Air Care in Austria

PROSPECTS

Consumers desire scents to create a soothing home atmosphere or to take away unpleasant smells

Air care products are perceived as a pleasant addition to the overall indoor atmosphere, allowing consumers to set the mood at home, relax and enjoy various new scents. Consumers are keen on natural fragrances, but also like the scents to create an energising, soothing or relaxing effect in the home.

Middle-aged consumers the main buyers of air care products

Air care products are mostly purchased by middle-aged consumers between 35 and 55 years. However, younger generations are also buying air care products, and players need to make careful consideration of products for this age group with regard to designs and fragrances.

COMPETITIVE LANDSCAPE

International brands 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 helps keep consumers interested

Innovation and frequently changing scents are generally strong growth drivers in air care, even if they are not always within the traditional categories, such as the recently launched wax melts, which still support brand awareness. All the leading brand owners in air care continue to invest in new product development, introducing new flavours and innovative designs.

More variety among private label air care products

Private label air care products continue to grow in Austria, driven by wide availability, relatively low prices and constantly evolving product design and quality. Profissimo from dm-Drogerie Markt is an example of a strong private label performer, gaining significant share again in candle air fresheners in 2019.

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