Air Care in Hungary

PROSPECTS

With higher purchasing power, Hungarians seek interesting air care additions

Air care products are perceived as being non-essential by most home care consumers in Hungary. However, thanks to generally increasing income levels and rising consumer sophistication, the category has recently received increased focus, from both manufacturers and customers.

Though spray/aerosol still dominates, candle air fresheners could light the way forward

Spray/aerosol air fresheners remains the biggest air care category in Hungary. The dominance of these products derives from their simplicity and the wide range of available brands and fragrances at all price levels.

Greater demand pervades throughout air care

While there is strong competition between various air care categories, liquid air fresheners have started to gain more momentum and are now among the most dynamic formats. Due to their attractive designs and natural impression, liquid air fresheners have much more growth opportunities, in both the economy and premium segments.

COMPETITIVE LANDSCAPE

Multinationals remain at the highest altitude in air care

Procter & Gamble through its Ambi-Pur brand continued to lead air care in 2019 in Hungary. Despite losing some sales share, partly due to the fact that Ambi-Pur candle air fresheners were withdrawn in 2018, the company has managed to maintain its lead in Hungary and is expected to remain at the summit over the forecast period.

Brands harness the digital domain to capture the imagination

As the internet retailing channel is growing dynamically, manufacturers are trying to engage consumers via various tools. The official website of Air Wick offers a “Scent Decorator”, which allows consumers to pair scent and home decor ideas to create a desired mood.

Hungarians wax lyrical about Yankee Candle

The Yankee Candle brand gained popularity in Hungary over the review period thanks to the efforts of its Hungarian distributor, Sound & Data Kft. Although the brand offers gel, electric and car air fresheners as well, candle air fresheners are its signature products, with availability increasing strongly over the review period.

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