Imagine breathing air without much dust, smoke or other pesky contaminants. Imagine coughing up thousands of dollars to do so.
An expanding roster of companies are bringing out devices said to reduce the irritants in household air. The products are aimed at the growing number of people allergic to dust, molds and pets.
At least a dozen firms tout expensive, high-tech air cleaners. Vacuum manufacturers are hawking powerful and costly machines said to suck up the smallest of contaminants. DuPont has pillows that can withstand the hot-water temperatures needed to destroy microscopic pests living in bed linens.
What's more, at least eight mail-order firms peddle a range of anti-allergy products through catalogs distributed by allergists to their patients. Amid the frequently glowing claims, the catalogs sell such items as "smoke grabber" ashtrays and face masks for any occasion (cold weather, driving in traffic, gardening or housecleaning).
Not to be left out, auto manufacturers are also installing high-tech devices. Ford Motor Co. has spent more than $100 million to advertise car models containing its "micron air filter."
Although there are no reliable estimates on the size of the market for allergy-control products, apparently it's nothing to sneeze at. Sales of air cleaners alone topped $250 million last year, an increase of 14%. One leading catalog company reports sales of about $20 million, up from nothing 15 years ago.
"It seems like everyone who makes a coffee maker is getting into the business," said Ken Krugman, chief executive of Allergy Asthma Technology, a Chicago-based mail-order firm.
Manufacturers and retailers attribute the sales growth to concerns about indoor air quality and a sharp rise in asthma, a chronic respiratory disorder often linked to allergies.
"People are more conscious of closed-building syndrome and more aware of the dangers of lack of circulation and clean air," said Pam Green, a product manager at air cleaner manufacturer Holmes Inc.
What few people may realize is that there is no conclusive evidence about the benefits of some of the more expensive devices. The air-cleaner business, for example, has been bedeviled by exaggerated claims.
Ford and its advertising agency, Young & Rubicam, settled Federal Trade Commission charges that they had hyped Ford's air filter. The FTC said the auto maker and the ad agency falsely claimed the filter could remove "virtually all pollutants from the cabin."
