Everything you wanted to know about Air Filter Sales in Europe

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Everything you wanted to know about Air Filter Sales in Europe

Christine Thieringer

Share of World Filter Market

McIlvaine report on Air Filtration and Purification Markets

All Others

34%

Europe

28%

Americas

39%

Total Market Size 2010: $ 1.8 Billion

Agenda

• The market partners

• How they go to market

• The products

• The product mix

• Focus on Manufacturing Processes and

Equipment

Agenda

The market partners

• How they go to market

• The products

• The product mix

• Focus on Manufacturing Processes and

Equipment

Market Partners USA

• Approx. 20 fabricators in 4 different markets:

- commercial

- wholesale

- retail / residential

- direct sales B2B

• 3 fabricators sell into all 4 segments.

• 2 companies sell only in retail or residential.

Characteristics of US Fabricators

• Only 1 Media manufacturer is fully vertically integrated: media – product – distribution

• Manufacturers of filter pockets and finished products to complete their offering: product – distribution

• Converters buying filter pockets / semifinished rolls for building-up of products: converting – distribution

Market Partners

Europe

• More than 100 filter fabricators in Europe,

Russia, Turkey.

• Eastern Europe:

40 companies

• Western / Central Europe:

40 companies

• Northern Europe:

20 companies

• Southern Europe:

10 companies

Market Partners Europe

Characteristics of European Fabricators

• Media manufacturers are fully vertically integrated: media – product – distribution

• Manufacturers of filter pockets and finished products to complete their offering: product – distribution

• Converters buying filter pockets / semifinished rolls for building-up of products: converting - distribution

Agenda

• The market partners

How they go to market

• The products

• The product mix

• Focus on Manufacturing Processes and

Equipment

Key Market Differences

• Europe: no residential filter market existing

• Europe: filters are considered as a technical product

• Europe: Wholesale distributors do not participate in the market

• Europe: maintenance /service companies serve after-market directly: fabricator service company end customer

US Channels to

Market

• Products are similar with different performance requirements.

• Some fabricators focus on one channel, others participate in all three.

Wholesale

Commercial

Fabricator Retail/

Residential

Direct

Sales /

B2B

European Channels to Market

• Primary channel is B2B

• 2 nd channel are commercial / authorized distributors

• 3 rd channel are maintenance companies

Maintenance

Direct

Sales /

B2B

Fabricator

Commercial

Questions about the US Market

• Have the Retail and Wholesale segments eroded the technical focus of air filtration in the US?

• Have these same segments led to the commoditization of the commercial market?

Agenda

• The market partners

• How they go to market

The products

• The product mix

• Focus on Manufacturing Processes and

Equipment

Media pads and rolls

The Products

Panel filters

Compact filters

Pocket filters

Key Differences in the Markets

• Europe: Pocket filter are number one seller

• Europe: Pre-Filters are often pockets filters instead of pleated panel filters (MERV 6 – 10)

• Europe does not view the pleated filter as a quality product

• Europe: Filter rating and performance reporting requirements have greatly influenced the market (EN 779)

• Europe: Synthetic vs Glassfiber 50 : 50

Fiberglass versus Synthetic

20%

10%

0%

Glass

Synthetic

50%

40%

30%

80%

70%

60%

Europe

50%

50%

US

20%

80%

Glass

Synthetic

Comparing Classifications

ASHRAE 52.1 1992 - Dust Spot Efficiency

20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95%

ASHRAE 52.2 1999 Particle Size Efficiency

G1 G2 G3 G4

65% 80% 90%

Average Arrestance

per EN 779

and ASHRAE 52.2

EN 779 2002

F5 F6 F7 F8 F9

40% 60% 80% 90% 95%

Average Efficiency on .4 µm particulate per EN 779

(correlates closely with 52.1 Dust Spot)

2820 South English Station Road

Louisville, KY 40299

270 887 9431

Courtesy of:

Bob Burkhead

Blue Heaven Technologies

270 887 9431 bobburkhead@blueheavenky.com

Pressure Drop vs. Dust Fed

1,7

1,36

1,02

0,68

0,34

MERV 14 products

0

0 pocket-nw

90 180 270 360 v-cell pressure drop vs dust fed box pocket-g pocket-s rigid-s

450 rigid-g

542

Changes to European Standard EN-779

• F5 and F6 become M5 and M6

• Must state initial efficiency with average efficiency and measure discharge efficiency using IPA soak.

• The minimum efficiency is defined as the lowest efficiency among the initial efficiency, the discharged efficiency and the lowest efficiency throughout the loading procedure of the test.

Impact of EN-779 Changes on the

European Filter Market

• In the current European test standard the discharged efficiency has no impact on filter classification

….that will change!

Agenda

• The market partners

• How they go to market

• The products

The product mix

• Focus on Manufacturing Processes and

Equipment

Quantifying the Difference

Pocket Filter has by far lower market share

Pocket Filter is no. 1 seller

Source: Freedonia / McIlvaine

Market driven Changes

• Europe: Pocket Filters dominate the high end market for HVAC Ashrae rated products

• Europe: 7% annual growth rate over the past

10 years for pocket filters

• Europe: Rapidly moving away from charged media.

Agenda

• The market partners

• How they go to market

• The products

• The product mix

Focus on Manufacturing

Processes and Equipment

Market driven Changes

• Europe: Pocket Filters dominate the high end market for HVAC Ashrae rated products

• Europe: 7% annual growth rate over the past

10 years for pocket filters

• Europe: Rapidly moving away from charged media.

Agenda

• The market partners

• How they go to market

• The products

• The product mix

Focus on Manufacturing

Processes and Equipment

European Pocket Design

- Welded Pocket -

Top Spacer Design

European Pocket Design

- Welded Pocket -

Diamond Spacer Design

European Pocket Design

- US Welding Equipment -

Diamond Spacer and Top Spacer Design

Machine Capacity 5 – 6 m/min

European Pocket Design

- Stitched Pocket -

Tapered or constant stitch loosening for free programmable pocket shape (straight, tapered, radius)

European Pocket Design

- Stitching Equipment -

Filter Pockets with tapered or straight stitch loosing and tapered or straigth or free programmable outside contour machine speed up to 24 m/min

European Pocket Design

- Stitching Equipment -

Automatic Double Bottom Seam

Station with Stacker

Conclusions

• Europe: Pocket Filter Applications range from

35 to 95 % efficiency including pre-filtering

• Europe: Pleated filters are not considered a high quality product

• Europe: Pockets Filters have grown over the last decade leading to product design and performance improvements

• Europe: Requirement for enhanced manufacturing technologies and higher automation

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