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Air Care in Asia Pacific

August 2018

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.

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Japan holds more than half the regional market sales

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.

Emerging economies prefer low-priced products

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.

Increase in share of modern retailers due to urbanisation

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.

Environmentally-friendly products grow popular in advanced markets

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. 


Key findings

Regional Overview

Asia Pacific: fiscal stimuli aid strong and steady growth
Growth driven by expanding middle-class population
Low-priced air care gains traction in emerging markets
Asian consumers prefer functionality over features
Car air fresheners burgeoning due to rise in car ownership
Standard of living influences choice in air care products
With wide assortment of products, supermarkets lead the way
Urbanisation shifts distribution from traditional to modern channels

Leading Companies and Brands

Wide brand portfolio and strong distribution network aid key players
Product variety and marketing helps global players gain ground
Domestic firms stay ahead due to strong brand recognition
Wide portfolio proves beneficial to global players

Forecast Projections

Efforts to tap emerging economies expected to drive growth
Growth in discretionary expenditure drives premiumisation

Country Snapshots

Japan: market context
Japan: competitive and retail landscape
China: market context
China: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
India: market context
India: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Kazakhstan: market context
Kazakhstan: competitive and retail landscape
Pakistan: market context
Pakistan: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Uzbekistan: market context
Uzbekistan: competitive and retail landscape
Azerbaijan: market context
Azerbaijan: competitive and retail landscape


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