IAQ Takes Center Stage in Healthy Home Demand

IAQ is still at the top of homebuyers’ wish lists. Find out which healthy home features they’re investing in and the price they’re willing to pay.

While the concept of a healthy home has broadened significantly since the pandemic, indoor air quality (IAQ) continues to sit at the top of buyer priorities. According to new COGNITION Smart Data, 67% of homebuyers cite advanced ventilation, purification, and filtration systems as the most important healthy-home feature.

Builders are increasingly prioritizing advanced ventilation technologies such as Energy Recovery Ventilators (ERVs), which continuously replace stale indoor air with fresh outdoor air while recovering heat and moisture to maximize efficiency and reduce HVAC load. This whole-home strategy delivers significantly better performance than traditional spot ventilation in kitchens and baths—an advantage that more homebuyers are beginning to recognize.

COGNITION Smart Data shows that 56% of homebuyers seek healthy-home and IAQ features to reduce allergy symptoms, while 54% prioritize them to support overall wellness. This growing demand reflects a broader, health-first mindset—particularly among Millennials, who are embracing wearables and health-tracking tools to monitor everything from sleep to daily activity.

Importantly, interest has translated into meaningful investment. IAQ is no longer a talking point—it’s a purchase decision. Twenty-six percent of buyers are now spending $1,001–$2,000 on IAQ improvements, and another 14% are investing more than $2,000 in integrated systems. 

Purchases span upgraded HVAC equipment, zero-VOC finishes, electric appliances, range hoods, exhaust fans, dehumidifiers and humidifiers, smart IAQ monitors, and enhanced ductwork.

This increased investment in IAQ reflects a broader shift: homebuyers want residences that actively support their health and daily well-being. Beyond clean air, they are seeking intimate sanctuary spaces to decompress, antimicrobial finishes for peace of mind, flexible rooms that adapt to evolving needs, and dedicated home offices with strong connectivity for today’s hybrid lifestyle.

Ultimately, buyers want homes that feel safe and restorative—and they are willing to pay a premium for that peace of mind. Builders who understand and design for this emotional connection to safety, health, and comfort will have a powerful advantage in today’s market.

You can reprint this blog. Simply include this link with your attribution.

Like this COGNITION Hot Take? We have more! Unlock the data driving the industry’s sustainability transformation to build smarter and sell faster. Subscribe to COGNITION Smart Data.