Prior to the outbreak of COVID-19 sales of air care had been stagnating with consumers showing a preference for more natural solutions. However, the pandemic and the measures taken to contain it provided a major boost to category sales in 2020 with consumers forced to spend more time at home and thus looking to create a more pleasant environment.
Following a trend being seen across home care, Belgian consumers are increasingly looking for more natural and sustainable solutions when it comes to air care to help protect the planet but also for their own health. This is resulting in a shift away from traditional spray/aerosol air fresheners and electric air fresheners which are perceived to contain chemicals which could be potentially harmful.
Reckitt Benckiser retained a strong lead in air care in 2021 with its Air Wick brand being well-established across every air care category. The company regularly launches new fragrances and innovations to keep consumers engaged, with this being backed up by strong marketing and distribution, including through e-commerce.
Volume sales within most categories of air care are expected to stagnate over the forecast period, but other air care is still seen to have strong potential. Indeed, other air care has been on an upward trajectory with sales further boosted by the COVID-19 pandemic.
After the disruption to store openings seen during the COVID-19 pandemic, retailers such as Action and Ritual along with home improvement stores started to see a return of more stable foot traffic in 2021. These retailers are gaining share in categories such as other air care, with these products increasingly being sold not just for their fragrance but also for their appearance.
The appeal of spray/aerosol air fresheners, gel and liquid air fresheners and electric air fresheners is expected to continue waning. The future of air care lies in the advancement of natural concepts that have fewer chemical ingredients and are sustainably sourced and/or produced in formats such as reeds, candles and mists.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Air Care industry in Belgium 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.
If you're in the Air Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!