Air Care in Austria

PROSPECTS

Consumers prefer natural scents and value less harmful eco-friendly products

Air care products are perceived as a nice addition to the overall indoor atmosphere, allowing consumers to set the mood at home, relax and enjoy various new scents. Since the lifestyle of most consumers is rather fast-paced, they mostly prefer natural, soothing fragrances at home and try to avoid air fresheners with strong scents.

New innovative launches attracting consumers

Over the forecast period, new product launches will centre around the introduction of various relaxing types of fragrances, rather than new product forms. Natural scents will remain among the most popular options among consumers, who value a peaceful time at home and seek additional benefits (eg stress relief).

Car and living room air fresheners profit from trend towards colourful design

Candle air fresheners profit from being perceived as a healthier choice, with electric and spray/aerosol air fresheners growing in popularity due to their convenience. All product areas are widely available throughout retailers and offer a variety of fragrances.

COMPETITIVE LANDSCAPE

Branded products continue to dominate air care

Global players such as SC Johnson (Glade), Reckitt Benckiser Austria (Air Wick) and Procter & Gamble (Febreze) continue to hold leading positions in air care in Austria. Glade and Air Wick are the leading brands in candle air fresheners.

Investment in new product development key to attracting consumers

All leading brands within air care continue to invest in new product development, introducing new flavours and innovative designs. This trend is expected to continue, with sales shares set to develop in a similar manner over the forecast period.

More variety among private label air care products

Private label air care products have good prospects in Austria. The share of private label increased in 2018 due to wide availability, relatively low prices and constantly evolving product design and quality.

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