Growing concerns about bird flu and overall health awareness are proving a windfall for existing air-purifier makers that aim to double their sales while new players are entering the market. Toshiba (Thailand) Co, recently took back its air-purifier distribution from Carrier (Thailand) Co. Sangchai Air Quality Co is widening its distribution of Honeywell products to the provinces while York Airconditioning and Refrigerating (Thailand) Co is introducing purifiers locally for the first time.

All of them are challenging the direct-sales company Amway, which leads the air-purifier market.

Nattaphong Areekul, vice-president of Toshiba Thailand, said the company had planned various marketing activities to build brand awareness of its air-purifiers, with a budget of 50 million baht.

Air-purifier sales rely heavily on demonstrations to customers, so the company is negotiating with direct-sales firms to distribute its product through their networks. It will also pursue sales through hospitals.

``Our business has shifted to health concepts over the past several years,'' said Mr Nattaphong. ``Sales of several related products, particularly ionising electrical fans, get stronger every year. We hope to have a new success story of our new air-purifier line.''

The company aims to double sales of Toshiba air-purifiers to between 400 and 600 units per month next year.

Sittisak Panitpotjaman, marketing manager of York Airconditioning and Refrigerating (Thailand) Co said his company introduced four York air-purifier models for home and car use last week.

``Air-purifiers have become a necessity for life. Their penetration rate per household in countries such as Japan and Taiwan is about 70-80% and the trend is coming to Thailand,'' said Mr Sittisak.

As a new player out to build market share, the company is offering special prices ranging from 2,500 to 14,900 baht per unit until early next year.

Sales of air-purifiers in Thailand are expected to double this year from last year, to about 100,000 units. Amway and Honeywell together account for about half of all sales currently.

``The demand for air-purifiers will continue to grow, stimulated by health-conscious people and the outbreak of the bird flu,'' said Mr Sittisak.

He said York expected to sell 1,000 to 2,000 purifiers this year and 10,000 next year. The company will spend 25-30 million baht on promotion and is expanding distribution to car accessory outlets and convenience stores in petrol stations.

Boonyarit Chansuwan, managing director of Sangchai Air Quality, said his company expected to double its sales of Honeywell air-purifiers to 15,000 units next year.

``Air-purifiers are among the top items on shopping lists of Thai consumers. We hope that Honeywell, which was developed by medical device producers, will maintain its leadership in modern trade outlets in the future,'' said Mr Boonyarit.

SUKANYA JITPLEECHEEP

Source Bangkok Post