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