Executive Summary

Feb 2019
PROSPECTS
Candle air fresheners continues to drive growth in air care

In 2018, growth in air care slowed down, as categories such as spray/aerosol air fresheners and car air fresheners continued to experience declining popularity. However, candle air fresheners maintained steady volume and value growth, as candles remained a popular decorative item for homes.

Negative media continues to be a challenge for the category

The performance of air care in Australia was partly influenced by the increased media attention on the health implications arising from some air fresheners. In the last two years, Australia saw news items, blogs and product reviews with negative comments for traditional air fresheners and their fragrances.

New product innovations

Due to the strong growth of candle air fresheners, brand manufacturers continued to introduce new fragrances with ocean-inspired or forest-inspired scents. Furthermore, as the trend towards natural and organic fragrances became more prominent in air care, manufacturers with green/sustainable brands also contributed to the growth seen in the category.

COMPETITIVE LANDSCAPE
Reckitt Benckiser (Australia) maintains its lead in air care

Air care in Australia was led by the multinational Reckitt Benckiser (Australia) in 2018, which held the largest value share with its brand Air Wick. Despite 2018 being a slower year for air care, Reckitt Benckiser continued to focus on innovation, a competitive price strategy and strong retail partnerships.

Green brands experience growth in air care

Although some established brands continued to see value share growth in 2018, the segments that continued to receive more attention were sustainable and natural air care products. Consumers are increasingly interested in new organic and green brands that contain more natural and organic ingredients.

Ingredients set to be the main factor in consumers’ purchasing decisions

Product content will be an increasing factor in consumers’ purchasing decisions; therefore, companies that claim and can demonstrate less chemical-dependent content and more natural ingredients are likely to benefit from greater popularity amongst health-concerned consumers. 2018 saw Australian retailers willing to offer larger shelf space to eco brands containing less harmful ingredients, as they tried to align themselves with consumers’ demands and requirements.

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Air Care in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Australia?
  • What are the major brands in Australia?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Australia - Category analysis

HEADLINES

PROSPECTS

Candle air fresheners continues to drive growth in air care
Negative media continues to be a challenge for the category
New product innovations

COMPETITIVE LANDSCAPE

Reckitt Benckiser (Australia) maintains its lead in air care
Green brands experience growth in air care
Ingredients set to be the main factor in consumers’ purchasing decisions

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Australia - Industry Overview

EXECUTIVE SUMMARY

Home care registers another year of value growth
Consumer demand for sustainable home care products continues to grow
Price discounting hinders value growth in home care
Product efficacy remains a key factor in consumers’ decisions
Home care is set to experience a marginal constant value decline

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources