Executive Summary

Mar 2019
PROSPECTS
Convenience results in high value share for electric air fresheners

Ease of use combined with a need to keep homes odour free, resulted in electric air fresheners retaining strong value share within air care. Consumers are increasingly concerned about the number of odours emanating from kitchens, living rooms, and bathrooms coupled with odours from pets, leaving them to search for the most effective way to eliminate smells and continue to cover them up.

Slowdown of Canadian automotive sales to impact car air fresheners

At the beginning of 2018, trade experts felt that the Canadian automotive sector could face a downturn due to the NAFTA effect and millennials not keeping up with baby boomers’ car purchasing habits. Thus far, sales were down at the end of July 2018 compared to the previous year.

Growing awareness of substitute products to slow down sales

Canadians are increasingly aware of the harmful chemicals that are present in certain air fresheners, with substances such as formaldehyde, toluene, xylene, and naphthalene, which can lead to health complications. As a result, consumers are turning to substitutes such as home-made or local products they perceive to be healthier.

COMPETITIVE LANDSCAPE
Procter & Gamble enjoys success with Febreze One

Having launched Febreze One in 2017, Procter & Gamble’s brand received the “Product of the year 2018” award for innovation. Procter & Gamble hopes to capitalise on its success as the company claims the product is unique as it does not contain aerosols, dyes or heavy perfumes.

Reckitt Benckiser focuses on new products to boost sales

Reckitt Benckiser’s limited edition aims to boost sales within air care, especially with its “Good to be Home” limited edition. The company is offering new fragrances such as Fresh Berry Picking scented candle and Baking Cookies scented candle, tempting consumers to choose one or two as a decorative solution for the home as springtime approaches.

Aromatherapy players a threat to air care

The increasing awareness of the healing benefits of aromatherapy is gaining momentum amongst Canadians, and as a result, these products are experiencing healthy growth. Aromatherapy is being used as an alternative medicine and consumers are increasingly interested to learn about the therapeutic benefits associated with essential oils, with some studies claiming the easing of insomnia, depression, digestive problems, and respiratory disorders.

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Air Care in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Canada?
  • What are the major brands in Canada?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Canada - Category analysis

HEADLINES

PROSPECTS

Convenience results in high value share for electric air fresheners
Slowdown of Canadian automotive sales to impact car air fresheners
Growing awareness of substitute products to slow down sales

COMPETITIVE LANDSCAPE

Procter & Gamble enjoys success with Febreze One
Reckitt Benckiser focuses on new products to boost sales
Aromatherapy players a threat to air care

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Canada - Industry Overview

EXECUTIVE SUMMARY

Amid economic slowdown, Canadian home care registers growth
Canadians demand greater transparency
Sustainability is key for players
Innovation limited to fragrances and packaging in 2018
Convenience to drive home care

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources