The air purifier market - Spain

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

Revenue of the air purifier market World, ****-*****, in billions of dollars Source: ****

The growth of the air purifier market is very significant, with growth expected to reach **% per year over the period ****-****, bringing its value to $** billion by the end of this period.

The world market is largely driven by the Asian markets, particularly China. Indeed, the latter weighed a little over * billion dollars in ****. It is the anti-pollution campaign led by the Chinese authorities that is the key factor in this dynamic Chinese demand. The world market is also on the rise, independently of the Chinese market. However, the market for air purifiers remains a niche market to this day [***].

The Asia-Pacific region is the largest in the world. In ****, it accounted for approximately **% of the world market. This high demand is due to rapid industrialization, urbanization, rising disposable incomes and, above all, growing awareness of the adverse health effects of air pollution.

The U.S. market was expected to reach $* billion in ****. It is driven by the pollution of certain large American cities and the desire of American consumers to reduce the health risks linked to this air pollution. Traditionally rather driven by consumers with respiratory problems, ...

1.3 Market in Spain for air purifiers

In order to assess the size of the market of air purifiers in Spain, we used data from El aire condicionado, which provides statistics and information about different types of ventilation and treatment devices. We first started by analysing the broader Market of Treatment, Distribution and Diffusion of Air, which increased between **** and **** with a CAGR of *.**%, reaching the value of ***.* million euros in ****.

Evolution of the Market Turnover of Treatment, Distribution and Diffusion of Air Spain, ****-****, in million of euros Source: ****

In order to narrow down our analysis, we examined the different sectors of the Market of Treatment, Distribution and Diffusion: Distribution of Air (***) which account for **% of the market. We then chose to focus on the subcategories of Distribution and Diffusion of Air, which correspond the most to the different functions of air purifiers and will give us a better idea of the size of the market. 

Different sectors of the Market of Treatment, Diffusion and Distribution of Air Spain, ****, in % Source: ****

From the graph below, we can see that the market for Distribution and Diffusion of Air is rather steady, with a CAGR of only *.*% between **** and **** for diffusion and *.*% for distribution. However, as we will discuss ...

1.4 The impacts of the Covid-19 pandemic

The obsession with cleanliness is understandable in a time of emergency such as the one we are experiencing. Coronavirus is a respiratory virus that is spread primarily through close contact with an infected person. So, air quality in the home has become particularly important, but we should not think of the air in the home as a vehicle for infection. In any case, it is right to be concerned about having a protected home environment.

Air Purifiers work precisely in this direction. It is important to highlight that, based on what is known today, the new coronavirus is not transmitted through the air, but through droplets emitted when speaking or coughing and sneezing that do not remain in the air for a significant amount of time. But even if they do linger in the air, can an air purifier catch the coronavirus? To some extent, yes. An air purifier equipped with a High Efficiency Particulate Air Filter (***) can capture a virus-sized portion of airborne particles. Once trapped, viruses cannot multiply on their own or remain contagious for long. However, it is important to remember that no air purifier can completely protect you from a virus.

Nonetheless, the perception of this tool ...

2.1 Demand drivers

The purchase of air purifiers can be linked to several reasons:

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

In this study, we will focus on the two most important determinants of the demand for air purifiers: asthma contaminations and pollution.

First of all, the number of registered cases of Asthma in Spain has been increasing since ****, experiencing a particularly significant increase of around ***% between **** and **** and finally reaching the value of *.** million cases in ****. Hence, this growth of the number of individuals with Asthma in the country increases the chances of Spaniards who might need an air purifiers in their home.

Evolution of the number of registered cases of Asthma Spain, ****-****, in millions of number of cases Source: ****

Annual Greenhouse Gas Index (***) Spain, ****-****, index Source: ****

Evolution of the exposure to air pollution (***) Spain, ****-****, in micrograms per cubic metre Source: ****

However, even though the evolution of pollution in Spain is inconsistent, the increasing awareness of air pollution is an even more important determinant of demand. In fact, acroding to a survey conducted by ClicKoala and Empírica Influentials ...

2.2 Geographic distribution of pollution in Spain

Having established that air pollution is an important determinant of demand for air purifiers, it makes sense to have a closer look at air pollution in Italy in order to identify the most polluted regions of the country. Inevitably these regions will indeed be likely to present a higher demand for these devices.

Four autonomous communities concentrate a high amount of polluting emissions as together they are reponsible for **% of the percentage of emissions in Spain: Andalusia (***). 

Percentage of polluting emissions to the atmosphere by autonomous communitySpain, ****, in %

Source: ****

It is also interesting to take a closer look to the pollution in the different cities of Spain with more recent data from **** [***]. Hence the ** cities with the highest concentration of NO* in Spain in **** are:

2.3 Geographic distribution of Asthma in Spain

We have assessed the importance of the prevalence of asthma for the demand of air purifiers due to the fact that many experts and doctors suggest the domestic use of these devices to cope with the disease for the most severe cases. It is therefore useful to have a look at the geographic distribution of the prevalence of Asthma in the adult population to understand which Spanish autonomous communities are more likely to demand more air purifiers, combined with other data such as the one from the previous graph. Therefore, it seems that Asturias and Galicia have both high pollution and a high prevalence of Asthma, which means that these regions are interesting for the air purifier market.

