"Air Treatment Products in Portugal" is now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Fri May 15 2015


Sales of air treatment products were highly negatively impacted by the adverse weather experienced in Portugal during summer 2014. The weather during summer 2014 was characterised by low temperatures and persistent rain. This was a complete change from 2013, when very favourable summer weather led to demand for air treatment products vastly outstripping supply, leading some retailers to exhaust their stocks of air treatment products. Nevertheless, the 11% volume growth recorded in air treatment products during 2013 was more than reversed during 2014 as volume sales in the category declined by 18%. According to the Portuguese Institute of Meteorology, 2014 saw the second lowest temperatures recorded in Portugal in 25 years, with only a brief heatwave in June 2014 prevented it from being the coldest year in Portugal for 25 years.

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Competitive Landscape

With a wide portfolio of products in cooling fans and a very strong distribution chain throughout Portugal, SEB was able to maintain its position as the leading branded player in air treatment products in 2014 through its Rowenta brand, although the company lost two percentage points from its volume share in the category over the course of the year. Much of this can be attributed to the consistent increase in the proportion of air treatment products accounted for by air conditioners, while sales of the Rowenta brand in cooling fans have also been negatively impacted by the increasing demand for low-priced brands and private label products. Furthermore, the insolvency of Fagor in 2013 benefited the company’s main competitors, including SEB, as demand for Rowenta cooling fans increased.

Industry Prospects

The anticipated return to positive economic growth in Portugal during the forecast period is expected to have a positive influence on sales of air treatment appliances. Furthermore, the increasing efficiency and improvements in the designs of air conditioners are expected to boost the performance of this category. Nonetheless, by the end of 2019, volume sales of air treatment products are expected to be only 62% of volume sales recorded in the category at its peak during 2006. Although the Portuguese construction industry is expected to recover from its recent slump over the forecast period, with a concomitant increase expected in sales of air conditioners, this alone is highly unlikely to be enough to return a category to the levels of sales recorded prior to the start of the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Air Treatment Products industry in Portugal with research from Euromonitor's team of in-country analysts.

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