The outbreak of COVID-19 resulted in major changes in consumer behaviour regarding home care, but these were not all positive with sales of air care seeing heavy declines in 2020 and 2021. This was largely because as consumers spent more on cleaning products they had less disposable income available for air care, which is seen as a nice to have product rather than a must have item.
Reckitt Benckiser extended its lead within air care in 2021. Its Air Wick Freshmatic range outperformed Glade and Afroso as a result of having more SKUs in its portfolio, with it also occupying more shelf space in stores too.
On the positive side, due to the increased amount of time being spent at home due to the pandemic, most Greeks started paying more attention to the ambience of their home. As such, many people started looking for ways to make their home cosier and more welcoming.
Air care is expected to continue declining over the forecast period in value and volume terms, with the economic impact of efforts to contain COVID-19 likely to discourage consumers from spending on items that are deemed to be non-essential. Moreover, the category’s potential for expansion will be further undermined by a lack of investment from manufacturers which are likely to be deterred by the limited growth opportunities available.
As the younger generation of Greek consumers are more conscious about environmental matters, sales of spray/aerosol air fresheners will likely continue to decline. These products are perceived to be bad for the environment, while there are also some concerns that they can be potentially bad for human health.
The share of candle and liquid air fresheners within overall air care is expected to grow over the forecast period. Sales of candle air fresheners will likely be driven by the fact these products are perceived to be a more natural solution and one which can add to the ambience of a home.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Greece 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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