Air Care

Reckitt is one of the top players in home care globally. Increased concerns over hygiene, consumer reliance on branded products and purpose-led marketing helped the company grow before and during the pandemic. This briefing analyses Reckitt’s…

Unilever is one of the leading global players in the home care market, with the majority of its value sales coming from its laundry business. The growing consumer focus on hygiene, due to the pandemic, especially in surface care, offers good growth…

Beyond the initial stockpiling and the subsequent supply chain disruptions, surface care and bleach became must-have products for the hygiene obsessed consumer in 2020. 2020 will undoubtedly be a milestone in the history of The Clorox Company and the…

Air care is a small product area in the Dominican Republic. With COVID-19 increasing price sensitivity throughout the country, with many out of work and others having less frequent employment, air care did not experience a significant rise in growth…

In 2020, air care recorded higher volume and value growth than the previous year, which was mainly driven by increasing sales of spray/aerosol air fresheners. However, the category is not considered a priority compared to cleaning and disinfecting…

Air care had been experiencing undynamic growth rates prior to the pandemic, with these products remaining low on the list of household priorities, particularly amongst low- to mid-income consumers. However, while increasing price sensitivity as a…

With longer periods of time spent at home due to lockdowns imposed by the government in response to the pandemic, consumers invested more time and money into creating a pleasant atmosphere in their living environments which included attractive scents…

Due to the restrictions imposed by the Canadian authorities to control the spread of COVID-19 consumers were forced to spend significantly more time at home during 2020. With more time at home consumers showed a willingness to invest in products…

In mid-March 2020, the Tunisian government announced a lockdown to curb the spread of COVID-19. As a result, all businesses that were deemed to be non-essential by the government were closed, with a scaled reopening starting from the end of May until…

In 2020, the growing penetration of products in air care supported the continued growth of the category in Pakistan. Due to the greater accessibility of these products in 2020, consumers became more aware of the range of products available to them as…

Air care products are increasingly becoming part of the cleaning culture of Moroccans, with this trend further strengthening due to the rapid expansion of traditional and modern retailers across the country. They are widely used in bathrooms, living…

Due to COVID-19 consumers spent more time at home during 2020, with fewer opportunities to leave the home. As such, consumers focused not just on improving the cleanliness of their homes but also their ambience and smell, with consumers in Japan also…

Air care saw strong growth in both volume and current value terms in 2020. As US consumers spent more time at home due to COVID-19, they looked to create a comfortable atmosphere, which became very important as they sought to destress during the…

With more time spent at home during 2020, due to COVID-19, consumers invested more time and money in creating a nice and cosy atmosphere – including pleasant scents to promote freshness, cleanliness (a clean feel) and wellbeing. This has benefitted…

Home seclusion reinforced Slovenians consumers’ desire to create a cosy atmosphere in the home as the opportunity for social activities and travelling was reduced in 2020. This positively contributed to category sales in 2020 and air care saw healthy…

A number of products offering air purification and sanitation properties appeared in the market during the pandemic, following consumers’ strong efforts to ensure their homes were regularly disinfected. Fragrances that evoke freshness and cleanness…

Generally, Italian consumers tend to hold a high importance for maintaining a nice smell in their homes, which continued to be the case in 2020 since people spent more time at home under lockdown. However, thanks to more frequent cleaning sessions…

Air care portrayed a decline in 2020 in retail value and volume terms. Whereas other products in home care were able to capitalise on their disinfectant properties, thus encouraging sales during the pandemic, this was not the case in air care. Home…

Air care was the worst performer after polishes among home care products in 2020, with both current value and volume declining. Due to worries around COVID-19, consumers prioritised essential cleaning products over air care in 2020. Also, health…

In response to the outbreak of COVID-19, air care will see a significantly poorer performance in current value terms as growth is almost non-existent in 2020 overall. Unlike in other product areas, volume sales are also anticipated to slow down as a…