Market Report, "Air Treatment Products in Italy", published

From: Fast Market Research, Inc.
Published: Sat Mar 07 2015

The disappearance of air conditioning technology with on/off switch and a nominal thermal power of less than or equal to 12kW is derived from the implementation of a specific European energy plan, a strategic plan identified as 20/20/20, described by EU Directive 2009/28/CE. This has defined three objectives for the European Union to be achieved by 2020: a 20% reduction in carbon dioxide emissions into the environment; an increase of 20% in renewable energy; and a 20% reduction in energy consumption. From 1 January 2013, it started the countdown for the sale of air treatment products with on/off power not exceeding 12kW, which will only be sold until stocks are exhausted. Only inverter air treatment products can now be sold.

Competitive Landscape

The competition in air treatment products is very strong, due to the increasing number of low-cost players coming from Asia, consumer demand for cheap products to save money and growth in private label. Vortice Elettrosociali maintained its lead in air treatment products in 2014, with an 18% volume share, thanks to strong brand awareness, its large distribution network and its presence with low-priced products, which are currently highly appreciated by consumers. Daikin Air Conditioning ranked second in 2014 with a 10% volume share, thanks to its strong marketing campaigns and advertisements on television and in retailers’ magazines distributed to homes. Orieme Italia was third with just a slightly smaller volume share than Daikin, thanks to its popularity amongst retailers and appreciation by consumers.

Full Report Details at

Industry Prospects

Driven by new European rules, energy-saving is set to remain the most important trend within air treatment products. These regulations are expected to have a strong impact on manufacturers, which are expected to produce innovative lower-energy consumption appliances, and retailers, which are expected to push sales of high energy class air treatment products to customers, to match their demand to save money, and also because these products ensure higher sales margins.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Treatment Products industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Treatment Products in Italy market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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