ENERGY STAR in Canada
A year in review
Anne P.-R. Wilkins
Office of Energy Efficiency
Natural Resources Canada
May 4, 2006
Toronto, May 4 - 5, 2006
Table of Contents
 A year in review
• Looking at ENERGY STAR through 5As
– Some highs, some lows
– Counting widgets
– Program successes and recommendations
• Conclusions and recommendations
• Next steps
2
Participation in ENERGY STAR
Manufacturer
25%
Promoter
6%
Government
4%
Retailer
5%
Gas Utility
4%
Association
1%
Electric Utility
8%
Fenestration
Retailer/Distributor
19%
ESNH
1%
Fenestration
Manufacturer
27%
269 signed participants
We add to the list every day
3
5 As
 …..Awareness
 ..........Availability
 ..............Accessibility
 ....................Affordability
 .........................Acceptability
4
AWARENESS
5
Awareness of ENERGY STAR
Awareness levels of ENERGY STAR in Canada
(%)
100
80
60
40
20
0
80
26
32
40
44
17
13
aided awareness
Nov-01
Jan-03
25
29
36
unaided awareness
Sep-03
From 2001-2004 question:Now, I would like to read you a description of the
ENERGY STAR symbol. ENERGY STAR is either the word 'energy'
followed by a large star underneath a curved line in one colour, or the top
half of the earth in full colour behind the word 'energy' and a large star. The
words 'High Efficiency' may appear underneath. Do you recall seeing this
symbol ? In 2005, symbol shown to an Internet panel – aided awareness
transitions from phone based question to computer screen.
6
Nov-04
May-05
Unaided question: Have you
heard or read or seen
anything about ENERGY
STAR ?
Where most seen
 Primarily on:
• Major kitchen appliances
• Laundry appliances
 And to a lesser extent:
• On computer screen
• Display in store
 Very small percentage mentioned:
– On the side of a consumer electronics product
such as TV, DVD, VCR
– In a brochure, a magazine or newspaper
7
Provincial breakdown
Unaided awareness by Province
Atlantic
28%
Que
26%
ON
40%
Sask/Man
43%
Alberta
39%
BC
39%
0%
5%
10%
15%
20%
8
25%
30%
35%
40%
45%
50%
Survey of Household Energy
Use (SHEU)
% of households with an appliance less than 4 years old
asked if they own an
ENERGY STAR qualified unit
Clothes washers
69%
Dishwashers
65%
Freezers
64%
Main refrigerator
65%
0%
10%
20%
30%
13%
14%
12%
18%
40%
ENERGY STAR QUALIFIED
9
50%
60%
70%
80%
DON’T KNOW
90%
Survey of Household Energy
Use (SHEU)
% of households with a heating or cooling system less than 4 years old
asked if they own an ENERGY STAR qualified system
65%
Furnaces
Central air
conditioner
21%
59%
ENERGY
STAR
qualified
31%
Don't
know
Main window air
conditioner
54%
0%
20%
19%
40%
10
60%
80%
100%
Qualitative Interviews with
Appliance Sales Managers
Telephone interviews were completed with 50 appliance store sales managers:
Total
Dept.
Stores
Chains
Independents
Halifax
10
2
3
5
Montréal
14
2
4
8
Toronto
15
2
4
9
Vancouver
11
-
4
7
50
6
15
29
Total
•
50% of Department Store Managers said that 2/3 of their customers asked for energy
consumption information;
•
40% of Chain Store Managers reported that between 1/3 and 2/3 of their customers
asked for energy consumption information;
•
59% of Independent Store Managers reported that less than 1/3 of their customers
asked about energy consumption information.
11
What the head offices are saying
 A recent survey of ENERGY STAR Participants
reports that:
• In three-quarters of cases, respondents train their
personnel
– The amount of training and the training programs (including
sales personnel) has increased by between 50-85% since last
year.
– % of respondents :
o 76% of manufacturers
Survey was sent to
125 participants –
68 responded:
~24 manufacturers
~16 retailers
~20 utilities
~15 general participants
(NGOs, promoters, others)
o 66% of retailers
o 70% utilities
o 96% fenestration manufactures
~ All said that they trained 80% or more of their
personnel
12
Opportunities to enhance visibility of
ENERGY STAR on your web site
On-line shopping business
to Canadian consumers
91.3% of computer owners use their equipment for
internet access
shopped but
did not buy,
Number of households that
are internet shoppers
4.9M
Number of consumers that
bought/placed orders
3.2M
43%
read news,
email, 87%
69%
browse, 85%
Number of households that
use internet to window shop
before visiting a store
1.7M
13
ENERGY STAR on the Web
Visits to ENERGY STAR Web Site
April 04March 05
ENERGY STAR web site
Number of visits
April 05 March 06 % Change
249,000
388,000
56%
681
1062
56%
13
12
-6%
International visits
40%
41%
3%
Visits from Canada
60%
59%
-1%
Average visits per day
Duration of average visit in minutes
In contrast, Office of Energy Efficiency got 5.1 million visits during
2004-2005.
