In 2020, air care recorded higher volume and value growth than the previous year, which was mainly driven by increasing sales of spray/aerosol air fresheners. However, the category is not considered a priority compared to cleaning and disinfecting products, and this led to a decline in areas such as candle air fresheners, electric air fresheners and gel air fresheners, with consumers focusing on essential items during 2020.
SC Johnson de Centroamerica SA remained the leader in air care in 2020, with its Glade brand in the number one brand position. The Glade line is extensive, ranging from standard and affordable products such as spray/aerosol cans to more sophisticated products such as plug-ins, car air fresheners and scented candles.
Domestic brands active in air care in Guatemala include Don 'Clin from Alfredo Herbruger Jr & Co Ltda. The brand offers mainly economy air care sprays and aerosols and is the only domestic brand with a notable presence in air care.
Following the outbreak of COVID-19 in 2020, both retail value and volume growth are set to rise in 2021, with areas that declined in volume growth, such as car air fresheners and electric air fresheners, beginning to record growth once more. Across the forecast period, spray/aerosol air fresheners will drive value and volume growth while bringing in the most sales.
Imported brands are the most active brands in air care, and across the forecast period, these players will continue to hold the majority of value share. Innovation is, therefore, set to be in line with international trends, such as the trend towards naturalness.
There is a wide variety of fragrances available in air care, and many will continue to be launched across the forecast period. Floral scents are popular with consumers, along with lavender, tropical and vanilla.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Air Care research and analysis database.
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