Executive Summary

Feb 2019
PROSPECTS
Concerns about unnecessary chemicals resulting in declines in multiple categories

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.

Natural air care products offer a growth opportunity

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.

Car air fresheners records stable volume sales

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.

COMPETITIVE LANDSCAPE
Yngve Niklasson dominates car air fresheners

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 Nordic dominates the wider category

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.

Poor outlook makes the category unattractive for new entrants

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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Air Care in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Denmark market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Denmark?
  • What are the major brands in Denmark?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

Air Care in Denmark - Category analysis

HEADLINES

PROSPECTS

Concerns about unnecessary chemicals resulting in declines in multiple categories
Natural air care products offer a growth opportunity
Car air fresheners records stable volume sales

COMPETITIVE LANDSCAPE

Yngve Niklasson dominates car air fresheners
Reckitt Benckiser Nordic dominates the wider category
Poor outlook makes the category unattractive for new entrants

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Changing consumer preferences forcing producers towards a paradigm shift
Reducing the use of unnecessary chemicals in Danish homes grows in importance
Consumers reward brands which care for the environment
Several manufacturers putting sustainability at the heart of their new product development
Natural claims to lose their USP by the end of the forecast period

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources