2018 witnessed significant media attention regarding the use of unnecessary chemicals in Danish homes, resulting in the Ministry of Environment recommending that consumers shift towards more natural and chemical-free products. With regard to air care, the ministry said many products contain chemicals which can cause allergic reactions.
Denmark is currently witnessing the emergence of more natural home care products which are better for the environment. However, this trend has yet to be seen in air care.
Despite the negative media attention being focused on some air care categories, the volume sales of car air fresheners remained stable in 2018, while value sales increased thanks to a rise in average unit price. The fact that this category is less responsive to market conditions is because Danish consumers buy car air fresheners out of habit, much as they do sugar-free chewing gum or cigarettes.
Yngve Niklasson continued to dominate car air fresheners in 2018, with its well-known Wunder-Baum brand being synonymous with car air fresheners in many people’s minds. Because of this, no significant marketing activities are necessary, with strong visibility being enough for the brand to maintain its position.
Reckitt Benckiser continued to lead the wider air care category in 2018 thanks to the strength of its Air Wick brand, which is present in most categories and is known for its good quality and innovative fragrances. Surprisingly, however, engagement with local consumers is rather poor, with the brand not having any detectable presence on social media platforms, although its local website is well-built.
A poor outlook for the category in both volume and value terms means that new players are unlikely to emerge. Existing manufacturers will thus focus on maintaining their positions and trying to grow their sales.
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This industry report originates from Passport, our Home Care market research database.