Asia Pacific is the fastest growing region in air care globally with Japan, China and India driving the growth. A growing middle class population with increased disposable income has resulted in consumers aspiring to a better lifestyle and thus, purchasing air care products for fresh and hygienic environments. In response to this growing demand, manufacturers have introduced multi-tier pricing to cater to consumers in different economic tiers.
Japan, with 55% of Asia Pacific’s air care sales in 2017, drives category growth in the region. Liquid air fresheners, available in a variety of exquisite aromas and packaging, benefited from increased demand for decorative home care products, while longer commute times due to traffic congestion witnessed increased consumer expenditure on car air fresheners.
In 2017, spray/aerosol air fresheners was the most popular air care category in emerging markets such as China and India due to the product’s availability, affordability and functional nature. Unlike developed markets such as Japan and South Korea, consumers prefer the efficiency of sprays and pay little importance to features such as natural and environmentally-friendly ingredients.
During 2012-2017, supermarkets/hypermarkets, offering a wide variety of products through a large number of outlets, was the leading distribution channel for air care, while health and beauty specialist retailers trailed closely behind. Manufacturers focused on the latter to target women who frequently visit this channel and also formed the majority of their target audience.
Demand for eco-friendly products such as scented candles grew in developed markets such as Japan, Hong Kong, Singapore, etc due to improved standards of living and growing consumer awareness. This also resulted in the decline of spray/ aerosol air fresheners in these markets as they are perceived to be harmful to the environment. Rise in price points of these products due to expensive raw materials, results in low demand among developing nations.
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