Capturing opportunities in emerging markets

While the effects of outdoor air pollution have been well documented, relatively little attention has been paid to the quality of indoor air. Figures released by the World Health Organization in 2007 claimed that in a number of countries – including several emerging economies – indoor air pollution is responsible for a total of 1.2 million deaths a year. Children, WHO noted, were impacted even more than adults in succumbing to acute respiratory conditions attributed to indoor air pollution.

These alarming statistics played a significant part in the creation of Philips’ new Water & Air category.

“More than 70% of consumers feel that the air quality will impact their long-term health,” says Sridhar Kumaraswamy, the Water & Air category leader. “This same research also indicated that about half of households are not satisfied with their indoor air quality. We have chosen to address its provision with a very market-specific approach for our Clean Air Systems range, based on different priorities in each market.”

European air quality under threat

Philips’ insight has shown that Europeans are mostly concerned about the amount of dust and especially allergens in indoor air. “55% say they have a problem with it, even though only 5% of European households own an air cleaner,” says Sridhar. Europe’s growing city populations – two-thirds of Europeans will be city dwellers by 2050 – are being increasingly exposed to a whole range of pollutants, from harmful gases, viruses and bacteria, to fine dust, pollen and cooking waste. The design and construction of modern homes is also less effective in dispersing indoor pollutants.

Emerging markets facing environmental challenges

In emerging markets like China, the situation is somewhat different: “People living in China’s cities face the same indoor air pollution issues as anywhere else – like dust, chemical emissions, pollen, tobacco smoke, bacteria and viruses,” says Sridhar. “However, the expanding economy has created additional environmental challenges as a result of things like construction projects and increased car ownership.”

Awareness of domestic air quality in China is growing, and interest in buying an air cleaner is high (around 85% of households). In China, Philips has focused on addressing family health with its Clean Air Systems. “In a big city like Shanghai,” notes Sridhar, “people might be inhaling over 50 million particles with every breath. Since children breathe even more air than adults – up to twice as much – they will inhale even higher levels of airborne contaminants. So, every breath that a child takes, at home and outdoors, can affect his or her growth and development.”