14
What we found – the survey says:
 Over 75% of manufacturers and retailers report
promoting ENERGY STAR on their web sites (similar
to last year)
What we found:
• On one quarter of respondents’ sites, could not find ESTAR
• The ENERGY STAR symbol was displayed prominently on the
homepage of only 2 company web sites; on several others,
the old symbol is still being used;
• On most sites, ENERGY STAR is 2-3 layers deep with product
lists or specifications. ENERGY STAR symbol was only found
in relevant product lists and specifications, and only if you
happen to pick the right product to review detailed specs
• ENERGY STAR qualification is not a search tool (like price,
colour, brand name, size, etc.) on any retailer site;
15
What we found – the survey says:
 59% (16/27) of respondent fenestration
manufacturers promote ENERGY STAR on
their website (up from 40% last year)
• Of these, 1/3 displayed the logo prominently on
their homepage, and;
75% include a link to the ENERGY STAR site
(up from 50% last year).
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AVAILABILITY
17
Market penetration/shipments of
ENERGY STAR qualified appliances
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2003
2004
2005
Refrigerators
37%
40%
32,0%
Clothes washers
24%
35%
30,0%
Dishwashers
49%
76%
81,0%
Based on data from the Canadian Appliance Manufacturers Association, 2005
18
Shipments of ENERGY STAR
qualified gas furnaces*
 ENERGY STAR qualified : 61%
 Standard efficiency: 39%
• Weighted average efficiency of these shipments are
the following:
• 2nd half of 2005: 87.09%
• 2nd half of 2004: 86.82%
Based on shipment data supplied by the Heating Refrigeration and Air Conditioning
Institute (HRAI) March 2005
19
Comparing with end-use data
Market penetration of ENERGY STAR qualified
furnaces*, by year of dwelling construction
70%
60%
50%
40%
62%
30%
20%
37%
35%
33%
10%
28%
29%
1979-1979
1980-1989
0%
All
Before 1946 1946-1969
households
1990-2003
*Natural gas, propane, oil. Based on weighted data supplied from Survey of Household Energy Use (SHEU) 2003
20
Survey of fenestration
manufacturers
 54 ENERGY STAR participants asked; only
27 responded.
• Almost 2 million windows and over 50,000
sliding glass doors were shipped by
respondent participants in 2005
• 58% of all windows shipped in 2005 were
ENERGY STAR qualified
• 36% of sliding glass doors shipped in 2005
were ENERGY STAR qualified
21
ACCESSIBILITY
22
Access to incentives
and information
 Consumers had unprecedented access to
incentive programs in 2005
• ENERGY STAR web site lists 23 (and counting)
number of incentives and rebates across Canada
– PST rebates in Saskatchewan, British Columbia
– Shared incentives on heating equipment with NRCan
with 10 utilities; coop programs with manufacturers and
dealers
– Electric utilities promoting ENERGY STAR qualified
appliances, lighting products, heating systems, office
and consumer electronics
 EnerGuide for Houses B audits have resulted in energy
efficiency upgrade of 10,261 furnaces and boilers in 13
months
23
Access to policies
 ENERGY STAR part of Government of Canada’s
Green Procurement Policy
 Many organizations state that they have
established a purchasing policy favouring
ENERGY STAR
 Procurement Workshops held across Canada to
institutional sector, and development of
appropriate tools and publications and ENERGY
STAR calculator
24
Appealing to the masses
25
Access to products in stores
 Growing recognition of the value of stocking
ENERGY STAR qualified products, and
advertising them in flyers
 89% of ENERGY STAR retailers surveyed said
they plan to increase the proportion of ENERGY
STAR qualified products for sale in their stores in
2006
• 55% increased floor space dedicated to ENERGY
STAR qualified products - with increased space
estimated at 15-50%;
• 44% found that ENERGY STAR promotions increased
sales - with increased sales estimated at 8-12%
26
AFFORDABILITY
27
Influencing the affordability factor
 Driving down the incremental costs:
• Furnaces
• Compact fluorescent lamps
• Exit signs
• Major appliances
 Helping consumers towards some of the up-front
costs
• Incentives and rebates
• Buy down loans / preferential rates
28
ACCEPTABILITY
29
Technology improvements
 ENERGY STAR becomes the norm
• Examples : exit signs, traffic signals, transformers
• Increased stringency of ENERGY STAR levels
and technical specifications –
– Computers, office equipment
– Clothes washers, dishwashers
 Product improvements, form fit and function, and
reliability help the cause:
• Compact fluorescent lamps
• Front Loading Clothes Washers
30
Conclusion, next steps
• Leveraging the ENERGY STAR symbol and
maintaining its credibility
• Maintenance, update and increase stringency
of technical specifications and levels
• Expand reach and scope of ENERGY STAR
qualified products in the market place
• Impact of ENERGY STAR evaluation project
• Continue to engage Procurement Community
to adopt ENERGY STAR
31
Next steps
 Engage stakeholders in all targetted sectors – for
example:
• Cross-canada energy efficient lighting strategy:
– Goal: By 2015, 95% of lamps installed in
Canada will be energy efficient, or controlled
incandescents;
• National standby strategy – reduce/eliminate
standby energy use in products
• Encourage and expand ENERGY STAR
commercial refrigeration in Canada
32
Contact Information
 Anne P.-R. Wilkins
 613-992-3900
 awilkins@nrcan.gc.ca
 energystar.gc.ca
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