2020 witnessed a surge in demand for spray/aerosol air fresheners because of heightened hygiene concerns linked to the emergence of COVID-19. Heading into 2021, the lingering impact of the pandemic continues to support further demand for spray/aerosol air fresheners, in addition to other air care, and is therefore set to maintain double-digit growth rates.
While spray/aerosol air fresheners continues to gain in popularity due to hygiene concerns, deodorisers are also rising as a response to increasing health concerns. They already account for a major growth area under other air care in 2021.
Air care was already witnessing a shift towards more premium products prior to the emergence of COVID-19. The pandemic, however, gave this trend another boost, leading to a more intense race towards premiumisation.
The review period witnessed the rapid growth of reed diffusers amongst the different formats of air care in Hong Kong. Not only are luxury perfume brands diversifying by entering reed diffusers, but popular air care brands such as Air Wick and Sawaday are also rolling out this format despite its higher price range.
Air care offers multiple scenting systems and manifold fragrances in Hong Kong. However, in addition to these traditional systems, technological innovations are also present, including scent diffusers that can be activated via Bluetooth by apps and devices such as Amazon Alexa.
With the growing demand for air care solutions in the home, an increasing number of brands from outside of the category are now starting to enter. In addition to fashion-related brands that already have a presence, lifestyle brands are also eager to join the competition.
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Air Care
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 DefinitionsThis report originates from Passport, our Air Care research and analysis database.
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