Germany HEPA Air Purifier Market

Market Overview

Germany's HEPA air purifiers market is witnessing robust growth during the forecast period on account of the rising awareness regarding air pollution and favorable government regulations. Increased awareness regarding the importance of clean air and the benefits of air purifiers is driving the market growth.

As per the EURACTIV, in 2019, only 25 instead of 57 cities exceeded the limit values for nitrogen dioxide. However, the increasing air pollution levels from dust particles and nitrogen dioxide have exceeded the permissible limit values in some German cities, including Stuttgart, Munich, and Darmstadt. Rapid urbanization and industrialization in the country are expected to positively influence the demand for HEPA air purifiers during the forecast period.

Market Dynamics

Surging Awareness Regarding Air Pollution and Their Effects on Human Health

A significant proportion of Europe’s urban population lives in cities, where air quality continues to deteriorate. The increasing air pollution levels not only impact the health of inhabitants but also lead to considerable economic impacts, such as increased medical costs and reduced productivity among individuals.

Across Europe, the most troublesome pollutants in terms of harm to human health are Particulate Matter (PM), NO_2, and ground-level O₃. The table below indicates the increase in the pollutant levels of some of the gases above EU standards across Germany in recent years. This increase in pollutants and their exposure to the inhabitants have resulted in premature deaths. In addition, recent years have been observing an upward trend in pollutant levels, particularly for O₃, in Germany.

Table 1:Percentage of Urban Population in Germany Exposed to Concentrations above EU Standards

Source: European Environmental Agency (EEA)

Figure 1: Comparison of Premature Deaths Attributed to Exposure of Pollutants in Germany and EU-28, 2018

Source: European Environmental Agency (EEA)

Figure 2: The Trend of O3 Percentile 93.15 Concentrations in Germany

The adjacent figure depicts the increase in the concentration level of O₃ in Germany above the EU average threshold, i.e., 120 µg/m3. And as industrialization continues to gain pace across the country, air pollution levels will be increasing, creating demand for HEPA air purifiers. Therefore, concerns regarding the increasing number of premature deaths and rising pollutant levels accelerate the demand for air purification filters across both industrial as well as non-industrial sectors.

Government Regulations for Effective Air Pollution Monitoring and Control

The declining air quality in German cities can be directly linked to emissions from the automotive, food processing, and iron, steel, and cement industries. Since this decline in air quality levels adversely impacts human health, the country’s government is establishing regulations and programs that can enable them to monitor and control air pollution to improve air quality. ‘A Clean Air Programme for Europe ’and‘ The EU’s air quality directives (DIRECTIVE 2008/50 /EC and DIRECTIVE 2004/107 /EC)’ are some of the programs set up for the assessment and management of air quality and set pollutant concentrations thresholds that shall not be exceeded.

These regulations, coupled with the growing concerns regarding the declining air quality in Germany, have compelled plant operators and household individuals to adopt technologies that can bring down emission levels, which, in turn, creates demand for air purification systems in the market.

High Cost and Technical Limitations Associated with the Product 

Although using a HEPA air purifier is a first-rate choice for improving indoor air quality instantly, the high price associated with installation and maintenance poses a key challenge for a large number of individuals, limiting adoption in low-income cities. This trend in the consumer purchase intention is also observed across rural regions where these purifiers are still considered a product of luxury rather than necessity. While these factors hinder market growth, improving consumer spending power, and rising disposable income are expected to surge its adoption in the coming years.

Even though HEPA air purifiers offer a large number of advantages, they have some notable limitations too. On the upside, they are the most effective purifiers and can remove at least 99.95% (European Standard) or 99.97% (ASME, U.S. DOE) of dust, pollen, mold, bacteria, and any airborne particles with a size of 0.3 microns, but they require a lot of upkeep. Additionally, these filters have a short life span and need to be replaced regularly. The use of HEPA filters in ventilation systems can also create additional energy costs by restricting airflow through the unit, resulting in increased energy consumption and high electricity bills.

Segmental Analysis

Versatile Features of in-Duct Filter to Drive Its Demand across the End-Users

The in-duct segment holds the highest market share in the Germany HEPA air purifier market during the forecast period. The extensive use of In-duct type air purifiers in the B2B sector, such as commercial buildings, hospitals, schools, and restaurants, drive the segment growth. In-duct HEPA air purifiers, also called in-line purifiers, are installed entirely within the business or home’s existing ductwork.

Systems such as air conditioners or furnaces benefit from these purifiers, as these purifiers do not simply filter air, they neutralize dust, pollen, dirt, dander, and germs using ionization technology or UV light. In-duct purifiers are highly effective. Various models of in-duct air purifiers are available in the market; one only needs to choose the right model depending on the property.

The growth of in-duct HEPA air purifiers can be attributed to the growing popularity of smart homes, which are equipped with smart devices that can be controlled remotely through mobile phones. The increasing number of residential, commercial, and industrial constructions favors the segment’s growth. As per the National Council for Home Safety and Security, the global smart home market is estimated to reach a value of over USD 40 billion by the end of 2020.

However, the portable type is gaining traction, owing to the increasing demand from the consumers for household purpose and office buildings. Portable HEPA air purifiers are high in demand, with cost-effectiveness and convenience serving as their key drivers. Moreover, these filters require no installation and are low maintenance. Portable HEPA air purifiers are available in different sizes and technologies. Several companies even offer portable HEPA air purifiers with inbuilt ionizers.

Rising awareness about air pollution and the increasing numbers of ICE vehicles creates a demand for portable HEPA air purifiers. Moreover, rising concerns and awareness among consumers about diseases caused due to poor air quality, such as respiratory disorders and asthma, augment the demand for portable air purifiers.

Regional Analysis

Rise in Health-Conscious People with Higher Disposable Incomes to propel the demand for HEPA air purifiers in Germany

As per our analysis, Europe is the second-largest market for air purifiers after North America. In Europe, Germany is the largest market for the HEPA air purifiers, owing to the increasingly health-conscious population, coupled with high purchasing power. The units of portable air purifiers sold each year in the country are more than two-fold compared to the in-duct air purifier. Portable air-purifiers are mostly consumed in the B2C sector.

Consumers are directly purchasing portable air purifier through online shopping. The expanding e-commerce and high internet penetration rate in the region are anticipated to boost the demand for the product. Moreover, the omnichannel presence of the key leaders in the market is expected to bolster the growth. A portable air purifier is cheaper than an in-duct air purifier. Such factors are driving the growth of the HEPA air purifier market.

Recent Developments

• In November 2020, Electrolux collaborated with IBM to provide real-time weather and environmental data to help consumers make energy-saving choices about when to use appliances, such as air purifiers.
• In November 2020, Honeywell International Inc. launched new products in its Healthy Buildings Air Quality offerings to improve air quality in commercial buildings.
• In November 2019, LG Electronics introduced new air conditioners with air purification functions, coupled with an automatic PM 1.0 fine dust sensor.
• In September 2020, Wolf GmbH unveiled a new WOLF air purifier with HEPA filter for schools, day-care centers, and others.

Germany HEPA Air Purifier Market Segmentation

By Type

• Portable
• In-duct

By Application

• B2B
  • Residential Buildings
  • Schools
  • Office Buildings
  • Restaurants and Hotels
• B2C
  • Online Shopping
  • Offline Shopping

By Region

• Germany