Case story ~ wellbeing

Reducing harmful allergens and pollutants in the home

Electrolux is growing profitably in the air purification category by launching innovative and stylish high-performance products that meet consumer need.


  • New high-performance air purifier with an iconic design gains market share
  • Profitable entry with strong CTF* development
  • Consumer ratings of 4.9 in South Korea
  • Capturing aftermarket sales potential through connected business model

*Contribution To Fixed = Net sales - Variable costs

Iconic design and high consumer ratings

Launched in Q1 2019, the Electrolux Pure A9 air purifier quickly gained consumer attention with its iconic design and high performance. Several independent tests show that the stylish unit is one of the best performing air purifiers on the market.

South Korea was one of the first countries where the Pure A9 was launched, with high consumer demand and good local awareness. Consumers at HiMart, a leading retailer in South Korea, rated the product at 4.9 out of 5. The Pure A9 has also  been launched in the Nordics, and is being introduced to the rest of Europe, Taiwan and Thailand during 2020.

Understanding consumer needs

According to the World Health Organization, 9 out of 10 people live in places where air pollution exceeds guideline limits. Most live in Asia where consumer awareness and category knowledge are high. In Europe however, pollution levels can be as high, but awareness is lower.

To reassure consumers and provide a healthy indoor climate, Pure A9’s advanced particle and gas sensors are used to constantly monitor air quality and the PureSense system quickly responds to any changes. The product interface and mobile app give the user intuitive and understandable air quality feedback.

Growing global demand

The global market for air purifiers amounted to SEK 36bn in 2018 and the annual growth rate (CAGR) is estimated to be 3.5% for 2018-2024**. Air purifiers have been part of the Electrolux range since 1999, with an expanding range to cater for consumers in Asia and Europe.

Connected business model increases aftermarket sales

An installed base of air purifiers creates demand for filters throughout the product’s lifetime. The range’s connected app reminds users when a filter is approaching its end of life and offers filter options based on their specific particle, pollen or allergen needs.

** Source: Euromonitor and Freedonia.