WELLCARE Blog for Business

Since the advent of electric blankets and flexible heating products into the global market the European markets have experienced a considerable change in consumer trends.

People have come to acknowledge these flexible heating products much more widely and most people have accepted them inside their households. This has happened mostly in the European markets due to the suitable weather conditions there.

In heavy winter seasons electric underblankets often become a necessity for the average European household whereas flexible heating products offer the added convenience of portability and storage. And as per recent survey results the market for electric blanket should expand and attain a market value of more than 1,200 million USD by 2025.

Expert analysts say that the electric market blanket in Europe is expected to grow at a solid CAGR of 7.1 percent during the next few years.

This is mainly due to the addition of new features such as low cost, high durability, long lasting attributes and increased safety from overheating. But before we can properly analyse the future market condition of these products we need to briefly go through the present market state and hence make a proper forecast.

What exactly are Electric underblankets?

For those who are unaware of the term "electric underblankets", a brief introduction is very inevitable. Most of us are acquainted with the term "electric blanket" which refers to a bed cover having an in-built heating component which helps the sleeper maintain a required temperature level in cold weather conditions.

Most users prefer using electric blankets during night-time as it helps them reduce their daily heating costs. Modern tech has upgraded these blankets to such an extent where they have become programmable allowing them to warm themselves up before bed time for a certain interval of time. Some of the blankets can even compensate as per the different heat requirements for the different body part.

For example, the sleeper's feet would get more heat input whereas the head area will get the least heat. Current stats show that more than 5 million electric blankets are sold on an annual basis in Europe.

Now when the prefix under gets added to the blanket it actually describes a blanket or sheet placed above the mattress and just below the bed sheet. In UK and other commonwealth countries, then underblanket is very common. 

Mechanism used

Like other heating pads and gadgets, the electric underblanket also utilizes insulated wiring and other heating components which are inserted into the fabric of the blanket.

Whenever we plug in the device the electricity flows through the wires and causes the fabric to get heated up. The control unit of temperature is located between the outlet and the blanket and it manages the total current input into the heating wires inside the blanket.

Many underblankets are available having a rheostat which can help heat regulation by deploying body heat management and blanket temperature management hence ensuring a more comfortable experience.

Other flexible heating devices

Other than electric underblankets a lot of other flexible heating devices are available. Devices such as flexible heaters can conform to whatever surface they adhere to and require heating.

Many versions of flexible heaters are available in the market including silicone rubber heaters, heating tapes, rope heaters, wrap-around tank heaters, heating tapes along with thermostats.

Silicone heaters are flexible, rugged, accurate, chemical-resistant, moisture and most importantly reliable. The applications of flexible heating devices are immense and widespread for instance in military, commercial and even industrial cases.

The present Electric Blanket market condition

The global market for electric blanket is touted to witness a tight competition between underblankets and overblankets. Modern consumers are spending a lot of money to keep themselves comfy and warm during the cold. Over the years people used a large variety of technology to achieve that.

As more and more people start to use electric blankets, they demand for higher quality electric underblankets starts to increase. People wants a better sleeping environment and they needed a product that provides comfortable heat. 

This demand in the mid-market initiated the advent of electric blankets. These blankets had the ability to be warmed before usage. Moreover, there were a large range of features which could be exploited by the consumers in order to obtain optimum comfort and that too at a reasonable expense.

As per the recent market values and trends it can be anticipated that the global as well as European market for electric blankets is destined to witness a steep rise due to the increasing awareness among customers worldwide combined with worldwide acceptance of the advantages associated with the product.

Types of electric blankets available and their market condition

As of now the different types of electric blankets invading the European markets include electric underblankets and electric overblankets. As the names go, an underblanket goes between mattress and the bed sheets and provide optimum heat from below.

Overblankets are obviously worn over the user's body. The European market is more concerned at the moment with underblankets. It is best suited for the large customer base in Europe where the cold climate demands an optimum level of warming from inside the clothing.

Overblankets are more used in the United States and electric pads are more or less used in parts of both continent. Other than these products flexible heating devices have found a new-found resurgence in many European countries with their increasing popularity.

But if we summarize the present market we can see that the most popular item among the above stated ones is the electric underblanket due to the vast and elaborate benefits they provide to the consumers.

Safety concerns of electric underblanket and impact upon market

Now generally a question arises whenever we use any electrical device, whether it’s an iron or an induction cooker. How safe is it? In case of an electric underblanket and other flexible electrical device the safety concern gets elevated a notch higher mostly because these devices stay in close contact with our bodies.

So how exactly safe are these electric underblankets? Well, an unbiased answer would be perfectly safe as long as you take good care of it. As long as we remember to roll them up after use and store them in an electrically neutral place. Certain Precautionary warnings are mentioned below.

• Always keep it rolled whenever in storage.
  
  
• Replace or discard your electric underblanket in case the following occurs: Scorch marks, bent wiring, dampness, damaged cord, Frayed fabric, loose ends or exposed elements.
  
