Air Care in India

2020 IMPACT

As purchases of air care products are discretionary, growth slows dramatically

After seeing dynamic retail volume and current value increases for most of the review period, in 2020 air care saw a strong slowing of its growth rates, with value growth slowing even more abruptly than volume growth due to price declines. Consumers’ incomes were negatively affected by the economic impact of COVID-19, and given the non-essential nature of such products and their lack of contribution to hygiene, which was paramount in this year, many people prioritised necessities instead, leading to only slow growth.

Lockdown leads the growth rate of car air fresheners to plummet

A particularly strong slowdown in growth was seen by car air fresheners in 2020, which is the second biggest category in current value terms. During the nationwide lockdown in the first half of the year state borders were closed, and with the instruction to stay at home where possible, travel in cars was limited in this year.

New launches of air sanitisers to meet new demand due to COVID-19

To make the air care category more relevant to the COVID-19 era and focus on sanitisation, disinfection and hygiene, brands launched air sanitisers which promise to kill bacteria and viruses along with providing fragrance. For instance, Godrej Consumer Products launched Protekt Air & Surface Disinfectant Spray, which is an alcohol-based odour neutraliser which claims to kill 99.

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