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