Transcript Everything you wanted to know about Air Filter Sales in Europe

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%
Americas
39%
Europe
28%
Total Market Size 2010: $ 1.8 Billion
Agenda
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•
•
•
•
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.
Commercial
Wholesale
Fabricator
Direct
Sales /
B2B
Retail/
Residential
European Channels
to Market
• Primary channel
is B2B
• 2nd channel are
commercial /
authorized
distributors
• 3rd channel are
maintenance
companies
Direct
Sales /
B2B
Fabricator
Maintenance
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
The Products
Media pads and rolls
Compact filters
Panel 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
80%
70%
60%
50%
Glass
40%
Synthetic
30%
20%
10%
0%
Glass
Synthetic
Europe
50%
US
20%
50%
80%
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%
MERV 15
F8
F9
EN 779 2002
G1
65%
G2
G3
80% 90%
Average Arrestance
per EN 779
and ASHRAE 52.2
G4
F5
40%
F6
60%
80%
90% 95%
Average Efficiency on .4 µm particulate per EN 779
(correlates closely with 52.1 Dust Spot)
Courtesy of:
2820 South English Station Road
Louisville, KY 40299
270 887 9431
Bob Burkhead
Blue Heaven Technologies
270 887 9431
[email protected]
MERV 16
MERV 14
F7
and
MERV 13
MERV 12
MERV 11
MERV 10
MERV 9
MERV 8
MERV 7
MERV 6
MERV 5
MERV 2
MERV 3
MERV 4
MERV 1
ASHRAE 52.2 1999 Particle Size Efficiency
Pressure Drop vs. Dust Fed
1.7
1.36
1.02
0.68
0.34
MERV 14 products
0
0
90
180
270
360
450
542
pressure drop vs dust fed
pocket-nw
v-cell
box
pocket-g
pocket-s
rigid-s
rigid-g
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