Air Care in Azerbaijan

PROSPECTS

Renewed macroeconomic stability supports the growth of air care

During 2018, air care saw growth in Azerbaijan, driven mainly by the recovering economic situation and comparatively higher disposable incomes. As a result, expenditure on non-essential products, including air care products, increased amongst the population, supporting higher sales.

Car air fresheners continues to outperform due to the growing number of cars

Car air fresheners saw the best performance in current value terms within air care during 2018. The outstanding performance of this category was related to the faster growth of prices, since with growing consumer awareness and the increased number of cars and drivers (in particular, women), in Azerbaijan, attention to this product increased and consumers preferred better scents and higher-quality products with value-added benefits, such as claims of longer-lasting freshness or French perfumes.

Growth in sales of air care products through modern grocery channels

In 2018, sales of air care products in modern grocery retailers saw a significant jump in volume and current value terms, driven by the rapid development of key channels such as supermarkets and hypermarkets. Over recent years convenience stores also started to grow rapidly, outpacing traditional grocery retailers and neighbourhood markets.

COMPETITIVE LANDSCAPE

Mazarina leads air care in Azerbaijan

Air care continues to be led by a few companies representing strong globally well-known brands. The leader in 2018 remained Mazarina, which distributes the Glade brand in the local market.

Local companies cannot afford to compete against trusted international brands

In 2018, air care was represented in Azerbaijan primarily by international brands, and local manufacturing remained very low. Local products available on the market were mainly private label, or had economy claims.

New product developments are mainly promoted through modern grocery retailers

During 2018, due to rising consumer awareness, comparatively new (for local consumers) product offerings, such as electric, in-cistern, car or gel air fresheners, and products for specific purposes, such as for toilets, refrigerators, bathrooms and kitchens, saw higher sales in Azerbaijan. For example, Neo air freshener was introduced to local consumers claiming multiple purposes, such as home and car air freshener.

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