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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
Government 6%
4% Retailer
5%
Gas Utility
4% Association
1%
Electric Utility
8%
Fenestration
Retailer/Distributor ESNH
19% 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
80
60 40 44
32 29 36
40 26 25
13 17
20
0
aided awareness unaided awareness
Nov-01 Jan-03 Sep-03 Nov-04 May-05
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' Unaided question: Have you
followed by a large star underneath a curved line in one colour, or the top heard or read or seen
half of the earth in full colour behind the word 'energy' and a large star. The anything about ENERGY
words 'High Efficiency' may appear underneath. Do you recall seeing this STAR ?
symbol ? In 2005, symbol shown to an Internet panel – aided awareness
transitions from phone based question to computer screen.
6
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% 25% 30% 35% 40% 45% 50%
8
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% 13%
Dishwashers 65% 14%
Freezers 64% 12%
Main refrigerator 65% 18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
ENERGY STAR QUALIFIED DON’T KNOW
9
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
Furnaces 65% 21% ENERGY
STAR
qualified
Central air
59% 31%
conditioner
Don't
know
Main window air
54% 19%
conditioner
0% 20% 40% 60% 80% 100%
10
Qualitative Interviews with
Appliance Sales Managers
Telephone interviews were completed with 50 appliance store sales managers:
Dept.
Total Stores Chains Independents
Halifax 10 2 3 5
Montréal 14 2 4 8
Toronto 15 2 4 9
Vancouver 11 - 4 7
Total 50 6 15 29
• 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 o 66% of retailers
125 participants –
o 70% utilities
68 responded:
~24 manufacturers o 96% fenestration manufactures
~16 retailers
~ All said that they trained 80% or more of their
~20 utilities
~15 general participants personnel
(NGOs, promoters, others)
12
Opportunities to enhance visibility of
ENERGY STAR on your web site
On-line shopping business
91.3% of computer owners use their equipment for to Canadian consumers
internet access
Number of households that
shopped but
are internet shoppers 4.9M
did not buy,
43%
read news, Number of consumers that
email, 87%
69% bought/placed orders 3.2M
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 04- April 05 -
ENERGY STAR web site March 05 March 06 % Change
Number of visits 249,000 388,000 56%
Average visits per day 681 1062 56%
Duration of average visit in minutes 13 12 -6%
International visits 40% 41% 3%
Visits from Canada 60% 59% -1%
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).
16
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%
30% 62%
20% 37% 35% 33% 28% 29%
10%
0%
All Before 1946 1946-1969 1979-1979 1980-1989 1990-2003
households
*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
33
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