While air care was unable to reverse the long-term declining trend for products not perceived as “natural” and useful to have in the home, the pandemic continued to have some positive impact on sales with candle air fresheners, electric air fresheners and other air care in particular recording further growth. With consumers still working and studying from home in 2021, they were able to focus on home ambience.
In contrast to various other air care products, car air fresheners recorded the worst performance in 2021 as the decline in retail volume and current value sales accelerated. COVID-19 continued to influence this weak performance, as the lockdown and ongoing travel restrictions severely hindered the use of cars.
Glade from SC Johnson retained its overall leadership of air care in 2021, and managed to increase its value share in Germany. Glade benefits from having a broad portfolio crossing air care – spray/aerosol continued to be the strongest performer for the brand.
Air care is set to record low but stable demand over the forecast period, with declines predicted for several formats. COVID-19 is expected to have only a small and temporary impact on air care.
Car air fresheners was severely hit by the pandemic and subsequent restrictions on movement outside of the home. Lockdown and travel bans meant that many consumers did not use their cars as frequently as before.
As a long-term effect of the pandemic, consumers in Germany are anticipated to continue focusing on physical and mental wellbeing over the forecast period. Consequently, manufacturers of air care are expected to increasingly add wellness features, such as the use of essential oils and fragrances that are more common within aromatherapy, to develop air care in line with this growing trend over the forecast period.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of spray/aerosol air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners, candles, car air fresheners and other air care.See All of Our Definitions
This report originates from Passport, our Air Care research and analysis database.
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