Air Care in Algeria

PROSPECTS

Air care remains niche but is forecast to see further growth

Air care products remain niche in Algeria in 2019, with spray/aerosol air fresheners accounting for almost all of value share and volume sales. Liquid air fresheners is a relatively new entrant.

Slow growth predicted for air care products

Air care is set to record slower value growth at constant 2019 prices over the forecast period than was seen in the review period. Value growth is expected to fall as a growing number of consumers will trade down to cheaper brands.

New product launches forecast for air care

Air care remains dominated by spray/aerosol air fresheners in 2019. However, new product developments over the forecast period may gain air care significant value sales.

COMPETITIVE LANDSCAPE

SC Johnson & Son remains the leader in air care

SC Johnson & Son continued to lead air care in 2019, 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 2019, enjoying a loyal consumer base and reputation of quality.

Domestic player Cophyd continues to perform well

Domestic player Cophyd continued to record a positive performance in air care with its Ambisense brand, with both brand and company taking third place in 2019. The 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 who are witnessing declining disposable incomes due to economic hardship.

Multinationals lead air care in 2019

Multinationals continue to lead air care in Algeria, with Reckitt Benckiser Group, SC Johnson & Son and Procter & Gamble together accounting for nearly half of all sales. The distribution of sales share reflects the largely high-income and urban consumer base for air care products, with such consumers typically regarding global brands as offering higher quality than domestic brands.

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