Air Care in China

PROSPECTS

Rising health concerns threaten the growth of spray/aerosol air fresheners

Spray/aerosol air fresheners remains the largest category within air care in China, but the category saw only modest growth in retail volume terms in 2019 as demand began to wane. Many consumers have started to avoid using spray/aerosol air fresheners due to health concerns.

Players look to add value with premium fragrances and packaging

While product innovation remained limited in air care in China at the end of the review period, there was a growing focus on introducing new fragrances to help stimulate interest. Players started adding more sophisticated fragrances to their products to provide a higher-end positioning and to better target China’s expanding middle class, with leading brand Glade, for example, introducing its new Lavender Peach Blossom fragrance at the end of the review period.

Consumers turn to car air fresheners as they spend more time in their cars

Car air fresheners remained the best performing category in air care in 2019, although growth was slower than in the previous year to a decline in car sales and the introduction of stricter rules around emissions. Nevertheless, consumers are spending more time in their cars due to traffic congestion and increasingly busy lifestyles, with many drivers turning to car air fresheners to eradicate unpleasant smells, such as from traffic pollution.

COMPETITIVE LANDSCAPE

Glade continues to lead with it continuing to introduce new and enticing fragrances

Shanghai Johnson continued to lead air care in 2019. Its Glade brand continued to lead spray/aerosol air fresheners, car air fresheners and other air care, while also commanding a strong position in gel air fresheners.

Local player bringing freshness to air care with new and innovative products

Although multinationals commanded very strong positions in air care in 2019, domestic player Guangzhou Liby Enterprise Group continued to perform well, with it overtaking Aestar (Zhongshan) Co Ltd to take third place in the rankings. Known for its aggressive and localised marketing campaigns, Guangzhou Liby Enterprise Group has managed to create a buzz around its Xilan brand.

Liquid air fresheners provide appeal to mid- to high-income consumers

At the time of writing there was limited data available on liquid air fresheners in China; however, with leading brands such as Xilan offering these products there is growing interest, with some consumers shunning spray/aerosol air fresheners due to health concerns. Farcent is one of the more popular brands offering liquid air fresheners in China.

Files are delivered directly into your account within a few minutes of purchase.