During the first three years of the review period air care performed poorly, particularly in 2016, when it suffered a heavy decline in both volume and value sales. However, 2017 witnessed the start of a recovery, which then continued in 2018.
Traditionally, spray/aerosol air fresheners was the only available air care format in Croatia. The advent of other air care categories generally coincided with Croatian independence and the opening up of the market.
Croatian consumers still generally consider air care as luxury products due to their high prices. Indeed, the lower average unit price in spray/aerosol air fresheners is one of the reasons why this category remains the most popular.
Air care continued to be dominated by multinational companies in 2018, clearly led by SC Johnson & Son, while other notable players included Reckitt Benckiser and Procter & Gamble. The key to success for SC Johnson & Son has been the same as in other categories, namely heavy investment in advertising, in turn leading to strong brand recognition.
Local companies continued to struggle in air care in 2018. This could be considered strange given the favourable geographical position of the country in the Mediterranean, with plenty of aromatic herbs growing nearby.
There were no real premium products present in air care in 2018, except for maybe a few insignificant brands. There were very few global brands in candle air fresheners, for instance.
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This industry report originates from Passport, our Home Care market research database.