Air Care in China

PROSPECTS

Growth of air care slows in 2018 due to a lack of new product development

Air care witnessed a slight slowdown in value growth in 2018 when compared to the previous year. This can be attributed to both supply and demand factors.

Car air fresheners once again the best performing category

Car air fresheners remained the best performing category in air care in 2018, with growth supported by rising sales of private cars. As consumers began to spend more time in their cars due to traffic congestion, they also increasingly turned to car air fresheners to eradicate unpleasant smells, for example from cigarette smoke.

Growth of spray/aerosol air fresheners slows due to changing lifestyles

Spray/aerosol air fresheners posted the second weakest performance in air care in 2018. Although accounting for the strongest share of value sales, many consumers avoided using spray/aerosol air fresheners due to health concerns.

COMPETITIVE LANDSCAPE

Shanghai Johnson remains the leading player

Shanghai Johnson continued to lead air care in 2018. Its Glade brand continued to dominate car air fresheners and other air care, while also commanding strong positions in gel and spray/aerosol air fresheners.

Guangzhou Liby Enterprise Group registers the strongest value growth

Although multinationals commanded very strong positions in air care in 2018, domestic player Guangzhou Liby Enterprise Group continued to perform well, registering double-digit value sales growth to further close the gap on third-ranked Aestar (Zhongshan). Known for its aggressive and localised marketing campaigns, which in 2018 included both an online and offline collaboration with the Broadway musical Beauty and the Beast, Guangzhou Liby Enterprise Group managed to create a buzz around its Xilan brand, which further boosted sales.

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