Air Care in Hungary

PROSPECTS

Non-essential luxury

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 area has recently received increased focus, both from manufacturers and customers.

Spray and candle formats continue to lead sales

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

Liquids to gain momentum

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

COMPETITIVE LANDSCAPE

Key players remain stable

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 Despite losing some sales share, partly due to the fact that Ambi-Pur candle air fresheners were withdrawn in 2018, the company has managed to maintain its dominance in Hungary and is expected to remain the leading player over the forecast period.

Digital scents

As the online 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.

Let’s go Yankees

Yankee Candles gained popularity in Hungary over the review period thanks to the efforts of its Hungarian distributor, Sound and Data. Although the company 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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