Demand in air care slowed notably in 2021 after something of a sales spike was seen in 2020. Consumers spent a lot more time at home due to the pandemic during 2020, as a result of remote working/learning, quarantines and lockdowns.
Car air fresheners have experienced opposing trends to most other air care products in the last two years, with sales falling in 2020, and then rising in 2021. Car air fresheners were particularly negatively impacted by COVID-19, as consumers spent less time in their cars due to lockdowns, remote working and restrictions on socialising, mobility and travel.
The latest major new launch was the Botanica by Air Wick range from Reckitt Benckiser Austria in mid-2020. It features candles, liquid air fresheners and spray air fresheners and is marketed under the motto “inspired by nature” (“von der Natur inspiriert”), with packaging mostly made from recycled materials and other claims, such as the use of natural wax.
Air care is expected to see solid growth in the forecast period in the face of a continuing “wellness/spa at home” trend, with increasing consumer demand for creating a pleasant atmosphere in the home. Improving product availability and promotions are continuing to raise awareness of the advantages of less mature categories like gel air fresheners and electric air fresheners, with the latter expected to see the strongest forecast period growth.
Even though growing environmental awareness is expected to increasingly affect air care, spray/aerosol air fresheners is still anticipated to remain the largest category due to these products’ immediate effect. The role of water-based sprays is expected to increase in the coming years.
Other air care products with a relevant presence in Austria are mainly accounted for by refrigerator fresheners and waste bin fresheners. Even though a good number of new consumers tried out such products during the pandemic, when they were very interested in improving the atmosphere at home, these products are expected to remain a niche and underperform overall air care.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of spray/aerosol air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners, candles, car air fresheners and other air care.See All of Our Definitions
This report originates from Passport, our Air Care research and analysis database.
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