Air Purifiers Benefit from ‘Cocooning’ and ‘Super-flu’ Awareness in Japan

Air Purifier sales in Japan were up 88% in unit terms and rose 131% in value compared to November 2008. This is largely attributed to the increasing need of consumers for a better home environment as well as a growing awareness of health control following the recent virulent strains of 'super-flu' around the world. Furthermore, this is compounded by spending trends during a recession, where many people opt to "Cocoon" themselves in their own homes as opposed to eating and going out.

In the third quarter of 2009, a new type of Air Purifier was introduced to the market. 'Ion generators' remove odours and inhibit viruses and have established a new market rather than jeopardising the traditional Air Purifiers market. Ion generator sales represented a 26% volume and 24% value share of the total Air Purification-related market.
 
While other digital devices are suffering from a steep drop in average price, Air Purifiers are enjoying growth in value terms. Consumers are keen to improve the air quality of their homes and Air Purifiers with a humidification function grew by approximately four times the amount in volume terms compared to the previous year.

"Of course consumers are trying to save money in this economic slump, but they are doing so by taking the longer-term picture into account," said Junko Koketsu, Business Manager of the Home Appliance Business Unit at GfK Retail and Technology Japan. "Therefore, they don't mind the extra cost at the initial purchase, as this technology might help them save them money in terms of medical costs in future."