Gel air fresheners remained the leading contributor to value sales in air care in 2018. This category also registered healthy current value growth in 2018, despite declining prices.
Despite the slight retail volume growth of electric air fresheners in 2018, falling unit prices caused the category’s value sales to shrink when compared with 2017. Due to the surge in unit prices in 2017, which resulted from the floating of the Egyptian pound, price adjustments during 2018 caused unit prices to fall strongly.
Whilst spray/aerosol air fresheners experienced a current value decline in 2018, due to a fall in unit prices from 2017, the category is expected to resume moderate growth rates over the next two years. The demand for spray/aerosol air fresheners is expected to register stable and consistent growth over the forecast period due to product innovations, the increasing move to superior quality products and better living standards.
Johnson Wax (Egypt) Co was able to maintain its dominance in air care in value terms in 2018, remaining the top player in Egypt owing to the widespread popularity of its leading brand Glade. This brand is considered the gold standard in air care in Egypt, with products offered in all air care formats, including car air fresheners, electric air fresheners, gel air fresheners and spray/aerosol air fresheners.
Despite the clear dominance of international brands in air care, local brands are slowly gaining share in different categories. Within gel air fresheners, Unipro Egypt’s top brand, Blink, has gained notable brand share at the expense of the category’s leading brand, Glade.
The competition is expected to heat up in air care over the forecast period, and a competitive advantage based solely on lower prices is not going to be sufficient to maintain the shares of the leading companies. To keep up, companies will need to introduce innovation in several areas.
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This industry report originates from Passport, our Home Care market research database.