  
• An average life expectancy of these products is 10 years. After such a long-term usage products should be replaced irrespective of its working condition.
  
  
• Never bring such products in close intimacy with a child.
  
  
• Never use an electric blanket right after taking a bath. Ensure that you are dry enough.

Safety concern regarding E.L.F. (Extremely low frequency)

At the vague end of the previous millennium i.e. during the early 1990s the controversy regarding the safety of electric blankets became prominent and manufacturers had no other choice but to respond to it.

The prime concern was regarding the safety level of the electromagnetic fields. Various research and studies had exposed that the electric as well as magnetic fields which emanated out of the electrical devices such as electric underblankets were of extremely low frequencies.

These low frequency fields increased the risk of childhood leukaemia and that of brain tumours in the children born to mothers who used these electric blankets while being pregnant.

Other studies also related the use of electric blankets to cancerous cells, but those studies were met with conflicting and negative results. Yet the mention of such diseases prompted the higher authorities to probe into the matter which in turn prompted a panel to undergo research regarding the safety of electric blankets.

The following research were somewhat controversial and non-conclusive as it showed that electric blankets of certain brands produced greater electric and magnetic fields than the others. Other studies revealed that if the plug of the blanket was not polarized then if we plug the device in the wrong way it could also generate an electric field even when the switch is turned off.

To sum it up, no conclusive results regarding the fatality of electric blankets were established yet it made the consumers wary of using them. Most consumers heeded to the many negative rumours regarding the blankets and decided to abstain their use.

A few brave ones did buy it but seldom used it due to the apprehensive attitude shown by other family members and friends towards it. This made the sales figures of electric blankets undergo a steep during the early 1990s. This heavy drop of sales urged the manufacturers to look into the problem and act accordingly. They began to alter their products.

The top manufacturers came up with a new method which deployed parallel wires through which current flowed in reverse directions. This ingenious trick cancelled out the electric low frequency field (ELF) to a large extent thereby rendering the fatality of the product as futile.

These redesigned products boasting off a much weaker and harmless ELFs started hitting the store shelves after 1992 and became an instant success. As the word spread out wary customers soon became to reinstate their faith in these products and began to buy them as per their requirement.

So, the major safety concern regarding electric blankets faded away before the arrival of the new millennium. And fortunately, since then no major safety issues were raised against these flexible electrical heating products and electric underblanket market in Europe was never really affected by it henceforth.

The future of electric blanket market in Europe

As I had mentioned earlier the future can be properly forecasted only by studying the present. IF present market conditions in Europe are anything to go by then it is certain that the markets for electric underblankets and other flexible heating devices are bound to expand and grow in the coming decade.

The extensive use of electric underblankets in Europe has currently stemmed primarily due to cost cutting advantages. Families are investing more in electric underblankets and other flexible heating devices in order to combat the cold climate instead of going for smart homes and appliances.

Other the significant cost cutting benefit two other major benefits have led to this positive forecast of the European markets.

1. Tons of unique features introduced in electric underblankets

In some areas in Europe the climate is so extreme that even the home heaters and smart systems fall short of providing the warmth and comfort level to the users. In such scenarios the electric underblankets comes to the rescue of the users and helps them keep themselves comfy on the bed.

The extensive use of these products in Europe have encouraged manufacturers to invest more in these products and come up with more innovations. New technologies such as waterproof blankets, blankets powered by batteries, rechargeable blankets, lightweight underblankets, stain resistant ones and even machine washable blankets have invaded the European markets.

These consumer-friendly attributes coming at a convenient price is attracting consumers to a large extent. Old aged consumers who are more sensitive to these extreme weather conditions are finding no way out other than seeking solace in electric underblankets.

They are finding out that the usage of flexible electric heating devices is more advantageous than using traditional heating devices and are basically acting out of it.

2. The all-season usage in Europe
   

The reason why the European market is open more widely than the American market in terms of electric blankets is due to the seasonality aspects prevalent in America.

In Europe the weather more or less remains cold throughout the year compelling users to use a blanket in their bed. Thus, the use of electric underblankets is more common in European countries than anywhere else. This also affects the present market conditions of Europe and is sure to affect the future market value as well.

Final words

To sum it up, we can conclude that going by the present European market trends and the above beneficial aspects, electric underblankets and flexible heating devices are subject to a bright future in Europe in the years to come!

From our experience here at Wellcare, there are also several reasons why we believe electric blanket marketing is steadily growing. We feel the demand for comfortability is rising. Consumers like to use higher quality products that are more comfortable.

The online media has shared more information on staying warm during cold winters. More people pay special attention to their health as they age. Energy conservation is another reason why people use electric blankets. They can turn down their heater at night and keep themselves warm with electric underblankets.

If you are a distributor looking enter the electric blanket market, Wellcare's unique fifth generation 4D DWF electric underblanket might be a great choice for you to consider. Click here to learn more on Wellcare's 4D DWF technology and why it has potential to become a real market changer!