Competitive Landscape
Reckitt Benckiser Dominates with Strong Brand Portfolio
The air care market in Denmark is highly concentrated, with Reckitt Benckiser Nordic leading value sales with a share of 52% in 2025. This dominance is attributed to the reputation of its well-established Air Wick brand, which offers a diverse portfolio of products across air care.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Care industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Air Care in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Care in Denmark?
- Which are the leading brands in Air Care in Denmark?
- How are products distributed in Air Care in Denmark?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Air Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Air Care in Denmark - Category analysis
Key Data Insights
Strong Sales Growth Driven by Wellness and Decor Trends
Strong Sales Growth Driven by Wellness and Decor Trends
Sustainability Continues to Shape Innovation
Candle Air Fresheners Leads with Strong Performance
Consumers to Prioritise Eco-Friendly and Natural Air Care Products
Candle Air Fresheners to Remain Largest Category in Value Terms
Liquid Air Fresheners and Electric Air Fresheners Set to See Fastest Growth
Reckitt Benckiser Dominates with Strong Brand Portfolio
Discounters Drive Air Care Sales with Strong Market Penetration
Non-Grocery Retailers and Retail E-Commerce Gain Share through Diversified Offerings
Home Care in Denmark - Industry Overview
Consumers Drive Growth with Convenient and Premium Products
Key Data Insights
Consumers Drive Growth with Convenient and Premium Products
Eco-Friendly Products Gain Traction with Certifications and Natural Ingredients
Multifunctionality and Premiumisation Shape Product Development
Multifunctionality and Premiumisation Set to Drive Future Progress
Laundry Care to Remain Largest Category as Dishwashing Leads Growth
Sustainability Trend Shapes Category Development
Unilever Danmark Maintains Lead through Innovation
Discounters Drive Value Sales with Extensive Network and Private Label
Retail E-Commerce Gains Traction through Convenience and Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Air Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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 report originates from Passport, our Air Care research and analysis database.
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