Prevalence of Asthma in the adult population by autonomous communitySpain, ****, in % of prevalence

Source: ****

3.1 The players of the Air Purifier market

The Air Purifiers market in Spain is mainly dominated by companies which focus on large electronic devices and therefore dominate the market in other sectors. These firms are mainly international even though Spanish brands which focus on production or distribution of air purifiers such as Evvo or Ventifilters are emerging.

Therefore, the main players of the market of air purifiers in Spain are the following large multi-product electronic manufacturing companies:

Dyson Samsung Xiaomi Honeywell Philips LG

 Hovever the market is also characterized by specialized players such as Levoit, a device from VeSync, an app which provides a centralized smart home experience across * brands. Levoit is the company's brand for air purifiers, and it also produces humidifiers and diffusers as well as air purifiers filters.

3.2 Value chain of the air purifier market

The Nederman Group has published a mapping of its value chain. Two main conclusions can be drawn from this graph published by the Swedish air filtration expert. On the one hand, a "cradle-to-cradle" value chain concept that emphasizes the desire not to waste material, but to reuse and redesign the materials used to create new objects. On the other hand, the addition of a service dimension to a traditionally product-oriented craft.

This service trend is expected to become increasingly important in the air purifier market with players offering not only products, but also their maintenance and recovery throughout their life and at the end of their life.

Finally, the colors correspond to the company's influence on the different stages of the value chain. It is therefore important in the development of products and services, company operations and sales, but less so in supplier management, distribution, product use and product reuse. However, this lesser influence in some areas should be gradually increased as the company develops towards reuse of materials and service offerings.

4.1 Different types of Air Purifiers Technologies

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

Filtration: The principle of filtration is to capture the pollutants present in the air to be treated via a series of filters. HEPA (***) filters are the most qualitative since they are able to recover smaller pollutants. HEPA technology accounts for approximately **% of global market revenues [***]. Ionization: Ionization aims to cancel the effect of pollutants by attracting them through the emission of negative ions that amalgamate them and attract them toward the device or the ground. This is the solution developed by the French start-up Teqoya, which has developed a technology without harmful ozone emissions, unlike older generations of devices. This segment is expected to experience the strongest growth in the coming years with a CAGR of **.*% per year between **** and **** [***]. Photocatalysis: This technology captures and breaks down air pollutants, ultimately generating water and carbon dioxide. It is particularly effective against volatile organic compounds (***). lPasma: It's a technology that originated in the conquest of space. When energy is supplied to a substance, its state changes: solid to liquid and liquid to gas. If energy is added to the gas, it becomes ionized and turns directly into plasma. This is a recent variation of ionization, so ...

4.2 Advantages and Disadvantages of each technology

Source: ****

4.3 Analysis of the offer and price comparison

There's a wide range of air purifiers available in Spain that customers can choose from. La Casa Sibarita released a list of their top ** best air purifiers with the HEPA filter, taking into consideration a couple of different aspects.

Source: ****

Source: ****

4.4 Air purifiers in the battle against Covid-19

As previously seen, the Covid-** pandemic resulted in an unexpected increase in demand for air purifiers, given how they are able to filter virus and bacteria from the air. The company Best Air Technologies developed a product called PurificAir, which is an electronic and portable device that purifies the air without filters. This device is one of the ** selected by the deparment of innovation in the fight against the Covid-** pandemic.

PurificAir is a small device that is able to kill virus and bacteria in closed spaces of up to ** meters squared. The device mimics the process that occurs naturally in the open air and gives fresh air its disinfectant properties.

Best Air Technologies received €**,*** from the Valencian Council in order to develop this product which would help the region in the process of lifting coronavirus restrictions [***].

5.1 Regulations

The production and sale of air purifiers in Spain is governed by a number of regulations imposed by both the national government and the European Union.

In Spain, the sale of products containing biocidal products is regulated by Regulation (***) as well as by national legislation. In this regard, biocidal products must not be placed on the market or used unless they have been expressly authorised and duly registered or, where applicable, notified. All biocidal products placed on the market must contain active substances that have been previously approved or are under evaluation in the European Union.

On the basis of the efficacy data submitted and the intended use, a biocidal product may be authorised as a bactericidal, fungicidal and/or virucidal [***].

The BPR (***) replaces the Directive **/*/EC of the European Parliament and of the Council of ** February **** concerning the placing of biocidal products on the market. Ozone has been admitted as an active substance in the BPR in ****. The inclusion of ozone is being carried out in the [***]:

Main Group *: General disinfectants and biocidal products, within Product Type *: Disinfectants used in the areas of private and public health and other biocidal products (***); Product Type *: Used for the disinfection of equipment, containers, ...

6.1 Segmentation

• Dyson
• Xiaomi
• Honeywell
• Philips
• LG Electronics
• Evvo Home
• Venfilter
• Samsung Group