Air Care in Algeria

PROSPECTS

Although it remains a niche in Algeria, air care is set to record growth

Demand for air care products is expected to be driven by high-income consumers and the urbanisation and convenience trends. Furthermore, consumers will pay greater attention to the scent of their homes, which will contribute to growth.

Algerian economic downturn is predicted to slow growth

Air care is set to record slower value growth at constant 2018 prices over the forecast period than was seen in the review period. Value growth is expected to fall as a growing number of consumers are projected to trade down to cheaper brands.

New product launches are expected in air care during the forecast period

Newer product categories in air care might achieve more significant value sales in the forecast period. As supermarkets and hypermarkets continue to expand across the country, more consumers will gain access to the wider range of products and brands offered by these channels.

COMPETITIVE LANDSCAPE

SC Johnson & Son remains the leader in air care

SC Johnson & Son continued to lead air care in 2018, thanks to its efficient distribution network and the strength of its Brise and Oust brands. Brise was the leading brand in overall air care in 2018, thanks to a loyal consumer base and trusted quality.

Cophyd continues to perform well

Domestic player Cophyd continued to record a positive performance in air care with its Ambisense brand in 2018. This company benefits from offering good-quality products at lower prices in comparison with Brise, Oust and Air Wick, and thus attracts many middle-income consumers, especially given declining disposable incomes due to economic hardship.

International brands lead air care

Multinationals dominate air care in the country, with Reckitt Benckiser Group and SC Johnson & Son together accounting for nearly half of sales. This reflects the largely affluent and urban consumer base for air care products, with these consumers typically viewing global brands as offering higher quality.

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