trade balance shows a coverage rate of always over ***%. This means that the economic value of Italian exports has always been three times or more than that of imports. Over ...

1.5 The consequences of the Russian-Ukrainian conflict

The outbreak of the Russian-Ukrainian conflict in February **** resulted in a general increase in the consumer price index, among other things. Data on air purifiers specifically are not available. However, looking at the general consumer price index, an increase in costs for end consumers in the air purifier sector is also ...

2 Demand analysis

2.1 Demand drivers

Experts suggest that purchasing an air purifier may be essential if there are real and objective reasons [***], such as:

Allergies to dust, pet dander and pollen; Asthma; Living with smokers; Bad odors produced by animals and their bedding; Living in a region heavily affected by air pollution.

Indeed, the demand for ...

2.2 Smart working as a determinant of demand

Smart working has led many people to spend more time in their homes, highlighting the importance of a healthy and comfortable home environment. With more time spent at home, people have become more aware of the quality of the air they breathe. Interest in air purification has grown in order to ...

2.3 The most polluted regions in Italy

In order to analyze the geographical distribution of demand for air purifiers, a map was created with the average annual concentration of PM** in each Italian macro-region. A positive correlation is assumed between urban pollution and demand for air purifiers

Data for each macro-region were obtained by aggregating the values recorded ...

2.4 New demand trends

Consumer preferences for air purifiers appear to be influenced by various factors such as the elimination of allergens, odors, and mold, as well as air quality, which is seen as essential to health. In ****, these preferences were manifested in various trends and features sought in air purifiers, including:

Filter types: High ...

3 Market structure

3.1 Market structure

In order to analyze the market structure, enterprises devoted to the distribution of electronic equipment and household appliances (***) are considered. In particular, the number of enterprises, the number of employees in the sector and the legal form of enterprises are analyzed. This choice is related to the lack of data concerning ...

3.2 Value chain

WEEE disposal refers to the responsible disposal of Waste Electrical and Electronic Equipment. This waste includes various electronic and electrical devices that are decommissioned or no longer functioning. Proper management of this waste is essential to prevent environmental pollution and ensure the recovery of valuable materials. The WEEE disposal process may ...

3.3 The main manufacturers

Considering the fact that air purifiers are still thought of as a niche market in Italy, the main players in this sector can be identified in large electronic device manufacturing companies that have consumer trust and the right reputation to introduce new devices such as air purifiers. The other main and ...

3.4 The main distribution channels

The main distributors of air purifiers in Italy are:

Unieuro s.p.a: founded in ****, is Italy's largest retailer of consumer electronics and home appliances by number of stores, with a network of *** stores throughout Italy. The company adopts an omnichannel approach, integrating direct stores, affiliated outlets and a digital ...

4 Supply analysis

4.1 Air purification technologies on the market

Several air purification technologies are available, namely[***]:

Filtration: The principle of filtration is to capture pollutants in the air to be treated through a series of filters. HEPA (***) filters are the most qualitative because they are able to recover the smallest pollutants. HEPA technology accounts for about ** percent of global market ...

4.2 The prices

The following are some of the products available in the Italian market with their retail prices.

4.3 New supply trends

As an emerging one, the market for air purifiers is constantly evolving. In terms of offering these products, design and manufacturing are increasingly moving toward:

Smart technology integration: modern air purifiers are increasingly equipped with smart features. These features may include connectivity to smartphones or smart home systems, enabling remote control ...

5 Regulations

5.1 The legislation

The market for air filtration and cleaning products, as with many other products, is regulated by various laws and regulations at both the national and European levels. However, the standards that relate most specifically to air purifiers have been issued by the European Union:

EN ***:****: constitutes the reference legislative source for ...

6 Positioning of players

6.1 Segmentation



  • Electrolux Italia s.p.a
  • Samsung Italia
  • LG eletronics Italia SPA
  • Xiaomi Italia
  • Unieuro S.p.a.
  • Bruno s.p.a
  • Mediamarket S.p.a.
  • Comet s.p.a
  • Amazon
  • Dyson Italia

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Latest news

Amazon exceeds 10 billion euros in sales in France - 27/09/2023
  • Amazon sales in France in 2022: €10.5 billion.
  • Sales growth since previous year: over 16%.
  • Sales in France in 2021: €9 billion.
  • Number of companies (VSEs and SMEs) selling on Amazon in France: over 16,000.
  • Number of Amazon employees in France: Over 20,000.
  • Amazon investments in France since 2010: Over €20 billion.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Electrolux Italia s.p.a
Samsung Italia
LG eletronics Italia SPA
Xiaomi Italia
Unieuro S.p.a.
Bruno s.p.a
Mediamarket S.p.a.
Comet s.p.a
Dyson Italia

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