i3 - January/February 2021 - 47

By Steve Koenig

Business

M A R K E T B E AT

Clean Living: Healthy Home Tech

ew research from CTA reveals a fast-growing market
opportunity for technologies designed to promote health
and wellness at home. Known as healthy home technologies, this market includes a wide range of products from air
purifiers to fitness solutions. However, despite the healthy appeal
of these technologies, most consumers do not know where to
start and the perceived cost can be a barrier.
Understanding consumer perspectives
on personal and home health can help
industry address consumers' needs while
overcoming obstacles to purchase. CTA's
Healthy Home Technologies study
(October 2020) reveals 53% of U.S.
adults are very concerned for their personal health and wellness, and 55% say
their concerns have increased within the
past year. Although consumers are
spending more time at home because of
the pandemic, 86% express some concern about one or more aspects of their
home's current health, such as air and
water quality. There is a sizeable market
for healthy home tech-some 64 million
consumers-where concern for personal
health and home health intersect.

Anass Bachar/EyeEm/Getty Images

Consumer Awareness

A gigantic constellation of solutions
exists at this crossroads with healthy
home technologies overlapping adjacent markets like smart home, fitness
tech and sleep tech. The category also
includes green tech-even building
materials and design characteristics-
so it is helpful to compartmentalize
this broad market in to three categories: cleanliness and security; sensory
inputs (e.g., lighting); and environment and design.
Consumers tend to be more aware of
cleanliness and security solutions than
the other two categories. Products like

2021

air purifiers, water filtration systems and
digital security solutions are generally
well-known and understood. Air quality
is a chief home health concern. As a
result, 39% of consumers say they own
an air purifier.
CTA's study found consumers are
aware of other home health hazards
beyond air quality but are unaware of
solutions to help mitigate them. In fact,
41% of consumers say they would like to
improve the health of their home but do
not know where to start. For instance,
58% of consumers say they are familiar
with the negative effects of blue light
exposure near bedtime on sleep, but just
26% were aware of lighting solutions
and/or controls. Even fewer
consumers (21%) were aware
of sleep-oriented solutions to
promote a good night's rest.

Education is Key

The research findings illustrate a consumer waiting to pounce on home health
products. Equally clear is the need for
industry to educate consumers on the
options available to them. Traditional,
online and social media marketing may be
best vs. in-store promotions to instruct
consumers on healthy home tech. CTA
research has documented a sharp and sustained rise in media consumption given
consumers are spending more time at
home amid the pandemic.
Consumers need to know they can
achieve a healthy home without a major
renovation. This is where tailored,
Do It Yourself (DIY) products come
into play-matching solutions with different sized spaces, budgets and performance expectations.
The importance of healthy homes
amid the pandemic is obvious but CTA
expects this trend to remain long after
the crisis abates. This means a potential
long-term relationship awaits the
brands that are willing
to educate and support consumers now
on their quest for a
healthier household.

39% of
consumers
say they
own an air
purifier.

Learn about the latest trends and
CTA reports during the Research
Summit at CES 2021.

C TA . t e c h / i 3

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JANUARY/FEBRUARY 2021

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i3 - January/February 2021

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